and simple meet best quality and advanced application. With Bio Sculpture a nail technician can do very basic nail care but the system is designed for the welleducated technician who remains on top of new developments and procedures. Our other brand, Evo, is a straightforward one system gel polish for all nail types, with very little variation.”
RégimA To roll out a new brand in a foreign country has initial ups and downs, according to Jacqui Faucitt of RégimA, a skincare brand that is exported to all African countries and throughout Europe (with distribution hubs in Malta, Belgium, The Netherlands, Luxembourg, Poland, Italy and Lithuania). The US, New Zealand, Australia are now all growing markets for RégimA. Says Faucitt: “Europe is a prime example of the complex issues involved in export to that region as it has a multitude of languages, with each country wanting their particular language on the packaging, or they tend to ignore those products. Our EU packaging contains 15 languages. “It is critical to also ensure that the products undergo the rigorous and lengthy EU registration process, which is the strictest in the world. The EU does not allow animal testing whatsoever, thank goodness, whether on ingredients or finished products. Marketing a product in a new country is about developing relationships, which take time, effort and drive.” She describes the unique selling
SA Brands
39
points (USPs) of RégimA as it being exclusive to salons, spas and doctors, thus being loyal to therapists. RégimA is planning to export to Mauritius and has received enquiries from Russia, UAE, Israel and Reunion.
Calgel Cal-Mo has been exporting Calgel since 2009, however Calgel as a product, under the previous ownership, has been exporting to the UK since the early 1990s. The brand is exported to Japan, USA, Canada, France, Australia, Taiwan, Kazakhstan and Russia.
“Our biggest export challenges have been cosmetics regulation, pricing and education,” comments Calgel managing director, Daigo Yamamoto. “We are currently trying to export to Asia, Eastern Europe, Western Europe and South America.”
He notes that the brand’s USP is that it is a gentle, natural looking nail system with an easy soakoff formula that is now widely recognised the world over. Its porous nature allows oxygen to reach the nail plate. Calgel’s own training and examination system, which leads technicians to ‘Premier Status’ then ‘Educator Licence’, is supervised and certified by Calgel.
Spalicious Founded by Marisa Dimitriadis, Spalicious, was first exported in 2015, to Zambia. She continues: “It was challenging to get the salons/spas to buy in the brand as a whole brand and not just order bits and pieces. They don’t seem to understand why the brand should be stocked in full, like a skincare brand. Yet the body is as important a focus to the consumer as the face, especially considering the popularity of massage treatments.” Spalicious is now exported to Mauritius, Mozambique, Angola, Zambia, with discussions underway with Namibia, Kenya, Sri Lanka and Australia.
LTI Lillian Terry International (LTI) has been exporting to Dubai and the United Arab Emirates since 2000. Says LTI’s Derek Terry: “Getting the right distribution channels in place and adhering to the target countries’ import regulations and restrictions are always the main >
online @ probeauty.co.za