esprit issue 57 July 2018

PHARMACY & DEPARTMENT STORE RETAIL BEAUTY TRADE JOURNAL

TALKING

Point

HERO PRODUCTS - TOWERS OF STRENGTH THAT STAND TALL AS FIRM FAVOURITES…YEAR AFTER YEAR

TREND

Hydration is a hotter topic than ever

Interview

“ ONE OF THE BEST WAYS TO TRULY UNDERSTAND YOUR BUSINESS IS TO TALK TO CONSUMERS AND BAs” JONATHAN ZRIHEN - CEO CLARINS

CREATED TO INSPIRE YOU IN YOUR CHOSEN CAREER IN THE RETAIL BEAUTY INDUSTRY

A trusted Australian family goats milk skincare

ISSUE 57 JULY 2018

EDITOR’S LETTER My brain had a field day recently. Along it was happily going, enjoying its routine, feeling comfortable in its well-worn ways. I am a creature of habit. My brain and I know what we like, and like what we know. Having said that I am Madame Curious and love delving into new ideas, clever inventions and, “who’dve thought of that” moments. So why has my brain had a field day?

Unbeknownst to me or it, my brain, I made a decision. I hadn’t seen it coming. On a Saturday in April I viewed a property for a friend who is on the housing market. While it wasn’t right for her, I found myself still thinking about the property on the Monday. It was like falling in love. All I could think about was how New Apartment and I were going to live together.

My second viewing found me making an offer.

Accepted. My house went up for sale. Sold.

With a gap between moving out and moving in dates I had to find a temporary home. I moved just over the road, into the home of my longest standing friends in life…literally right across the road from where I had lived for nine years.

Simply a few metres yet what a jolt it has given my brain. The first day I drove off from ‘across the road’ I felt like I was living in a new suburb.

I saw things differently. Everything LOOKED different. My brain was whizzing around trying to place what had happened. I wasn’t on holiday. I’d only moved over the road. But gee, everything seemed fresh, different, new! What happened there, I thought! I really started to embrace how I felt with my new-seeing eyes. I loved the fresh view.

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ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

What happened there!

Science in brain function suggests we should do things differently sometimes to benefit memory and cognitive health – like brushing our teeth with the opposite hand, walking a familiar route the alternative way, changing up habits for the buzz it gives our brains. When we do something new or have a new experience there is a residue of emotions from past experiences, but over time and with more mixing up the residue diminishes and we become fresher each time.

Things around you in your workplace might be out of your control to change. Such as the background music in your store – playing soulful or happy songs affecting everyone’s moods to be soulful or happy. Or the café next door to your pharmacy pumping out delicious coffee bean aromas beckoning customers from browsing your beauty shelves and into an order to the barista. To shake things up and reawaken your customers to see you, and what you’re selling, differently you need to recreate the environment. Do you always have a particular spot you like to stand in on your counter on the shop floor? Change it up. It may feel weird at first but just do it. Can you change your counter top styling? Staying in line with your brand’s protocols, can you welcome customers in a slightly different manner – physical and verbal? Uniforms are a tough one to change but we love Clinique’s new way to Rock The Lab Coat. The trusted white coat remains, but consultants can funk it up with fashionable statements – see Elisabeth King’s interview with Corinne Duffy – Clinique on pages 44-45.

The beauty industry is great at innovating – the indie brands have made their own category out of it, while the big boys keep fresh by doing things differently when there’s a good reason to do so. Again it’s EK who has interviewed industry leaders on hero brands and how they evolve over time, with advances in science.

Heroes, refreshed. See Talking Point on pages 32-36.

Delivering the newness personally to customers is down to Beauty Advisors. On the shop floor.

OUR heroes. So it was heartwarming to read about a trend in the US – trends from that region usually filter through to Australia – for increasing the number of BAs in store.

Macy’s has launched a program specifically hiring more Beauty Advisors and is finding these people through special hiring events in many of its stores, promising “Candidates can expect a warm and comfortable hiring experience.” Adding: “Macy’s colleagues are crucial touch points for our customers in store, helping to enhance their shopping experiences on a day-to-day basis”.

Love it! BAs are the true influencers who advise personally, in real time, with a physical customer who has a myriad of independent thoughts going on and past experiences to navigate.

Change it up. Connect with your customers from a different angle. Give your brain a shift.

Rework your routine. Make a fresh start!

Enjoy the new journey

PHARMACY & DEPARTMENT STORE RETAIL BEAUTY TRADE JOURNAL

ISSUE 57 JULY 2018

ISSUE

TALKING

Point

HERO PRODUCTS - TOWERS OF STRENGTH THAT STAND TALL AS FIRM FAVOURITES…YEAR AFTER YEAR

57 Contents

Snapshot

TREND

Hydration is a hotter topic than ever

COVER STORY THE GOAT SKINCARE AND BABY GOAT SKINCARE – 12

Interview

“ONE OF THE BEST WAYS TO TRULY UNDERSTAND YOUR BUSINESS IS TO TALK TO CONSUMERS AND BAs” JONATHAN ZRIHEN - CEO CLARINS

YOUR RESOURCE FOR EVERYTHING YOU NEED TO KNOW IN RETAIL BEAUTY RIGHT NOW

The natural go-tos for sensitive skin this winter

TREND THE BEAUTY OF WATER – 16

CREATED TO INSPIRE YOU IN YOUR CHOSEN CAREER IN THE RETAIL BEAUTY INDUSTRY

Marketing to Millennials

& GenZ

Hydration is having a heyday as the world’s women seek greater hydration

Get your golden ticket to esprit’s Event of the year!

TALKING POINT

A trusted Australian family goats milk skincare

TEAMWORK PAYS OFF - BOOSTING BRAND RETAILER SYMBIOSIS

INDUSTRY NEWS – 20

Front Cover Details

Clarins’ CEO Jonathan Zrihen focusses on giving more service to the customer

TALKING POINT – 32 SIMPLY THE BEST-SELLERS The champions from the beauty shelves that sell and sell

ESPRIT MASTERCLASS – 37 Marketing to Millennials and GenZ event round-up

Previous issues

INTERVIEW – 46 – CLARINS Jonathan Zrihen - CEO of Clarins Group talks about change and why BAs are VIP

BUSINESS – 56

new MICELLAR

Industry experts share their expertise to support your business development

OUT & ABOUT – 72

CLEANSERS

BEAUTY INFLUENCER – 82 THAT’S BAs BAs are real people with real customers and real opportunities to provide personalised consultations in real time

KNOW YOUR OWN BUSINESS

Product launch events giving media the inside story ahead of going on counter

YOUR RESOURCE FOR EVERYTHING YOU NEED TO KNOW IN RETAIL BEAUTY RIGHT NOW

55 JANUARY/FEBRUARY/MARCH 2018

See Core Metrics’ The Goat Skincare Cover Story on pages 12 and 13.

BRANDS

Retailer recognition, brand awards, supplier moves plus solar farm opening for Sydney’s tube manufacturer

Beauty Influencers

MEDIA

BAs – THAT’S YOU!

BAUER CEO - PAUL DYKZEUL TALKS MAGAZINES + MEDIA

RETAIL

Getting Retail Ready - Tips for new brands from Liz Webster

TALKING POINT

HOW CONNECTED CONSUMERS ARE CHANGING THE BEAUTY INDUSTRY

TREND

Convenient palettes are revving up again!

Sally Fitzgibbons set to be Burt’s Bees

BRAND NEWS – 93OUR MOST GENTLE

FORCE OF NATURE YET.

What’s about to hit shelves!

For the a natural cleanse that works with your skin, not against it.

New Mailing Address

ISSUE 55 JANUARY 2018

ESPRIT MAGAZINE AUSTRALIA

Dry, cracked and sensitive skin affects people of all ages, especially the elderly, office and home workers exposed to indoor heating all day, babies and young children, says Tijana Desancic, Sales and Marketing Director for Core Metrics. “The Goat Skincare and Baby Goat Skincare ranges are among our top-selling brands. They are natural choices to ward off loss of moisture in the skin caused by chilly winds and low humidity. Winter also worsens existing skin problems such as eczema and our new Eczema Cream offers one of the best natural alternatives to treat inflammation and itchiness”.

esprit Magazine Australia Managing Director Andrea Ferrari M: 0410 067 966 E: andrea@esprit-magazine.com.au General Manager Nicci Herrera M: 0426 826 977 E: nicci@esprit-magazine.com.au Digital and Social Media Manager Yasmin Border E: info@esprit-magazine.com.au NEW MAILING ADDRESS 3/310 Nagurra Place, ROZELLE, NSW 2039, Australia Design Jordan Lane M: 0416 351 244 E: jordan@lanecreative.com.au Subscription Rates $132.00 per annum (Aus) $167.70 per annum (NZ) $205.20 per annum (Int) All rates are inclusive and AUS$.

Articles that appear in esprit Magazine Australia may not be reproduced without permission of the publishers.

The opinions expressed in esprit are not necessarily those of the publishers.

Andrea Ferrari Publishing Pty Ltd ACN 602410784 Issue 57: ISSN 1449-8018

ISSUE 56 APRIL 2018

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© 2018 Estée Lauder Inc.

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Associate Editor

Business Features

ELISABETH KING

Winner of the beautydirectory Star Award for Outstanding Contribution to Beauty Journalism 2012, Elisabeth is one of Australia’s leading lifestyle and business journalists and contributes regularly to leading newspapers and magazines in Australia and the UK. She has an economics honours degree from University College London and is a three-time winner of the CTFA (Cosmetics, Toiletries and Fragrance Association) annual beauty writing award on ‘The Business of Beauty’, and has also won a CTFA award for writing about men’s grooming. In November 2001, Elisabeth co-wrote the best-selling book - Secrets and Lies - All You Ever Wanted to Know About Beauty. In May 2003, she was the inaugural Australian winner of the Jasmine Award 2003, an international award for excellence in fragrance journalism. As the grooming editor of Men’s Style she won a second Jasmine award for the magazine in 2010.

She is also the beauty editor of House & Garden magazine and a weekly columnist for beautydirectory.com.au.

MARY ZAVAGLIA

MICHAEL BROWN

The name Mary Zavaglia is recognised by women all over Australia as one woman they can trust to make them look and feel good. An authority in all facets of beauty reporting, commentary and direction, Mary is both an award winning beauty journalist and hair stylist. During her career she has interviewed some of the most elegant stars including Australia’s Nicole Kidman, Naomi Watts, Miranda Kerr and Kylie Minogue as well as Hollywood stars such as Julia Roberts, Courtney Cox, Andie MacDowell and pop princess Fergie. Mary has built up a reputation as the beauty expert who will try anything once for the good of her readers. She investigates, questions, trials, travels and then reveals all.

Growing up as a dancer in Perth, Michael Brown was quick to learn the ‘Art’ of Make-up Artistry and in 2001 he landed his first role in retail cosmetics as an event make-up artist.

Michael’s career as a travelling make-up artist for some of the industry’s biggest brands saw him leave Perth for Sydney in 2006 where he became a National Makeup Artist and Makeup Trainer for AUS/NZ. His creative flair and great communication skills gave him wide exposure within the Australian celebrity and media scene, that when he went freelance in 2012, his journey was only at the beginning…

Michael is now not only a Celebrity Makeup Artist, but also presenter, educator and brand ambassador with regular appearances on Channel 9’s Today Extra as well as beauty voice at rescu.com.au.

AINSLIE WALKER Ainslie has worked with brands such as Selfridges, Harrods, Harvey Nichols, The Refinery and Gentlemen’s Tonic in the UK. In April 2014, she was recognised in Australia for her contribution to Fragrance Journalism, receiving a Jasmine Award for Best Blog 2014. Ainslie is available for spa, fragrance and retail consultancy, product development and fragrance journalism. www.ainsliewalker.com.

KATE MORRIS ACCORD AUSTRALASIA LIMITED Accord is the national industry association for the Australasian hygiene, cosmetic and specialty products industry representing the full range of products from luxury cosmetics and fragrances to industrial specialties. In keeping with the strong scientific basis of this industry, Accord also adopts a principled, evidence-based approach to policy inputs and representation with governments.

adorebeauty.com.au Beauty junkie and e-commerce veteran Kate Morris, founder and CEO of adorebeauty. com.au, had her inspiration to start an online beauty store in 1999 at the age of 21. Today adorebeauty.com.au attracts more than 2 million visitors per year and has over 4000 products. Kate was awarded the Telstra Business Women’s Award for Innovation (VIC) in 2014, and was also Telstra’s Young Businesswoman of the Year (VIC) in 2010.

Expert Contributors 10| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Calling Beauty Assistants WANT TO WRITE FOR ESPRIT MAGAZINE AUSTRALIA? You’re our readers but why not write for us too. Send in a few lines on your suggestions. We want to hear about your life on the shop floor – events, challenges, your successes – whether it’s a sparkly department store or a busy community pharmacy – so long as its beauty focussed.

Contact Andrea andrea@esprit-magazine.com.au

esprit C A REER S O N L INE Log on to www.espritmagazineaustralia.com.au/ careers for all the latest jobs in beauty

cream OF THE CROP The Goat Skincare and Baby Goat Skincare – the natural go-tos for sensitive skin this winter.

by Elisabeth King Christmas in July, cosy log fires and rugging up is fun for a few months in the chilly weather but winter conditions are really tough on skin. Temperatures drop, while itchy, sensitive and irritating skin conditions such as eczema increase..

Dry, cracked and sensitive skin affects people of all ages, especially the elderly, office and home workers exposed to indoor heating all day, babies and young children, says Tijana Desancic, Sales and Marketing Director for Core Metrics. “The Goat Skincare and Baby Goat Skincare ranges are among our top-selling brands. They are natural choices to ward off loss of moisture in the skin caused by chilly winds and low humidity. Winter also worsens existing skin problems such as eczema and our new Eczema Cream offers one of the best natural alternatives to treat inflammation and itchiness”.

12| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Heritage and Authenticity Not too alkaline and not too acidic, historically goat’s milk has tried-and-tested moisturising and therapeutic properties and has long been used to target painful, dry skin conditions such as psoriasis and eczema. But it also has a long heritage for its beauty and anti-ageing benefits and many mainstream cosmetic brands are launching goat’s milk cleansers, moisturisers and lotions for the face and body.

Australian-owned and family-run, Core Metrics has been one of the local beauty industry’s success stories since it was founded by industry veteran, Sally Desancic, and her husband Ray more than 20 years ago.

Naturally-based, affordable skincare is our strength, says Desancic. “Our parents have years of experience, based on their European background, in being aware of the soothing properties of goat’s milk. The sort of insight and in-depth knowledge you don’t get with many of the other goat’s milk brands on the market today. We believe nothing is more nurturing than family and nothing nurtures family before than the wisdom of tradition and nature’s simplicity.”

Eczema - Natural Relief It’s a powerful message that translates well when it comes to eczema. An estimated one in five Australian infants suffer from the frustrating-to-manage problem and mothers are the main buyers of therapeutic products.

Australia also has one of the highest incidences of eczema in the world, affecting 10 to 15 per cent of the population. Winter often causes flare-ups because eczema-prone skin has a weaker natural barrier and can’t protect itself from irritants or retain moisture as well as normal skin. That’s why it is extra-sensitive to chilly winter winds.

There are a lot of eczema creams and lotions available, but The Goat Skincare Eczema Cream has a natural formula, is non-greasy and provides 24 hour hydration, says Desancic. “Lots of consumers have used the word - finally - to us. The anti-microbial effect of goat’s milk helps to protect and soothe the eczema faster. If you don’t treat eczema promptly, the urge to scratch is strong and skin can become inflamed or raw, leading to potential infection. Over-washing can also lead to eczema on the hands in some people. Simply smooth on The Goat Skincare Eczema Cream before going to bed and pop on a pair of cotton gloves for a fast-acting overnight treatment”.

With skin sensitivity an increasing problem, people have become more aware of what they are putting on their bodies and are seeking safer, more natural alternatives, says Desancic.

“Our customers love The Goat Skincare range because it’s authentic and natural ingredients are used as much as possible.

The major point-of-difference is the use of sustainable palm oil and fresh, permeate-free, ethically-sourced goat’s milk from a farm in Victoria. Our best-selling goat’s milk soap, for example, comes in eight variations - original, lemon myrtle, manuka honey, oatmeal, chia seed oil, chamomile extract, coconut and pawpaw - and contains no harsh detergents or potentially harmful chemical compounds”.

Supporting Retailers/Huge Demand According to research, 40 per cent of Australian women have a preference for natural skincare products. The protein and fatty acid composition of goat’s milk is unique and not easily replicated, offering vast potential for further product innovation. The demand is huge as more and more women become aware of its soothing and hydrating effects, says Desancic.

The biggest retailers of The Goat Skincare range are Priceline, Terry White Chemmart and Coles, she adds. “Earlier this year, we launched the “Goats Care More” campaign.

It appears fortnightly in leading national newspapers and magazines and focuses on the real concerns consumers have about their own and their family’s skin. It’s humorous and features talking goats. An approach that’s both attention-grabbing and authentic because it underlines the source of this wonderful natural ingredient”.

Core Metrics has built up a formidable reputation for its strong support and backup to retailers. The Goats Care More campaign has allowed us to advertise special promotions with some of our leading retailers, says Desancic. “For example, we have

implemented a promotion in the widely-read Body + Soul pull-out in News Corps’ leading national newspapers highlighting Priceline in mid-July. Social media is also a major focus. In addition to print advertising, we are working with many of Australia’s leading mummy bloggers who have been instrumental in attracting authentic attention to The Goat Skincare and Baby Goat Skincare ranges.

This has been a major catalyst for online sales which have doubled over the past year”.

Just Kidding - Phenomenal Success of The Goat Skincare and Baby Goat Skincare

Top 7

Skincare Benefits of Goat’s Milk 1. Goat’s milk has a pH close to human skin for fast absorption. It helps to maintain the natural pH balance of all skin types and relieves dryness, irritation and itchiness caused by eczema and other sensitive skin conditions.

2. Packed with vitamins - A, B1, B6, B12, C, D and E - goat’s milk also contains essential fatty acids and enzymes to nourish and protect the skin against free radical damage and premature ageing.

The Baby Goat Skincare range was launched just over a year ago in Coles supermarkets, says Desancic. “It is sold nationwide in over 700 Coles stores and the first year has hugely exceeded our expectations. There are four SKUs - Wash & Shampoo Gel, a Lotion, a Cream and a Soap. We have attracted a lot of interest from pharmacy groups and will be launched in Direct Chemist Outlet later this year”.

3. An emollient, natural moisturiser, the

The skin is like blotting paper and everything we put on it penetrates to the lower layers.

Many consumers are turning to natural products, not only for themselves but even more so for their children. Hair also becomes dry in winter. The pH level of goat’s milk also promotes healthy hair because the proteins soothe the scalp and hair follicles. Regular application of The Goat Skincare Shampoo and Conditioner and The Baby Goat Skincare Wash & Shampoo Gel significantly soothes a dry and/or itchy scalp while also improving the softness and health of the hair, says Desancic. It’s this sort of commitment and the fact that Core Metrics is a long-established family business that set The Goat and Baby Goat Skincare brands apart. Goat’s milk has always been a hero in our family, adds Desancic. “My twin sister Ivana and I have grown up with the family business. She used to suffer from eczema and my father used some goat’s milk soap from Europe to ease the problem. We didn’t know how trendy it would become, but we knew it really worked”.

5. Natural goat’s milk products do not contain

abundant proteins in goat’s milk boost its super-hydrating benefits.

4. Goat’s milk has anti-microbial properties that match anti-bacterial soaps to help treat acne and blemish-prone skin. Alpha hydroxy acids gently remove dead skin cells and encourage the growth of new skin cells to repair and heal the skin. chemical additives and have potent antiinflammatory effects which are key to soothing irritation and inflammation in the most sensitive of skins.

6. The anti-microbial power of goat’s milk is also crucial to soothing skin conditions such as eczema, rosacea, psoriasis and contact dermatitis to provide fast relief.

7. Goats milk also contains selenium, which adds another layer of protection against damaging UV rays.

Become a Stockist To enquire about becoming a stockist please email orders@core-metrics.com.au thegoatskincare.com.au @thegoatskincare facebook.com/thegoatskincare

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |13

total brand

makeover COVERGIRL IS GOING THROUGH A TOTAL BRAND MAKEOVER - THE BIGGEST REINVENTION IN ITS 60-YEAR HISTORY - STARTING WITH A POWERFUL NEW EXPRESSION OF ITS PURPOSE: “I AM WHAT I MAKE UP”. HERE MONIQUE SMITH - MARKETING DIRECTOR – COTY CONSUMER BEAUTY AUSTRALIA & NEW ZEALAND SHARES THE STORY WITH ESPRIT READERS! COVERGIRL’s transformation has been driven by relooking at how the modern woman today engages with beauty – a different approach to beauty that speaks to why we all turn to, and love makeup so much. In talking to makeup lovers, whether in research or via social listening, we learned that people see makeup as so much more than a cosmetic, but a way to express who they are, and who they want to be, to the world. Makeup then becomes a powerful tool for transformation and self-expression. They also told us that how they express themselves can change quite significantly based on a mood, a mindset, a moment in time…sometimes multiple times in one day! You’re still you, but can use makeup to show off those different elements of your identity. We like to say COVERGIRL exists at the intersection of authentic and aspirational. This inspired our new vision: “I Am What I Make Up.” Because makeup gives us the power to create and express who we are, and who we want to be on any given time, day, situation or feeling!

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I Am What I Make Up is bigger than a new campaign or a tagline, and moving away from Easy Breezy Beautiful COVERGIRL one of the most iconic tag lines in beauty - was a bold, brave move. However we needed to evolve and enter this new approach to beauty that women relate to.

Because we are all who we make up on any given day – with a little foundation, lipstick, brow and highlighter.

We’re evolving what it means to be a COVERGIRL. Our founder’s ambition was that the makeup of COVERGIRL was to be accessible to everyone. Yet we typically only featured models, singers or actresses in our communication, and they were on a set or in a studio. While famous faces are still absolutely important to the brand, we wanted to show people in context, and in a more multi-dimensional way to bring the insight to life. This means a new tribe of COVERGIRL girls to represent us.

Katy Perry - Veteran Covergirl & mega star – brings I Am What I Make Up to life by saying – ‘It’s very exciting to have this canvas that can change…it is however I feel’.

Maye Musk – 70 year old model for over 50 years, dietician and mother to Elon Musk and recently named Covergirl …with the best hashtag in the business: #justgettingstarted

MAYE MUSK

To her… I Am What I Make Up …is exactly how I am she says. ‘Because how I do my make up is how I am doing things that day.

It really transforms me because I have quite a playing canvas.’

Shelina Moreda – Professional motorcycle racer, first female to compete at the Indy Raceway, farm girl and now a Covergirl.

‘It encompasses my whole life. I started racing as a dream – I made this whole thing up. And every time that I go to the track, I want to put my makeup on. It makes me feel strong. It makes me feel badass. It’s what I want.’

S HEL IN A M O R EDA

If our core belief is rooted in the fact that makeup helps you express whomever you are, or whoever you want to be, to the world…and who that is could fluctuate based on a variety of circumstances…AND we represent an extremely diverse group of people...that meant we really needed to step up and ensure our range of products could meet all of these needs. COVERGIRL had historically been quite focused on mascara and foundation innovation, and both of those categories remain critical for the brand, but we’re seeing so much growth in complementary products that are essential to achieving a total look: contouring and highlighting, brows, glitter, glosses, etc. It was really important that we offer the full range.

There is so much consumer love and loyalty for this brand that has been sitting dormant for the last few years in Australia – and to bring it back by offering even more value to the consumer is really exciting. Same great formulas and iconic products they know and love, with new innovation inspired by prestige, at affordable prices in enviable sleek new and smart packaging that women can be proud to take out of their handbag.

We’re bringing that savvy shopper back to our mass retailers and driving the value equation for consumers and retailers.

I am what I make up.

A new vision for beauty, a new chapter for us.

Because we believe that with makeup, everyone has the power to create who they are – and who they want to be, on any given day.

New look. Same great formulas.

The Beauty of Water

by Elisabeth King

Why Hydrating Skincare is Back with a Vengeance Anti-ageing skincare sales have started to lift again as the oldest cohort of Millennials approaches 40, reports Euromonitor International. Unveiling its latest data at the in-cosmetics Global exhibition held in Amsterdam in mid-April, the trend tracker revealed that healthy ageing rather than trying to turn back the clock has become the major motivator propelling skincare sales worldwide. The number one benefit most in demand is hydration and moisturising, ahead of sun protection and wrinkle prevention and reduction.

16| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Asia Effect The Asianification of the global beauty business has played a strong role in the re-emphasis on hydration. Asian skincare has long featured hydrating essences, toners and gel/cream formulas. But the latest beauty ideal from Korea has super-charged the focus. The concept of “cloudless skin” - as in it should look as clear as a blue sky on a sunny day - hinges as much on skin health as beauty. Maximum hydration is mandatory to producing fresh, glowing skin and there are four major steps to creating the longed-for look - a cleanser that doesn’t strip the skin of natural oils, a hydrating toner, a brightening/soothing product and a very hydrating moisturiser.

Japanese beauty companies are also re-formulating products to emphasise hydration, says global researcher Mintel. The new Shiseido Essential Energy range, for example, relies on advanced neuroscience with its ReNeura Technology which leaves the skin moist and radiant.

The trend also appeals to many Western beauty brands who are now focused on skin concerns rather than specific age groups to broaden a product’s appeal. Women of all ages and all skin types need added hydration.

Another trend from South Korea which has moved from being a fad to something more lasting is jelly textures. Hydrating and cooling on the skin, they are more versatile than gels and excel at keeping active ingredients stable for longer periods. Jellies are being used in a wide range of products from lipsticks through blushers, face masks and moisturisers. Major releases from leading Western brands include Estée Lauder Vitality8 Radiant Eye Jelly, Givenchy Pop Up Jelly Blush, Dior Hydra Life Glow Better Fresh Jelly Mask and LUSH Just to Clarify Face Mask Jelly.

Anti-Pollution Powerhouse Late last year Mintel identified water as the new luxury and one of the key trends set to impact the global beauty and personal care industry over the next decade. Another important driver behind the hydration trend is that boosting moisturisation helps to counteract the effects of pollution and “urban stress” on the skin. Over half the world’s population currently lives in cities and by 2055 this figure is expected to rise to 66 per cent. High pollution levels, air conditioning, increased traffic and more dehydrate and dull the skin. So much so that the “urban skin” phenomenon has become one of the major skincare concerns for consumers all over the world.

The stats speak for themselves. More than 75 per cent of Chinese women surveyed are concerned about dry skin and 53 per cent of American women identify their skin as dry. According to recent research, 56 per cent of British women also believe they need to protect their skin against dryness and pollution. Treating dry skin properly is not just about slapping on moisturiser, it requires directing hydration to where it is needed most and strengthening the skin’s natural defence mechanisms to hold on to it, especially in the upper layers of the epidermis.

Fruit & Plant Waters on The Rise

TREND REPORT

It’s long been known that women with well-hydrated complexions develop wrinkles more slowly than those with dry skin. During the first few months of the year, the number of launches hanging their hats on intense hydration has developed into a flood. L’Occitane’s Aqua Reotier range, Clinique Moisture Surge 72-Hour Auto-Replenishing Hydrator, Rodan + Fields Active Hydration Serum, Sisley Hydra-Global Serum Anti-Aging Hydration Booster and Lancôme Advanced Génifique Hydrogel Melting Mask to name just a few recent entrants. But hydration is back with a vengeance for other reasons.

Water-based skincare products often have unique textures and the Asian preference for light gels and gel/creams has gone global as water is being billed as the ultimate moisturiser.

According to Mintel, there has been a 78 per cent increase in the number of launches specifying their reliance on water. Not all waters are the same, though. Marketing claims encompass a number of water sources - from lagoons through the ocean, glaciers, springs, spas, fruits and plants. Coconut water has been trending strongly for about five years, featured by brands as diverse as First Aid, Too Faced, Urban Decay, Jergens and Sephora’s own brand range.

Watermelon water has moved into the beauty spotlight for its vitamininfused and moisturising benefits in mainstream releases such as Estée Lauder Double Wear Water Fresh Makeup and Origins Make A Difference Plus Rejuvenating Moisturizer. LG Household and Healthcare, one of South Korea’s Big Two beauty giants, is using banana extract to deepen the moisturising benefits of its prestige Su:m 37 range.

Spring Loaded The speciality waters most consumers are familiar with are spring waters, the hero ingredient of leading dermo-cosmetic brands. Not only is the proprietary mineral and microbial diversity of La Roche-Posay’s thermal spring water, the heart of the L’Oréal-owned brand’s skincare products, invaluable for treating sensitive skin, it also has a prebiotic action on the skin’s microbiome to help repair even the most sensitive of skin. The Toleriane range contains the highest concentration of La Roche-Posay’s spring water and helps to restore the skin’s barrier function.

The spring water in L’Occitane’s Aqua Reotier range comes from the commune of the same name in the Haute-Alpes region of Provence.

It is 10 times richer in calcium than other French spring waters and is exclusive to L’Occitane. Calcium is just as important to the skin as it is to the bones and is essential to the skin’s defensive barrier, stimulating cell turnover and helping the skin to retain moisture.

Avène, also one of the most globally successful French dermo-cosmetic brands, has become a multi-million dollar global hit through the efficacy of its signature thermal spring water. Its best-selling product is the facial spray of pure water.

Micellar Waters - Clean Sweep There’s nothing new about micellar waters except their growing popularity and consumer acceptance. French women have been using these all-in-one makeup removing and cleansing products for decades.

Basically, waters which contain micelles - molecules which remove dirt and impurities in one swipe - micellar waters are available at all price levels from luxury to budget.

Garnier, the pioneer of micellar waters in the mass market, now has a range to deal with different skin types from acne-prone to dry. While the RAWW superfood-infused brand from Total Beauty Network appeals to natural beauty fans with Remove-ME Micellar Cleansing Water containing coconut water, kakadu plum and witchhazel.

Lack of hydration accentuates wrinkles and makes the complexion look dull. More and more beauty and cosmetic brands are working on advanced technologies to produce new generation masks, moisturisers, serums and cleansers that not only offer visible results in minutes, they keep the skin moisturised and hydrated for a full day.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |17

COLORSTAY HAS YOUR TM

Active Lifestyle Covered SPECIFICALLY FORMULATED TO PROTECT SKIN FROM A LIFE THAT DOESN’T SIT STILL! Today we fit more into our lives than ever before. Why? Simply, because we want to and there’s so much to do! We’re running jobs, careers, goal achievement, family, friends and being our best selves. Being active is LIFE! Way more than jogging and gym, more and more of us are rolling out our yoga and reformer mats, boxing, lifting and elevating from a pole several times a week.

