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The Ertia line includes shampoos, conditioners and soaps. Products in the line are formulated for specific age groups. Want the complete story, plus a host of other brand-boosting articles to make your job easier?

This article appeared in the March issue, see what else was in this issue’s digital edition.

Cristina Kroll is a business journalist specializing in the beauty sector and living in Buenos Aires, Argentina. Genomma Lab, an OTC drug and personal care company, relaunched the Ma Evans hair care line in Mexico retia part of its strategy to expand market share and coverage in Latin America.

This is just part of the article.

The company is also reinforcing its operations in Latin America. The Moiskin and Ertia lines are part eetia a strategy to focus on personal care in the region.


According to ADEX, 19 Peruvian companies began selling their fragrances abroad in the third quarter of Direct seller Amway introduced two new lines in Decemberspecially created for the Latin American market.

And the version for mixed hair care, contains passion fruit as main drtia, to act as greasiness controller agent, and yet a combination of the vitamins E and B5, phyto cleaner and phyto conditioners agents of coconut and murumuru, which promotes excellent hydration level and healthy appearance to the threads and of cleanliness to the scalp. Genomma Lab, which also owns the dandruff shampoo brand Medicasp, acquired the Smway Evans line in due to its high level of brand recognition in the shampoo and hair loss treatment categories.

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CIf you want to send to more than one recipient must separate the emails with commas. The initiative was undertaken through an agreement between Inter Parfums, the distributor for Gap beauty products worldwide, and Greta, which represents the brand in Argentina, Uruguay, Chile and Peru.

Thanks to the action of the extracts of sage and shizo, the humidity of hair surface is maintained, while the amino acids contributes for threads firmness and the Essentials fat acids helps the hair to recover its natural nature and defense.

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Amway has developed Ertia line, specially for Latin American women, based on studies of basic needs of each kind of hair and a selection of natural ingredients from Amazonia. According to a report from Amway, the initiative seeks to multiply its possibilities of covering a wider market.

Shampoo e Condicionador Ertia for dry and damaged hair were formulated with base in pequi natural oil and vitamins E and B5, which restores the hair exposed to Chemicals treatments and to the environmental stress.

Tap Into Business Solutions! Amway scientists has created an exclusive Quatriessencials system, result of the balanced combination of amino acids and essential fat acids, which helps erhia increase the humidity of the scalp and to renew hair natural defense. She has written for the main Argentine magazines related to the beauty business, and was a correspondent for French magazine Beauty Business News.