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04 March 2011

How to Buy Nail Polish in an Emerging Market Economy

Having worn the same nail polish since September, I decided it was time for a change. I have seen plenty of nail polish for sale in Buenos Aires, so I set out to find a store. I stumbled upon a store which looked like a South American Walgreens. The first thing I noticed was all of the nail polish and other small cosmetics behind big glass windows. There also appeared to be a separate counter for cosmetics. After finding the color I liked through the glass, I attempted to find someone to open it for me. I found an attendant behind a little beauty counter with over priced L’Oreal products. The combination of Spanish and hand signals conveyed to her that I wanted some nail polish. She got it out for me and brought it back to the beauty counter where she rang it up. I asked if I could also pay for the toilet paper that I had picked up and she said no, that I had to take it to the other cashier. OK. Then she handed me a receipt for the nail polish, refused my money to pay for it and instructed me to head to yet another cashier to pay for the nail polish and then return to her with proof of purchase. After nearly 30 minutes, I was on my way home with the most expensive Maybelline nail polish I have ever purchased and it looks like it was leftover from the ‘90s. Something interesting to note is that in most other countries, Maybelline, L’Oreal and other similarly priced products are like gold. Maybelline mascara is over $10. L’Oreal foundation from 2005 is $20. I guess I should lock up my makeup along with my iPhone from now on!

-A

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