1

p & Protect™ Primer

Revlon ColorStay Pre

This passion for working up a sweat is driving the growth of “one of the most successful beauty trends ever” according to Mintel. While the indie brands nimbly came on board with specific yoga or gym-proof cosmetics, it’s now going mainstream for all, as Revlon launches new velvety whipped textured Full Cover Foundation with 24-hour wear, in its legendary, ColorStay franchise. Pairing with the foundation is new ColorStay Prep & Protect Primer with SPF 25.

COLORSTAY PREP & PROTECT

TM

PRIMER SPF25

Working in synergy, ColorStay Prep & Protect Primer SPF25 creates the best environment for foundation application and long wear. The SPF of 25 means the ‘protect’ box is ticked before applying the foundation. Moisturising, controlling shine and protecting the skin – it’s the sweet layer before makeup application. RRP $29.95.

COLORSTAY FULL COVERTM FOUNDATION ColorStay Full Cover Foundation is an evolution of ColorStay’s No.1 foundation (ColorStay Make Up) bringing in the full coverage option and new innovation and technology, offering 11 shades. The luscious texture applies beautifully to a matte finish which is leightweight and has beautiful lasting power, moisturising the skin at the same time. The ‘soft flex complex’ means no caking and a comfortable feel in wear.

Convenient, transportable tube, RRP $29.95.

“ Women are after beauty products that stay in place during their busy day; products that are essentially life-proof.”

MARISA LARIA – SENIOR BRAND MANAGER, REVLON

18| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

2 Revlon ColorStay™ Concealer

3 Revlon ColorStay Full Cover™

Foundation

INDUSTRY NEWS

Benefit

bold is Beautiful

Benefit’s Bold Is Beautiful project was established to give women and girls the resources to BE BOLD, BELIEVE in themselves, and ACHIEVE 100% of their full potential. Every May, Benefit donates 100% of profits from brow wax services at Benefit BrowBars in Myer to Australian Charities Look Good Feel Better, Fitted For Work and Sister2Sister.

To raise added awareness in 2018, Benefit Australia collaborated with apparel brand Skin and Threads to design a limited edition ‘HERO’ t-shirt. The two brands joined forces with a simple mission, which is the belief that with the right support and encouragement, every girl has the power to reach her full potential and become her own super hero.

The t-shirt sold for $49 with all profits donated to the three charity partner’s charities.

Niche Marketing Le Jardin Retrouvé, the world’s oldest niche brand, recently resuscitated, sent four samples of fragrances to 500 top fragrance evaluators and bloggers internationally for them to evaluate on which will be the next release for their collection. It is the first time a brand has done this, a global consensus of sorts. It is nice to see some out of the box, innovative marketing and three Australian bloggers were chosen to participate – Rob Blandford of ScentGent, Clayton Ilolahia - WMSSL and Ainslie Walker – Scentsmith and esprit Magazine Australia columnist (see Niche Fragrance News).

Rimmel’s 3rd year at Splendour Rimmel London is the official makeup partner of Splendour in the Grass for the third year running. With the brand ethic of exploring your edgier self through playing with makeup, the festival setting provides a fitting opportunity for Rimmel. The Rimmel Road venue at Splendour in the Grass is providing free makeup touch ups, glitter and temporary tattoos, free product giveaways, free DIY nail bar and phone charging stations.

20| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Meccaland

consumer beauty festival MECCALAND is the specialty retailer’s first consumer beauty festival, with a focus on providing an interactive beauty wonderland. Key draws were the 12 x 3-hour sessions across three days, as well as an 18+ evening session.

25 of Mecca’s world best beauty brands participated, providing expert advice and how-to guidance, Instaworthy moments and access to buy exclusive limitededition products.

Ticket-holders had the chance to meet and greet some of Australia and NZ’s top beauty YouTubers including Shannon Harris (3M+ subscribers), Shani Grimmond (1.5M subscribers), Bella Fiori (1.5M subscribers), Sammy Robinson (574K subscribers) and Heidi Hamoud (416K subscribers) Mecca Brands’ Steph Phelps tells us: “The jam packed Main Stage schedule included panel discussions with some of our much-loved brand reps and MECCALAND crew members and hosted by Melissa Singer (Deputy lifestyle editor and fashion editor at Fairfax Media) and Carissa Walford (TV host), a MECCA Face Off makeup artistry competition and makeup masterclasses from the likes of MECCA MAX and Urban Decay.

“Customers were loving the exclusive, limited edition product launches including the new Urban Decay Petite Heat Palette, Too Faced Life’s A Festival Collection, NARSissist Wanted Cheek Palettes, Drunk Elephant’s Acid Trip set and Stila’s new Glitter and Glow in the specially-created shade, ‘Beauty Junkie’.”

esprit Magazine promotion

Balanced Beauty with all the Benefits Experience skin bliss and reveal radiant, nourished skin with the arrival of the NEW Burt’s Bees Hydrating Sheet Mask, Purifying Sheet Mask and Detoxifying Charcoal Sheet Mask.

Skincare benefits in five minutes or less are only a weekly treatment away with the new 99 per cent natural sheet masks from Burt’s Bees. Designed with the most common skin concerns in mind, the three single-use masks are made with natural ingredients and formulated to deliver a healthy-looking complexion that’s balanced and beautiful, naturally.

An on-trend beauty favourite, sheet masks deliver unique skin benefits to not only cleanse, moisturise and treat but form part of long-term skin health for all skin types. Specifically formulated with nourishing ingredients, like all Burt’s Bees skincare products, the three sheet masks are a skincare solution rooted in nature’s proven ability to protect and restore itself over time.

THREE SHEET MASKS, THREE SKIN CONCERNS ‘HOW IS YOUR SKIN FEELING TODAY?’

1. HYDRATING

for skin feeling a little dry or dehydrated 2. PURIFYING

for skin feeling a little lacklustre or unbalanced 3. DETOXIFYING

HELLO HYDRATION

for skin feeling a little oily or congested

Clinically shown to improve skin texture, the NEW Burt’s Bees Hydrating Sheet Mask features Kiwi Extract, Clary Sage and Willow Bark to help balance pH levels and leave skin feeling soft and supple. The non-comedogenic, alcohol-free formula absorbs quickly to instantly hydrate all skin types in need of a little nourishment.

FEATURES & BENEFITS CLIENTS WILL LOVE

PERFECTLY PURIFIED Gently cleansing and moisturising even the most sensitive skin types, the NEW Burt’s Bees Purifying Sheet Mask is formulated with Kiwi Extract to invigorate without over-drying.

Working to remove lingering traces of dirt, oil and makeup the natural formula delivers essential nutrients to skin with no greasy residue left behind.

DOWNTOWN DETOX Removing impurities for a deep clean, the NEW Burt’s Bees Detoxifying Charcoal Sheet Mask features a unique blend of Willow Bark Extract and Honey Extract with embedded charcoal. Leaving skin looking healthy, clean and refined, the natural formula both hydrates and replenishes to provide additional support to daily cleansing.

Burt’s Bees has been offering distinctive earth-friendly, natural health and beauty care products for 30 years. From a beekeeper’s backyard in Maine to the leading edge of natural, Burt’s Bees knows natural body care solutions from head-to-toe and operates with The Greater Good™ top of mind. Formulated without parabens, phthalates, petrolatum or SLS and no animal testing.

Burt’s Bees NEW Hydrating, Purifying and Detoxifying Charcoal Sheet Masks (RRP $9.95) are available from David Jones, Myer, Priceline and other independent pharmacies - for more information visit burtsbees.com.au

ME TIME

The ultimate, no-fuss way to unwind and relax Dermatologically Tested – formulated for all skin types NO NASTIES

Free from parabens, phthalates, SLS and petrolatum CRUELTY FREE

Not tested on animals GREEN HEART

100% post-consumer recycled packaging THE BURT’S BEES SKIN PHILOSOPHY

99.0% natural formula

01.

02.

04.

03.

Coty Luxury Star Performers COTY LUXURY CELEBRATED THE FANTASTIC ACHIEVEMENTS OF THEIR DAVID JONES AND MYER DEPARTMENT STORE CONSULTANTS AND BEAUTY ADVISORS EARLIER THIS YEAR WITH STATE CELEBRATIONS ACROSS AUSTRALIA. THIS IS AN IMPORTANT OPPORTUNITY FOR THE COMPANY TO ACKNOWLEDGE AND REWARD THE COMMITMENTS OF ALL TEAM MEMBERS AND TO HIGHLIGHT THEIR EXCEPTIONAL RESULTS OF 2017.

This year, each team enjoyed a beautiful dinner in their state, hosted

by Coty Luxury General Manager, Mette Engell and the Coty Luxury Management Team. The evenings culminated with some very excited and surprised team members, with the award ceremonies and recognitions.

The National Star Performer Award was received by Mariam Kandakji, Counter Manager for Myer Chadstone fragrance. Mariam, with support from her team, achieved remarkable growth throughout 2017 with +16% Winter17 and +25% Summer17, in what is recognised as a very challenging department store business environment currently – Congratulations Mariam!

All winners are to be congratulated for their great results and the pride taken in achieving the company’s expectations.

Awards

NATIONAL STAR PERFORMER OF 2017

01. MARIAM KANDAKJI – COUNTER MANAGER MYER CHADSTONE FRAGRANCE, SEEN HERE WITH METTE ENGELL STATE STAR PERFORMER AWARD OF 2017 02. VIC – MARIAM KANDAKJI – COUNTER MANAGER MYER CHADSTONE PICTURED WITH MARY HAYWARD, LISA BRIEN AND METTE 03. SA – JOEL PAJE – MYER ADELAIDE. PICTURED L-R: DORIS TIMOR, JOEL, MARY AND METTE 04. WA – POPPY KAGIANNIS – MYER CAROUSEL, CENTRE, SEEN HERE WITH ANNICK MADDEN – COTY, METTE, NARELLE BLANCHARD – COTY AND MARY HAYWARD, NATIONAL TRAINING & EDUCATION MANAGER – COTY 05. NSW – GABBY SINGH – DAVID JONES ELIZABETH ST. PICTURED CENTRE WITH (L-R): SARAH OWEN, ASHLEY AND SHELLIE GODDEN – COTY, GABBY, MARY AND METTE 06. QLD – LUIZA CHAPMAN – MYER PACIFIC FAIR. PICTURED: MARY, MEEGAN STAINKEY – COTY, ON BEHALF OF LUIZA CHAPMAN, NATALIE MADDEN, MYER PACIFIC FAIR, METTE AND ASHLEY GATT – COTY STATE COUNTER MANAGER AWARD OF 2017 WA – GORDANA LUCAS – MYER PERTH SA – GEORGINA EDWARDS – DAVID JONES MARION QLD – NINO GONCALVES – DAVID JONES QUEENS PLAZA NSW – VIVIANE MAKHLOUF – MYER BANKSTOWN VIC – LEIF HORSFIELD – MYER MELBOURNE STATE STORE AWARD OF 2017 WA – MYER MORLEY SA – DAVID JONES ADELAIDE – PHILOSOPHY QLD – MYER MAROOCHYDORE

06.

07. NSW – MYER SYDNEY. BEATRICE JIATONG LUI, KATHY TRAN, SILVA NOUGH, ASHLEY, BART STEC, LARISA VOLOKH, SARAH, MARY, METTE, ADRIANNA RACITI, MARIA MCKINNON AND MIRELA RADAS RISING STAR AWARD OF 2017 NSW – AMANDA LI – PHILOSOPHY COUNTER MANAGER DAVID JONES ELIZABETH ST VIC – JESSICA CHEOK – 2IC – MYER MELBOURNE

07.

22| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

05.

esprit Magazine promotion

moisturising

SUNCARE SPF 50+ Protection, After Sun & Gradual Tan

Help your customers prepare for Summer’s return and protect their skin with moisturising SPF 50+ cover. Using Natio’s kind and gentle suncare range, everyone can embrace the outdoors with confidence and enjoy longer, warmer days in nature.

SPF 50+ SUNCARE FOR FACE & BODY

For fuss-free fun in the sun, your customers can protect themselves with products suitable for all skin types. Natio’s 2018 suncare range includes popular products for the face and body, including: Daily Defence Face Moisturiser SPF 50+ 100 ml. An award-winning light, non-greasy broad spectrum SPF 50+ sunscreen designed to help protect the complexion from sunburn and premature skin ageing. Enriched with Vitamin E and Aloe to nourish delicate facial skin as it protects.

Broad Spectrum Sunscreen SPF 50+ 100ml. Shield skin against the sun with this water-resistant sunscreen. Offers broad spectrum UVA/UVB protection and 4 hours water resistance to help defend wet and dry skin from the sun’s harmful rays. Natural Vitamin E moisturises while Aloe Vera soothes.

Moisturising Sun Lotion SPF 50+ 200ml. A fast-absorbing lotion that leaves skin soft, smooth and dry to touch.

Formulated with skin-nurturing Aloe and Vitamin E to help protect against moisture loss, this advanced lotion offers broad spectrum protection for the entire body.

Provides up to 4 hours water resistance.

AFTER SUN CARE & GRADUAL TANNING

Aloe and Cucumber After-Sun Lotion SPF 50+ 150ml. Soothe and calm skin after spending time in the sun with this unique formulation. Light and easily absorbed, it nourishes dry and dehydrated skin with calming Aloe, Cucumber and Chamomile.

For long-lasting hydration with a sheer finish.

Sun-Kissed Glow Gradual Tan Lotion 200ml. A gradual tanning product for a natural, sun-kissed tan without exposure to the sun. The easy-to-apply lotion dries quickly and gives skin a golden glow over time, while helping to retain its natural moisture. Deliciously scented with essential oils of cinnamon and tangerine.

IN-STORE DISPLAY MAKES SHOPPING EASY

The range is presented on a new floorstand with all products in easy view, including testers for customers to experience the quality and feel, and a gift with purchase.

Spend $25 or more on the range to receive the bonus Beach Clutch - a stylish and handy accessory perfect for keeping phone, keys and coins sand-free and all in one place for quick and easy access.

The Suncare launch will be supported by a powerful online advertising and social media campaign across Natio’s platforms.

On counter 27th September, just in time for customers shopping for the start of warmer weather and beach getaways.

Ensure sun safety and always wear protective clothing, a hat and sunglasses when out in the sun. Reapply sunscreen regularly and avoid prolonged exposure to the sun.

INDUSTRY NEWS

A Win for

Olfactory Art in Australia

Adelaide Biennial held in Adelaide’s prestigious Gallery of South Australia showed a collection of prolific artists from March to June.

Accompanying Tamara Dean’s photographic installation were two fragrances created by Ainslie Walker – esprit Magazine Australia columnist (see Niche Fragrance News). Australian Art history was made; being the first time an Australian Olfactory Artist has been exhibited in an Australian national gallery! Onwards and upwards!

Picured: Ainslie with Rob Blandford - ScentGent blog

Sephora Robina

FOLLOWING THE SUCCESS OF SEPHORA PACIFIC FAIR STORE OPENING IN 2016, GOLD COAST BEAUTY-LOVERS HAVE BEEN KEENLY AWAITING THE OPENING OF THEIR NEXT SEPHORA FIX. WITH A STATE-OFTHE-ART PORTFOLIO OF CULT, LUXE AND EXCLUSIVE OFFERINGS FROM LOCAL AND INTERNATIONAL BRANDS, THE ROBINA TOWN CENTRE STORE OPENING HEROED ITS LATEST SKINCARE LAUNCH, FRESH.

Virtual Artist

OPENS

VIRTUAL ARTIST TECHNOLOGY

Robina is also the first location in Australia to introduce the Virtual Artist technology in-store. Virtual Artist encourages guided playtime where customers can virtually try on products to compare the latest shades of lip and eye must-haves. How does it work? Here’s how.

Q HOW CAN I ACCESS SEPHORA VIRTUAL ARTIST ON APP?

From the Home Screen or from a Product page belonging to the categories “Lipstick”, “Lip Gloss”, “Eyeshadows”, and “Eyeliners” using the “Try This Shade” button.

Q: HOW CAN I FIND PRODUCTS ON THE VIRTUAL ARTIST?

If you know the exact Lip or Eye product you are looking for: 1. Go to the Product Detail Screen on the Sephora App and tap on the “Try This Shade” button.

2. Go to the Virtual Artist Main Screen and tap on the Filter button. Then type the shade name in the Text Search bar.

If you don’t know the exact product you are looking for: Go to the Virtual Artist Main Screen and tap on the Filter button. Use filters to narrow down your selection.

Q: WHAT IS THE “SURPRISE ME” BUTTON?

Don’t know what to try on? Let the Virtual Artist choose a shade for you!

Q: WHAT IS “SAVE LOOKS” BUTTON?

This functionality allows you to compare how different shades look on your picture at the same time. You can also share your amazing looks with your friends via Facebook, SMS, etc.

Q: CAN I BUY PRODUCTS FROM THE VIRTUAL ARTIST ON THE APP?

Yes, you can add products to your Shopping Bag on the Sephora App by tapping on the “Add To Bag” button. If a product is not in stock you can add it to your Wait List by tapping on “Waitlist” button. We will notify you via email once the product is back in stock.

Q: CAN I SAVE PRODUCTS IN THE VIRTUAL ARTIST?

Yes, you can save products for later access to the “Add To My Favourites” button. Later, you can access your saved products tapping on “Filters” on the Virtual Artist main screen and applying the “My Favourites” filter.

24| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Today’s beauty landscape is saturated with competition. The use of celebrity spokespeople is a basic tactic to break through the clutter, but when it comes to natural skincare and wellness the pitch has to be sincere for longterm success.

PERFECT PITCH

Phenomenal Success for KORA Organics’ Global Expansion

BY ELISABETH KING

26| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

There’s even more expectation when the famous face is the founder, says Brett Riddington, General Manager of KORA Organics, the hugely popular organic skincare brand launched by supermodel Miranda Kerr.

“Miranda is intrinsically involved with everyting in the brand, interacting with product development and packaging design and identifying and creating new products that are true to her lifestyle. She has built up a strong credibility platform and consumers all over the world notice and respond”.

KORA Organics is not only backed by Miranda’s powerful persona through millions of Instagram, Facebook and Snapchat followers, a spectacular career as an international model and beauty and health guru, it also boasts the most stringent internationally recognised organic credentials from COSMOS (Cosmetic Organic Standard).

Long a hit in Australia, the brand embarked on an ambitious global expansion strategy in 2017, starting with the launch of an all-new four SKU range in 360 Sephora stores in the US in May.

ENTHUSIASTIC RESPONSE TO REVAMPED LINEUP/ 25 NEW MARKETS

Earlier in 2017, Richard Pietz, a widely respected cosmetics industry veteran with over 20 years’ experience was appointed Director of Product and Sourcing for KORA Organics.

Riddington, formerly General Manager, Beauty for David Jones and General Manager of Estée Lauder Australia, took over the reins as General Manager and the results have been phenomenal.

“Over the past year, we have expanded from being available in two overseas countries to reach 25 markets by the end of the year”.

The local and international response to the new generation, 27 product lineup which debuted from mid-2017, positioning KORA Organics as a premium certified organic brand has been even more enthusiastic than we hoped for, says Riddington. “The revamped range rolled out in Australia from July to December and because of the more premium positioning we re-assessed distribution. About two years ago, the brand was available in 250 pharmacies, but we have scaled back to 60 selected pharmacies nationwide. Miranda was formerly an ambassador for David Jones and we retained the longstanding department store exclusivity which has been in place since the launch of the brand in 2009. All 43 David Jones stores stock the full range”.

Launching in Sephora in the US generated a strong response, says Riddington. “We have introduced the entire range online and then will roll out to key stores. The Sephora concept stores in the JCPenney department store network will also come on board next year. In August, we are extending to Sephora Canada. We also chose to go with Sephora in Australia because here and overseas they bring a different, younger customer base to the brand. They are beauty devotees and are very active on social media”.

TOTAL ORGANIC LIFESTYLE/ASIAN FOCUS

With more people leading a completely organic lifestyle, the sort of upmarket stores that started with food have branched out into beauty, says Riddington. “They attract a different clientele than specialist beauty chains but their customer base is also looking for more premium, refined ethical beauty products. We have had great success with Flannerys, for example, which now has 12 stores in Queensland and six in NSW. We also have a strong partnership with Nourished Life, Australia’s leading one-stopshop website for organic beauty, health and fitness brands. Sales through Adore Beauty have quadrupled over the past year and it’s also a wonderful education channel for consumers”.

KORA Organics’ Australian online store is growing at the rate of 50 per cent, says Riddington. “We put a lot of our marketing investment into social and digital media and post daily. We talk directly to customers, and

as a result sales to international customers are now nearly 10 times what they were”.

Asia, notably China, was also earmarked as a major source of growth. KORA Organics launched on Alibaba’s Tmall, China’s largest online marketplace, last November. “We opened our own flagship store. Alibaba sent a crew to Miranda’s home in Los Angeles in February to livestream for Tmall and 220,000 viewers logged on. Orders come in daily and we are also on the major social media platforms, Weibo and WeChat”.

Other fast-growing Asian markets are also very much on the radar, notes Riddington.

“We launched in Singapore through Sephora in April, and Malaysia is also doing well.

Taiwan, the Philippines and Hong Kong are shaping into significant markets for 2018.

India, Thailand and Indonesia are a big focus in 2019 as they are among the most rapidly growing beauty markets in the world and have a strong preference for natural products”.

South Korea and Japan are the leading beauty manufacturers and trendsetters in Asia, and where they lead others follow.

“Through our distributor, we are looking to partner with Chicor, a new multi-brand chain similar to Sephora. Launched by Shinsegae, whose flagship store in Seoul is the largest department store in the world, it’s a very clever concept. They have five Chicor concept stores in department stores and the first standalone store opened in Gangnam in late December.

We will also enter Japan and are looking for a distributor”.

EUROPEAN EXPANSION/ BENCHMARK RETAILERS

In spite of the fact that Asia has grabbed the international beauty spotlight, Europe remains the largest regional beauty and personal care market in the world worth almost US$91 billion a year. Douglas is Europe’s leading perfumery and cosmetics chain with 2500 stores in 19 countries. “They are very progressive in skincare and love KORA Organics”, says Riddington.

“In August, we are launching in eight European countries through Douglas - Germany, France, Italy, Spain, Poland, The Netherlands, Austria and Switzerland. We will then launch in the remaining countries in 2019”.

Russia has also become a strong focus for KORA Organics following an agreement with L’Etoile, the largest network of perfume and makeup stores in Russia with over 850 doors nationwide.

“I went to Moscow and was blown away by the sophistication of L’Etoile”, adds Riddington. “They stock thousands of brands, including Chanel, Dior, Tom Ford, Guerlain, Estée Lauder and Clarins. KORA Organics is launching in 300 L’Etoile stores in October”.

The Scandinavian countries boast some of the highest percentages of natural and organic beauty sales in the world. “We launched in Sweden, Norway, Finland and Denmark in April and May. Again, partners such as the prestigious Stockmann department stores in Finland Magasin du Nord in Denmark and Kicks beauty specialty stores in Sweden and Norway, are strong platforms to enter all four markets”.

What we have discovered everywhere is that specialist beauty chains and department stores are important to the continuing success of KORA Organics because they invest heavily in training staff, says Riddington. “In New Zealand, we are doing good business through Ballantynes, Smith & Caughey’s and David Jones in Wellington. We will be launching in the UK through Space NK in the first quarter of next year. It’s been a remarkable year for expansion. Even though we are a small team, we are all passionate and work hard. By the end of this year, our total local and international business will be seven to eight times bigger than it was only two years ago”.

New product development has also been constant. “We launched our Noni Radiant Eye Oil, complete with a rose quartz rollerball, in March and it quickly became KORA’s number one product. Our new Turmeric Brightening & Exfoliating Mask is debuting in July. More serums are also in development and watch this space in the skin food category”.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |27

INDUSTRY NEWS

SEPHORA

Napoleon Perdis launches in Priceline, exits David Jones

The organisers say this top award reflects Sephora’s exceptional growth over the last decade, which has been driven by rapid expansion globally. This type of sustained performance is a testament to the superior differentiated experience Sephora offers its clients and the innovation it has brought to the prestige beauty industry. Fellow finalists were: Gucci, JD.com, Lidl, Primark and Walmart.

CRITERIA FOR RETAILER OF THE YEAR This is the premier category in the World Retail Awards. It recognises the retailer the Grand Jury believes to be a truly world-class operator, with outstanding results across a number of important areas. With retailing becoming ever more complex and demanding, the Retailer of the Year will demonstrate that it is not only delivering exceptional financial performance and sales growth, but will also reflect the changes that are taking place across the industry and around the world. To be an outstanding retailer today, this business will be able to show how it has adapted to the realities of the digital world by transforming its approach to retailing and the way that it is managing for the future. If it has international operations, the judges will need to see that it is also executing this to the highest standards. Above all, this will be a retailer setting new standards for the whole industry to admire.

Picured: Steve Laughlin, Vice President and General Manager, (from the World Retail Congress organisation); Chris de Lapuente, Sephora Worldwide CEO; Global Consumer Industry, IBM, Valeria Mazza and the Awards host, Spanish TV presenter, Anne Igartiburu.

Accord dates for your diary Future proofing our industry – the cosmetic and personal care sector taking control on Thursday 6th December, Park Royal Hotel, Darling Harbour Sydney.

Accord Regulatory Basics Training for the cosmetic and personal care sector on Friday 7th December, Park Royal Hotel, Darling Harbour Sydney.

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E

F IN

MATION CON OR TA CT

Stephanie Hollands Membership Services Officer Accord Australasia Limited T: 02 9281 2322 M: 0430 116 793 E: shollands@accord.asn.au www.accord.asn.au

RD CO AC

ACCORD COSMETIC AND PERSONAL CARE CONFERENCE

MO R

Pictured: Susie Bearzi (National Buying Manager, Priceline), Napoleon Perdis, Lianna Perdis, Richard Vincent (CEO Priceline) and Tamalin Morton (GM Priceline).

IN A MASSIVE COUP FOR THE RETAIL BEAUTY INDUSTRY, “ONE OF OUR OWN” HAS BEEN VOTED THE OVERALL WINNER IN THE RETAILER OF THE YEAR CATEGORY - AT THE 2018 WORLD RETAIL CONGRESS.

FOR

Leading Australian cosmetics company Napoleon Perdis has announced its launch into Priceline Pharmacy. Napoleon Perdis’ partnership with Priceline is set to usher in a sparkling new era for accessible beauty in Australia.

“This is a wonderful opportunity through the Priceline Pharmacy network to provide so many more customers with choice and empowerment to achieve their individually desired look and feel,” says Napoleon Perdis, Chief Creative Officer and Founder.

Coinciding with Napoleon Perdis’ historic launch into Priceline is the shout-out-loud launch of an energised collection of brand new beauty products. Makeup and skincare that sport cutting edge ingredient decks and all with accessible value price-points formulated and designed to be ‘must-haves’, ‘cult winners’ and ‘daily delights’ for the Australian consumer.

“Priceline Pharmacy has a reputation as a beauty playground and my range and new products fit perfectly with people who are looking for that exceptional beauty experience in hundreds of locations across Australia.” says Napoleon Perdis.

In conjunction with this new partnership is the bold move to rationalise the brand’s department store distribution to one retailer only. Napoleon Perdis will be exiting from David Jones as an outcome of its own radical self-makeover process. The retailer will continue to trade in Myer.

Napoleon Perdis is also well on its way with the program of right-sizing its own store portfolio. The brand is working towards a well-mapped out store footprint that is accessible and can serve to be reimagined and reinvigorated with what tomorrow’s customer will find highly relevant. Edutainment with techaugmented human beauty will be one of its core design features.

AWARDED RETAILER OF THE YEAR

Beauty Packaging e-newsletter gives a Sneak Peek at

Saks Fifth Avenue’s New Beauty Floor This is an interesting story seen in Beauty Packaging e-newsletter – 30.5.2018. In light of David Jones’ major renovation of its flagship store on Elizabeth Street, Sydney, in their investment to be a world class retailer. Saks Fifth Avenue has scooped Gucci’s first beauty concept store in the U.S. and Chanel’s first-ever spa room.

Saks Fifth Avenue just opened a new beauty floor at its New York flagship store. As part of a “grand renovation,” the second floor is now the “’future of beauty” - and has moved up a level from the main floor. The beautifully redesigned 32,000-square-foot space includes more than 120 colour cosmetics, skincare, fragrance and wellness brands - 58 of which are new partnerships. The floor is approximately 40-percent larger and “focuses on experiences,” the retailer states.

Marc Metrick, president, Saks Fifth Avenue, says, “As part of Saks’ overall growth strategy, we continue to look for ways to innovate, create and disrupt. The bold decision to move Beauty to the second floor, from the traditional main floor model, allowed us to build a one-of-a-kind destination enabling Saks to create the epitome of an experiential beauty floor. We continue to apply the principles of what we call The New Luxury to everything we do. What we’ve done with Beauty gives the customer a warmer environment, differentiated from what they can get anywhere else and creates a reason to come to Saks and experience our brand.”

Gucci, Chanel, & Spa Rooms Gucci’s first beauty concept store in the U.S. is on the floor plus, a first-of-its-kind Chanel spa room, modelled after the Chanel au Ritz Hotel Spa in Paris. There’s also a Dior spa room, modelled after the Dior Institut at the Plaza Athenée in Paris.

The IMPACT

of solar

01.

Impact International the tube manufacturer for a myriad of clients including many well know beauty and personal care brands has just cut the ribbon on its 290KwH solar farm at their Smithfield, NSW site. esprit Magazine was part of a group attending the opening, where Shadow Treasurer, The Hon Chris Bowen, State MP for Prospect, Dr Hugh McDermott MP and Helena Drnovsek Zorko, The Slovene Ambassador to Australia officiated.

This is the first solar farm for a manufacturer of this size in NSW. Installing solar panels across a small field – 800 sqm - and part of their rooftop will reduce their CO2 emissions by more than 300 tonnes per year and generate in excess of 395 mWhs of electricity each year. “Our goal is that while the sun is shining, all tubes manufactured at our Smithfield manufacturing site will be made using green energy generated from our solar farm, meaning our tubes will be produced using zero carbon emissions. This project involves not only the installation of our solar farm but also updating motors to more energy efficient models, re-designing our factory layout to improve production efficiency and installing smarter lighting, which in turn reduces energy consumption,” says Aleks Lajovic, Managing Director.

As the natural skincare category grows, many of these brands state that their products are certified organic or are based on nature. Up until this point, the packaging used to house these creams, ointments and lotions has largely been left out of the conversation, says Lajovic. “This is where Impact has expertise across all the international regulations”.

The engineer founders of Smart Commercial Solar spoke at the ribbon cutting event, explaining how the cost of solar has decreased to become more widely affordable. One cost cutting element is the rapid deployment and 5B technology – the world first Maverick technology was assembled on the farm in 12 hours. A markedly quicker, more efficient timescale than just two or three years ago, contributing to a much more affordable cost.

