70-71 LSB 2020 Mad Beauty_muk.qxp_NEW LSB 2008 GRID 02/07/2020 14:48 Page 70
IN CONVERSATION WITH… MAD BEAUTY
Mad Beauty has been on a growth trajectory over the past few years, expanding into new territories and enjoying a fruitful relationship with Disney. And owner and director, Trevor Cash, is still planning for growth in 2020 despite COVID-19, as LSB discovers.
The
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Above: A number of influencers have helped spread the word on key products via social media.
companies trying to jump on the ad Beauty is a licensee which has bandwagon, but many of them are not been growing rapidly over the familiar with the regulations and issues last couple of years. around this type of product and we did Over the past year alone, it has renewed not want to be seen to be jumping into existing contracts and expanded contracts PPE just to make a fast buck, so we have into new territories, launching Mad Beauty continued to focus on what we do well.” USA, while also establishing distribution The company’s across the EMAE Above: Trevor (pictured with creative director, Julia Cash) says further strengthening Mad Beauty’s international growth is key. relationship with regions, the Disney continues US/Canada, to blossom, Australia, New encompassing Zealand and products such as some South face masks, American fizzers, hand territories. sanitizers, lip Pre-COVID, Mad balm and more. Beauty enjoyed a Trevor says that successful Spring Mad Beauty Fair, launching a remains optimistic number of new about licensed collections Inset: The Disney Villains range has proved popular for the company. product going including a Friends forwards, while he also believes there is still range after securing a deal with Warner Bros. growth to be had. Consumer Products. It also launched in the US in “We remain optimistic and we hope that the January, showing at gift events in Atlanta and Las demand for good value, good quality products Vegas with the initial signs being positive. with good design and the draw of established Since the pandemic, the company has continued properties will be strong,” he says. “We are a to focus on what it does well, explains Trevor Cash, beauty company that makes gifts not a gift owner and director. “We haven’t particularly company that makes beauty products and we changed our focus; we have always enjoyed selling believe that our products will keep their appeal. We our moisturising hand sanitiser and obviously sales are planning for growth and we have not adjusted have been strong, but we have resisted requests to this strategy at the moment. I believe there is still offer other PPE as we want to focus on our core growth in the licensing business for creative and business,” he tells LSB. “There are a lot of
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LICENSING SOURCE BOOK EUROPE 2020