Online Exclusives

Maintaining Momentum

By Melissa Meisel, Associate Editor | June 30, 2014

Industry leaders share brand success stories at HBA conference.

In the health and beauty forum, many marketers are only as good as their next creation. Why? In this age of digital media, consumers have at their fingertips a wide array of information that can sway them to or from the cash register. Successful companies keep up with trends at a lightning-speed rate by way of research and development, packaging, placement and promotion.
 
That was the topic on hand at HBA Global Expo’s June 10 product development conference, “Launching a Product in the Highly Competitive Beauty World.” Personal care products were reviewed from start to finish and consumer shopping trends were also highlighted in the presentations.

Cynthia Beesemyer, general manager of Marula-The Leakey Collection and founder/president of The Brand Initiative, Los Angeles, shared her company’s success story with the launch of Marula Oil. The collection was co-founded by Philip and Katy Leakey, along with a board-certified plastic surgeon, Dr. Ashton Kaidi. Marula-The Leakey has been clinically tested to have 16% more antioxidants than argan or grape seed oil, according to the company.
 
The brand’s distribution plan really helped propel the skin care into the right hands, according to Beesemyer.
      
“With our target audience, we reached out to hybrids like Ulta, BlissSpas and Beauty Collection as well as specialty beauty outposts that were trendy and great for our image. Home shopping was also great for brand awareness,” she said.
 
Beesemyer added that Marula took “a rifle not a shotgun approach” with its public relations and social media and selected  co-op advertising and merchandising at Sephora as well as sampling via Birchbox and Beauty Army to spread the word about the skin care line. For Fall 2014, Marula will expand to include an eye cream that is very “high quality and treatment oriented,” she said.
 
Ultimately, the success of Marula hinged on leveraging a unique concept in an emerging skin care market, contended Beesemyer.
 
“We took beauty oils and translated them into a saleable, uniquely differentiated and compelling product via brand positioning and premium pricing,” she explained.
 
Matthew Malin, founder of Malin+Goetz, New York, also shared his successful business models. This unisex, high-end apothecary brand targeting those with sensitive skin is big in stores like Barneys and Bloomingdale’s. According to Malin, the “luxury niche” angle of the brand positioned it well in major cities like New York, London and Los Angeles.
 
“Our brand identity is of a modern apothecary,” said Malin. “And public relations is one of the best investments we ever made.”
      
Malin+Goetz personal care products, which span from grapefruit face cleanser to peppermint shampoo, feature color-coded fonts set at “high-end men’s and lower-end women’s luxury price points,” according to Malin. He added that the formulations feature “a traditional approach using natural ingredients that perform.”
 
In recent years, Malin+ Goetz has expanded into ancillary products such as fragrances with non-synthetic ingredients. Its popular Dark Rum fragrance was expanded into a candle format and is now a key player in the brand’s amenity program.
 
“Our strong relationships with contract manufacturers and packaging suppliers have also really helped us,” said Malin.
 
Strategic partnerships have also fueled the momentum of the brand. For example, LVMH collaborated with Malin+Goetz for a limited run, 50-000 piece mojito lip balm to distribute at bars in relation to a drink launch. Even though it took “months of logistics,” the project was a success, said Malin.
 
Health and beauty is the secret to anti-aging—and the multi-channel marketplace is rife with ways to spread the word, noted presenter Diane Miles of TSG Consumer Partners. Miles, who has more than 25 years of experience in building skin care and cosmetic brands and was previously profiled in Happi (http://www.happi.com/issues/2014-03-01/view_features/miles-a-minute/), has been at the helm of many companies that have made their mark in the beauty sector. Today, she is an operating partner at investment firm TSG and has served as CEO of both Perricone MD and Benefit Cosmetics as well as president of Bare Escentuals.
        
“Beauty now is being offered in many outlets to reach as many consumers as possible,” said Miles, “and multi-channel gives indie brands a foothold into the industry.”
        
According to Miles, a brand’s website is critical to define the image that it reflects. Research shows that 50% of people will go online before purchasing beauty products to get information, 67% to read product specs, 51% to read reviews and 41% to learn more after seeing an advertisement. Additionally, one out of four beauty shoppers make purchases online.
 
“The digital revolution is here to stay,” said Miles.
 
 
blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Cozy Makes a Splash

    Cozy Makes a Splash

    Melissa Meisel, Associate Editor||July 25, 2016
    Expands reach in CVS and introduces new collection.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Naterra Expands Tree Hut Range

    Naterra Expands Tree Hut Range

    Melissa Meisel, Associate Editor||July 18, 2016
    New ‘Bare’ collection is out now.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • To The Max

    To The Max

    Melissa Meisel, Associate Editor||June 20, 2016
    Velvet 59 is on the rise at locations like Ricky’s NYC.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • You’re So Sensitive!

    You’re So Sensitive!

    June 13, 2016
    P&G teaches dermatologists a thing or two about common skin maladies—and some common household chores to boot!

  • Voyage to Better Skin

    Voyage to Better Skin

    June 13, 2016
    Skin Inc. rolls out new light-based device to US market.

  • Patent Update

    Patent Update

    June 9, 2016
    Avon’s use of melicope extract, skin care with SPF and chicory root, microdermabrasion cream and more in recent patents.

  • What’s New at Bath & Body Works?

    What’s New at Bath & Body Works?

    Melissa Meisel, Associate Editor||June 6, 2016
    Tropical scents are leading the way this season so far.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Big Business at Beiersdorf

    Big Business at Beiersdorf

    Melissa Meisel, Associate Editor||May 23, 2016
    VP of marketing shares info on winning products and more.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Representatives Connect

    Representatives Connect

    Melissa Meisel, Associate Editor||May 8, 2016
    Re:Beauty offers a new direct sales opportunity.