“Through installing our solar farm and wanting to offer tubes manufactured using zero carbon emissions, our aim is to add to our customers’ story. Now you can source beautiful looking tubes with minimal environmental footprint manufactured right here in Australia”.

The floor includes a total of 15 new spa rooms. Medi-spa treatments, facials, massages, manicures, and brow services are offered. Plus, nearly all makeup and skincare brands on the floor provide a selection of complimentary services, known as “Beautiful Discoveries” including mini facials, eye treatments, hand massages, makeup and skincare coaching, and more.

A Focus on Fragrance The floor features a Guerlain Parfumeur boutique that offers 110 iconic creations where visitors can choose their own scent through a digital consultation and personalize their own bottle.

The floor also offers exclusive fragrances from Bond No. 9, By Kilian, Clive Christian, EB Florals, Ex Nihilo, Hermès, Roja Dove and more as well as an Apothecary concept including a 160-square-foot curated boutique of niche beauty products and expert favourites from 30 brands.

Story credit: Beauty Packaging e-newsletter 30.5.2018

02.

03.

01. DR HUGH MCDERMOTT, MP, HELENA DRNOVSEK ZORKO, SLOVENE AMBASSADOR TO AUSTRALIA AND THE HONORABLE CHRIS BOWEN, STATE MEMBER FOR PROSPECT

02. INDUSTRY GUESTS MEET THE ENGINEERS AT IMPACT TUBES’ SOLAR PANEL SITE 03. ECO TAN’S MICHELLE LEEF - GENERAL MANAGER AND SONYA DRIVER MANAGING DIRECTOR / OWNER WITH ALEKS

INTERESTED IN TALKING TUBES PRODUCED THROUGH SOLAR POWER? CALL 02 9604 5133 (SYDNEY) OR 03 9335 2202 (MELBOURNE) ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |29 OR EMAIL SALES@IMPACTINTL.COM.AU.

New

BODY RANGE

While coffee has entrenched itself as a non-negotiable in most of our morning routines, there’s a caffeinated beauty trend that promises to wake the senses and invigorate us all over – exfoliating with coffee granules to moisturise and nourish the skin.

C°Lab & Co is the original, scrub-in-a-tub, all-natural coffee scrub range enriched with organic vitamin E, sea salt and other skin-loving essential oils and active ingredients for smoother, more radiant looking skin.

Sourced from Arabica coffee beans that are roasted to a level of ‘just cracked,’ so the beans retain their natural moisture, C °Lab & Co is packed full of natural antioxidants and skin nourishing benefits. These carefully chosen ingredients detoxify and brighten the skin by kick starting your lymphatic system to combat cellulite, stretch marks, body acne and other skin impurities, while also invigorating blood circulation to help with redness and inflammation.

Just as addictive as our morning coffee, the C°Lab & Co range awakens the senses

100% Natural Body Wash 300ml

100% Natural Body Lotion 300ml

30| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

by infusing its aromatic coffee beans with sweet almond, coconut and citrus oils, the in-use experience is enlivening. Skin texture is actively tightened, perfected and toned while drawing out excess fluid and stimulating collagen production.

This year C °Lab & Co extends its body range to include a 100% natural moisturising Body Wash and Body Lotion. Stylishly packed in 300mL matte textured bottles. These contemporary yet sophisticated products will not only be considered trendy bathroom essentials but house the finest natural ingredients to maintain skin hydration, nourishment and smoothness.

Such as Cacao Seed Butter, Grapefruit Extract, Avocado Oil and Argan Oil. Launching in July 2018.

For more information contact: 03 9484 4485 info@core-metrics.com.au

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ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |31

TALKING POINT

Simply The Best-Sellers The Cult Products Australian Women Love by Elisabeth King The number of new beauty and personal care products launched each year is staggering and it keeps growing. Not all are eagerly welcomed by consumers and there’s a huge attrition rate.

In a bid to suss out the champs that just keep selling year-in, year-out, esprit asked leading brands to reveal what flies off the shelves fastest.

Prestige Power A hero product strategy is crucial to success in beauty today, says Shannon Edwards, National Marketing & Communications Manager, Estée Lauder and Aerin Beauty. “The idea of customers buying every product from one brand just isn’t happening.

Consumers today want to curate a capsule wardrobe of cult products.

Shannon Edwards National Marketing & Communications Manager, Estée Lauder and Aerin Beauty

The rise of influencers, social media and YouTube has played a huge role in driving this demand, adds Edwards. “As the consumer has become more educated we’ve seen a lot of market growth coming from hero products in more niche sub-categories, particularly within makeup and skincare treatments. This has helped many brands gain a foothold and recruit new customers, but the challenge can be translating this into long-term, sustainable and profitable growth.

“Advanced Night Repair and Double Wear 32| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Stay-In-Place Makeup comprise more than a third of our business, and continue to drive brand growth after more than 30 years. Our ‘superheroes’ have both incredible recruiting power, and an intensely loyal customer base, and in both cases that’s due first-and-foremost to a truly superlative formula”.

Given the price positioning of La Prairie, it is crucial to ensure that customers are so impressed with results that they return, again and again, says Ai San Beaumont, Regional Marketing and Public Relations Manager, Australia and New Zealand. “Our Skin Caviar collection recently celebrated its 30th anniversary and

Ai San Beaumont Regional Marketing and Public Relations Manager, Australia and New Zealand, La Prairie

represents more than 40 per cent of the business because of its incomparable results.

Hero products such as Skin Caviar Luxe Cream and Skin Caviar Liquid Lift continue to enjoy sales growth year after year because of repeat customers who view La Prairie as synonymous with luxury, scientific innovation and results-driven products”.

Internationally and domestically, Jurlique’s bestsellers remain our iconic Rosewater Balancing Mist and Rose Hand Cream, says Anna Mayakova, Marketing Director, Jurlique ANZ. “The rose is the queen of

Anna Mayakova Marketing Director, Jurlique ANZ

botanicals for Jurlique and it’s wonderful to see the brand’s heritage, established by Ulrike Klein more than 30 years ago, still resonating so strongly with our customers. A newcomer to our most iconic products list is Activating Water Essence, which harnesses the incredible hydrating properties of marshmallow. Since its launch in 2016, it has become a must-have buy for customers and now sits in our top five internationally”.

Clarins Double Serum achieved cult status more than 30 years ago when it launched as two separate serums in 1985, says Charlotte Turner, Head of Training at Clarins.

Kate Hensley Marketing Manager, Nivea

with our iconic Nivea Creme, which continues to be a bestseller worldwide. Other landmarks which have achieved cult status include developing the world’s first liquid body lotion - Nivea Rich Nourishing Body Lotion - and discovering the power of coenzyme Q10 in anti-ageing skincare”.

Nivea Invisible Black & White Deodorant is the number one anti-stain deodorant globally, says Hensley. “It prevents white stains on black clothes and protects white garments from yellow stains and is one of our best-selling products in Australia. Other local heroes include Nivea Q10 Plus Anti-Wrinkle Day Cream, Nivea Creme, Nivea Rich Nourishing Body Lotion, Nivea Soft and Nivea Sun Spray SPF30+”.

Just as first impressions count when you meet someone, iconic products provide an indelible entrée to a brand for potential customers, says Julie Chan, Brand Manager, L’Occitane Australia. “For example, our award-winning Divine Cream

Private Formula was the first Dr LeWinn’s range launched in Australia more than 25 years ago, says Lucy Robinson, Dr LeWinn’s Brand Ambassador. “Private Formula Day Cream Moisturiser continues

Lucy Robinson Dr LeWinn’s Brand Ambassador

to be a hero product and is the number one selling product in the lineup. Designed specifically for the Australian climate and conditions, it has a proven anti-ageing effect. Eternal Youth Day & Night Cream was originally launched as a limited edition range for the brand’s 25th anniversary but is now our number two product because of its superior performance in rejuvenating and revitalising the skin. Both products prove that once consumers fall in love with a moisturiser, they find it hard to change as part of their beauty routine”.

Trilogy founders, Catherine de Groot and Sarah Gibbs, started the rosehip oil revolution about 15 years ago, says Corinne Morley, Trilogy global in-house beauty expert.

“We now sell a bottle of Certified Organic

Charlotte Turner Head of Training, Clarins Julie Chan Brand Manager, L’Occitane Australia “Combining more than 20 of our most potent age-control plant extracts, it has been renewed eight times to ensure it reflects the best in Clarins innovation for anti-ageing”.

Treatment oils are true icons for Clarins, says Turner. “The 100 per cent natural oils were perfect when they launched in 1965 and have never been reformulated. Eau Dynamisante, launched in 1987, was the first product to combine aromatic essential oils with the toning, firming and revitalising benefits of plants. A fragrance that fulfills the treatment properties of body products, it remains a global bestseller”.

In The Long Run Many of Nivea’s bestselling products stem from the brand’s longterm dedication to high-quality skincare innovation, says Kate Hensley, Marketing Manager, Nivea.

“This includes developing the first skin cream

moisturiser establishes us as a brand targeting women aged in their 30s to 50s who are seeking natural ingredient solutions to ageing.

From a commercial angle, in a saturated beauty market where new players are emerging every day, hero products provide a point of reference and a point of difference.

They help to build a loyal customer base, attract new customers and drive long-term sales”.

At L’Occitane, our iconic Shea Butter Hand Cream is a perennial bestseller. “People even refer to L’Occitane as “the brand with the hand cream in the painted metal tube”.

A tube is sold somewhere in the world every three seconds. But L’Occitane itself has developed a cult following over the past 42 years because of its intense commitment to natural products and its return to sustainable crop management for its trademark lavender, almond, shea butter, immortelle and verbena harvests”.

Corinne Morley Trilogy global in-house beauty expert

Rosehip Oil somewhere in the world every 20 seconds. It’s a truly iconic product that cemented our reputation as a pioneer in the natural beauty oil category and gained the brand international respect. Trilogy has secured over 140 international beauty awards since 2009, with over 50 specifically for Certified Organic Rosehip Oil”.

Natural beauty started off a niche category back when Burt began in 1984, but the word quickly spread and our Beeswax Lip Balm soon became a global icon, says Leia Berryman, Senior Brand Manager, Burt’s Bees ANZ. “Fast forward to 2018 and the natural category is now bigger than ever with consumers looking to brands for trust and transparency. At Burt’s Bees our ingredients - right down to the packaging - are simple, natural and responsible. We practice ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |33

Leia Berryman Senior Brand Manager, Burt’s Bees ANZ

what we preach - and we hope to set the example for others to follow. It’s for this reason that Burt’s Bees holds its loyal customer base and why the original Beeswax Lip Balm is still sold every second around the world. That equates to 30 million lip balms in a year”.

Spring Fever

Julie Dejean Avène Brand Manager

consumers tend to recommend hero products to family and friends. Avène Thermal Spring Water is backed by more than 150 clinical studies and is recommended by dermatologists worldwide. Once consumers try it, they love it and stick with it and tend to become loyal to the entire range”.

Superior Performance/

Hero products are vital to La Roche-Posay’s success because they exude the essence of the entire brand, says Nikita Papas, Communications Manager, L’Oreal Active Cosmetics Division. “We are renowned for creating a better life for sensitive

Nikita Papas Communications Manager, L’Oreal Active Cosmetics Division

skin and our cult products are infused with the soothing thermal spring water from the brand’s 1700 year old namesake source. La Roche-Posay’s Thermal Spring Water is a bestseller because it is multi-purpose and can be used to refresh and soften the skin, reduce redness, soothe irritation and even set makeup”.

Other areas where La Roche-Posay excels are sun protection and acne management, says Papas. “Our Anthelios XL range has led innovation in UV protection for over 25 years and our bestseller in Australia is Anthelios XL Ultra-Light Fluid SPF50+ because it offers very high UVA/UVB broad spectrum sun protection for the face. La Roche-Posay’s acclaimed acne-prone skincare range is driven

by Effaclar Duo (+), which has been renovated recently with a unique prebiotic ingredient to help re-balance the skin’s microbiome”.

Avène Thermal Spring Water, also a facial spray, has become a cult product around the world, says Julie Dejean, Avène Brand Manager. “While our brand is so much bigger than one product, a hero/cult product increases brand awareness and is often the gateway for people to experience other products. Word-of-mouth plays a vital role as 34| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Leveraging Bestsellers Hero products are vital to sustainable, longterm success, says Lucy Bradshaw, Head of Couture Brands for L’Oreal Luxe.

“Frequently bestsellers, they are anchor points for customers to loyalise themselves to a brand and drive them to a brand’s e-commerce

Lucy Bradshaw Head of Couture Brands for L’Oreal Luxe

platform or to counters in department stores”.

While clients have the express goal of purchasing Giorgio Armani Luminous Silk Foundation or YSL Beauté’s Touche Éclat when they approach the counter, brands have the opportunity to introduce products to complement them and educate customers about newness in the range, notes Bradshaw.

“Giorgio Armani’s Luminous Silk Foundation, for example, isn’t just loved by everyday foundation users, it’s a staple in many makeup artists’ kits and is loved by celebrities including Kim Kardashian and the Duchess of Sussex.

When a formula is so loved by such a broad range of people, it is talked about on social and other media and through word-of-mouth and achieves a cult following.

Benefit has the number one mascara (Bad Gal Bang), bronzer (Hoola box o’powder) and brow product (Gimme Brow) in Myer stores nationally, says Beth Glancey, General Manager Benefit Australia. “Success that signals to us that we need to continue to invest in driving their stories through marketing initiatives and robust team education. Cult

Beth Glancey General Manager Benefit Australia

products ensure loyalty, but to attract new customers we look to such tools as sampling and saleable minis. Benefit is the global leader in minis and they are a strategic commercial play in best-selling categories. They’re half the price and reach a new audience of customers motivated by trial and a lower price point”.

Our cult products continue to sell well because they deliver an exceptional product experience, says Monique Smith, Marketing Director, Coty Consumer Beauty Australia and New Zealand, a portfolio which includes Max Factor, CoverGirl, Rimmel and Bourjois. “Consumers don’t have to lower their expectations because

Monique Smith Marketing Director, Coty Consumer Beauty Australia and New Zealand

they are spending less. Our iconic products often out-perform similar ones that cost five times the price. They are recommended by friends, influencers and through the generations. The volume of calls we get through customer service trying to locate Max Factor Pan Stik is incredible. So much so that it is finally coming back to Priceline. That’s the beauty of a real cult product - it bonds women together and gets them talking”.

Leveraging our bestsellers has been a key growth strategy for Bourjois over the past 12 months and it has become the fastest-growing brand in cosmetics. “When women try Bourjois Healthy Mix Foundation or Bourjois Rouge Velvet Lipstick, for example, they are hooked on the brand and are tempted to try more. So we ensure these are key points for the brand through media, in-store promotions, influencer seeding and trial activity”.

There is no better way to recuit young women to a brand than through a matte pressed powder, adds Smith. “Rimmel Stay Matte Pressed Powder has been a go-to for younger demographics for years. We’ve developed trust on their entry into makeup and have built a relationship to help grow their makeup bag as they mature”.

CoverGirl is going through a total brand

Clear Point of Difference/ Meeting Consumer Needs When we launched our Luminous Hydrating Foundation we knew we had one thing locked down, an award-winning formula that performed like a dream, says Markeeta King, Senior Brand Manager, DB Cosmetics. “Within a few weeks we had reviews coming in from big-league beauty influencers raving about the formula, coverage and finish of the range. When the noise

Markeeta King Senior Brand Manager, DB Cosmetics

around the launch reached fever pitch, we saw articles roll in from print and online media focusing on its performance and below-$20 price point. For DB, this was a dream result for one of the most important items in our consumers’ makeup kits”.

INIKA’s greatest success story of late has been Long Lash Vegan Mascara, says Celia Trevisani, Global Brand Manager, INIKA Organic. “Anyone in the cosmetics space will tell you how difficult it is to formulate a natural and vegan mascara that lengthens and fans-out lashes. We invested

Celia Trevisani Global Brand Manager, INIKA Organic

heavily in a four year R&D program to create a formula from scratch. We used techniques and previously un-tapped plant ingredients to create a formula that delivered professional pigment, buildability and hold. Within a year, Long Lash Vegan Mascara won six global beauty awards”.

Australis has been an iconic brand in

Australia since 1987 and our hero products have gained cult status because they meet consumer needs and have a clear pointof-difference, says Renee Rosperich, Innovations Director for Heritage Brands. “Australis’ speed to market on innovation and trend is a major advantage in creating hero lines from longterm basics such as Fresh and Flawless Pressed Powder to recent launches such as GRLBOSS Lip Cream and Neutralize Palette, where consumer demand outperformed original expectations”.

Le Tan has provided the very best in artificial tanning and sun protection for over 40 years, says Elizabeth Kazantzidis, Senior Brand Manager - Suncare for Heritage Brands. “Our iconic Le Tan In A Can and foaming mousses have become cult favourites, thanks to affordable price points, fail-safe formulations and streak-free natural colour”.

In Essence is committed to delivering superior quality pure essential oils, but the brand’s loyal following and army of brand ambassadors is due to its dedication to inspiring and educating Australians to transform their health and well-being, says Stephanie Rep, Senior Brand Manager.

“The much-loved Breathe Easy essential oil blend is our best-selling pure essential oil over the winter season and the go-to in many households to relieve cold and flu symptoms naturally”.

Going Viral/Timeless Appeal To achieve cult status, a product must not only be marketed well it must also deliver on its promise, says Leanne Harris, Marketing Manager, Heat Doward. “We are lucky at Heat Doward to manage such

Leanne Harris Marketing Manager, Heat Doward

household name brands as Billie Goat, TBX, Ulta3, MUD and essence. Billie Goat soap, for example, is a product that truly works.

For customers who suffer from eczema and psoriasis, Billie Goat soap offers a natural, cost-effective alternative to ease their symptoms and this simple message has won over many fans for the last 15 years”.

Lash Princess Mascara has always been a favourite with essence customers, says Harris.

“But it recently reached international cult

status following a customer review that was posted on reddit.com that went viral. Based on the product’s outstanding performance and incredibly affordable price, bloggers worldwide were quick to follow and essence has gained a new legion of fans”.

John Frieda has continually led the way in frizz control, says Samantha Franklin, Brand Manager, John Frieda. “The introduction of the Frizz Ease range in 1989 was a gamechanger for the one-in-three Australian women who claim to battle frizz and flyaways. Today, Frizz Ease continues to dominate the market, with a product being sold every 20 seconds in Australia”.

John Frieda Frizz Ease Secret Weapon Finishing Creme is the number one hair styling product in Australia, excluding dry

TALKING POINT

makeover, says Smith. “But it’s been crucial during the renovation to keep true to our cult products and ensure that we don’t alienate our loyal customers. The bold colours of LashBlast Mascara will still be popping off the wall, so women can identify we’re still the same CoverGirl they know and trust”.

Samantha Franklin Brand Manager, John Frieda

shampoo, says Franklin. “The combination of an iconic and effective formula that instantly seals split ends and locks in moisture, its ability to increase basket size makes finishing creme an ideal staple. Predominantly driven by word-of-mouth, it continues to deliver incremental revenue at a reasonably low cost to the franchise”.

Stronger Than Ever Aveda’s definition of a cult product is one that achieves a 5 star rating and is highly recommended, multi-functional, offers instant benefits and meets a fundamental consumer

Clint Piper General Manager of Aveda Australia and New Zealand.

need, says Clint Piper, General Manager of Aveda Australia and New Zealand.

“Attributes that make them bestsellers with the power to recruit new guests to the brand.

With the thousands of products available to consumers today, brand loyalty is becoming ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |35

TALKING POINT

more challenging and it’s vital to develop cult products that become irreplaceable to the beauty routines of today’s consumers.

Although Aveda Hand Relief is the brand’s number one skin and body product in every channel, haircare leads the cult product list, adds Piper. “The Aveda Paddle Brush, invented by founder Horst Rechelbacher, remains a top recruitment and retention product and is one of our top 10 bestsellers.

Other favourites include Damage Remedy Daily Hair Repair, Shampure Dry Shampoo, Thickening Tonic, Air Control Hair Spray and Be Curly Curl Enhancer. Texture Tonic which creates effortless waves is the number 1 most requested must-have product from the Aveda professional network”.

Marc Jacobs Daisy fragrance celebrated its 10th birthday last year and is stronger than ever, says Sandy Tang, Brand Manager Luxury Division ANZ for Coty. “When

Sandy Tang Brand Manager Luxury Division ANZ for Coty

it was launched in 2007, the radiant floral strongly resonated with young women at the time. The fragrance has continued to perform in the last decade as the focus has always been to bring back the Daisy masterbrand as a whole in both retail and media”.

Even though we launch new initiatives every year, the base business and core personality of Daisy is of utmost importance to establish strong consumer connection to the original icon. Success that is based on its 360 degree execution - full media and in-store animation.

Through the use of engaging social and digital content we have recruited new Millennial customers and re-engaged lapsed users. Appointing Kaia Gerber as the new face of Daisy has also cemented its cult status with today’s customer base”.

36| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

The cosmetic, retail and publishing industries will be painting the town red on 31 August at Sydney’s International Convention Centre for

Dream Ball 2018 You are invited to join the excitement while helping to raise vital funds for the Cancer Patients Foundation’s Look Good Feel Better program.

For over 28 years, the Look Good Feel Better national community service program has been helping to improve the well-being and confidence of Australians undergoing treatment for any type of cancer. In a relaxed, supportive workshop environment, patients learn how to manage the appearance-related side effects of their treatment and are empowered to face their cancer with confidence.

For sponsorship, prize donation or ticket enquiries, please contact fundraising@lgfb.org.au

esprit

MASTERCLASS 10TH APRIL 2018 | SYDNEY Gaining an edge and networking were the top two benefits delegates at esprit’s Marketing to Millennials and GenZ masterclass praised the organisers for. Our first ever event delivered a diverse cross section of speakers – from Tim Duggan, Junkee Media to Jesinta Franklin, celebrity influencer, to Elisabeth King, economist/analyst/journalist and Katrina McCarter, Marketing to Mums – delivering insights and observations based on facts, figures and intuition. Driving conversation around marketing and beauty, delegates enjoyed the networking breaks amongst their industry peers and friends.

ORGANISED BY GROWTH TANK www.growthtank.com.au

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |37

esprit

MASTERCLASS W H AT T H E Y ’ R E S AY I N G . . .

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TIJANA DESANCIC SALES & MARKETING DIRECTOR, CORE METRICS “My mind has officially been blown!

WOW! My approach to Social Media has profoundly been changed thanks to esprit Magazine’s Masterclass! The wealth of knowledge I walked out with will be the reason our business will go to the next level in Social Media. Andrea, this was a wonderful opportunity and I’m so glad we came! I thank you for gifting us these exciting marketing tools, watch this space!”

JASMIN BEYNON MARKETING AND CRM CO-ORDINATOR, LA PRAIRIE “This was an extremely insightful and interesting event. We came away with some very useful insights into millennials and GenZ which will help us greatly with our marketing strategies going forward.

Our main takeaways were from Katie at Facebook and the influencer agencies which really spoke about the online consumer and the do’s and don’ts when it comes to using influencers”.

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ANNA BARR MANAGING DIRECTOR, ANNA BARR PR, ATTENDING FOR HER CLIENT, BEAUTY BRAND DISTRIBUTORS, ESCENTIALS BRANDS “I was privileged to attend esprit’s Millennials and GenZ marketing masterclass. The choice and diversity of speakers was spot-on and I came away with a wealth of essential knowledge about this important market. With many insights, inspirations and practical advice for everyone in the beauty business, esprit has helped us to gain a much deeper understanding of this group of very discerning shoppers.”

DUSANKA SABIC & STEPHANIE HOLLANDS ACCORD AUSTRALIA “Congratulations to esprit on the success of Tuesday’s event! Your introductory comments, Andrea, really set the tone for what was a fabulous day with a fantastic line-up of engaging speakers”.

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ANITA KAURINOVIC PR & INFLUENCER MARKETING MANAGER, LUXURY DIVISION, COTY “What a line-up of relevant speakers. They offered not only an insight into the minds and motivations of Millennials and GenZs but also generously offered real ideas of how you can incorporate the findings into your marketing strategies.

Katrina McCarter, CEO of Marketing to Mums was a real eye opener and had me madly taking down notes on ideas I could immediately action with our brands.

Elisabeth King yet again proved herself as an incredible wealth of knowledge across shopping habits, the evolution of our industry, identifying game changers and I left wondering if there was a topic she didn’t know about.

The day also allowed time for valuable networking and the influencers who attended would have walked out with an ‘edge’ over their competitors especially during the discussion panel”.

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FIONA WINDSOR DIRECTOR, MAWIN GROUP “A fantastic line-up of top-quality presenters, each with a unique perspective on marketing to Millennial and GenZ target segments. I left the Masterclass equipped with many valuable insights and actionable marketing strategies. I will definitely attend the next esprit Masterclass”.

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PHOTOS: LA TESSA PHOTOGRAPHY 15.

01. ANDREA FERRARI – ESPRIT MAGAZINE AUSTRALIA, MICHAEL BROWN – MICHAEL BROWN BEAUTY, JESINTA FRANKLIN, NICCI HERRERA, ESPRIT MAGAZINE AUSTRALIA AND DAVE WILLEY – GROWTH TANK

02. ELLIE TOOHEY AND JASMIN BEYNON – LA PRAIRIE 03. FOREO’S AIMEE JOHANNSEN AND HANNAH HOLMES

04. GARYL GOUJAN – PACIFIC SMM, FIONA WINDSOR

STEPH RUSSO WRITER AT UNIVERSAL MEDIA, AND CONTRIBUTING WRITER ON BEAUTICATE.COM. @STEPH.RUSSO “I really enjoyed myself and learnt so much beneficial information.

Congratulations on a wonderful event! esprit did a fantastic job and I really admire what you’re doing”.

– MAWIN GROUP, KATRINA MCCARTER – MARKETING TO MUMS AND NICK GORRICK – PACIFIC SMM

05. GEORGIE HAIGH – BEAUTY DIRECTORY, JESS TRAVERS – ESTÉE LAUDER COMPANIES, ELISABETH KING AND STEPHANIE PATTEMORE – BEAUTY DIRECTORY

06. ANNA BARR – ANNA BARR PR/ESCENTIALS BRANDS AND DIANNA MANNION – COTY

07. ANTHEA FOUDAS – SWEATY BETTY AND KELLY STEIN CENTELLAS – TONI & GUY

16.

08. ELISABETH KING – ASSOCIATE EDITOR – FEATURES, ESPRIT MAGAZINE AUSTRALIA

09. DANIELLE LILL – ESTÉE LAUDER COMPANIES AND ANITA KAURINOVIC – COTY

17.

10. TONI & GUY HAIR BAR 11. PAM WILSON – PACIFIC SMM, TIJANA DESANCIC

TRACEY SCHEMBRI SALES DIRECTOR, THE OLIVE OIL COMPANY “I would like to say that the day was very well planned and your selection of speakers was well selected. It was a fabulous opportunity to network with industry peers and the atmosphere was relaxed and allowed guests to speak without any formalities which at other masterclasses and seminars has been a deterrent to approach delegates.”

AND SALLY WEGNER – CORE METRICS

12. CHRIS WIRASINHA–CO-FOUNDER, PEDESTRIAN 13. KELLY CABRAL AND JULIA NOH – PUIG WITH DIANNA MANNION – COTY

14. GEORGIE AND STEPH FROM BEAUTY DIRECTORY WITH ESTÉE LAUDER COMPANY’S CLAUDIA CROSBY AND LAUREN BELCASTRO

18.

15. OLIVIER DUVILLARD – INDUSTRY CONSULTANT, HELEN MORENO – CLARINS GROUPE AND NICCI – ESPRIT

16. DISCUSSION PANEL: NATALIE GIDDINGS – MANAGING DIRECTOR, THE REMARKABLES, KAT MOSES – MGMT AND SIMONE BEVAN–MAGNUM & CO.

17. FACEBOOK’S KATIE FORCEY 18. MICHAEL BROWN – MICHAEL BROWN BEAUTY 19. JESINTA CAMPBELL 20. TIM DUGGAN – JUNKEE MEDIA 21. STEPHANIE HOLLANDS – ACCORD, NICCI AND

20.

DUSANKA SABIC – ACCORD

JANET HAYWARD 19.

MANAGING DIRECTOR, BEAUTY DIRECTORY “A great mix of speakers who offered invaluable insights into defining Millennials and GenZ and how to connect with them”.

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ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |39

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MAX IMISIN G YOU R EX P OSU R E + REVEN U E P OT EN T I A L

As we embark on a new Financial Year, esprit Magazine is offering the chance to lock in a full years’ worth of marketing for your brand.

30k

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READERS

BRANDS Access 30,000+ readers every issue

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O UR OF F ER If you partner with esprit with a 12 month campaign, esprit Magazine will provide a strategic, customised plan covering four issues, full digital and editorial coverage, and distribution consultancy. esprit Magazine has partnered with Changement Consulting to provide quick and easy payment plans. Spreading your investment over 12 easy repayments creates growth but takes the pressure off precious cash flow.

So the time is now to lock in your campaign with esprit Magazine for FY 18/19. Ensure you don’t miss out on this great offer. We can curate an advertising strategy that meets the specific needs of your business to help maximize your exposure and revenue potential. Contact our experienced team here at esprit on 0426 826 977 or visit our website. www.espritmagazineaustralia.com.au

40| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

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hold

TO HAVE AND TO The beauty industry is merging with the tech world in a trend that’s inevitable and expanding at breakneck speed. At-home devices are already playing a pivotal role in how consumers worldwide care for their skin and will continue to do so in the future, predict analysts.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |41

01. HANNAH HOLMES (CENTRE) WITH NATASHA OAKLEY AND DEVIN BRUGMAN AT FOREO’S LUNA PLAY PLUS LAUNCH AT BONDI ICEBERGS IN SYDNEY

01.

The UFO is revolutionary, combining Swedish beauty technology and Korean mask expertise to deliver a spa-quality facial treatment in only 90 seconds

02.

Over the past five years, the multi-billion dollar category has introduced unprecedented scientific advances from light therapy based on NASA research to anti-ageing devices for facial stimulation approved by the USFDA, the de facto global watchdog of the cosmetics industry. According to Karen Doskow, director, consumer products, for Kline & Company, the leading international market research firm, consumers around the world have a strong appetite for devices that will help them perfect the health and appearance of their skin.

FROM STARTUP TO BILLION DOLLAR BUSINESS/MEANINGFUL INNOVATION

03.

42| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Foreo is at the forefront of this fundamental shift and has been providing state-of-the-art, portable facial and oral devices that offer professional-grade, on-the-go treatments since 2013. The beauty tech innovator was founded in Sweden and has captured global attention as more and more women look for both immediate and long term skin benefits.

