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.
 
 
  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • The Good, The Bad Can Get Ugly

    The Good, The Bad Can Get Ugly

    March 28, 2017
    If you are what you eat, you may really be in trouble!

  • It’s Magic!

    It’s Magic!

    Melissa Meisel, Associate Editor||March 20, 2017
    Argan oil-infused ‘Moroccan’ lip care brand jumps from WholeFoods into CVS.

  • On the Cutler Edge

    On the Cutler Edge

    Melissa Meisel, Associate Editor||March 13, 2017
    Top brand source at Redken forecasts up-to-the-minute hair trends.

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • Shine On

    Shine On

    Christine Esposito, Associate Editor||March 6, 2017
    Jelmar’s Tarn-X tarnish remover celebrates 50th anniversary.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Care for Your Hair

    Care for Your Hair

    Melissa Meisel, Associate Editor||February 27, 2017
    Salon expert Richard Jay talks about protecting tresses.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Coast To Coast

    Coast To Coast

    Melissa Meisel, Associate Editor||January 30, 2017
    Natural hand wash brand is aiming to make an environmental difference.

  • Switch It Up

    Switch It Up

    Christine Esposito, Associate Editor||January 30, 2017
    Chicago startup seeks to shake up the AP/deo category with a new launch that meshes sustainability, style and scent.

  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Pro Pigments

    Pro Pigments

    Melissa Meisel, Associate Editor||December 12, 2016
    Makeup brand Kryloan has a rich history in the industry and now open doors at a NYC flagship.

  • Fast Forward

    Fast Forward

    Melissa Meisel, Associate Editor||December 12, 2016
    Doug Cooper of IP Brands is thinking ahead when it comes to beauty trends.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.