In only five years, Foreo has grown from a startup to a US$1 billion a year business, supplying more than 77 countries worldwide, says Hannah Holmes, General Manager, Foreo Oceania. “We too have enjoyed a rapid growth trajectory since launching in Australia in 2014. Last year we were tapped

as Sephora’s number one skincare brand, month-on-month. Worldwide, one Foreo product is sold every three seconds”.

Foreo’s significant marketing edge centres on our thirst for meaningful innovation, adds Holmes, who has worked in the Australian beauty industry for 14 years. “We think beyond commercial objectives to bring intrinsic value to people’s lives. Functionality alone isn’t enough to support the continued success of a product. Our design considerations service real consumer needs such as product maintenance, portability, footprint and charging frequency”.

WORLD’S FIRST SMART MASK Today’s consumers are super-engaged and educated in ways never seen before, so achieving cut-through in a crowded market is crucial. At CES 2018 in Las Vegas in January, the world’s biggest electronics fair, Foreo was named as one of the top four disruptor brands alongside Netflix, KIA and Intel, says Holmes.

I attended with the global team and our stand was located in the rather sedate Health & Wellness hall, says Holmes. “Foreo embodies a playful and rebellious spirit and we were dressed in military and FBI-style clothing, surrounding a razor wire covered bunker for our latest product launch - the UFO. Buyers were blindfolded and taken through the interactive booth to experience the performance and key features of the world’s first smart mask”.

To create more buzz, the UFO - which stands for Ur Future Obsession - was also used to prime and prep the skin of the runway models at Victoria Beckham’s Autumn/Winter 2018 show at New York Fashion Week. It’s also a product that talks directly to time-poor single mums like myself, says Holmes. “The UFO is revolutionary, combining Swedish beauty technology and Korean mask expertise to deliver a spa-quality facial treatment in only 90 seconds”.

GLOBAL EXPANSION/ PIONEERING PERSONALISED SOLUTIONS There are three key components - the device, the microfibre mask and an activating app.

Featuring Hyper-Infusion Technology, the UFO uses thermo-therapy (to warm and open pores) and cryotherapy (cooling to seal ingredients). A trio of LED light wavelengths Red (to stimulate collagen production), Green (to brighten and even out skin tone) and Blue (to fight acne-causing bacteria) and T-sonic pulsations help to deliver soft and glowing skin.

Two sheet masks are pre-programmed into the UFO - Make My Day, containing hydrating hyaluronic acid and red algae, and Call It A Night, with ginseng and olive oil.

To get the most out of the device, there is an accompanying app which allows access to all future mask treatments and customises the intensity of the settings to enhance the mask’s ingredients, says Holmes. “Like all Foreo products, the UFO is 100% waterproof, so any excess serum is simply rinsed off with water. In terms of use, it’s up to the individual, but my staff and I have become a little obsessed and use the UFO twice a day”.

IMPROVING THE EFFICACY OF SKINCARE/ADVANTAGES OVER OTHER SONIC CLEANSERS Foreo’s core mission is to prove how much more effective skincare products can be when used with their ground-breaking devices. Take our top selling LUNA mini 2 facial brush, for example, says Holmes. “It is made with medical grade silicone touchpoints and can be used with a consumer’s preferred cream or gel cleanser. Channelling T-sonic pulsations at 8000 times per minute, it removes 99.5 percent of dirt and impurities from the pores.

Unblocked pores not only give the skin a smoother, more refined texture, but serums and moisturisers are able to penetrate more deeply into the skin’s layers for enhanced results. The sonic pulsations also stimulate blood circulation to help the skin look more radiant and healthy”.

Improving the effectiveness of skincare formulas with cutting edge device technology isn’t the only advantage. FOREO facial cleansing devices also bypass many of the concerns consumers have about other sonic cleansing devices. Unlike bristle-based sonic cleansers, our silicone touchpoints are much gentler on the skin, says Holmes. “The use of medical grade silicone means they are 35 per cent more hygienic and not prone to bacteria buildup. They don’t require head replacement and the USB charge lasts for five months of daily use and there’s no need to constantly recharge as there is with other sonic cleansers”.

Foreo has rapidly become one of the world’s leading beauty tech brands and is sold in more than 7000 stores worldwide. Last year saw the biggest expansion of the brand globally, says Holmes. “We started appearing on the radar in Australia in 2016. The brand entered David Jones top tier stores in 2014 and is now stocked in all of their stores nationwide. We are also available in 41 Myer stores, Adore Beauty and other leading beauty e-tailers. Becoming the number one skincare brand in Sephora in 2017 was amazing and a major milestone”.

Foreo has a range of sonic cleansers - the LUNA 2, LUNA 2 for Men, the best-selling LUNA mini 2 and the entry level LUNA Play and LUNA Play Plus, with prices ranging from $65 to $279. The brand’s other beauty devices include the new UFO smart mask, the IRIS Illuminating Eye Massager and the ESPADA Blue Light Acne treatment, with RRPs of $395, $179 and $199, respectively.

Our products fill a void not only on retailers’ shelves, but also in women’s beauty routines, says Holmes. “Ten years ago, consumers were not willing to embrace devices costing $200 or more but there has been a clear market shift as our global growth proves”.

Holmes is just as bullish about Foreo’s future. In terms of product choice, we’re only getting started, she says. “We have a robust pipeline of AI integrated product development.

Personalisation is the future of beauty. We are all unique beings of different ages, ethnicities, lifestyles and skin concerns. One size doesn’t fit all and Foreo is on track to pioneer truly individualised skincare solutions”.

04.

05.

Retailers

Please make your business enquiries to this email: aus.accounts@foreo.com

02. FOREO UFO 03. PRODUCT DISPLAYS AT FOREO’S LUNA PLAY PLUS LAUNCH AT BONDI ICEBERGS, SYDNEY

04. UFO PRODUCT AT FOREO’S UFO LAUNCH IN

06.

MELBOURNE.

05. HANNAH HOLMES AT FOREO’S LUNA PLAY PLUS LAUNCH AT BONDI ICEBERGS, SYDNEY

07.

06. UFO PRODUCT DISPLAY AT FOREO’S UFO LAUNCH IN MELBOURNE

07. HANNAH HOLMES AND NINA O’BRIEN AT FOREO’S UFO LAUNCH AT NOTEL, MELBOURNE

08. FOREO LUNA MINI 2 AND LUNA PLAY PLUS

08.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |43

JUST

DEW IT

BY ELISABETH KING

Dramatically Different Moisturizing Lotion debuted in 1968 as the final step in Clinique’s iconic 3-Step system. DDML+, as the cult classic is known to its legions of fans, has not only remained a global phenomenon for 50 years, it continues to be the first prestige moisturiser young women all over the world reach for when their skin stops being oily or they need added hydration. The hero product, updated with advances in skincare technology, not only continues to fly off the shelves, it has also outlasted passing trends amid fierce competition in Australia and overseas.

44| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

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NEW PURITY MISSION STATEMENT

That enduring leading edge status and success is not about to change.

DDML+ accounts for 7 per cent of our total business and enjoys yearon-year growth, says Corinne Duffy, National Marketing Manager for Clinique. “What’s different about the Clinique customer is that she demands the right product for her skin. The skincare industry has gone through a lot of phases and has now gone back full circle to the importance of intense moisturisation. But even with a best-selling product like DDML+, younger consumers are looking for weightlessness and an invisible texture in a product that offers added benefits”.

FOURTH PILLAR // REAL POINT-OF-DIFFERENCE

It’s our challenge to meet the constantly evolving needs of our customers and provide an answer for them”, says Duffy. “Clinique never goes fishing where skincare trends are concerned because our customers trust us to come up with the best version of a product. The new Dramatically Different Hydrating Jelly is a 100% transparent, oil-free water jelly that not only hydrates and repairs the skin’s moisture barrier, it also protects the skin from the effects of pollution”.

Jelly moisturisers have become a major success in South Korea because they not only drench the skin with moisture, the watery textures help to stabilise active ingredients more effectively. At Clinique, our aim is to bring something extra to any category we enter which is easily understandable and has a real point of difference, adds Duffy. “Dramatically Different Hydrating Jelly is aimed at younger consumers and Asian customers and extends the reach of the DDML+ family”.

In 2013, Clinique launched Dramatically Different Moisturizing Lotion+, an update on the original formula that incorporated a new barrier strengthening complex and moisturising ingredients, including hyaluronic acid and glycerin. An oil-free gel version for oilier skins or for use as a lighter moisturiser in summer also joined the franchise. In 2016, Dramatically Different Moisturizing Cream made its debut to offer all day hydration to very dry skin. Dramatically Different Hydrating Jelly is the fourth pillar, says Duffy. “It’s as light as air and is suitable for all skin types, providing 24 hour hydration and pollution protection”.

Clinique was the first major brand to bring a dermatological strategy and approach to cosmetics and a great part of its success is its hypoallergenic and fragrance-free positioning. To coincide with the brand’s 50th anniversary, Clinique has developed a new Purity Statement to re-assert and update its original core mission.

The theme is - Every Face. Every Need, Evert Day. Clinique - explains Duffy. “The statement emphasises the fact that our products are allergytested and 100% fragrance-free and are always formulated for maximum results without irritation. We also remind existing and new customers that every Clinique product is an innovation based on 50 years of research.

With consumers seeking greater transparency and information, we also affirm that Clinique avoids using allergens, irritants and ingredients that can age or harm the skin, while never sacrificing one bit of the effectiveness you need”.

ROCK THE LAB COAT STRATEGY // NEW CONSULTANT TRAINING

In another bid to appeal to younger customers, Clinique has relaxed its in-store dress rules for Consultants. Customers expect a lot from our Consultants, says Duffy. “Of course, they research things online but when they come to one of our counters they still expect to receive expert advice about ingredients and trends. Jane Lauder, Global Brand President for Clinique, introduced the “Rock The Lab Coat” strategy a year ago to help younger customers feel more at ease. Consultants still wear the brand’s heritage lab coat but they can wear fashionable shoes and clothes underneath. They really are our best ambassadors and do tutorials, blog posts and more”.

Clinique’s staff training has also changed with the times, says Duffy.

“We debuted the Sales Mastery program last year. One of the highlights for the Consultants are the sensory stations where they can play with the textures, effects and feel of our latest products just like customers”.

We recognise that people and environments change, adds Duffy. “The launch of Dramatically Different Hydrating Jelly not only gives Clinique customers the next big thing in terms of texture, efficacy and protection, it also extends the iconic DDML franchise because everyone needs extra hydration whatever their skin type”.

GROUNDBREAKING TECHNOLOGY // POLLUTION FOCUS

Pollution has rapidly moved from being a back story to top-of-mind for consumers worldwide, especially in Asia. The clear, lightweight formula of Dramatically Different Hydrating Jelly uses ground-breaking Clean-Shield Technology that helps to lock in moisture and filter out pollution. Fast-absorbing, it balances the skin’s moisture levels for an instant hydrating effect and powerful humectants such as glycerin and hyaluronic acid attract and bind moisture to the skin for round-the-clock moisturisation.

The non-sticky formula works well alone or under makeup, says Duffy. “Thanks to Moisture Barrier Blend, a skin barrier boosting mix of sunflower seed cake, barley extract and cucumber fruit extract, regular use makes the skin 87 per cent less vulnerable to damaging pollution. Basically, Dramatically Different Hydrating Jelly re-invents daily moisturisation through a three-pronged approach - hydration, strengthening and protection. It will be available in-store from July 29th and we are backing the launch with a full 360 campaign – online TV, print, outdoor, social and digital media”.

JANE LAUDER WITH CONSULTANTS FROM MYER SYDNEY CITY ROCKING THE LAB COAT!

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |45

To Boldly

BY ELISABETH KING

THERE’S GOOD REASONS LEADERS RISE TO THE TOP OF INFLUENTIAL ORGANISATIONS. AN INVALUABLE TALENT IN HEADING UP A MULTINATIONAL COSMETICS COMPANY WITH A LONG HERITAGE IS KNOWING HOW TO CHANGE COURSE WHEN NECESSARY AND KEEP UP WITH DEVELOPMENTS IN A RAPIDLY CHANGING GLOBAL INDUSTRY. JONATHAN ZRIHEN, CEO OF THE CLARINS GROUP, HAS BUILT A FORMIDABLE REPUTATION AS A PROBLEM SOLVER, RISING THROUGH THE RANKS IN A STELLAR 20 YEAR CAREER SPANNING THE WORLD’S MAJOR REGIONAL BEAUTY MARKETS. 46| ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018

Go

The 43 year old joined Clarins straight after graduating from the prestigious Institut Superieur du Commerce de Paris with a Masters degree in International Business and Marketing. A year as a travel retail product manager assistant was followed by a two year stint as a sales manager in Australia and a deployment in Singapore before becoming Export Zone Director and President of the Asia-Pacific region. Along the way, Zrihen worked closely with Christian Courtin-Clarins, the eldest son of the company’s founder and then President and CEO, who decided that his next career move was to head up a major subsidiary.

He was appointed President of Clarins Canada and then President of Clarins USA with the mission to make the brand a leader in skincare in the US. Success in the strategic role led to Zrihen’s promotion to President of the Americas in 2009, a core global position for the company. In 2015, he was appointed CEO of the Clarins Group. His mantra throughout his career has been that Clarins’ strategy should be constantly focused on giving more service to the customer. “Once you establish loyalty, you don’t lose the customer”, he notes.

BUILDING RELATIONSHIPS WITH RETAILERS & CONSUMERS IN ALL MARKETS Zrihen doesn’t operate by remote control and believes that senior executives should place a strong emphasis on building strong relationships with major retailers. “I come back to Australia regularly”, he adds. “I loved my time here in the mid-1990s, working in the joint venture between Clarins and Trimex under the leadership of Michel-Henri Carriol. I’ve probably been to more places around the country than most Australians such as Tamworth and Darwin because I believe that you should keep your feet on the ground in all markets even when your head is in stars”.

One of the best ways to truly understand your business is to talk to consumers and BAs, says Zrihen. During his recent trip to Australia in January, he also visited China, Japan and Dubai. “I had a breakfast meeting with select BAs in Australia because it’s important to reinforce the strengths of Clarins. I always pose the Harry Potter question - What do we need to change. They feel self-conscious at first but once they open up we discuss what we must do to maintain the renowned Clarins Touch and what we need to do better”.

Constantly curious, Zrihen believes that it is vital for CEOs to travel the world to experience all aspects of the business firsthand. “I meet fantastic people and get the inside track on different cultures. In Australia, it was eye-opening for me to visit Chatswood to see how culturally diverse the country has become since I lived here.

We are going to develop new counters at David Jones. I am very excited about the refurbishment of David Jones’ Elizabeth Street store. When a CEO is in town David Jones offers a window in its Sydney flagship. I was also interested to see how important Chinese New Year has become to the Australian beauty market”.

TIMES ARE CHANGING FAST BUT PEOPLE STILL WANT QUALITY AND AUTHENTICITY, ESPECIALLY MILLENNIALS, THEY HAVE A SIXTH SENSE ABOUT WHAT’S AUTHENTIC AND WHAT’S NOT.

CHINA GROWTH TRACK/ IMPORTANCE OF AUTHENTICITY China is currently Clarins number two market, but fast-growing Chinese sales will see the country become our top-ranking market by 2019, says Zrihen. “Two years ago, we conducted a major study of the shapes and skin tones of Chinese faces. Today, Western companies have to adapt and customise their products for Asian markets. We have to build the trust of our consumers in every region and not just through advertising and promotion. All of our products are made in France yet the home market only accounts for 7 per cent of global sales. We are tracking the latest technology innovations such as AI, of course, but our core approach is education, the training of our BAs and high quality products”.

Times are changing fast but people still want quality and authenticity, especially Millennials, says Zrihen.

“They have a sixth sense about what’s authentic and what’s not. Clarins has always relied on potent botanicals and plant extracts, but five years ago the company bought a farm in the Alps to sustainably access our plantbased hero ingredients and continue to research their quality. Studies have shown that over 50 per cent of women in the US check out the ingredients in their skincare, rising to two-thirds of Millennials. More and more, beauty companies have to control their supply chain and the sourcing of ingredients because today’s consumers view skincare as part of the total wellness movement”.

REINVENTING THE BEAUTY PLAYBOOK Zrihen heads to the US West Coast every year to meet with leading tech innovators such as Google and Apple. “There’s been a seismic shift in the way brands approach customers. Retailers and the right service remain crucial, but technological advances allow us to make direct contact with consumers and our long-term aim is to convert them to becoming individual influencers. Clarins is also looking to open more standalone stores. Today, BAs advise customers only up to a point. Consumers have done their homework and come to counters saying - I don’t need all the in-depth information. I need places and spaces to discover the brand myself ”.

Yesterday’s beauty playbook was simple, says Zrihen. “There were three to four touchpoints in the selling process. Everyone needs to reinvent the way they do things to keep up with the changes ignited by social media and the rise of speciality beauty stores and e-commerce”.

But some things don’t change, says Zrihen. “We are seeing a return to substance, especially in skincare, rather than following the latest Insta-fad. Prestige skincare goes hand-in-hand with the highest service standards - at counter and digitally - and physical contact with the brand remains the electricity that drives everything. Only now we have become snipers, as it were, and can reach the right target consumers more accurately with new launches and existing best-selling products”.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER 2018 |47

esprit CARE E RS O NL INE The retail industry is the largest employer of young people in Australia. It’s also our largest single employing industry, with one in ten working Australians engaged in retail jobs. Point of sale technologies and customer engagement strategies are changing the nature of retail work, and employers are looking for people who can adapt to rapid shifts in technology. If you’re interested in buying and selling goods and working with people, you’ll be amazed at the career choices available to you in this exciting industry.

Contribution to the Australian Economy*

OPEN

$75.5 BILLION

1,321,000

131,131

Gross value added

People employed in the sector

Businesses trading in the sector

ES P R I T M AGA ZIN E AUSTR A LIA LAUNCH E S CAR E E R S More jobs in real time!

Education | Public Relations | Makeup Artist | Marketing Manager Brand Manager | Buyer | Area Sales Manager | Merchandising Pharmacy Assistant | Beauty Advisor | Beauty Therapist | Massage Therapist

www.espritmagazineaustralia.com.au/careers

*Statistics sourced from Australian Bureau of Statistics and Australian Government Department of Industry, Innovation and Science. For more information, please refer to the Statistics Explained page.

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THE GENERATION GAME Chemcorp’s New Leadership Team Gears Up For Expansion

By Elisabeth King

Family-owned businesses are the world’s dominant form of business organisation and account for 70 per cent of all businesses in Australia.

The transfer of a business from one generation to the next can be fraught with difficulties without appropriate planning, or can be an opportunity for innovative and strategic development. It’s the latter scenario in the case of Chemcorp International, one of Australia’s leading manufacturers and distributors of professional and consumer beauty, health and wellness brands.

Founded by John Fisher as a one-man operation 30 years ago, the Sydney-based company now serves thousands of retailers in Australia and New Zealand and has built a thriving export business with a portfolio of market-leading brands. Business experts advise anyone transitioning their business to start planning five to 10 years out. But John started a lot earlier than that to expose his daughter, Jodie Phillips, to the Chemcorp business before she took over the role of General Manager just over a year ago.

She started to learn about the family business, its values and the way it deals with suppliers and staff through work experience during her school holidays.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |49

Our vision is centred on the goal of - Inspiring beautiful, inside & out.

AT THE HEART OF THE BUSINESS/ NEW MANAGEMENT PROFILE Jodie officially joined Chemcorp in 2002 as a warehouse assistant. “To understand the DNA of any business, you have to know the basics.

For the first 12 months, I worked in the warehouse packing orders and learning the ropes. The position of Administration Assistant came up and I became involved in invoicing, data entry and customer service. At this time, the business was expanding rapidly with double digit growth year-on-year. We had one person looking after the import/export side of the business alongside my father, but as this role became shared across two people, I began to work more closely with my father; officially becoming his Executive Assistant, which meant sharing an office with him for more than five years”.

Working at the heart of the business allowed Jodie to look at the way Chemcorp was managed, its potential for further development and routes to diversification into new and profitable brands. “In 2017, Simon Roberts who had worked for the company for 26 years, resigned as General Manager. I felt that I was ready to take on the role after 15 years working for the company and I was at the right stage of my life to take on the responsibility”.

Under Jodie’s leadership, Chemcorp has been consolidating.

Management is a team, not an individual and she has recruited skilled industry professionals to assist in future expansion. “I have a great team in place now and they are an integral part of decision-making. Scott Gray, who was National Field Sales Manager at McPherson’s for 10 years, joined the company last year and became National Sales Manager in May. Kylie Gnaden, with 24 years’ experience at Estée Lauder, was appointed National Field Sales and Training Manager recently. Matt Davies, who was our Sales Manager for nine years, has recently been promoted to Export Manager, as well as still being responsible for driving key accounts. Erica Galea, who has been with us in a Consultant capacity for several years, has joined us fulltime as Marketing Manager.”

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MASTER PLAN/ NEW GROWTH AREAS Chemcorp has a two-pronged master strategy says Jodie. “Our vision is centred on the goal of - Inspiring beautiful, inside and out. Our mission is to deliver exceptional beauty, health and wellness brands to market profitably, supported by superior customer service. A key area of growth is the health and well-being sector”.

Chemcorp acquired the Natural Health Company last year, which offers a range of natural, Australian-made ingestibles including Skinny Bean Coffee, Skinny Greens and Skinny Berries Superfood Detox powders, Body Shape Thermogenic Protein powders, Organic Fusion Protein and Diet Slim Thermogenic Meal Replacement. With the exception of Organic Fusion, the products contain a natural thermogenic ingredient that boosts the metabolism and assists in weight loss and management.

Specialist health food retailers are expanding strongly and we have partnered with Healthy Life and Go Vita stores nationally, says Jodie.

“National Health Company products are also sold through their own dedicated website along with independent pharmacies and health food stores. The Asia/Pacific region is the fastest-growing market for health and well-being supplements and, apart from the category’s robust growth in Australia, we are also excited about the brand from an export viewpoint. We will be showcasing the products at Cosmoprof Asia in Hong Kong later this year and are looking at the major Chinese e-commerce marketplaces such as Alibaba’s Tmall”.

PROFITABLE NEW BRANDS SheaMoisture is another recent addition to the Chemcorp portfolio. “We loved the heritage of the brand and its iconic status in the US and other leading markets around the world, says Jodie.” The brand was founded in 1912 by Sofi Tucker, a widowed mother aged 19, who wanted to build something better for her family. She had the skills to harvest ingredients and the knowledge to create soaps and salves and the products are still organic and ethically sourced. Sustainability is a key focus in the natural beauty category and the brand also champions fair trade and is involved in Community Commerce initiatives with women’s cooperatives in countries where important ingredients are harvested”.

Priceline Pharmacy is our exclusive launch partner for SheaMoisture, adds Jodie. “We have debuted the heritage brand ranges, including the African Black Soap skincare range which is ideal for problem skin.

Haircare is a rapidly growing part of the natural beauty market and we have also launched the four core ranges - Coconut & Hibiscus for curls, which includes the cult classic Curl Enhancing Smoothie. It’s been flying off the shelves since the launch because it also fights frizz.

The Jamaican Black Castor Oil range is ideal for hair that has been heat-styled, coloured or damaged and the 100% Virgin Coconut Oil lineup is perfect for daily maintenance. Consumers with dry, dull hair love the Manuka Honey & Mafura Oil range because it adds instant hydration. We are already seeing great results from the SheaMoisture launch and fans are clamouring for us to release the rest of the ranges.

Watch this space!”

Profusion Cosmetics was founded in Southern California 20 years ago with the mission to provide affordable, on-trend makeup for multicultural beauty lovers. The brand has become a global phenomenon in the US, UK and Europe, but it’s a new brand for the Australian market, says Jodie. “Profusion is an absolute go-to for professional quality colour palettes, offering the same latest runway colours as premium brands, but at more inclusive price points. Colour cosmetics is a saturated sector, but we believe there is definitely a place for such a well-established, globallyrecognised brand”.

PROVEN PERFORMERS/ SECURE FUTURE Chemcorp’s flagship 1000 Hour brand celebrated its 25th anniversary in 2017. In such a trend-driven, non-loyal customer category, it’s a highlight to celebrate such a milestone, says Jodie. “Our 1000 Hour Lash & Brow Dye Kit remains a staple in the makeup kits of women in Australia and overseas, consistently performing strongly in all retail outlets. With the re-emphasis on brows, once women discover how quick and easy it is to tint their own lashes and brows they are sold”.

To celebrate the brand’s quarter-century, we worked with our Brand Ambassador Tegan Martin and her mother Cherie, who introduced her to the brand in her teens. We also recently re-designed the 1000 Hour Artificial Lash packaging and updated the range of styles. We’ve retained the three top sellers - Vogue, Envious and Demure - but the rest of the range is new. The Kitten lash, which features a tapered lash complete with built-in winged liner, has become a major hit. 1000 Hour is a major focus for export and we are ranged in countries including Ireland, Singapore and the UAE”.

Real Techniques continues to be THE makeup brush brand for beauty lovers in Australia and overseas, says Jodie. “Founders Sam and Nic Chapman, the global YouTube sensations and makeup artist siblings, continue to provide inspiration, innovation and education to establish specialist makeup brushes as a must-have; an approach that translates well with Priceline Pharmacy, our Real Techniques retail partner. Their team of Beauty Advisors is instrumental in bringing this education to life in-store. They do an amazing job helping customers understand why brushes are an important part of makeup application. As always with Real Techniques, we have a lot of exciting releases coming up”.

Jodie describes EcoTools as a quiet achiever. “The brand celebrated its 10th anniversary last year with a makeover, retaining its eco-credentials

of bamboo handles and 100% cruelty-free bristles with a new sleek, streamlined aesthetic and precision brush cuts. EcoTools is a really accessible brand for consumers and is available in Priceline Pharmacy, Coles, Woolworths, Big W and independent pharmacies. With the natural beauty market on a roll, we have also introduced the EcoTools bath and body range to Big W over the past year. The super-soft sponges, loofahs, dry brushes and eye masks enhance the everyday bath and shower experience. A selection of EcoTools hair brushes is also ranged in Woolworths, and of course has the same eco-friendly positioning as the makeup brushes”.

Jodie regards herself as a steward for Chemcorp and its future. “I thought to myself recently that I am a batten holder. My seven year old daughter Charlotte came to the office recently and donned a safety vest to help out. She was so keen and driven. At the end of the day she nudged me regarding her payment – I ‘paid’ her in lip balm and she was ecstatic! It made me smile, and know Chemcorp’s family tradition of success will see us in business for another 30 years”.

CALLING RETAILERS MAKE YOUR ENQUIRIES HERE: Contact Jodie Phillips - General Manager Chemcorp Pty Ltd info@chemcorp.com.au | +61 2 9526 0777 | chemcorp.com.au

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |51

RYAN

5 minutes with…

CHANNING The dream of BLAQ, where did it all start?

I discovered activated charcoal on a trip to Japan in 2016 and instantly saw the benefits so I wanted to create a skincare line using this as a key ingredient. Skincare has long been an interest of mine and I’ve always been a big believer that what you give your body, your body gives back to you. Whilst I had always had an interest in skincare, my background is vastly different. I was at university studying law and accepted a coveted internship at DLA Piper in Paris in Human Rights Law after which I returned to Australia and put law on hold to focus on developing BLAQ skincare full time.

FROM THE POOL TO BOARDROOM - COURTROOM TO THE LAB, RYAN CHANNING AND HIS PARTNER IAN THORPE SHARE THEIR JOURNEY ON CREATING BLAQ. AN AUSTRALIAN SKINCARE BRAND SMASHING GOALS IN AUS AND OVERSEAS. HERE NICCI HERRERA TALKS WITH RYAN.

How did you take a product mixed on your kitchen table to a trend phenomenon in just two years?

The first steps were working out how to turn my vision into a reality.

We wanted to create a desirable unisex brand that stands out on the shop shelves and also on your bathroom vanity. We were determined to use ingredients that deliver visible results. We formulated the first product in the BLAQ range, the BLAQ Mask, to address blackheads and shrink pores, which took the world by storm and we never looked back. From there we worked hard to create additional products for a range of skincare types and concerns that would benefit from the inclusion of activated charcoal - including our Hydrogel Eye Mask, Limited Edition Meteor Shower Scrub, Teeth Whitening Pen and more. We are continuing to work on new products for BLAQ and excited to be launching our second brand - Generation Clay which is proudly Australian made and features uniquely Aussie ingredients like Kakadu and Davidson Plum, Old Man Weed (centipede cunninghamii) and clay sourced from the Outback. Since Day One we have focused on seeding our product to influencers around the world and maximising our direct communication with our target market.

A day in your life creating such a great brand - can you share what your different roles are, how you work together and your key strengths, and how this has meant you have literally taken Australia on a pore cleansing frenzy I really live and breathe BLAQ 24/7! I love the creative process and discovering new ingredients, exploring new product ideas etc. I went to Seoul last week and came back so inspired!

Ian is involved in all branding decisions and marketing strategy. Our team is rapidly growing as we take on new markets and expand the brand lines. We’ve certainly come a long way since the days of Ian and me picking and packing orders from the kitchen table!

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In the last two years, what are some of your proudest business moments with BLAQ? When that first order came through on our website.

Having BLAQ ranged in all Priceline stores.

Receiving the first orders from Ipsy and Birchbox was huge for us.

Being distributed in the US and the UK - we are now ranged in Barneys, Neiman Marcus, Space NK, Anthropologie as well as on Revolve, GOOP, Net-a-Porter and many more.

Launching Generation Clay in LA last week with some top US media and influencers in attendance including Marianne Hewitt (pictured with Ryan).

With success there are challenges, can you share some testing times you faced with the brand and how you overcame them?

With any start up, there are always times when cash flow is an issue. We have been having huge success with building the brand via subscription beauty boxes in the US and around the world, but having to turn around an order for 1.3 million eye masks from production to supply in a matter of weeks has given me a few extra grey hairs.

What’s next for BLAQ? With Generation Clay launching right now that is our focus, but we have a strong pipeline of products in the works for BLAQ as well as a new range Generation Skin - watch this space.

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AT YOUR SERVICE OLIVE OIL SKINCARE COMPANY DEBUTS NEW RANGE AND EXPANDS CORE STRATEGY TO MAXIMISE SALES

by Elisabeth King

For increasing numbers of women the ingredients of skincare products have become as much of an issue as efficacy. The Olive Oil Skincare Company has gone beyond the ‘liquid gold’ central to its name and uses 100 per cent extra virgin olive oil to add a touch of luxury to its affordably-priced body, face and hair products. The fact that the sought-after natural skincare specialist is completely Australian-owned rounds out the list of the four things that matter most to many women of all ages when looking for skincare - superior moisturising benefits, value, natural ingredients and locally-made.

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esprit Magazine promotion Olive oil has been used to boost health and beauty for millennia and fans of the Olive Oil Skin Company include muchloved celebrities such as Pia Miller, Sally Obermeder and Isabelle Cornish. Full of antioxidants and Vitamins E and K, it also absorbs quickly, doesn’t clog pores and helps lock moisture into the skin. But in spite of its ancient heritage, the palette of products that use olive oil as a base has grown significantly. The new Zetox range from the Olive Oil Skincare Company is at the cutting edge of innovation, combining natural vegan-friendly skincare with antipollution benefits.

CUTTING EDGE INNOVATION/ GLOBAL MARKET DEMAND The Asia/Pacific region, led by China, is the global hotspot of anti-pollution claims, with new launches of soap and bath, hair and skincare products increasing by more than 50 per cent over the past five years, reports Mintel. But the trend is also growing strongly globally, says the researcher, as women in Australia, Europe and the US, especially Millennials and Gen Zers, identify pollution as having a major impact on their looks.

To maximise sales and growth, says Tracy Schembri, National Sales Manager for the Olive Oil Skincare Company, our Zetox range teams the regenerating properties of olive oil with the detoxifying power of zeolite, a naturally-occurring mineral which helps to draw out chemicals, toxins and impurities from the skin.

Pollutants and heavy metals in the atmosphere not only lead to blackheads and pimples, but also cause wrinkles and dehydration. Zeolite has a unique honeycomb structure which has been scientifically proven to act as a molecular sieve to remove pollutants and purify the skin, adds Schembri. “The target customer is just about anyone who has to commute to work in heavy traffic, works in an air-conditioned office or is in close proximity to smokers. Zetox has a clear point-of-difference as the only complete zeolite skincare range available in the local market and is formulated from natural minerals sourced from volcanic soils in Australia”.

Pollution can damage the skin around the clock from top-to-toe. The Zetox range includes a facial cleanser, face mist, face lotion, night cream, hand-crafted soap, a body scrub, a body wash and body

lotion. To tap into the global craze for face masks, the Zetox all-natural sheet mask contains zeolite, aloe vera, green tea herbal extract and colloidal silver to detoxify and protect the skin, partnered with argan oil and vitamin E to saturate the skin with moisture. Later this year we will be launching the Zetox detox mask for oily and blemish-prone skin to remove excess oil, restore pH balance and refine enlarged pores, says Schembri.

MAXIMISING GROWTH FOR RETAILERS Even though the Olive Oil Skincare Company has built up a formidable reputation in Australia and Asia, notably China, our core strategy is focused on expanding business opportunities across pharmacy, health stores, online, salons and boutiques, says Schembri. “We are all about service to retailers and build solid relationships based on on-going service and continuous back-up”.

When we open in a pharmacy, we offer merchandising, second-to-none experience based on in-store events, blended training and regular contact with management and staff to keep pharmacy assistants and other key employees up to date on all things olive oil through ingredient-focused campaigns, she adds.

“We also have an incentive program for stores who achieve nominated sales in the month, where staff can select Olive Oil Skincare products for their achievement”.

Our opening parcels are very affordable, ranging from $500 to $1500, adds Schembri. “They include timber props, olive branches and other collateral in keeping with our “Natural Green Beauty” theme. We also offer full-size testers and gift bags for customers; and GWPs every quarter to offer consumers the opportunity to trial products when they purchase products from the range”.

AFFORDABLE, ETHICAL, BENEFICIAL TO WHOLE FAMILY There are 51 SKUs in the Olive Oil Skincare Company’s iconic lineup and with only a handful of exceptions they are priced from $8.99 to $29.99. Our brand is affordable and suitable for the whole family, says Schembri. “When it comes to ingredients or products, we believe less is more. We also provide further education to retailers and their staff to enable them to sell our products with confidence and certainty”.

The unscented products are made from 100 per cent saponified extra virgin olive oil from Australian olive groves, she says “The oil is of such exceptional quality. Pure essential oils are added to scented products according to ethical sourcing practices. All of our products are free from additives and contain no artificial fragrance or agents of any kind, in line with the growing demand for beauty and personal care products made with high-quality ingredients and without chemicals”.

The Olive Oil Skincare Company’s range is already comprehensive, featuring body washes, body butters, hand-crafted soaps, facial scrub, moisturisers, a face wash, cleansing oil, lip balm, hand creams, hand washes, shampoos and conditioners. “We offer truly beneficial products at the right price, addressing the needs of customers while improving the profit margin of our retail partners, says Schembri. “They are also inventively packaged and easy to use”.

Zetox - Nature’s Solution to Pollution

CONTACT US TODAY! Tracy Schembri | National Sales Manager | Olive Oil Skincare Company M+ 61 447 888 077 | tracy@oliveoilskincare.com.au | www.oliveoilskincare.com.au

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |55

BUSINESS

Beauty esprit’s collection of industry experts and leaders share their thoughts on proven tactics and strategies to build your business.

AUSSIE MADE BRAND BUILDING G E T T I N G I N TO R E TA I L INFLUENCER MARKETING FINANCE FOCUS

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GOLDFIELD & BANKS

Goldfield & Banks is less than two years old. Founded

by Belgian Frenchman, Dimitri Weber – a veteran of the fine fragrance world, working across Europe – the brand is inspired by the natural wonders of the Australian landscape - Australian made fine fragrance highlighting scents unique to Australia’s scenery.

GOLDFIELD & BANKS?

As a Belgian Frenchman I came to Aus in 2015 taking up a role with Cosmax Prestige Brands. I was very excited to see the department store landscape here and to discover fragrances and brands that were unique to Australia. I was shocked that Australian prestige fragrances did not seem to exist in department stores, rather, they are full of international brands. This got my thought process in play and planted the seed to create scents as a tribute to the extraordinary beauty of Australia.

IT TOOK COURAGE, SELF-BELIEF AND PERSONAL INVESTMENT TO SET UP YOUR OWN PERFUME BUSINESS - WHY WERE YOU SO SURE GOLDFIELD & BANKS WOULD BE SUCCESSFUL?

With 25years’ experience in the fragrance industry based in France, building, and developing brands I brought with me a great wealth of knowledge and a curiosity to do things differently. With my experience living and working in Europe I knew that the overseas market would embrace what we were offering.

Australian Made and bottled in Melbourne: a luxe and prestige fragrance using the French art form with the amazing scents and botanicals that are unique to Australia.

We would create combinations the world had never smelt before. Globally perfume suppliers and perfumers were already sourcing our sandalwood from Western Australia to use in French fragrance. Why wouldn’t we use what we have in our own playground?

We are now in 11 countries in just under two years of trading – that’s across department stores in the UK, USA and UAE. WHAT HAS BEEN AN UNEXPECTED CHALLENGE SO FAR?

To be honest the retail landscape in Australia has been tough compared to the overseas market. We did our market research with our consumers all over Australia. We discovered they are wanting: • An Australian fragrance they can be proud of, not clichés of Australiana.

• Luxe and prestige were of interest like Jurlique and AESOP. • They want to be patriotic and our online sales in Australia have proved this for us.

So it has been a process of learning, growing and hitting goals overseas.

TIPS TO GAINING SHELF SPACE IN OVERSEAS MARKET?

• Pilot programs - we have had success with Fortnum & Mason in the UK – their pilot program gave us visibility, support and guidance. Goldfield & Banks was given back wall and prime locations with activations whereas another well-known store offered us just 40cms space and room for four SKUs.

Aussie made

WHAT IS YOUR POINT OF DIFFERENCE WITH

BUSINESS

Dimitri Weber

• Work with fewer stores that are a good fit for your brand and invest in the right merchandise, samples and be supportive. Physically being available and instore, if allowed, is a great opportunity.

• Create as much Buzz and Noise. You have to spread the news, use your network and point of difference, and don’t be shy!

• International tradeshows. These are great for brand awareness. Store owners and retailers are more my focus. However pick and choose. If you are prestige you need to create the mystery and also make your brand not too accessible.

AS A FIRST TIME BUSINESS OWNER - WHAT TIPS CAN YOU SHARE?

Be across your entire business when you’re starting out.

Learn that time is money - Goldfield & Banks now has an Australian distributor for the retail landscape as traction is slower than the overseas market.

Be responsive to enquiries and emails - being on top of your business allows you to make better and clearer decisions and not be reactive.

Know when to grow and expand - big orders are not great if supply can’t be met. Under promise and over deliver.

Surround yourself with people that inspire you and you can learn from.

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JUDY DEUCHAR'S

GETTING BACK ON TRACK...

WHY AM I NOT GETTING TRACTION? So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?

This is a difficult stage or stumbling block for many new as well as well established brands. Be assured it’s a painful, but a really worthwhile phase of the growth of your brand.

Some quick check points - and be brutally honest with yourself and your team: • Are you actually staying true to your brand story? The 5 key defining brand story points?

• Has all your attention been targeting your core customer?

• Are all your platforms aligned?

• When last did you go back to your original AHA for your brand or hero product?

• Are you possibly suffering from a bit of ‘me too’?

(This holds true for a new product launch, a new campaign, or a new brand launch - for a one-person start up to an established team)

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01

ARE YOU ACTUALLY STAYING TRUE TO YOUR BRAND STORY? THE 5 KEY DEFINING BRAND STORY POINTS?

Many a time brands get derailed or slightly off track when perusing a marketing method or strategy which is not congruent with their brand, yet seemingly ‘the right thing to do’. You sent out your last product launch and press release in a jiffy bag, yet one of your key points of your story was that your brand was ‘dynamic’ - was that presentation dynamic? Have you been spending all your marketing money and time and effort on Instagram? Yet your product is for salon spa use and for the 50 plus customer? Perhaps look at more relevant marketing avenues. Think of the way in which you are pitching your product? Presentation, social media and press releases.

If your brand is Bondi cool tanning – your imagery is fast, fun, sun, easy to use - then make sure your presentation portrays all of these - your core values. You would not go into a meeting then looking conservative and no tan. All these subtle cues make a difference in representing your brand, especially as a primary owner/investor.

02

HAS ALL YOUR ATTENTION BEEN TARGETING YOUR CORE CUSTOMER?

Always good to reconfirm who your customer is (and isn’t). We can often get side tracked here. We see a wonderful campaign from a colleague or another brand in field and you jump on the proverbial band wagon. For example, an anti-ageing skincare line employing an influencer strong in the millennial arena to help market the product. No matter how wonderful the influencer, the target market and age profile may not be aligned with the target market of the brand. You spend a fortune on a press launch for a young and sassy new lipstick brand – yet your press event is held in a very traditional conservative space. A recent Canadian brand I have worked with for years - traditional, reliable, safe in nature and loved for these qualities, employed a new brand ambassador. The outgoing brand ambassador had worked with the brand for many years, was a Canadian, trusted by all and had personal stories of the brand’s creation. The new ambassador, whilst very lovely and photogenic, was Brazilian, young and vivacious, and spoke gushingly about the brand. All seemingly good on paper - however the brand forgot its audience. They were not easily trusting of change, and preferred tried and tested, authenticity of the brand.

BUSINESS

05

ARE YOU POSSIBLY SUFFERING FROM A BIT OF ‘ME TOO’?

03

ARE ALL YOUR PLATFORMS ALIGNED?

As we chase the sales and brand expansion, be careful to ensure your platforms all move ahead at the same speed – at least in the look and feel. I appreciate not all can be invested in at the same time. However it’s better to take your Amazon account down, than to have a half-baked version up on the website, not matching your brand style guide or essence. Ensuring your social media platforms - including all avenues – such as Pinterest, Facebook and Instagram look similar to your website, printed media and packaging. No use having your Instagram site looking all hip and happening and your website is far more conservative - and vice versa. Your customer personality needs to be top of mind in all voice and creative. Ensure verbage is similar to what you would use in your pitch to a retailer. Be authentic - do not change for the sake of change. This splinters your message and dilutes the brand voice.

04

WHEN LAST DID YOU GO BACK TO YOUR ORIGINAL AHA MOMENT FOR YOUR BRAND OR HERO PRODUCT?

Now most brands start off with a hero product. Remember when you first thought of it, produced it, remember those first comments from your best friend? The first AHA moment you had? When last did you go back to those raw, true core strengths for your brand?

Perhaps its time to revisit your hero product and finding a revised way of marketing that – rather than spinning off in too many directions.

A current example is a homeware brand I have been working with – they have a wonderful room scent they have been working on – the delivery system is very unique and not seen anywhere before.

However they had another delivery system idea to further help spread the fragrance within the room. It was a very clever unique idea – and they spent a long time writing up pitches and developing mood boards for this secondary function as it was so novel. They got no real commitment from the homeware retailers in the US. They got so excited about spreading the secondary delivery method, they forgot their original idea was unique and novel. They had spent so much time mulling over pitches, that they lost perspective. They went back to the original idea, pitched it and it launches this autumn in US department stores, with the secondary add-on delivery system on hold until they get more traction. Go back to basics - remember why you and others fell in love with your original idea.

Now most brands start off with a hero product. Remember when you first thought of it, produced it, remember those first comments from your best friend? The first AHA moment you had? When last did you go back to those raw, true core strengths for your brand? Perhaps its time to revisit your hero product and finding a revised way of marketing that – rather than spinning off in too many directions. A current example is a homeware brand I have been working with – they have a wonderful room scent they have been working on – the delivery system is very unique and not seen anywhere before. However they had another delivery system idea to further help spread the fragrance within the room. It was a very clever unique idea – and they spent a long time writing up pitches and developing mood boards for this secondary function as it was so novel. They got no real commitment from the homeware retailers in the US. They got so excited about spreading the secondary delivery method, they forgot their original idea was unique and novel. They had spent so much time mulling over pitches, that they lost perspective. They went back to the original idea, pitched it and it launches this autumn in US department stores, with the secondary add-on delivery system on hold until they get more traction. Go back to basics - remember why you and others fell in love with your original idea.

And finally…

Now if you have read the above and feel you have ticked all these boxes honestly - then maybe it’s time to just move on. Have a serious sit down with people who know you/your business and evaluate if your product is still valid? Are you still playing on the fact your idea is new and revolutionary when in fact too many others are beating that same drum? Just being organic, just being antiageing for the busy working woman today, easy application no smell tanning - all these are lovely - but not new anymore - you need to have a REAL hook - something unique to get noticed in the ever crowded arena of beauty. In this changing world - be personal - be true to why you started your brand and why you are so invested. Are you really innovative? Ask yourself the tough questions.

JUDY DEUCHAR

Head of Merchandising/Programming at TVSN

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DUE DILIGENCE IN INFLUENCER MARKETING

BY NATASHA CORMIER – DIRECTOR OF PARTNERSHIPS, GRAVITAS INFLUENCERS

The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*.

A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium.

There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.

This divides the professional influencers, the amateurs and the fakers. Some people will have genuine influence over an audience that will be worth paying for.

There are many pressure points in influencer marketing to focus on in 2018. Audience Verification and Legal Pitfalls are two of the biggest.

Influencers’ level of influence is largely dependent on how many followers they have, specifically relevant and engaged followers.

But how many of those followers are actually your target audience, active users and human?

As more and more people attempt to establish themselves as influencers, it is becoming increasingly challenging for social media users to grow followers organically due to an abundance of content being created and ever-changing algorithms. It can be tempting to look at ways to artificially increase your numbers.

*Adweek Jan 15, 2018 Influencer Marketing in 2018-Becoming an efficient marketplace.

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A MANUAL DISCIPLINE

4. Audience Data

There is, and will remain, a manual process in discovering more about your content creators.

Basics like getting them to send screen shots of their audience data such as %AU audience % reach into your target audience from their platforms such as IG, Facebook and Google Analytics. For real due diligence you can now pull this from most online tools and platforms.

1. Real Relationships Have a deep level conversation with those influencers you are considering. Build a relationship with them, and from there ensure they understand the brief, what is expected of them and that they can deliver.

2. Follow Them Follow them, read the kinds of comments they are getting and how they respond to ensure it’s not only POD or BOT engagement. Get a feel for tone of voice and whether that is right for your brand. There are so many nuances that can be picked up this way, nuances that you will not get any other way than manually.

3. Benchmarking From Past Work Look at other sponsored content, case studies they have created and how it has performed and from this look at benchmarks to help manage your own expectations on the results you might expect from your campaign.

MANAGING FRAUD

Tackling fake followers head-on triggers preventative measures that will keep influencer marketing a valued channel for brands.

What are the implications where an influencer has misled an advertiser about their following?

Particularly where this leads to the advertiser paying for the influencer’s services on the basis that they have a certain following and on the understanding that they would have a significant reach to consumers?

According to Stephen von Muenster, Partner at DVM Law, under section 18 of the Australian Consumer Law (ACL), a person must not, in trade or commerce, engage in conduct that is misleading or deceptive or is likely to mislead or deceive. And under section 29 of the ACL a person must not, in trade or commerce, in connection with the

Influencers must therefore be aware that falsifying their followers, or maintaining a dark past of ‘fake’ followers in order to represent to advertisers that they should be engaged to promote the brand, could see them fall foul of the Australian Consumer Law and breach sections 18 and 29. In some cases it may amount to fraud.

THIRD PARTY AUDIENCE VERIFICATION TOOLS

There are many to look into. Here are a couple worth considering: FOHR Follower Verification www.fohr.co Free service for creators/influencers. As a brand you will need to ask the influencer to send this to you. The reports are super easy to read and understand.

In April 2017 Fohr launched Influencer Follower Health Scores to Identify Fake Followers and Prevent Fraud. Their goal in releasing Follower Health was never to put fakers on blast, but instead to celebrate those influencers who had denied themselves the temptation of easy (fake) growth and build authentic, real followings. Since then they have released Fohr Verified Followings.

On average, the Fohr influencer platform found that 7.8 percent of those followers are fake.

Each Fohr Card influencer grants permission to scan their account’s followers via an API. A Follower Health Score is determined by automated scanning of followers’ usernames, bios, activities on other social platforms, how recent their posts are, and the ratio of their own followers compared to the number of Instagram users they follow.

How much are influencers to blame for fake followers?

According to James Nord from Fohr, many influencers acquire fake followers without any effort on their part, because bots want to establish credibility by following a diverse group. But, he acknowledged, some influencers probably subscribe to bot farms to pump up their numbers.

Why aren’t other influencer platforms undertaking similar efforts?

Most are now and claim to have inbuilt systems to identify bots, but as Nord says, there’s a “look the other way” attitude in the influencer industry, since the bot influencer problem — if Fohr’s finding of 7.8 percent on Instagram is any indication — it has not yet reached crisis levels.

Hype Auditor www.hypeauditor.com 100% AI powered. Audience Quality Score (AQS) for Instagram allows advertisers to check influencers before they actually work together.

How it works: Audience Quality Score (AQS) 1 to 100 metric which consists of three components: Engagement Rate, Authentic Engagement, Followers Reachability.

Mass followers are accounts of shops or public pages who subscribe to an influencer to make them check the account and subscribe back.

Mass followers don’t see the influencer’s posts.

Suspicious Accounts can be Instagram bots or people who use tools for Growth Hacking or exchanging likes, comments and subscriptions with other influencers via blogger communities.

LEGAL PITFALLS

There are quite a few legal drawbacks in influencer marketing. Australia is yet to see lawsuits like there have been in the US and the UK. Control over content, the need for disclosure, content ownership and balancing marketers’ needs against influencer independence are all pressure points right now.

BUSINESS

supply or possible supply of services or in connection with the promotion by any means of the supply or use of services, make a false or misleading representation that the services have sponsorship, approval, performance characteristics, accessories, uses or benefits that they do not have

There is currently a lawsuit involving Alo Yoga and Influencer Dana Falsetti in the U.S. The company recently sued body positive yoga influencer Dana Falsetti (@nolatrees).

The resulting backlash has raised questions about influencer agreements and contracts.

Make sure you have a clear agreement in place before commencing the partnership.

Items worth including: Disclosure - Hashtags such as #ad #spon #collab or Paid Partnership. Disclosing paid endorsement deals is critical to avoiding lawsuits and maintaining good relationships, but more importantly, transparency prevents consumers from feeling duped about a brand or product.

Content ownership - this is a murky area that needs discussion up-front so all parties are clear about how the content, once created, is going to run. Where, how and for how long is just the starting point.

Influencer’s behaviour - such as inaccurate brand messaging or rogue behaviour that leads to major damage to a brand’s reputation. The agreement needs to be clear about expectations around this.

INFLUENCER MARKETING DUE DILIGENCE CHECK LIST

R Audience verification via manual and third party online tools R Proven track records - check out past work, case studies, benchmarks

Each Instagram influencer is also given a score from 0 to 100, reflecting Fohr Card’s assessment of the quality of that influencer’s followers.

R Real Relationships - talk to the creator about the job and make sure they understand what is expected R Quality briefing - the better the brief the less likely you’ll be disappointed by the results

Screen shot from Fohr’s bot-sniffing tool - Example of The Love Assembly Follower Health

Many platforms now offer a community of bot-free influencers to choose from however it is still worth doing your own work on anyone you plan to pay to create content for your brand to avoid issues or disappointing results.

R Agreements/contracts - clear guidelines about the job, expectations, how you’ll be measuring success

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |61

BUSINESS

MARKETING

to Mums

BY KATRINA MCCARTER

What Australian Mums want from beauty brands Australian Mums are the powerhouse of the Australian economy – they are responsible for $132 billion in spending every year. Millennial Mums, aged 22 to 37 years, represent a growing and highly influential segment within the Mum market for beauty brands. How well do you know them? And, how well do they know you?

Despite their economic power Millennial Mums feel misunderstood, misrepresented and undervalued. To understand what Mums want from brands, my organisation, Marketing to Mums, undertook a survey of 1,800 Australian mothers and we uncovered that a staggering 54% of Australian Millennial Mums believe advertisers don’t understand them.

This represents an enormous opportunity for beauty brands to invest in understanding Millennial mums deeply, get their branding right, and reap financial benefit.

WHAT DO MILLENNIAL MUMS WANT FROM BEAUTY BRANDS?

My research into Millennial Mothers has taken me across the world to New York, Los Angeles and soon, Paris. I’ve travelled to learn from the likes of Google, Kate Spade, essie and YouTube to better understand this powerful consumer segment. I shared five strategies at esprit Magazine’s recent Marketing to Millennials Masterclass, and I am sharing them here to assist you to build deeper relationships and engagement with Millennial Mums to, in turn, drive sales and profit for your beauty brand.

#01

GET TO KNOW HER

Without question, the biggest issue I see when I speak with prospective clients is that they don’t understand their ideal client deeply enough. They lack the depth required to fuel growth. To me, this is the stage which determines success. If you get this section right your strategy is easier to determine, and you’ll derive a much better ROI. One of the most important things you need to understand in beauty is the work status of the Millennial Mums you are targeting. Fulltime and part-time working Millennial Mums are significantly more likely to spend more on makeup than Stay-at-Home-Mums (or domestic goddesses as I like to refer to them). But, when it comes to skincare, all Millennial Mums are likely to spend the same.

My advice is don’t assume anything about your customer. Ensure you talk to real mums. Engage in social listening on your social media accounts as it can be particularly insightful, and most importantly, demand that there is at least one Mum on your team both internally and within your agency team.

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#02

IT MUST BE ALL ABOUT THE EXPERIENCE

Forget about discounts, for Millennial Mums it’s all about the customer experience. Be aware that her expectations around customer experience are much higher than the rest of the population. Millennial Mums value time, simplicity and a more personalised experience with beauty brands. She will pay more for products and services which save her time. She wants simple beauty routines so make sure you show her the hacks. It’s got to be quick and easy. And, she is happy for you to collect her data if it’s going to give her a more personalised experience.

#03

TESTIMONIALS WILL MAKE OR BREAK YOU

In the Marketing to Mums study of 1,800 Australian Mums, we found that testimonials were the number one reason Millennial Mums buy. Don’t underestimate their power. Also, Millennial Mums are more likely to share their views more than any other Mum segment. Make sure you have systems in place that make it easy for her to leave reviews.

#04

#05 DIVERSITY

Australian Millennial Mums where clear that they want to see diversity of people and family structures in advertising. They will reward brands which embrace diversity. At the M2Mom conference I attended in New York, we were presented with findings from Johnson & Johnson that 80% of mothers like to see diverse family structures in advertising, and 2 out of 3 mothers said brands who reflected diversity in their advertising would be rewarded on the shelf. With an increasing number of families not fitting the traditional family structure in Australia, mothers are becoming increasingly vocal in their desire to see this reflected in the advertising they view.

WHAT DOES THIS MEAN FOR YOUR BEAUTY BRAND?

Let me set a challenge for you. I want you to ask yourself, after reading this article, what is one thing you can implement into your strategy to better connect with Millennial Mums? Write it down, and check in with yourself that you have done it in a few weeks. Small tweaks can have significant positive impacts for your beauty brand.

Top 5 Success Factors

KEEP IT REAL

Millennial Mums have made it very clear that they feel a disconnect between advertising and their reality. They want marketers to stop portraying perfect lives with mothers who have got it all together because it is just not the life they are leading. More so it is not one they are aspiring to. They really feel like their lives are being trivialised and they will dismiss your marketing messages. You will not build trust or loyalty. Instead, you need to demonstrate that you understand the complexity of a Millennial Mum’s life. She’s looking for authenticity. Be real. Empathise with her. Use humour as Mums love it.

Brands need to shift away from aspirational messages with these idealised visions of family and show the real stuff. Mums want you to be real, raw and honest.

Be more realistic in your portrayal of mums. We aren’t all cino-wearing blonde ladies with perfect kids and a border collie. Being a mum is bloody hard work and we deserve respect for that. #inmumswords

1 Get to know her 2 Focus on Customer Experience 3 Testimonials will make or break you 4 Keep it real 5 Reflect diversity of family structures

ABOUT KATRINA MCCARTER

Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy. She is a marketing strategist who specialises in understanding mothers as a powerful market sector, through experience and research. Katrina is highly regarded for her creative growth strategies and her ability to negotiate strategic partnerships and works with both small and big businesses to increase sales and profit selling to Mums. Katrina is the author of best-selling book, Marketing to Mums, and is a sought-after international speaker. An award-winning businesswoman and mother of three, Katrina is about to launch the world’s first podcast on Marketing to Mums.

TO CONNECT DIRECTLY WITH KATRINA

katrina@marketingtomums.com.au www.marketingtomums.com.au www.linkedin.com/in/katrina-mccarter +61 (0) 427 161 677

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |63

What’s hot in

the Lab

esprit welcomes Douglas Millar as esprit Magazine Australia’s R&D guru founder and R&D Manager of Cosmetics Science Australia (CSA). Each issue Doug will bring us some insights into what’s hot in the lab and why.

Who Really Owns Your Brand?

As a brand creator do you have control of your products? Can you adjust them at will or shop around for alternative manufacturers?

Is the service you receive up to scratch and have you properly managed your risk? Do you even know if you are paying too much for your product?

It is often possible to have manufacturers do the legwork of creating formulations, developing manufacturing procedures, specifications, SDS and all of that technical stuff. Brand owners have neither the time nor the expertise to do this work, and sometimes life is just too short.

Some manufacturers may do this for a reduced or nominal fee or they might even do it for free (if the brand owner is of enough value to them) although it’s not actually free in the longer term.

“If you’re not paying for it…you’re the product…. “ – Andrew Lewis, Metafilter, Aug 26 2010.

So what’s the catch? You get the product you want, the manufacturer pays to create the product, everyone wins right?

By allowing the manufacturer to create and therefore own the Intellectual Property (IP) that you are spending many $1000s promoting, you are allowing them to own one of the most fundamental parts of your business. So while you think that they are doing the grunt work for you, you are taking most of the financial risk - to promote their product.

“There’s no interest like self interest.” - This applies equally to everyone including your manufacturer/s.

10 reasons

to always develop products independently

01.

In case of disagreement with manufacturer.

We all know that issues can arise in business, so when they do, make sure that your brand is not at risk.

02.

Risk Management.

What happens if the manufacturer goes out of business or has quality issues or simply gets too busy? One key risk management strategy is to spread risk through using multiple manufacturers.

03.

If your manufacturer is taken over.

If your manufacturer is taken over by another manufacturer or even worse by your opposition? Or sees your success and tries to replicate it…. (Yes I have seen all of this).

04.

If you want to sell your brand.

What about when you want to sell your brand? Not owning the IP is a deal breaker. No one will pay you full price and most won’t pay anything at all if you don’t own your IP.

05

Control the creativity process and outcomes.

You are eminently more in control when you create products independently.

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BUSINESS

06.

Control the evolution of formulations.

Changes (like incorporating the latest active ingredients or preservatives etc) are sometimes needed from time to time to enhance quality of the formulation.

07.

Get the best prices.

We have all sharpened our pencils in order to win the business or do a deal. Manufacturers are not immune to this concept – unless of course they own the IP.

08.

Get the best service.

Again where there is a risk of them losing your business, you will certainly have more of the manufacturer’s attention.

09.

Unique point of difference.

Do you sometimes feel you have the same product as everyone else, including your opposition (save for the odd tweak)?

And finally…

10.

Some manufacturers are just not very good at it.

They may be great at manufacturing – following recipes and written instructions, filling bottles etc. but that does not make them good at creating new products.

Doug is a long time member of the Australian Society of Cosmetic Chemists (ASCC) and International Federation of Societies of Cosmetic Chemists (IFSCC).

With over 25 years of experience in this industry, Doug has a broad understanding of a myriad of products aimed at a large number of markets both in Australia and around the world. Doug’s client profiles include international and multinational companies, large national distributors, top, middle and bottom end skincare distributors, hair salon and supermarket haircare distributors etc.

Doug has worked extensively with natural products including certified organic products (ACO and Ecocert) and involving widespread use of essential oils, herbal extracts and other natural ingredients. He has a great familiarity with Good Manufacturing Practice (GMP) and Good Laboratory Practice (GLP).

The products he helped developed include millions of units that have been sold around the world into a range of retailers including, department stores, pharmacy chains, supermarkets, health food stores, gift stores, pet stores, television shopping, skin salons, hair salons, day spas, hotels, etc.

Brands that Doug has worked on include Avon, Schwarzkopf, Sukin and LQD Skincare.

Doug Millar BSc. R&D manager Cosmetic Science Australia For more information on these or any of your skin or hair care needs contact doug@cleanskinandhair.com

Your brand’s future is in your hands.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |65

BUSINESS HOW TO DO

BIG BUSINESS USING small FINANCE

We hear stories such as the meteoric rise of Kate Morris owner and CEO of Adore beauty who at the young age of 21 started Australia’s first e-commerce beauty site on $12,000 borrowed from her boyfriend’s father because banks wouldn’t give her a chance.

Adorebeauty now has a turnover of $25 million a year. Stories like Kate’s are few and far between and although banks are still reluctant to lend to small business owners thankfully there is a growing number of reputable small business lenders willing to partner with you to help you achieve your potential.

HOW TO BORROW FOR YOUR BUSINESS

Is the economy on a down trend? Are millennials ruining the market? Is digital taking over, are we equipped? Are we in a recession? Should we expand? All of these “WHAT IFs” plague the mind of a business owner today. However, some of the biggest and strongest brands in history were created under these circumstances. Microsoft, Apple, Revlon, Fed Ex, Hyatt Hotels. How did they do it with the challenges they were facing...

Answer, with big ideas and financial backing.

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Inventory - Do you have an opportunity to order inventory at a prepaid or bulk quantity discount? Has an opportunity arisen for a new retailer to purchase your stock but you have a lag period between your supply and payment from your customer? Are you selling in a new line to new independent customers who require a line of credit? These and many more are repetitive pain points for small businesses particularly dealing with bigger businesses. Having the extra funds to supply the correct inventory at times of growth allows you to strike while the iron is hot.

Expanding operations - The opportunity to rent or buy new property to aid in your expansion. This could be warehousing, new office space or a salon with better rent in a new catchment area.

Hiring of talent is crucial in expansion and quite often is at a large expense to a business but has negative ramifications initially on cashflow.

Getting the right people with strengths in sales, marketing, financials or whatever you’re lacking will be critical in scaling your business against opportunities.

Purchasing new equipment - This could be technology, displays, manufacturing equipment right down to a coffee machine for the staff room. Are you thinking of providing your retailers with advertising or stand installations but concerned on the massive outlay to do so?

Daily operational requirements - Many businesses simply take out small business loans to increase cashflow and working capital. Having an office, staff, expenses can be a drain on a business cyclically and reduce your ability to take advantage of opportunities such as PR events, conferences, sponsorships, advertising spend all of which, if missed opportunities by yourself but not your competitors, could cripple your growth.

Having access to these funds to prop you up can help you get off the ground and really help you grow.

Advertising strategy - We all know we need advertising. Whether we believe we require print, social, ambassador, radio or a well structured strategic mix of all. Other than the need for it the other obvious fact is that advertising can be expensive. Heard of exposure effect or brand recall? Frequency breeds familiarity and familiarity breeds trust. Consumers, in particular Millennials and Gen X purchase on trust.

Having the ability to leverage lending for marketing means you can lock in for example a 12 month plan which not only gives you a bargaining tool with your advertising agent but consistent re-engagement with your consumer on their funnel to purchase. In usual

circumstances an outlay like this would be impossible but utilising finance means you get the benefit of locking in a 12 month strategy whilst making 12 monthly repayments easing pressure on cashflow and getting accurate data on ROI against your investment.

In a report from Myob.com analysis of loans made by alternative lender ON DECK found 29% of applicants were applying for working capitol reasons.

The 3 main reasons businesses took out loans were opportunity NOT crisis: Inventory 22% Expansion 16% Equipment 15% Some other benefits to borrowing for your business include if you are planning larger scale financing in the future. This creates an opportunity now to build your business credit history with a smaller loan with regular on time payments. This will provide a good credit foundation for larger opportunities in the future.

BUSINESS

CHANGEMENT GROUP PROVIDE ACCESS TO A SUITE OF SERVICES DESIGNED TO DRIVE YOUR REVENUE TO A NEW STRATOSPHERE

The return on investment if measured should generate more revenue than the cost of the interest on the loan.

Another potentail benefit of getting a business loan in uncertain times is if the loan is to the corporate entity the loan may not usually have to be paid if the business fails. In the event of failure the business is liquidated and may go bankrupt but not the owner personally.

Why lose your house for your business?!

How do you decipher good lending from bad within your business? Always speak with finance professionals, your accountant or business strategy specialists and compare interest rates and finance company credentials. If you’d like some assistance give us a call for an obligation free discussion.

If a company the magnitude of Apple uses finance to continuously write their future advancement are you overlooking opportunities on how finance can help you write yours?

THE TIME IS NOW, THE NEW ERA IN CONSUMER SPENDING IS HERE AND WE CAN HELP YOU MAXIMIZE YOUR OPPORTUNITY. We make the focus YOU - Our friendly team of business professionals want to see you achieve your potential. Enlist our help to remove stresses from your business to give you the room to grow.

We offer free, no obligation consultations to new businesses.

Give us a call today Leigh Otten – 0402 614 436 lotten@changementconsulting.com.au www.changementconsulting.com.au

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |67

BUSINESS

A I N S L I E WA L K E R TA L K S

NICHE FRAGRANCE NEWS

With an abundance of happenings in the ever-expanding world of niche, we look at: ‘affordable niche’ …the next big thing? Eco-options becoming available, including natural and sustainable fragrances, refillable packaging and ethically sourced ingredients. In packaging, raw materials’ origins, new molecules, oil houses and perfumers now regularly get a mention – unheard of just a few years ago.

A highlight of the year for niche fragrance in Australia is MECCA Cosmetica Perfumeria.

International brand representatives are in attendance with press invited to experience the latest scents and in addition discover a few exciting new brands showcased.

Affordability is also a focal point with the price astonishingly low compared to other niche on the market. The brand fuses interesting ingredients such as ginger and vetiver, elemi and ambre and davana and vanilla. Prices are as low as $73 for 50ml!

Frederic Malle launched Music For A While featuring lavender, lit with pineapple on a base of amber, patchouli and musks. Perfumer Carlos Benaïm arranged these everyday sounding ingredients in his elegant, classic and yet modern style, referencing Henry Purcell’s musical composition of the same name.

Belgian designer Maison Margiela’s REPLICA collection focuses on reproducing familiar scents and moments in various locales and times such as Flower Market Paris 2011, By the Fireplace Chamonix, 1971, Lipstick On Chicago, 1952.

Diptyque celebrated its 50th anniversary, with two nostalgic fragrances celebrating raw materials of 1968. Tempo, composed of three varieties of patchouli, ethically sourced from the Indonesian island of Sulawesi.

Patchouli represents rebellion, spirituality and freedom. Elegant, woody and earthy with violet leaf elevations. Fleur De Peau celebrates musk blended with iris, ambrette and pink peppercorn, a soft unisex skin scent. L’Eau de Neroli, a floral citrus blend of bergamot, neroli, orange blossom, patchouli and white musk was also launched, with perfumer Olivier Pescheux taking us on an olfactory journey in the south of Italy.

Maison Francis Kurkdjian launched Aqua Celestia Forte & the Candle Collection. The 5 candles are based on the houses Francis Kurkdjian has lived in, including his French West-coast beach house and current Parisian apartment and are presented in thick white porcelain from Limoges with coloured interiors.

100 Bon, new to Australia and founded by ex-Hermes fragrance developers, who have created an all natural, affordable ‘eco perfume brand.’ The concept means you buy the bottle once and then refill it at the perfume “bar.”

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01.

02.

From NYC Nomenclature owners, Karl Bradl and Carlos Quintero launched Shi-Sõ a zesty fragrance based on Japanese shiso leaf by perfumer Bertrand Duchaufour. The fragrance is a modern, green eau de cologne also containing cardamon, spearmint, lemon verbena, blackcurrant, almond, anise and rhubarb. The featured molecule is Glycolierral® from Givaudan adding a sweet, sap-laden effect of crushed ivy leaf.

The duo also led us through the full collection whose focal point is to highlight a unique star molecule in every fragrance.

Kavi Moltz, one half of D.S & Durga captivated with her knowledgeable presentation of the cool and edgy collection, which is sure to be a hit for Mecca. Not new to Australia, the brand has existed in some small fashion boutiques until now. With inspirations from places, songs and events including the Pixies song Debaser, Burning Barbershops, sandalwood Radio’s of Bombay and Bowmakers studios, it really is a brand to explore!

03.

01. BONBAR 02. NOMENCLATURE OWNERS - KARL BRADL AND CARLOS QUINTERO

03. KAVI MOLTZ - D.S & DURGA 04. MAISON FRANCIS KURKDJIAN INTERNATIONAL SALES AND BUSINESS DEVELOPMENT MANAGER - THANOS ORROS

04.

JOIN LOOK GOOD FEEL BETTER FOR FEEL BETTER MONTH THIS SEPTEMBER AND

HELP AUSTRALIANS FACE THEIR CANCER WITH CONFIDENCE For 28 years Look Good Feel Better has been providing a free national community service program to assist women, men and teens undergoing treatment for cancer with the appearance-related side effects of treatment.

Feel Better Month is your opportunity to help us empower the 7,000 cancer patients who will experience a confidence-boosting Look Good Feel Better workshop this year.

For information on how you can show your support this September visit lgfb.org.au/ways-to-give or email fundraising@lgfb.org.au.

BUSINESS

Good news on microbead phase-out “Microbeads successfully phasing out in cosmetics & personal care products,” say Australia’s Environment Ministers

The excellent industry progress in phasing out solid plastic microbeads has been recognised at the 27 April Meeting of Environment Ministers (MEM).

“The voluntary phase-out of microbeads, which Ministers initiated in 2016, is on track,” said the MEM Statement.

Coordinated by industry body Accord Australasia under the BeadRecede campaign, the voluntary phase-out commenced in February 2017 and has a deadline of 1 July 2018 for the phase-out of solid plastic microbeads in rinseoff and exfoliating cosmetic, personal care and cleaning products.

Even though research around the globe has shown that the cosmetic and personal care industry’s contribution to plastic marine litter is very minor, our industry took swift action to voluntarily remove microbeads from these rinse-off and exfoliating products.

This was also recognised in the media release

by Federal Environment Ministers Frydenberg and Price, which stated, “Industry has successfully risen to the challenge issued by Australia’s environment ministers to voluntarily phase out the use of microbeads in cosmetic and personal care products”.

Accord has been actively involved on the issue of microbeads over several years. This has included submission of two independently validated progress reports that show strong commitment to voluntary action across our industry in removal of microbeads.

An independently commissioned survey of products in the marketplace conducted in late2017 also confirmed the industry’s significant progress, including by establishing that no shampoos, conditioners, body washes or hand cleaners sampled contained solid plastic microbeads.

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Although this survey also included leave-on products and other polymers that were not present in microbead form, 94 per cent of all products sampled did not contain plastic microbeads or indeed other non-soluble plastic polymers. Of the remaining 6 per cent, most were leave-on, not rinse-off, nor otherwise reasonably capable of entering the marine environment. Products directly relevant to the voluntary phase out of microbeads such as facial scrubs were a smaller fraction of this, estimated as no more than 0.6 per cent.

Thank you to all companies that responded so quickly to the call for a voluntary phase-out.

Accord will conduct one further survey of the industry via BeadRecede prior to the 1 July deadline, and we understand that another independent survey of microbeads in the marketplace will likely be conducted after the 1 July 2018 deadline to further validate the success of the voluntary phase-out.

Accord will also continue to encourage similar policy action on other, much more significant sources of microplastic in the marine environment such as synthetic fabric microfibres.

Accord Australasia is the peak body representing companies operating in the cosmetic, fragrance, personal care and toiletries sector – from multinationals to small Australianowned businesses, importers to local manufacturers. www.accord.asn.au

“Thank you to all companies that responded so quickly to the call for a voluntary phase-out.”

BUSINESS

ONLINE SHOPPING TRENDS

By Kate Morris founder adorebeauty.com.au

SERVICE IN THE DIGITAL AGE What does “good service” mean in today’s digitallydriven retail world?

Delivery options 20 years ago when I was a departmentstore sales assistant, we thought good service meant sitting a customer down at the counter, and either writing out a skincare prescription for her, or applying a full set of makeup products in either warm or cool colours. At the end of this consultation we would present our customers with the array of products (all from the same brand) that we recommended she buy.

But of course this approach doesn’t translate through to the digital world. For a customer who eschews the counter experience in favour of shopping online, how do we deliver good service?

Those in logistics might not realise they’re in customer service, but the truth is that online customers equate speed, accuracy and flexibility of delivery with a great service experience. So much of our customer feedback, when we ask for comments on our service, relates to speed of delivery. When we switched to next-day delivery as our default option, we saw an immediate jump in our Net Promoter Score, which means many more happy customers.

Data-driven tools One of the limitations of one-on-one customer service is the knowledge of the service assistant.

Despite the many hours that brands and retailers invest in training their staff, it’s just not possible for someone with 6 months on the job to match the expertise of someone with 20 years of experience; and even the knowledge of an expert can never be perfect.

Data combined with technology helps a customer choose the best product for her. For example, Findation’s database of matching foundation shades helps match customers to a new product based on their old favourite, even if they don’t have a set of testers in front of them.

Chatbots vs real people?

No doubt you’ve seen that recent video demo of Google Assistant’s Duplex booking a hair appointment. (If not, search “google duplex haircut” on Youtube.) It’s simultaneously amazing and creepy.

Judging by the proliferation of chatbots and Messenger-bots, many brands and retailers seem pretty excited about the idea of replacing online service staff with AI. For price-driven retailers who don’t offer any kind of person-toperson service, a chatbot could perhaps feel like a slightly more personal way to deliver canned answers to frequentlyasked questions.

Our decision at Adore Beauty has been to go in the opposite direction and invest heavily in highly trained real people to staff our live chat, 7 days per week and until 10pm at night.

We think it’s a way to differentiate ourselves by offering a personal touch.

My guess is that in future, offering customers a chance to interact with a real person (instead of a bot) will be perceived as a premium feature.

ESPRIT AUSTRALIA JULY/AUGUST/SEPTEMBER |71

OUT & ABOUT 01.

SHEAMOISTURE NOW IN AUSTRALIA

ECOYA SUMMER SCENTS

Hair, body and face products made with love, and tested on family for four generations, never animals – that was the message delivered by Melissa Miller, Director of Communications for Sundial Brands, at the Sydney media launch of the company’s SheaMoisture range to the Australian market.

In Australia Chemcorp International scooped the partnership to bring the highly anticipated SheaMoisture brand to Australia.

Acknowledged as a beloved, and top-selling brand in the US and UK, SheaMoisture is now available exclusively through Priceline Pharmacy nationwide, with further stockists to be announced.

So why’s all the love flowing for this brand?

The products genuinely work wonders for the hair. Natural, organic and sustainably-produced with recipes handed down from generation to generation since 1912, the culturally authentic brand includes age-old raw ingredients known for their powerful properties. SheaMoisture products are formulated without sulfates, parabens or other synthetic ingredients. In Australia the SheaMoisture launch range will feature the brand’s tried, trusted and tested best-selling products across haircare, skincare and body care.

Erica Galea, Chemcorp International Marketing Manager says: “We are privileged to be bringing this beautiful brand to the Australian market. SheaMoisture has captured hearts across the world, and we’ve no doubt it will do the same here with incredible products formulated to deliver results for all hair, skin and body concerns, as well as a brand story

Ecoya home fragrancing brand introduces three Limited Edition summer scents inspired by fragrant moments that make memories. Cassis Berry & Mango, Freesia & Grapefruit and Honey, Lime & Jasmine. (Madison Jar $42.95 and Diffuser $49.95), on counter in August.

The packaging is a delight, bringing boldly to life the floral inspirations. Artworks by Australian artist, Alesandro Ljubicic evoke the scents carried within the carton.

Ecoya’s Caroline Springhall – Marketing Manager and Kate Hemus – Publicist hosted a media briefing at Sydney’s QT hotel.

02.

and stance that will resonate strongly with the Australian audience.”

SheaMoisture ranges launched in Australia – prices range from soaps at $13.95 to specialist hair treatments at $29.95: • • • • • •

Jamaican Black Castor Oil – Haircare Coconut & Hibiscus – Haircare 100% Virgin Coconut Oil – Haircare Manuka Honey & Mafura Oil – Haircare Raw Shea Butter – Bodycare African Black Soap – Body and Skincare

01. ECOYA’S CAROLINE SPRINGHALL - MARKETING MANAGER (RIGHT) WITH ANDREA FERRARI ESPRIT MAGAZINE

02. MEDIA BROWSE THE SUMMER SCENTS

It’s a comprehensive range so labels are written to convey a clear product offering to help customers select the products that are most efficacious for their needs. The Leave-In conditioners are “life changing” according to media feedback.

About SheaMoisture SheaMoisture is a family-run brand with a heritage of serving those who have been most underserved in beauty, and are committed to continuing to do that. In 1912, at 19, Sofi Tucker believed she could build something better for the next generation. She created formulations that became SheaMoisture range.

Pioneering fair trade through Community Commerce in Africa and abroad SheaMoisture applies local expertise and gives back 10% of sales to women-led businesses, supporting those who supply the brand with their produce and women in the community through The Sofi Tucker Foundations.

01.

01. SHEAMOISTURE/CHEMCORP NSW SALES REPS: TERRI ROBERTS, WAL TOMASZEWSKI, MELISSA MILLER (FROM SHEAMOISTURE USA), KERRIN AXIAK AND MATTHEW DAVIES

02. ERIKA HAYNATZ – MC FOR THE LAUNCH WITH ERICA GALEA – CHEMCORP

02.

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02.

new MICELLAR CLEANSERS

OUR MOST GENTLE FORCE OF NATURE YET. For a natural cleanse that works with your skin, not against it.

OUT & ABOUT

GET FRESH

BACKSTAGE AT CHANEL Here’s a peek behind the scenes at Chanel’s 2018/19 Cruise Show Makeup. Lucia Pica – Makeup and Colour Director, Chanel talks us through the inspiration and looks.

The inspiration “The print of some of the dresses with a futuristic vibe inspired me. So to convey this modernity and follow Karl Lagerfeld’s brief I created a strong blue matte graphic eye and kept the skin super fresh, balmy with a touch of glimmer. I wanted the girls’ look to be, simple not simplistic, strong without being aggressive, elegant and modern.”

The fashion show makeup “Eyebrows were brushed up and not too defined in a boyish way. Lips were nude and a slight peachy colour was applied on the cheeks, quite high on the apples of the cheekbones to make the girls look fresher. Stylo Ombre et Contour – Contour Graphique was applied underneath to get the graphic shape, then adding the matte eye shadow powder of Les 4 Ombres – Quiet Revolution in navy blue mixed with a touch of midnight blue on top for depth and to enhance the intensity of the colour.”

Professional tips and tricks to share “Always wear eyebrow gel! Use cheek colour (from the Palette Essentielle) high on the apple of the cheeks to create a fresh look on the skin.

Use Palette Essentielle concealer where needed and highlighter on the cheekbones, bridge of the nose and cupid of the lips for softly sculpting the face.”

Is there a product that you particularly enjoyed using for this makeup look?

“Yes indeed. Stylo Ombre et Contour N°14 – Contour Graphique and Les 4 Ombres N° 312 – Quiet Revolution.”

The founders of FRESH were in Sydney recently to meet beauty media here and talk them through the brand’s inspiration and latest launches.

The story began in 1991 when Lev Glazman and Alina Roytberg created a “perfect gift” – a set of soaps wrapped in artisanal paper, tied with a delicate wire, and topped with a semi-precious stone. With their delicious scents and nourishing formulas these soaps were the start of FRESH. With curiosity the pair identified a gap in the market for effective yet indulgent beauty products. They sourced upscale products fitting that niche and opened a welcoming apothecary in Boston. Gifting is their love and this emotion of generosity is the lifeblood of the wares and way they sell from their stores.

The Fresh brand now provides all manner of beautifying gifts for self as well as someone special. Ingredients are natural and chosen for their nourishing indulgence to truly make a beautiful difference to the life of the user.

In its quest to deliver exquisite products the Fresh Research Lab works with cutting edge technologies, discovering sublime textures, exploring new delivery systems and creating mesmerising scents. Inspiration comes from around the world in such ways as cultural beauty rituals.

In Australia FRESH is available in Sephora.

01. ALPHIE SADSAD, SEPHORA NATIONAL ARTISTRY LEAD – MEDIA, INTERVIEWS LEV GLAZMAN AND ALINA ROYTBERG AT THE BEAUTY BRIEFING

02. FRESH MEDIA EVENT 03. ALPHIE AND ESPRIT’S NICCI HERRERA CELEBRATE FRESH

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01. GEORGIE ABAY – THE GRACE TALES WITH LA PRAIRIE’S AI SAN BEAUMONT – REGIONAL MARKETING AND PR MANAGER, AUSTRALIA & NEW ZEALAND

LA PRAIRIE’S FOUNDATION ART La Prairie makes beauty an absolute art form with its exquisite products. Recently the brand introduced beauty media to new Skin Caviar Essence-in-Foundation with a handson experience with Belinda Besant – Regional Training & Events Manager, at La Prairie’s Sydney HQ. This is the first compact foundation infused with Caviar Water for complexion perfection and it has a luxe aesthetic. Encased in a cuttingedge application system, that is elegance as only La Prairie can conceive it. “The aura given out by a person is as much a part of them as their skin,” proclaimed renowned 20th-century portraitist Lucien Freud when discussing his artistic aspiration to capture the complexion of his subjects. A perfect, glowing complexion is, after all, the incarnation of timeless beauty, the picture of health, the very essence of youth. But the portrait of beauty is only as perfect as its canvas — there can be no perfect complexion without perfect skin.

02. LA PRAIRIE SKIN CAVIAR ESSENCE-INFOUNDATION

03. BELINDA BESANT – REGIONAL TRAINING & EVENTS MANAGER, LA PRAIRIE DEMONSTRATES AND EXPLAINS NEW SKIN CAVIAR ESSENCE-INFOUNDATION

04. MOLLY GAY – BEAUTICATE

Inspired by this concept and driven by the same aspiration as Freud – to highlight the vivacity of a splendid complexion – La Prairie brought together caviar science and colour artistry in a formulation that perfects and enhances the natural beauty of the skin.

The exquisite formulation of Skin Caviar Essence-in-Foundation is a first-of-its-kind blend. Caviar water captures the most delicate components of caviar in a pure, potent, highly concentrated infusion. La Prairie’s Exclusive Cellular Complex uses cutting-edge biotechnological research to give new life and energy back to the very cells where beauty is born. Blended together with soft-focus treated pigments conceived for colour artistry, they create a formulation to perfect without masking.

This potent fusion of caviar science and colour artistry leaves skin with a refined texture, while buildable light-to-medium coverage offers a seamless, natural-looking finish.

The compact is refillable, housing an engine sealed from light and air to ensure the formulation remains pristine. A light press of the innovative net-diffusing system releases just the right amount to enhance the face.

With Skin Caviar Essence-in-Foundation, the final step in the Skin Caviar skincare ritual, perfect skin becomes the perfect complexion.

SPF25, RRP $255.00.

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MYAURA ORGANICS DEO

1000 HOUR’S NEW LASH LOOKS

MyAura Organics launches into the natural beauty products category with an all-natural, vegan friendly deodorant stick. With the Conscious Consumer as the target customer, MyAura has formulated the deo with essential oils, cold pressed coconut oil, aloe vera, vitamin E and shea butter with no aluminium, synthetic fragrances, zinc preservatives or palm oil. It works by neutralising body odour from the underarms.

The beauty media briefing was hosted by Jeff Sher – Managing Director, MyAura Organics with guest speaker, Naturopath Saimaa Miller and Brand Advocate, Elle Ferguson.

Australian beauty brand 1000 Hour introduced new-style lash collections and unveiled a completely new and refreshed look, with a media event hosted by Tegan Martin, 1000 Hour Ambassador.

Long, fluttery eyelashes are an everyday staple and the next generation of 1000 Hour lashes incorporates the latest trends into its new styles. Unveiling and demonstrating the fresh range of flutterers, Tegan Martin, former Miss Universe Australia and 1000 Hour Ambassador talked media through highlights of the new range: “There are 10 styles in the new range, a combination of some updated 1000 Hour favourites and best sellers along with some completely new on-trend styles.”

Erica Galea, Marketing Manager at Chemcorp International says: “After celebrating 1000 Hour’s 25th birthday in 2017, this year we decided it’s time to make some changes to our beloved lash range. From lash styles to packaging, 1000 Hour lashes have undergone a big revamp and the packaging modernised to appear lighter, cleaner and sleeker in order to stand out on the shelf.”

Tegan adds: “Lashes are staples in the beauty kit of every woman. The new styles come in three collections: the classics, natural styles and individual lashes. So there really is a style for everyone and for every occasion! The packaging also looks a little more luxe now and I think Aussie beauties are going to love it!”

Saimaa’s key points • Natural formulations and organic products are on the increase as consumer behaviour changes.

• A reflection of this can be directly observed with MyAura Organics being positively embraced by supermarket chains (previously this would not have been the case).

• As beauty and health merge into one industry, we are now met with the era of the Conscious Consumer: 1. CC wants to know what is in their product. No nasties, organic wherever possible, no ill-effects over long term use – especially with a ‘daily use’ product.

2. CC wants to know where does my product come from. Raw materials used, environmental impact of product i.e. clean and green.

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3. CC wants to know who is behind the product. Is it credible, authentic? Does the company itself employ holistic business management, eco-responsibility, sustainable practices?

• We now are acutely aware that it is important to sweat. We have natural detoxification and elimination channels through bowel motions, urine, sweat, tears, blood, etc. Arresting one will have impact on the others – it imbalances in the body.

• Moreover, antiperspirants and canned sprays contain aluminium. Over time, this neurotoxin affects cognitive function and studies have shown a strong link between high levels of aluminium and Alzheimer’s: https://www.ncbi.nlm.nih. gov/pubmed/24779346.

• Deodorants are particularly important as we use them directly on our auxiliary lymph nodes which enter directly into our lymphatic system.

• The lymphatic system works closely with liver and kidney as the transporter system in the body, removing excess fluid, hormones and by-products safely out of the body.

And excess stress placed on the lymphatic system can lead to swelling, fluid retention, hormonal problems, sluggishness and mood imbalances.

MyAura Organics deo comes in four fragrances at $9.00 each at selected pharmacies, Coles and Woolies.

01. SAIMAA MILLER – NATUROPATH AND ELLE FERGUSON – BRAND ADVOCATE

02. JEFF SHER – MANAGING DIRECTOR, MYAURA WITH ELLE

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Each 1000 Hour lash pack contains one pair of re-usable lashes (or a set of individual lashes) and also includes hypoallergenic adhesive.

New 1000 Hour Lashes are available now for a RRP of $9.49 at Priceline 01. ERICA GALEA – CHEMCORP INTERNATIONAL 02. ARRON – LUXIT MAKEUP ARTIST APPLYING 1000 HOUR LASHES ON NICCI HERRERA – ESPRIT

03. MELANIE BURNICLE – MAKEUP ARTISTS GUILD AP AND LYDIA PEDRANA ON SOCIAL MEDIA

04. SARAH LAIDLAW – MAKEUP ARTIST GUEST, ARRON – LUXIT MAKEUP ARTIST, LIANNE CLAIRE – MAKEUP ARTIST GUEST AND ASTRID – LUXIT MAKEUP ARTIST

05. TEGAN MARTIN – 1000 HOUR BRAND AMBASSADOR AND LYDIA PEDRANA – TV PRESENTER, PERSONALITY, HOST & FREELANCE JOURNALIST

06. 360 PR’S RHIANNON ACE, LISA SOLOMONS AND RACHEL KING WITH ERICA GALEA – CHEMCORP INTERNATIONAL, AND 360 PR’S NICOLE KANELLOPOULOS AND THALIA ACONLEY-JONES

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A’KIN TACKLES OILINESS Natural beauty brand A’kin urges consumers to stop making skincare mistakes and treat oily skin naturally. Gentle yet effective A’kin Oil Control range has proven results, none more close to home than with the formulating chemist’s daughter. Annabelle Personeni – Botanical Chemist at A’kin hosted media briefings where she shared the personal pain she felt for her distressed daughter as she navigated acne and traditional treatments. Since using the ingredients and early formulations created by her mother the condition has cleared and now it’s daughter No.3 using the new range to treat her pimply teenage skin.

A’kin Oil Control range with Absorbing Bamboo Powder includes natural ingredients to help purify the skin and counteract the processes that leave skin with excess shine and oil. Clarifying Cleansing Mousse, Intensive Sebum Controller, Shine-Free Facial Moisturiser and Mattifying Day & Night Cream work together to leave skin feeling light and mattified.

The point of the range is to help control sebum production that can lead to pimples and redness.

Annabelle explains how the Oil Control range works and how the natural ingredients found in the range are a much gentler option to the harsh and abrasive skincare products on the market: “The skin presents oil glands that produce sebum – the protective oil flowing on the top of the skin that maintains good bacteria and locks in moisture. Factors such as stress, hormones (during puberty & menopause) and diet (excess sugar) can lead to the production of sebum in excess quantities.

This sebum is then exposed to UV and pollution causing it to oxidise, which in turn causes the skin’s pores to enlarge in order to evacuate the excess oil. Bacteria feed on this thick, oxidised sebum, blocking the pores and causing pimples.

The mistake most people make is using harsh skincare regimes that further stresses the skin and oil glands, starting the process all over again. The mild and preventative Oil Control Range works with absorbing bamboo powder to remove the oils without stripping out good skin oils.

The range fights against the four phenomena responsible for acne formation; excess sebum, sebum oxidisation, microbial growth and inflammation. This gentle skincare routine slows down sebum secretion and the skin becomes less oily and shiny, reducing blemishes and irritations over time.”

Hero ingredient is Bamboo powder, used for optimal absorption. It is 4x more absorbent than rice, and unlike synthetic silicone powder it is fully bio-degradable.

Flaxseed extract is a potent antioxidant key to preventing sebum break down. Australian Tea Tree extract, found only in the Intensive Sebum Controller helps control the bacteria that are present on the skin feeding on the sebum.

Antioxidants are used to slow down the effect of pollution and help prevent the oxidisation of sebum. To make this happen Vitamin C and Vitamin E work together with the Flaxseed extract by shielding free radicals. Soothing extracts such as Schizandra, a five-flavour berry used in Chinese traditional medicine, Orange Flower Water and Sandalwood Seed Oil are used to soothe redness and inflammation so the skin is less stressed.

A’kin Oil Control Clarifying Cleansing Mousse RRP$14.95. A’kin Oil Control Mattifying Day & Night Cream RRP$29.95.

A’kin Oil Control Shine-Free Facial Moisturiser RRP$17.95. A’kin Oil Control Intensive Sebum Controller RRP$24.95. On counter now.

01. THE A’KIN TEAM: ALYSON KARINDJIAS, JANELLE SKROPIDIS, ANNABELLE PERSONENI AND HANNAH SCOTT-EVANS

02. BELLA VARELIS AND SHAHRZAD – THE SPOT BEAUTY

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PENHALIGON’S LAUNCH HIDDEN LONDON COLLECTION Bringing to fragrant life Iconic English perfume house Penhaligon’s latest Hidden London collection, Michael Marzano – National Education Manager, Agence de Parfums presented to media with descriptions of the three new scents. Capturing the sophistication, elegance and history of three distinct areas of London, the fragrances are called: Marylebone Wood, Belgravia Chypre and Kensington Amber.

Crafted by Master Perfumer Fabrice Pellegrin, who was honoured with the title Perfumer of the Year 2017 by French trade magazine, Cosmétique News, Hidden London dips into the city’s majestic streets, architecture and green spaces discovering ‘what remains hidden until we truly look.’

Belgravia Chypre. Standing proud between Buckingham Palace and Sloane Square, Belgravia is a well-to-do neighbourhood that is distinguished and distinctive, housing embassies, fortunate families as well as antique shops and Michelin-starred restaurants hidden behind unassuming front doors. With traditional notes of chypre at its core, it captures an air of sophistication and class. A rich combination of bergamot, oakmoss and patchouli is as expected,

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whilst a surprising inflection of raspberry, pink pepper and rose is added for London’s more flamboyant traditionalists.

Kensington Amber evokes a distinct air of royalty and refinement, from Kensington Palace to the Victoria and Albert Museum, where the rich history of London is etched in the Royal monuments and Edwardian villas that shape its squares and elegant streets.

Strong and powerful, notes of amber mingle with the exoticism of cinnamon with vanilla bringing exquisite comfort.

A wood overdose comprising the most emblematic woods in perfumery – vetiver, sandalwood and patchouli – Marylebone Wood is inspired by the West London (W1) area.

Patterned with winding lanes and Georgian brick houses, and with Sherlock Holmes’ abode nestled in its streets, the fragrance is a warm and smoky scent: dry smoky sandalwood, a mossy vetiver and creamy warm patchouli.

Each fragrance is housed in a trademark Penhaligon’s glass flacon embossed with a red rose wax seal with artwork capturing the districts which inspired the scents.

Penhaligon’s portfolio of fragrances are available in Australia at Libertine Parfumerie, as well as exclusively through selected David Jones stores, Galerie de Parfum boutiques in Myer Sydney and Melbourne and niche perfumeries and boutiques across Australia and New Zealand. RRP $299.00, 100ml.

01. PENHALIGON’S HIDDEN LONDON COLLECTION 02. ANDREA FERRARI – ESPRIT AND MICHAEL MARZANO – AGENCE DE PARFUMS

03. STEFANI ZUPANOSKA – AUSTRALIAN WOMEN’S WEEKLY AND MOLLY KATHRYN GAY – BEAUTICATE

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OGX is that ‘funny shaped bottle’ shampoo and conditioner range. The tubby bottle appearing on pharmacy, Priceline and Woolies shelves in an array of glorious colours, depicting their fragrance and ingredients is modestly #1 Premium Hair Care Brand in USA* It was created by Vogue International (brand creator not the magazine!) in the US as a disruptor brand – to do haircare differently and with delicious and effective natural ingredients, and sold in 2017 to Johnson & Johnson. OGX describes itself as a brand for those who embrace hair freedom to inspire their every vibe, style, and moment. The innovative formulas are SLSfree, and use exotic active ingredients “for a sensorial experience that is all your own”. OGX products are not tested on animals and are packaged in ecofriendly bottles manufactured from materials containing recycled post-consumer resin.

Today, in Australia OGX Global hair care launches three innovative ranges and introduced them to beauty media at a lunch at ChiiTown at Chin Chin Restaurant in Sydney. New products include Sake Essence, Pomegranate & Ginger and Marula Oil. Faces who attended included Lana JeavonsFellows, Fely Irvine, Casey Burgess, Bloggers Michelle Crossan and Jessie Khoo and more.

The event was hosted by Marketing Manager for OGX, Vanessa Farrugia. Photos: Luke Latty Photography.

Detoxifying + Pomegranate & Ginger Collection is a refreshing and non-drying purifying line of products with an intoxicating scent, including a shampoo, conditioner and scalp toner, to help eliminate product build-up, excess sebum, and environmental residues, to reveal beautiful, soft and shiny hair.

Hydrate + Marula Oil Collection has a lightweight hydrating formula, using the antioxidant-rich marula oil to provide silky, soft tresses with a luxurious and decadent fragrance. Marula Oil contains 60% more

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protective antioxidants than Argan Oil, to feed hair with rich ingredients containing essential oils, vitamins, and oleic acid, which protects hair from environmental factors.

Youth Enhancing + Sake Essence Collection is inspired by the ancient Chinese beauty traditions. This sparkling blend of Sake, Ginseng, and Protein helps renew the health of the hair while keeping hair looking young, healthy, soft and vibrant. All are available at $17.99 each at Priceline, Woolworths and other major retailers.

Based on Nielsen USA x AOC data L52 weeks thru 3/31/2018 for Hair Care products between $5 and $10 average price point *

01. SONYA KING – GROUP MARKETING MANAGER JOHNSON &JOHNSON AND KIRSTEN LODGE – SENIOR MANAGER COMMUNICATIONS AND PUBLIC AFFAIRS AT J&J

02. VANESSA FARRUGIA – MARKETING MANAGER, OGX, ANDREA FERRARI – ESPRIT MAGAZINE AUSTRALIA AND SONYA KING – GROUP MARKETING MANAGER J&J

03. STEPHANIE DARLING – SUNDAY LIFE AND IANTHA YU – BEAUTY CREW

ELLA BACHÉ NEOBRIGHT FOR PIGMENTATION To launch Neobright range, Ella Baché hosted a beauty media lunch at Chin Chin in Surry Hills. Artist Dina Broadhurst reinterpreted the Neobright campaign imagery with her signature flair to create artworks inspired by the ingredients in the new products. In a presentation by CEO Pippa Hallas and National Training Manager Gina Cook guests heard how pigmentation can make you appear 12 – 20 years older than your real age. Together Hallas and Cook introduced Ella Baché’s innovative new brightening and pigmentation correcting range made possible through the advancement in ingredients and technology; the Neobright Correcting Serum, Correcting Emulsion, Correcting Cream, Radiance C Ampoule Set and Brighten Me Up Treatment. They also talked media through the new Ella Baché menu of services which are designed to give customers solutions to their skin concerns in a prescriptive, individual style.

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01. NEOBRIGHT BY ELLA BACHE WITH ARTWORK BY DINA BROADHURST

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02. ALEXANDRA HOANG – SOCIAL MEDIA, CHARLES MOORE – ELLA BACHE AND TSUTSUMI HOANG – CANDID THAT

03. ANDREA FERRARI – ESPRIT MAGAZINE, SHARON HUNT, AUSTRALIAN WOMEN’S WEEKLY AND ISSY EVANS – ELLA BACHÉ

04. DINA BROADHURST – ARTIST AND PIPPA HALLAS, CEO ELLA BACHÉ

05. GEORGIE HAIGH – BEAUTY DIRECTORY, KELSEY FERENCAK – OK! AND NW MAGAZINES AND KRISTY BRADLEY – BEAUTY DIRECTORY

06. GINA COOK – NATIONAL TRAINING MANAGER, ELLA BACHÉ AND HANNAH GAY – JONES (DAVID JONES MAGAZINE)

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ESCENTIALS BRANDS ON SHOW!

CATCHING UP AT THE APP The Australian Pharmacy Professional Conference & Trade Exhibition held at the Gold Coast Convention & Exhibition Centre in May, provided rich ground for catching up with retail beauty colleagues and friends.

Naturally the purpose of the trade fair is for brands to display and discuss their brand(s) with potential pharmacy retail partners. With beauty brands present, including La Roche Posay, Pierre Fabre, Napoleon Perdis, The Olive Oil Skincare Company, Liquid Australia LQD, Heat Doward, Nad’s, ChemCorp and ArtDeco, esprit spent hours networking. Here’s a snapshot.

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01 ARTDECO COSMETICS’ BRENT STRONG, SIOBHAN CREAL AND BRENTON FOSTER

02. NAPOLEON PERDIS COSMETICS’ CARLY SINCLAIR, NICK MANFIELD AND LAUREN RILEY

03. CHEMCORP’S SCOTT GRAY, JODIE PHILLIPS, MATTHEW DAVIES AND KERRIN AXIAK

04. LIQUID AUSTRALIA (LQD)’S ANTOINETTE BARNARDO AND CHRIS GLEBATSAS

05. THE OLIVE OIL COMPANY’S SUNNY SUN, TRACY SCHEMBRI AND PHILLIP WALKER

06. LQD’S SADIE STALEY AND ANTOINETTE 07. BRONWYN CAPANNA – ACCORD, GILLIAN FRANKLIN – HEAT DOWARD AND NICCI HERRERA – ESPRIT MAGAZINE AUSTRALIA

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Escentials Brands is a refreshingly elegant mover and shaker in the retail beauty industry here in Australia. Seeking out some of the strongest heroes overseas – Trussardi, Atkinsons and Carven – unsung on these shores, along with new, genuine disrupter brands – Goldfield & Banks, Personail and Rock & Ruddle – delivering them to a discerning and appreciative Australian consumer.

The concept of ‘showings’, whereby a distributor or retailer shows a number of brands under one roof, for media to see, smell, experience the new launches works well and it was this format that Escentials took for its brands’ latest product news.

Hosting the event were Escentials Brands’ Harv Kler – Managing Director, Nicole Bowman – General Manager and Anna Barr – PR Manager, accompanied by brand founders, Dimitri Weber – Goldfield & Banks and Alice Ho – Personail.

Goldfield & Banks – Australian made, fine French perfumery – is going gangbusters overseas with high end retailers – the latest being Harvey Nichols, Knightsbridge, London.

There are five fragrances with a new one on the horizon. RRP $229.00, 100ml.

Personail provides ‘5 easy steps’ nail application. A quick and effective answer to waiting for nails to dry, chipped nails or salon time. Classic nail colours or design art all in 10 minutes. RRP $15.99, David Jones.

Rock & Ruddle provide great quality hair brushes in beautiful designs. The new Feathered Friends Collection arrives in David Jones August 2018. Paddle brushes – $64.95.

Baby brushes – $44.95. Combs – three sizes, $14.95 – $21.95.

Trussardi The Sound of Donna is a sensual, gourmand fragrance, dedicated to a fresh generation of millennial women: rebellious, chic and glamourous. RRP $105.00, 50ml and $155.00, 100ml. On counter in David Jones and leading pharmacies, October 2018.

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Atkinsons – described as 200 years of Perfume Snobbery – launches The Emblematic Collection with 24 Old Bond Street Cologne, RRP $145.00, 50ml and $189.00, 100ml, joining its three established collections.

Carven Dans Ma Bulle is said to spell mischief. It’s a joyful, playful scent created through fresh, fruity top notes of litchi rose jungle essence along with peony, chosen for it blooming femininity. Heart notes give a sense of being irresistible – sugared almonds, heliotrope and sambac jasmine. Base notes are sensual vanilla and sandalwood. RRP $99.00, 50ml and $139.00, 100ml, on counter now in David Jones and leading pharmacies.

01. GOLDFIELD & BANKS - AUSTRALIAN MADE PERFUMES IN THE FRENCH STYLE. RENAE LEITH MANOS - BONDI BEAUTY

02. DIMITRI WEBER – GOLDFIELD & BANKS AND MICHAEL EDWARDS – FRAGRANCES OF THE WORLD

03. MEDIA GUESTS EXPERIENCE THE BRANDS 04. CARRIE KABLEAN – AUTHOR, WITH ALICE HO – FOUNDER OF PERSONAIL

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THE COLLAGEN QUEEN AT VIDA GLOW Vida Glow co-founder, Anna Lahey, gathered beauty media together to educate them on her holistic approach to nutrition and healthcare with her range of natural marine collagen supplements to nurture hair, skin and nails from within.

“In my late teens and early twenties, I really struggled with growing my hair and a natural manicure. My hair was whispy and would shed heavily and my nails were too brittle to grow. With no other options, I relied on ‘natural’ looking hair and nail extensions. My life changed dramatically after discovering marine collagen while holidaying in Japan.

Taking three servings a day, I was shocked at the difference after just three weeks; my hair stopped falling out and at four weeks I had a natural manicure. “Needless to say, I was thoroughly impressed and quickly understood why Japanese women have used marine collagen for centuries as a secret weapon for youthful radiance.

There was nothing like it available in Australia at the time, so this is where the idea of Vida Glow began. ‘Vida’ in Portuguese means ‘life’ and I felt that this miracle supplement had brought me back to life, so the name seemed appropriate.

“Marine collagen is vital for promoting holistic beauty from the inside out. Collagen is the most abundant protein and the second largest substance (behind water) in the human body. Until our mid-twenties, our bodies naturally produce collagen but as this production slows and eventually ceases, we

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01. ANNA LAHEY – FOUNDER, VIDA GLOW 02. BEAUTY WRITERS BROWSE THEIR COLLAGEN BREW OF CHOICE

03. ANNA WITH JULIA GIAMPIETRO AND ALLY WILLIAMS FROM SPORTELUXE AT THE MEDIA LAUNCH

begin to see the effects of ageing. Replenishing our collagen levels helps benefit the building blocks that maintain our hair, skin and nails.

“Scientific studies have also shown that marine collagen increases skin hydration, improves skin elasticity and firmness; smoothing out fine lines and wrinkles leaving you with a clear, even toned complexion.

Marine collagen not only assists with hair elongation and regeneration but corrects damaged nails and promotes nail growth”.

Vida Glow’s marine collagen is a low molecular weight collagen peptide powder, sustainably sourced from the scales of Deep Sea Red Snapper with a high absorption rate above 90 per cent.

Available in loose powder form or readyto-use sachets, Vida Glow’s range varies from original marine collagen to fresh and fruity flavours such as blueberry, mango, pineapple and peach. And being heat stable, it can easily be incorporated into hot porridge, a cup of tea or a takeaway coffee. With the recent release of a range of beauty powders and hemp protein and sparkling collagen waters, there are special things on the horizon for Vida Glow, with the company to soon launch delicious edible Collagen Bars later in 2018.

Vida Glow marine collagen is available in Myer and Healthy Life across Australia.

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INFLUENCER

INFLUENCER esprit’s collection of industry friends share their strategies on networking, selling, product knowledge and job-related growth to build your career as a beauty assistant, beauty influencer.

M A R Y Z AVAG L I A MICHEAL BROWN MELANIE BURNICLE AIMÉe Wice

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INFLUENCER

OLAY REGENERATIVE WHIP

CELEBRITIES REVEAL HOW TO GET

Rich Girl

COVERGIRL MELTING POUT METALLICS LIQUID LIPSTICK

BEAUTY

AVEENO POSITIVELY RADIANT EXFOLIATING BODY WASH

on a budget

NEUTROGENA BAR SOAP

Jennifer Aniston is one of the most timeless beauties around, and as someone who is always on point we are eager to know any of her beauty tips and product recommendations.

So, what are the secret beauty products she uses to keep her skin always looking enviably glowing and ageless? We already know she slathers on Aveeno and that she drinks water by the gallons. But what about her glowing skin? And, that hair! It’s the best-looking mane in Hollywood.

Well, it turns out, that some of Jens go-to products can be picked up right at your local pharmacy!

Here are the top beauty products Celebrities (and Jen) love!

L’ORÉAL PARIS VOLUME MILLION LASHES FELINE MASCARA

By Mary Zavaglia

AVEENO POSITIVELY RADIANT EXFOLIATING BODY WASH Thanks to this multitasker, exfoliating no longer is an added shower step. It gently buffs off dead skin, while soy helps brighten and even skin tone. Soap-free and hypoallergenic, it’s also gentle enough for daily use.

NEUTROGENA BAR SOAP An oldie but a goodie! This soothing smelling bar cleanses without stripping skin of its natural oils.

L’ORÉAL PARIS VOLUME MILLION LASHES FELINE MASCARA

JENNIFER ANISTON

ALMAY SHADOW SQUAD EYESHADOWS This is a fabulous concept! The same shade in four different finishes, letting you create a surprising amount of different eye looks. Available in 15 colors, it’s perfect for makeup minimalists.

COVERGIRL MELTING POUT METALLICS LIQUID LIPSTICK For a high-impact lip look, there’s nothing better than these intensely bold colors. True to the name, the dozen shades look like molten metal, and range from more subdued copper and pink, to electric blue, purple, and yellow.

ST IVES CLEANSING STICK

Is a celebrity favourite as it delivers long, volumous lashes after just one sweep!

A must for any girl on-the-go! Convenient, mess-free cleansers for hydrating, detoxifying and glow enhancing.

OLAY REGENERATIVE WHIP

CETAPHIL CLEANSER

Delivering the same skin-care benefits in a light, airy-whipped texture for people who don’t like the feel of heavy face cream.

Is one of Drew Barrymore’s go to cleansers that easily removes make-up leaving skin subtle and soft.

PONDS HYDRATE & FIRM SHEET MASK

L’ORÉAL PARIS INFALLIBLE PRO-LAST COLOR IN TIMELESS ROSE

Available in two hydrating formulas, glowing and firming, these also take top marks for staying in place without slipping, one of our biggest sheet mask pet peeves.

JLo has rocked this shade on the Red Carpet. And why not?

This muted pink suits most skin tones and lasts!

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Aimée Wice amouraimee.com info@amouraimee.com FOLLOW ME ON TWITTER + INSTAGRAM

A beauty junkie’s guide to

ouraimee@amouraimee

Vending Machine Shopping

BY AIMÉE WICE

In a perfect world, wouldn’t it be true that anything and everything would be available instantly and at the tip of our fingers? With the rise in popularity of self-serve kiosks across a diverse range of goods, it seems like this dream may be becoming more of a reality. From early adapters like airport check-ins, grocery stores and anytime, anywhere foot relief in the form of a Havaianas thong vending machine, getting what you want, when you want it may be on the way to becoming the norm. Macca’s has installed self-serve kiosks, allowing hungry customers to tap a few buttons on-screen and customize exactly what they want their meal to consist of, stat (an extra cone for me, please!). If I had it my way, these are the next generation of self-serve kiosks I’d love to see hit the market.

Dream on with me!

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Perfected Foundation Midday touch-ups are a necessity in sunny Australia; whether it’s the makeup-melting summer sun or insanely stormy spring, a little fix can make all the difference during a long day. In the winter, dry patches can make foundation oxidize, too, and evening out a perfect base is always my number one priority — yes, even mascara comes second to a flawless complexion. But for obvious reasons, toting around foundation has never really quite caught on like a lipstick. Perhaps because of the commitment and mess foundation can demand, it’s often easier to skip this touch up step, but there’s nothing more I’d love to see than a self-serve colour-matching kiosk to spit out a sample sized skin perfecting foundation for an easy, on the go anytime touch up. In my dream world, a super high-tech camera would grab both colour and texture swatches via a photograph from your skin, and customise a powder, liquid, gel or cushion foundation with a matching applicator for each medium, for foundation perfection in a flash.

On the Run Snacks Although vending machines are far from new technology, it seems like they’re stuck in the past when it comes to nutritious, readily available snack options. I love a Snickers bar as much as the next girl, but I crave wholesome, healthy picks when I’m on the run (I surely can’t be the only one!) and would love to be able to customise a bite sized nosh whenever the mood strikes. With a self-serve kiosk, I could create my dream snack based on hunger level and craving, like cheese and whole wheat crackers one day (and maybe even have it served with a cheeky glass of wine?), and an apple and single-serve packet of peanut butter the next.

In the USA, prescriptions are available for pickup via a drive through, which I’m all for during the frigid New York winters. But for us Aussies, a kiosk could play into the ease of OTC availability for times in need (midday menstrual cramp attacks, anyone?). Sometimes, I wish I knew where that last Panadol I was sure was floating around the bottom of my purse was, or am suddenly struck with the need to swipe on some extra deodorant, which I definitely didn’t pack in my purse for the day.

I’d love to be able to push a button and have all my pharmacy needs available to me at my very fingertips, even after closing hours or in the rush of midday meetings.

INFLUENCER

Pharmacies Made Easy

Caffeine Fix Although there is hardly a lack of amazing café’s and coffee houses in Australia, it seems difficult to grab a cup of joe in the late afternoon or evening. Sometimes, I can be a night owl and crave a freshly made specialty barista-style coffee after dinner and can seldom find a shop open. A serve-yourself kiosk would eradicate this problem, and keep my soy cappuccino addiction under wraps, any time of day or night.

ZZZ’s Made Easy On the flipside, I’d love nothing more at the end of a long hard day for there to be a kiosk right outside my condo brimming with down time inducers. Soothing specialty items, like lavender-spiked dry sheets to swipe on clothes, bedding or even skin and hair would help us all instantly unwind, while plush, thick eye masks are just what we need when rest is a priority.

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Turn your passion to profitability

Nurturing your clients to the nth degree YOUR CLIENTS AND TALENT ARE THE BEST FORM OF ADVERTISING. ARE YOU GOING THAT EXTRA MILE TO ENSURE THEY SPREAD THE WORD ON YOUR BEHALF TO FRIENDS AND INDUSTRY? MAGAP CEO MELANIE BURNICLE SHARES WITH YOU HOW SHE LOOKS AFTER HER CLIENTS TO ASSURE THEY WILL ALWAYS BE REPEAT BOOKINGS. HERE ARE HER TOP THREE TIPS FOR NURTURING CLIENTS AND TAKING YOUR CUSTOMER SERVICE TO THE NEXT LEVEL.

1. UNDERSTANDING YOUR CLIENT’S BRIEF The key to understanding a brief is to really listen to your client.

The importance of what you have as a skill set as a makeup artist is invaluable and you will have a vision of how you can achieve and deliver on a brief. Once you have heard the brief ask questions in relation to the brief, remember that nobody describes a look the same way as you might in your head. For example, a makeup artist might hear smoky eye and think dark strong and bold and your client may be thinking that this is a soft look using neutral tones. Open the conversation so you really get to understand what your client is after.

The mood, the spirit, her vision.

2 . A LL ABOU T THE ENER GY! Everyone and every day is different, so the best thing you can do is quickly assess what kind of energy the person in your makeup chair requires. Some want you to boost their energy with excited chatter, others may need calming energy and some will be nervous and may need some reassurance. Being confident and intuitive as an artist and acknowledging the energy of the person in your chair and looking after their particular needs on an emotional level, they will always be grateful and loyal. I have had such amazing experiences with celebrities, brides, actresses and models each with different emotions at different times and everyone deals with nerves differently. When you are prepping makeup on people they are either about to go on set, red carpet or an important moment in their personal lives. If you can mentally have them feeling

UNITING D NURTURINGRAINNG EMPOWE S ARTIST

great as well as looking great on the exterior with your skill set you will have a very loyal client for a long time. I remember working with someone who I admired and I was so excited to have them in my chair and so many questions racing around in my mind. I asked, “how are you?” they said, “exhausted I haven’t had any time to myself in weeks”.

My response was “well you have an hour in my chair how about you close your eyes and relax and I will let you have some quiet time and when I need you to open your eyes for the makeup I will let you know.”

We hardly spoke the whole shoot. That client has now booked me on every campaign, photo shoot, and TV Commercial due to the fact that I gave them what they needed in that moment. I looked after them with my makeup skills but also took it to another level and looked after them emotionally in that moment.

3 LI TTLE ADDED B O NUSES When I start with the person in my chair I take a couple of minutes to massage in an amazing serum to the face during the skin prep.

Ensuring to massage the temples, brow bone and cheeks as though they were in an amazing facial pampering to release tension in the face (I use Lionesse white pearl serum). It allows you to gain their trust by calming them whilst confidently massaging. I also use aromatherapy sprays (Hanako Therapies) which can be lightly spritzed over the client or over myself as an artist. It can help set the tone and work to create the right energy.

What is the Makeup Artist Guild Asia Pacific (MAGAP)?

When no one else will, the Makeup Artist Guild Asia Pacific (MAGAP) will unite, nurture and empower makeup artists. It’s the trusted voice for the makeup community; aiming to unite all genres of makeup artists in the Asia Pacific region. So, whether you work on film, TV, magazines, on counter or bridal makeup, the Makeup Artist Guild Asia Pacific (MAGAP) has your back. It will strive to nurture and grow the makeup artistry community through education, communication and networking. And to empower makeup artists, the Makeup Artist Guild Asia Pacific (MAGAP) will celebrate their achievements through the Makeup Artist Guild Asia Pacific (MAGAP) awards program, launching in 2018.

Join our community of makeup artists to learn more about how to make your makeup artistry business thrive. Head to www.themagap.com sign up to receive up to date information on your industry.

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Know who’s behind these amazing brands?

We Are Hiring. elccareers.com.au #dreamjob #ELCfamily

ESPRIT ’S BE AUTY ASSI STANTS

H U B APP We are so excited to share with you our exclusive Beauty Assistants HUB where only the influencers, the sales gurus and most importantly the team that interacts with the customers are invited to join. Hey...that’s YOU! Downloading the esprit HUB app means you will: Receive the latest beauty news, competitions, insights and trends Be a part of Australia’s beauty and the best Have the opportunity to give feedback directly to the brands you sell Receive your digital esprit Magazine each quarter To have this and more... join our FREE Exclusive Beauty Advisor HUB by downloading our app: esprit club (magazine), exclusively for the beauty frontline.

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INFLUENCER

M I C H A E L’ S T O P T I P S T O

You, the Beauty Messenger I recently spoke at esprit Magazine’s Marketing to Millennials & Gen Z masterclass, designed for marketeers of beauty brands, focusing on how Millennials and GenZ respond within retail environments.

Having been in the industry now for 18 years, (yes I feel old), it made me think back to my days on the retail floor of cosmetic halls around the country and how much retail in general, but especially for beauty, has changed.

When I started my career at well known cosmetic houses, Beauty Advisors gave all the information most consumers received when it came to makeup application and skincare products.

We didn’t have any social media to influence a consumer’s perception of a brand or product, and application advice was very little to say the least. Apart from what your mum or another relative told you, possibly a friend, maybe a magazine article, the only real beauty advice came from pharmacies or department store representatives and brand loyalty was at an all time high because of it.

BY MICHAEL BROWN @MBROWN_BEAUTY WWW.MICHAELBROWNBEAUTY.COM.AU

I remember clients of mine would buy up big, basically because they had no other knowledge of beauty but mine, and as I was all about educating my customers, they would feel very comfortable buying full makeup looks, resulting in fabulous retail results for myself, sometimes up to $4000 in one sale!

by your brand and educate them. You can be their personal Google tool or tutorial expert, after all, personalisation is a big trend in today’s world.

In today’s world, there is so much influence to ones personal beauty routine…

Create atmosphere, be experimental and you’ll attract more traffic to your counter.

Daughters are now teaching their mothers, you can Google or YouTube any makeup question, a compete makeup look tutorial is one click away and we have more point of sales than ever, especially with the rise of online.

At the end of the day, watching a YouTube video can create ideas on products and looks, but only YOU can demonstrate those ideas to suit your clients’ needs and concern. Personalise and tailor make a beauty prescription with your customers. And follow up. Lead by example!

SO HOW ARE YOU GOING TO MAKE

You are the MESSENGERS of your brand.

Spread the word, but have fun with it.

A DIFFERENCE AND CONTINUE TO GROW AS AN ADVISOR, BUT ALSO ASSIST BRAND GROWTH?

Being up to date, curious and evolving is essential with brand growth. Find the trends, watch tutorials, get amongst the beauty craze and talk the language of the online world and bring it all to your daily Beauty Advisor roles on the shop floor.

Women aren’t as brand loyal in 2018, and that’s ok…today they are aware of a wide range of products and new brands popping up every day. Your brand has unique products that passers-by may not have tried; you have personal experience with the products and you can work with a client’s specific needs. It’s about application for results that sells.

Many women in 2018 already have a big idea of what they are looking for when shopping for beauty – perfect – right or wrong you need to listen to them, and then use the tools provided

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It’s in your hands One of the retail beauty industry’s widest known BAs – Michael Brown – places equal respect to the tools of the trade and the makeup itself. Tools such as face charts and brush types galore have far more value than their ‘cost of materials’ and you can make them work in synergy with cosmetics to engage a customer, bring greater depth to the sale and simply help the customer get the best results out of her makeup purchases..

esprit asks the BAs: What is your favourite tool to share with customers to enhance your customer interaction?

Erin Norden

one’s radiance and also on top of makeup to customise their beauty look with highlighted luminosity. On counter using products such as Custom Glow Drops interacts with guests to show them the best way to recreate looks at home using a ‘teach-and-repeat’ technique by means of their BEST tools; beauty and one’s own interpretation of beauty.

Company: Clean Beauty Market Store: Mermaid Beach Gold Coast, qLD Our clean beauty swaps (in-store and by phone or email for our online shoppers) are the perfect way for our customers to find the right non-toxic products for them based on what they are currently using and their old favourites. The customer brings in their makeup bag or product selection and we introduce them to clean beauty equivalents that will delight them in all areas performance, look, feel and packaging - with the bonus of the product being better for their skin and health. This is a great “tool”/way to provide education around ingredients, introduce them to the very best brands and address any misconceptions they may have around natural non-toxic products. We love bringing people into the world of clean beauty and not only exceeding their expectations but changing the way they shop beauty forever.

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Sue Shaw Annabelle Hogg Company: Lancôme Store: Queens Plaza Brisbane, QLD I would say that the products I use are my tools. One product in particular which I love to play and use with guests is the new Lancôme Custom Glow Drops. Custom Glow Drops is a product that allows the guest and myself to personalise the look of both skincare and makeup as it can be mixed with primer or foundation to enhance

Company: Clarins Store: Myer Sydney City Sydney, NSW Taking my customers’ make up routine to a whole new level is my passion, so the ultimate must have tool I use on my Clarins customer is the Fix Make-Up spray.

There are many tools at the BA’s fingertips on counter but utilising the technique behind each product is key. I teach my customers that by spraying Fix Make-Up they are able

Company: Dermalogica Store: Melbourne Central Melbourne, VIC to build the foundation between applications, keeping the skin hydrated and ensuring the pigments bind together. With the Fix Make-Up customers learn how to increase the wear of their foundation, as well as lock in hydration.

My favourite technique is to spray Fix MakeUp over the night time skincare routine, ensuring maximum hydration while sleeping.

Educating our customers is my passion, and with each product or tool I use, I am able to see the customer transform right before their eyes.

Working for a forward thinking brand like Dermalogica has really exposed me to innovative technology. My favourite tool I use on a daily basis is the bt-Analyze, a hand held machine placed on multiple areas of the skin which measures hydration levels. This not only allows the customer to visually see digital readings but also opens up the conversation that all areas of the skin have different needs and should be treated accordingly. This gives me the opportunity to educate customers on what will address their concerns and personalise their home care regime. Both customer and therapist can compare results with each visit to ensure the recommended products are actively working correctly on the skin, therefore building a relationship of trust and support with achieving their personal skin goals.

Kate Silverstein Company: MAC Cosmetics Store: MAC Macquarie FSS North Ryde, NSW My favourite tool to share with customers to enhance an interaction really comes from ensuring that they feel comfortable and confident when they walk out of the store to do the look we created on themselves. I love utilising mini face charts in every demonstration I do to personalise the look we are doing to that customer’s face shape or eye shape. It serves as a personal guide or map to your customer’s face in which they learn the best placement and techniques for makeup application to enhance their natural features. Personalised to them. Whether it’s a simple guide to contour or where to place highlight to a full makeup look, this little piece of paper makes the world of a difference when it comes to building trust and turning them into a repeat customer!

Julie Winwood-Jones Company: Ramsay Pharmacy Store: Shoalhaven, Shoalhaven, QLD To give your customers the ultimate service when choosing a fragrance, I recommend Michael Edwards ‘Fragrances of the World’ guide book, a bible in the world of fragrance retail. The book categorises thousands of fragrances based on scent (floral, oriental, fresh and woody notes, for example). I have found it extremely useful when a particular fragrance is unavailable or discounted as it allows you to match particular scents so that your customer can easily find what they are looking for. It is also great for giving you the information to

BEAUTY & THE BEST

Evy Mihas

direct a customer towards a particular fragrance based on the description they give of what they like, or even to match a scent to a person they may be buying a gift for. I find my customers enjoy looking through the book themselves too as it gives more information about fragrances and how they are characterised than they can get anywhere else. When I use this book in service, I am usually met with great appreciation as it shows that we have taken interest in our customers and provided them with the most accurate recommendations.

Regardless of whether or not a purchase is made, this tool guarantees we have a highly satisfied customer.

Michele Paxman Priceline Pharmacy Store: Pinewood Mt Waverley, VIC When I am with my customer and they are purchasing foundation, I always suggest using a Foundation Brush. It could be the original shape or any of the flat, oval ranges that are available, explaining how much better the makeup she is using will look and how it will give her a longerwearing result.

If time permits I will ask her to sit in my chair in front of a lighted mirror so she can see the difference when I apply one side of her face with a brush and the other with fingers (clean of course) and it also shows her how much product to use. I then complete her makeover with eyeshadow, blush and lip gloss/lipstick and mascara.

Sometimes I like to use sponges, there are great little ones for around the eyes and nose and of course bigger ones for larger areas. They tend to give a more natural look and I really insist on cleaning them every time they are used - that goes for brushes as well - using a cosmetic shampoo for brushes and sponges.

You really cannot have too many brushes and sponges for when you are applying cosmetics.

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MY JOURNEY

EAU SO PROFESSIONAL Michael Marzano – National Education Manager, Agence de Parfum

by Elisabeth King

Michael Marzano, the National Education Manager for Agence de Parfum, Australia’s leading niche perfume and home fragrance distribution company, believes that fragrance is the first layer of dressing. It’s what you wear closest to the body and everything follows after that. “Both women and men should absolutely have a fragrance wardrobe that reflects their style, changing moods and every occasion”.

Marzano’s first career choice was fashion. “I enrolled at the University of Technology when I left school. When I completed my BA in fashion and textile design, I worked for the fashion label Simona as a pattern maker and cutter. But, after two years, I started looking for a professional sea change. A friend worked for Lancôme but the brand didn’t have an opening at the time and I got a job at the James Richardson Group, who distributed Van Cleef & Arpels and Hermes fragrances at the time. I became a fragrance consultant for both brands at David Jones’ Market Street store”.

It quickly became clear that beauty and fragrance were areas that Marzano could sink his teeth into and his contact at Lancôme, then under the umbrella of Austrabelle, approached him about a position on the travelling team for the prestige French brand. “It was an exciting time. We launched Trésor fragrance, which is still a global bestseller. I also worked across brands as a promotional consultant and counter manager before being promoted to head promotional consultant and national eventing”.

Marzano’s next move further widened his resume. “I moved to Downtown Duty Free, part of the Nuance Group, firstly as Retail Development Coach at the domestic terminal and then as Retail Development Coach at the international terminal. It was a fast-paced job and I worked with a total of 900 staff”.

The guiding principle of Marzano’s career has always been to get as much experience as possible and to expand his skill set. “I realised that retail management offered great opportunities. Because of my background in fashion I became Retail Business Manager of the women’s business at Myer’s flagship Sydney store. A big responsibility because the ladies apparel business was worth $20 million”.

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By the mid-2000s, L’Oréal’s Luxury Division had taken over from Austrabelle and after a brief stint as counter manager for Lancôme at David Jones Bondi Junction store, Marzano was appointed National Retail & Education Manager for Kiehl’s. “Skincare has always been a major interest and it was a very dynamic period for the brand. We opened seven new stores and enjoyed double digit growth”.

Because L’Oreal Luxury have so many brands, my next career move as National Retail Education Manager involved working with key international designer fragrance brands such as Giorgio Armani, Viktor & Rolf, Ralph Lauren and Cacharel, adds Marzano.

“Growth was phenomenal in the six years I was in the role. One of the primary reasons for the successful outcomes was a training module 3P (Prepare, Perfect, Perfume), developed by Michael. The module was so successful in the Australian market, that it in turn catapulted the brand to the fastest growing makeup brand in the luxury category, and was recognised by L’Oréal International, and adopted globally. It was time for another change, though, and in 2014 I worked for Elizabeth Arden as National Education Manager across the three axes of skincare, cosmetics and fragrance”.

Nick Smart, a Fragrance Foundation board member and lawyer founded Agence de Parfum in 2008. Specialising in luxury niche fragrances, including Creed, Penhaligon’s and Amouage, the company operates speciality fragrance counters in Myer and David Jones, including the Galerie de Parfum in Myer’s flagship stores in Sydney and Melbourne.

Select ranges are also retailed in Sephora, Harrolds and World, more than 85 other niche and lifestyle stores nationwide and in New Zealand and the company’s retail arm Libertine Parfumerie.

Marzano was approached in early 2016 to become Agence de Parfum’s National Training Manager. “Many people have become disenfranchised with mainstream prestige fragrance brands and if you look at the Australian fragrance market in general niche perfumes are the sector with the highest

growth. I wanted to be part of more than the season’s bestsellers and really connected with the company’s amazing artisanal and niche luxury brands. Their history, tradition and storytelling can’t be matched”.

Agence de Parfum has built up a formidable reputation as experts in haute parfumerie, says Marzano. “We have to be. Our customers don’t want to smell like everyone else. They put our consultants through their paces with in-depth knowledge. Is a fragrance classified as vegan?

What raw materials have been used? Does the perfume contain any known allergens? We have acquired such a level of expertise that other brands on the beauty floor perceive us as the acknowledged experts”.

One of Marzano’s core job specs is to write educational programs that are a cut above.

“Consultants really need to know their stuff when they have to recommend fragrances costing up to $500. We do a lot of eventing, including perfume master classes. We have a close collaboration with international fragrance expert Michael Edwards of Fragrances of the World and also offer personalised perfume consultations and seminars. With over 25 years’ experience working for some of the biggest names in the global fragrance and beauty industries and now the cream of artisanal and niche fragrances, Marzano has clear cut opinions about the ground rules for long term success. “Firstly, you need to be passionate about what you do. If you are not a salesperson at heart then it might be a good idea to do something else. Even if you are, it pays to do a public speaking course to become more articulate and a better communicator”.

Acquiring as much experience as possible is crucial to building a successful career, says Marzano. “You need to understand every aspect of the industry. Ask for coaching and guidance from managers, the HR department and other knowledgeable people to be seen to be looking for the next step. And always understand and know as much as you can about your competitors’ brands. Whatever it takes to keep moving forward”.

BRAND NEWS

Brand

NEWS PRADA LUNA ROSSA BLACK

PRADA black, the first eau de parfum in the PRADA luna rossa family, is inspired by that moment of reflection before the pivot towards heading into the insatiable city; it’s the delicious space between work and play. It’s the moment a satisfyingly busy workweek is officially over, when the city itself seems to come alive. Like a vivacious hub full of possibilities and dangers, sweeter details fizz over woody amber for a mesmerising, almost disorienting effect. Opening with bergamot and angelica a patchouli coumarine heart gives way to a moody base. PRADA black’s wearer is described as magnetic, a seeker of sophistication in every situation - no matter how casual the intentions. Available in David Jones and Myer from August, 50ml, $114.00 and 100ml, $156.00.

TRIUMPH & DISASTER Dion Nash – founder of Triumph & Disaster saw a gap in the skincare market for a brand that appealed to a more edgy, iconic sense of style and values. The poem ‘if ’ was a perfect representation of those values hence the name Triumph & Disaster. The brand has evolved its thinking, and has become proudly anti-anti ageing, favouring logic and ritual over needles and pills. Triumph & Disaster positions itself in what it calls ‘logical skincare’ and haircare for both men and women; playing in the category of luxury and wellness. Dedicated to improving peoples’ lives, by imparting healthy, logical routines, advice and delivering honest, naturally derived, highly effective products that are backed by science and tradition. “We sell moments of logic & ritual for a life run wild – we are Triumph & Disaster.” Triumph & Disaster is available online at www.triumphanddisaster.com.au

Sisley’s luscious and luminous lips Sisley makes emergency lip care beautiful with Phyto-Lip Delight.

The nurturing formula has a texture that subtly enhances the beauty of the lips with sheer colour in three shades: Cool nude beige, Pretty tender rose and Sweet coral. Its applicator dispenses the perfect amount of balm to infuse the lips with a particularly silky oil texture that “massages” when applying to comfort the lips. As comfortable as a balm, as sensorial as an oil...

Phyto-Lip Delight is a true shot of goodness for the lips, RRP $62.00 on counter 29th July 2018.

Peter Thomas Roth introduces Potent-c™ Power Serum Clinical skincare brand, Peter Thomas Roth launches a 3-step Vitamin C collection. On counter now is Potent-C™ Power Serum, a rich yet fast-absorbing serum to improve the look of wrinkles, firmness and brightness*, unleashing the strength of THD Ascorbate - a mega-potent gold standard Vitamin C that is 50 X more powerful than traditional Vitamin C. With a concentration of 20% THD Ascorbate, this serum’s efficacy is amplified by the addition of two ultra-powerful antioxidants (3% Vitamin E and 2% Ferulic Acid). The promise? Defy seven signs of ageing in seven days: Fine lines, Wrinkles, Loss of firmness, Uneven skin tone, Uneven texture, Loss of brightness and Dehydration. RRP $133.00, 30ml. Potent-C™ Targeted Spot Brightener helps reduce the size of dark spots by up to 75% using Gwennis, a type of brown algae. Also contains Angelys, Angelica root extract, to help camouflage and reduce the appearance of dark spots - plus the powerful Potent-C™ trifecta.

Aloe and Allantoin help soothe the appearance of skin. On counter August 15th, 2018, RRP $37.00, 15ml. Potent-C™ Power Eye Cream helps brighten, firm and smooth the look of dark circles, puffiness and crow’s feet instantly and over time. Caffeine and Phyco’derm® help reduce the look of under-eye bags, Filmexel™ acts like a second skin to help protect the delicate eye area and diminish the look of fine lines, plus the Vit C threesome. On counter August 15th, RRP $91.00, 15ml. *Based on a 28-day consumer perception study with 35 female subjects.

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BRAND NEWS

TriXera Nutrition improved!

Eau Thermale Avène has launched improved TriXera Nutrition range, a trio of family-friendly products that provide daily comfort and nourishment for dry to very dry, sensitive skin. The products are formulated using a quick-drying formula that leaves skin soft, supple and hydrated. Working in partnership, Avène TriXera Nutri-Fluid Cleanser (RRP $24.95, 400ml) gently cleanses the skin, while Avène TriXera Nutri-Fluid Lotion (RRP $32.95, 400ml) and Avène TriXera Nutri-Fluid Balm (RRP $32.95, 400ml) provide nourishment and protection to dry, sensitive skin following cleansing. The flexible range is suitable for use on both the face and body for anyone in the family over two years old, with Avène’s fragrance-free, TriXera Nutri-Fluid Balm, delicate enough for use on babies. The range is available at leading pharmacies nationwide now.

JURLIQUE’S ICONIC HAND CREAM Jurlique Rose Hand Cream Handpicked Limited Edition is a strictly limited edition version of one of Jurlique’s most iconic products. Its rich, luxurious formula features an exclusive extract of pure, organic roses grown and handpicked at the Jurlique farm in the Adelaide Hills – while its alluring soft pink and rose gold packaging adds to its appeal. There’s an artisanal touch knowing that pickers harvest the blossoms from these exceptional roses at first bloom – exactly the right moment to preserve their deeply hydrating properties. They then take each extraordinary petal and meticulously draw out the exclusive concentrated floral extract that can only be found in Jurlique’s Rose Hand Cream Handpicked Limited Edition. In this way, Jurlique captures the very best of nature, so that their luxurious limited edition can intensively nourish and deeply hydrate the skin. RRP 100ml, $59.00. On counter: 2nd July 2018.

Daisy Love Marc Jacobs does Daisy again with a fragrance full of radiant florals and sparkling gourmand twists that evoke the bliss of watching the sun reflect on the ocean under blue skies. Daisy Love is feminine with a youthful yet sophisticated composition. It opens with a bright pop of sweet crystallised cloudberries. At the heart, the solar yet creamy floralcy of petals from the daisy tree mingle with the warmth of cashmere musks and driftwood for a delicate and memorable dry down. The design of the new flacon complements her sister fragrances. The cap features a single oversized white daisy bloom and a gold centre. The clear glass bottle is faceted with raised petals at the top to give the illusion of the sun casting a floral shadow and is structured with a sleek circular base that highlights the warm glow of the juice within. RRP 100ml $140.00, 50ml $110.00, 30ml $80.00, body lotion 150ml $60.00 and shower gel 150ml $50.00. Marc Jacobs Daisy Love will be available from 29th July 2018 at Myer and David Jones, and from 26th August at selected pharmacies nationally.

SKIN REPUBLIC GOLD AND PLATINUM MASKS Skin Republic’s 24K Gold Peel-Off Face Mask is infused with 24 carat gold known for its potent antiageing capabilities. The formulation, rich in age-defying minerals, helps to reduce wrinkles and fine lines while fruit acids gently exfoliate for a bright and luminous complexion. Skin Republic’s Platinum PeelOff Face Mask is infused with platinum, one of the rarest metals on earth, and real diamond power (yes you read that right). Platinum acts as a vehicle helping active ingredients penetrate deeper into the skin. Platinum is also rich in antioxidants, helping to fight against the damage caused by free radicals.

While diamond powder helps clarify, balance and regenerate skin cells providing skin with a brilliant lustre.

Available at Chemist Warehouse, RRP $12.99

LoveSmiles sustainable teeth whitener LoveSmiles claims to be Australia’s first cruelty-free, toxic and peroxide free DIY home teeth-whitening kit made from biodegradable ingredients. Founder Urissa Chinia, says: “LoveSmiles links sustainability to health and wellbeing. When you purchase an LS teeth whitening kit you’re not only reducing your carbon footprint, but also whitening your teeth with a non-toxic product made from 100% activated coconut shell, which is better for your overall health.” The kit contains a bamboo toothbrush. Six-month kit RRP $69.95. See www.lovesmilesteeth.com

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LUSH is synonymous with fun, good things in the bath. This winter the brand entices customers to turn their bath water into a lagoon of floating petals, or become a deep sea Dipper. Set the mood and bath waters alight with all the colours of the rainbow, and lashings of creamy butter too… introducing luxurious LUSH Bath Oil. A soft, organic shea and Fair Trade organic cocoa butter ball, with water and oil soluble colours to ripple through the bath. There’s Melty Ones, Glitzy Ones and Fizzy Ones. Super moisturising, the emulsifier turns the bath water into a body milk, infused with beautiful fragrances and ingredients to absorb and enjoy. Available at LUSH stores, $5.50 until September.

BRAND NEWS

In the bath with LUSH

Benefit’s Brow Tone Face it…it’s all a blur!

Benefit Soft Blur Foundation gives light-medium coverage in a liquid foundation SPF15 PA+++.

With optical blurring spheres the foundation goes on to look like skin with the spheres softly diffusing light to create a blurred effect. The natural finish effect is given a tick by the trialists – *self-evaluation by 103 women after 1 week.

99% said it feels weightless* 98% said it feels breathable* 96% said it blurs imperfections* 95% said it gives natural looking coverage*

benefit never sleeps on its duty to be the brow-all brand.

With 3DBROWtones they have fun with colour in soft, sheer, buildable, gel colour in a longwear and water-resistant formula. 3D BROWtones instantly enhance natural brow colour with subtle highlights and soft contrast. This is an award-winning brow highlighter - now in seven fun colours.

Brush on brow highlights and make eye colour POP. For example, if a customer has green eyes, then Purple makes them look more vivid. Brown eyes? Suggest Teal to make them look brighter. Blue eyes will ‘wake up’ with Copper brows. RRP $42.00, available now.

Available in 12 shades from fairest to deepest.

RRP $49.00, available July 2018.

Andalou Naturals Andalou Naturals, is ranked the #1 natural skincare brand in the US. BWX (Sukin) acquired the brand for US$70 million and has launched exclusively to Priceline in April 2018. Andalou Naturals, is the first Non-GMO Verified beauty brand, and the ultimate culmination of developing meaningful policy and healthy products partnered with deep commitment to uplifting people and the planet. Their superior source Ingredient Standards include Non-GMO Project Verified and Gluten Free Verified, Certified Organic, Organic, Nature Derived, Vegetarian, Vegan, Sustainably Sourced and Fair Trade Ingredients, and always Cruelty Free. Fruit Stem Cell Science® is Andalou Naturals’ signature innovation, and contained in every product. A super antioxidant defence system in a patented liposomal technology allowing targeted delivery of the active ingredient formulations.

R&Co Dry Shampoo Mist SPIRITUALIZED Dry Shampoo Mist sets itself apart from traditional dry shampoo. Its revolutionary micellar formula has suspended cleansing powder leaving hair and scalp deeply clean - with no powdery residue. Good for: In between shampoo cleansing, to help remove build up. Soothing for itchy or dry scalps. Benefit Ingredients: Glycerin - naturally occurring humectant that helps hair retain moisture by maintaining the water balance of hair. Silica - micro nutrient that improves tensile strength and condition of hair. Castor Oil - an effective humectant that draws moisture into the hair and keeps hair looking soft and shiny. Prevents dry scalp and deep conditions hair and scalp. Adds fullness and shine to hair; stops frizziness and improves hair health.

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BRAND NEWS

Sisley sizes down Ecological Compound Sisley Paris’ award winning essential revitalising, rebalancing and moisturising skincare product for all skin types, Ecological Compound, is now available in a compact 60ml size. Launched in 1980 and remaining a best seller ever since, Ecological Compound restores skin functions whilst supplying just the right dosage of elements needed for the skin to regain its natural balance. It contains a synergistic compound of plant extracts selected for their stimulating and revitalising actions including centella asiatica, a powerful ingredient that helps promote the production of collagen, for a firmer looking complexion. In addition, extracts of horsetail, ginseng and rosemary help to stimulate cell renewal as well as increasing the hydration, radiance and vitality of the skin. This lightweight, non-greasy emulsion is easily absorbed, with a matte finish for revitalised, toned and supple skin. Used morning and night, alone on clean and dry skin or as the perfect base to prepare the skin to receive the benefits of other skin products applied subsequently. 60ml RRP $175.00.

LANÁTE smooths and softens LANÁTE is the strongest chemical exfoliant for sensitive skin in the market, but it’s not widely known that LANÁTE is actually a duel face and body product that can be used to help treat a variety of skin conditions including Keratosis Pilaris (chicken skin), dry and scaly skin, and can also remove rough skin for general smoothing and softening of the appearance and a healthier looking complexion. LANÁTE can also be used to give relief to itching associated with skin dryness. By removing rough skin on areas such as the feet, knees and elbows and on the surface of the face, a fresh, healthier looking complexion/body is revealed. LANÁTE can also be used for general smoothing and softening of the appearance and feel of the skin. LANÁTE’s unique formula contains 17.5% ammonium lactate, to revitalise dry skin to give a smoother, more natural appearance as well as working to help remove clogged, dead skin, diminish fine lines and wrinkles, reduce pigmentation, and brighten the complexion by retexturing the skin. Unlike other AHAs such as citric acid, LANÁTE’s active ingredient is gentle on sensitive skin for those who prefer a gentler exfoliation. RRP $29.90, available at Chemist Warehouse.

Dermalogica delivers brightness Dermalogica’s new BioLumin-C Serum combines an ultra-stable Vitamin C complex with advanced bio-technology to go beyond the skin’s surface – delivering the natural power of Vitamin C where it’s needed most. BioLumin-C Serum does more than simply brighten, firm and reduce the appearance of fine lines; it optimises the skin’s own defences, giving clients brighter skin from within. Ascorbosilane SP firms the skin, increases radiance and reduces hyperpigmentation. K3 Vita C, a nextgeneration form of Vitamin C, reduces hyperpigmentation and protects against free radical damage. Palmitoyl Tripeptide-5 firms the skin and reduces the appearance of fine lines and wrinkles. Lactic Acid accelerates cell turnover, revealing brighter skin and increasing absorption of other active ingredients. Sophora Japonica Flower Extract stimulates skin’s natural anti-oxidative defence system. Salvia Hispanica (Chia Seed) Oil, rich in antioxidants, moisturises and helps quench free radicals. Smooth over cleansed face and neck morning and night, after toning and before moisturising. BioLumin-C Serum, $130 RRP for 30 ml, is available at authorised Dermalogica® salons and skin centres, David Jones and Mecca Maxima.

LUXE TONIC Gift and wellness brand, tonic Australia, launches a range of elegantly created therapeutic products. Luxe Relax Dove Grey products and formulas are gently infused Australian lavender, juniper berries, chamomile flowers, calendula oil and argan oil in a selection of dove coloured products to calm senses and restore natural balance to the body. Luxe Restore Blush Pink products and formulas contain a variety of Australian rosemary, juniper berries, rose petals and essential oils, consisting of delicately scented blush coloured products to renew the senses and invigorate body and mind. Luxe Revive Charcoal products and formulas include mixes of Australian rosemary, cinnamon, peppermint, sandalwood and lemon myrtle.

The charcoal coloured collection is designed to awaken the senses by stimulating circulation and combating fatigue. The brand’s Goat’s Milk Soap is Australian-made with goat’s milk and shea butter, infused with essential oils and wrapped in 100% linen fabric. (200g - RRP $15.00). Availabe in Myer and selected specialty shops.

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For women seeking naturally glowing, evenly toned skin and an additional layer of environmental protection, Elizabeth Arden introduces PREVAGE Anti-Aging Foundation SPF 30 PA++. Elizabeth Arden has infused PREVAGE technology into an innovative foundation. This all-in-one makeup evens the skin tone while helping to protect and visibly repair and moisturise for ultimate skin perfection. The medium coverage foundation creates a naturally luminous complexion with all-day wear. The innovation is a formula infused with idebenone – the world’s most powerful antioxidant. PREVAGE Anti-Aging Foundation addresses anti-ageing concerns by helping to reduce the appearance of fine lines and wrinkles throughout the day. RRP $85.00, available in department stores.

BRAND NEWS

Prevage foundation

Weleda Beauty Balms

JURLIQUE CLEANS UP Jurlique’s botanical cleansers use a unique blend of botanicals: Birch, Calendula, Spilanthes, Rosemary, Yarrow, Lemon Balm and Licorice handpicked from Jurlique’s organic farm in the Adelaide Hills. Each ingredient has strong antioxidant properties - helping to gently cleanse and protect the skin against environmental aggressors. The powerful extracts of hydrating Rosa Gallica, revitalising Peppermint, smoothing Marshmallow Root and softening Black Elderflower - will leave skin refreshed, purified and ready for the skincare ritual. They come in a range of textures: a lush foam, a silky oil, a rich lotion, and a lightweight gel. Radiant Skin Foaming Cleanser 80g, $35.00 - contains Rosa GallicaFlower Extract to hydrate and replenish, while natural antioxidants help protect skin. Replenishing Cleansing Lotion - 200ml, $42.00 - calming botanical extracts such as Marshmallow Root Extract, help restore moisture, leaving skin looking and feeling clean, smooth and radiant.

Nourishing Cleansing Oil - 200ml, $42.00 - uses natural seed oils and botanicals including Black Elderflower Extract to nourish and smooth skin for a softer, brighter and youngerlooking effect. Revitalising Cleansing Gel - 200ml, $42.00 - contains botanicals such as Peppermint Leaf Extract to purify and rebalance oiliness and restore moisture. On counter July 30th 2018.

Weleda Beauty Balm is a 5-in-1 balm that helps to conceal minor blemishes and refine the appearance of the skin, mattify and moisturise, whilst strengthening the skin’s natural protective function. Made with a high proportion of nourishing cold-pressed plant oils, it is vegan friendly, and ideal for younger skin in need of just a little brightening and freshening. The creamy, light texture blends easily and evenly to leave a natural hint of colour. The natural ingredient hero includes skin-smoothing organic jojoba oil which is produced by Weleda’s long-term farming partners in Argentina where the fertile orchards are Demeter certified, and their own mill ensures sustainable processing and fair working conditions.

Both balms also include the emerging skincare ingredient babassu oil, from the South American babassu palm (Orbignya Oleifera), which gently moisturises, leaving skin silky soft without an oily sheen. It contains fatty acids and other nutrients that are highly beneficial for skin, with a lovely cooling effect. The new NATRUE certified natural Beauty Balms are available in two subtle shades: Beauty Balm Tinted Day Cream nude – a barely-there tint to add a subtle sun-kissed colour to fair skin. Beauty Balm Tinted Day Cream bronze – a slightly more intense shade for pale to medium skin tones. 30ml RRP $25.95.

Weleda Gently Cleanses Weleda Gentle Cleansing Foam is a natural face wash for normal and combination skin that cleanses thoroughly but does not dry out the skin. 100% Certified Natural easy-touse pumping foam, containing organic witch hazel and white mallow, to cleanse deep into the pores. Invigorating and refreshing scent of lemons, oranges and lavender. Available from 1 July 2018 at David Jones, selected health stores, pharmacies. RRP $24.95 150ml.

Lavender Relaxing Body Oil Weleda Lavender Relaxing Body Oil has a scent which immediately dispels stress and creates a sense of peace and wellbeing. It’s infused into a gossamer-light blend of sweet almond and organic sesame oils, to absorb quickly.

Perfect after a stressful day, to help induce truly restful sleep or to recuperate after testing times. Massage in, breathe deeply and relax. RRP 100ml $29.95.

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BRAND NEWS

COLES STOCKS NATURAL WORLD Natural World is a new beauty and personal care range, made in London, for the Conscious Consumer. It was developed by Brodie & Stone, whose 25-year year heritage in personal care has produced trusted, accessibly priced pharmacy and grocery brands. Natural World is an award-winning luxury haircare brand created in Soho, London, now arriving in Australia exclusively at Coles Supermarkets. The natural, vegan and cruelty-free ranges were created with natural superfood ingredients from across the world to solve a range of hair concerns from frizz to dryness.

RRP $12.00 500ml.

Soak Life refreshed The Soak Life celebrates its second birthday with a fresh, tropical-inspired new look and packaging. The Soak Life’s six Salty Coconut Bath Soaks will now be available in a 280 gram recyclable jar, RRP $22.95 and come packaged in island-inspired designs. Think swaying palm trees, bright pink flamingos and lush tropical fruits, bringing fresh and summery vibes to the bathroom, even in the depths of winter.

Tropical Glow Body Oil also gets a refreshed label, while keeping the same favoured formula and price of ($29.95).

Founder and beauty industry alumni Yasmin Border’s boutique company now ships to customers the world over, has amassed thousands of fans on social media, has its products hailed as “moisturising”, “rejuvenating” and “amazing” and was picked as one of Sporteluxe’s Under-The-Radar Vegan Beauty Brands To Try Now. Not bad for a brand that’s only just blown out two birthday candles, right?

Made in small batches, the Salty Coconut Bath Soaks contain the highest quality blend of soothing natural and therapeutic ingredients (de-stressing Epsom salts, free-radical fighting coconut oil, cleansing and detoxifying Himalayan pink salt and more) that help to relax and invigorate skin and mind. Plus, the tropical scents – inspired by Yasmin’s Pacific Islands travels - evoke that holiday feeling. Vegan? Tick. Cruelty-free? Tick.

Made with quality ingredients by the sea in Australia? Tick.

Grandiflora launches Boronia Grandiflora has been busy “on tour” launching the new fragrance Boronia

by Bertrand Duchafour in conjunction with the announcement of their new distribution alliance through niche specialists, Agence de Parfums.

Already we can see the stunning collection spreading into boutiques and florists across Australia and NZ. Highlights of the tour include the Sydney launch in owner Saskia Havekes own floral cave and in Melbourne’s beautiful Peony Haute Parfumerie. By Ainslie Walker

Hunter Lab scoops Virgin Australia Melbourne-born natural skincare, Hunter Lab is in an exclusive partnership with Virgin Australia Airlines. Travellers with Virgin Australia, both on domestic and selected international routes, will receive Hunter Lab natural skincare tools in the Virgin lounges and on Business and Premium Economy flights as amenity kit partner.

Founded in Melbourne, Australia, Hunter Lab is a premium natural skin health brand which focuses on crafting skin and hair care tools of the utmost natural efficacy and pleasure of use. Hunter Lab’s aim is to encourage the development of a methodical, effortless, natural daily skin, body and haircare routine to help improve the health of the skin and the evolution of the appearance.

“We are incredibly proud to be partnering with an iconic brand in Virgin Airlines, who, like Hunter Lab, value offering an unrivalled experience and service to our shared customer. We look forward to Virgin guests enjoying our hardworking, natural skincare tools whilst travelling”, Elliot Waldron, Co-Founder & General Manager of Hunter Lab.

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a

NEW invati advanced

™

thicker, fuller hair

reduce hair loss by 53%

*

INSTANTLY THICKENS | STRONGER HAIR | 98% NATURALLY DERIVED** NEW invati advanced™ with certified organic turmeric and a patented bio-fermented blend, helps you keep the hair you have longer*.

NOW use it once daily. Love it forever.

TRY INVATI ADVANCED FOR FREE† Find a participating location at aveda.com.au/locations or call 1800 292 069.

Reduces hair loss due to breakage from brushing, after using the Invati Advanced™ system for 12 weeks.

From plants, non-petroleum minerals or water. Learn more at aveda.com.au.

One system sample per customer. While supplies last.

* **

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Hair by Antoinette Beenders. ©Aveda Corp.

Doesn’t itchy skin drive you mad.

The Goat Skincare has an entire range of products that can help keep your skin and your family’s skin smooth and hydrated from head to toe.

Created especially for dry, itchy and sensitive skin. Just another way our genuinely concerned goats care for your family’s and your skin’s health.

thegoatskincare.com.au