esprit issue 55 January 2018

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

ISSUE 55 JANUARY 2018

MEDIA

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

“Harlotte, dreamt of, thought out and uniquely created in Australia”

{

X X X Michelle Crofts

Editorial & Runway Make up Artist www.harlotte.com.au

}

‘Deliver maximum impact with the combination of our “Big & Black Mascara” teamed with our “Black Beauty” or “Brown Bombshell” Gel Liner Pots.’

MORE ON PAGE 21

EDITOR’S LETTER I was a guest at the wedding of my friend’s daughter recently. It was in the Southern Highlands and lovingly self-catered. When it came to pudding time, an orderly queue formed, leading up to a beautiful wooden construction created by the Uncle-in-Law. Upon this wooden work of art spread out a dozen or so yummy creations of the sweetest treats whipped up by best friends and aunties galore. Each had a little flag stuck in it with a brief description: extra chocolately mud cake, moist carrot cake…and so on, along with the name of the pudding’s creator. By ‘mum’, by ‘Auntie Helen’. Arriving at the table to hand-slice one’s own choice off, there arose in my mind a battle. Surprisingly.

I didn’t see it coming but once I arrived and was surrounded by friends and fellow pudding creators I found my eyes moving to the name flags rather than the gooey piquant fillings and glistening chocolate toppings. It wasn’t about the calories. I can start my diet ‘tomorrow’. It was my emotional connection to the people who’d made the cakes with tender loving attachment to their signature dessert. Deb was in front of me – she’d made the Persian love cake. And Annie was behind me - she’d made the tiramisu. And there was a cracking Pavlova by Louise who was smiling right at me. Going for all three crossed my mind – I’m an empath. No, there was a queue, I couldn’t hold things up by helping myself to three slices to be politically, kindly correct. I dove into Deb’s Persian love cake saying “they all look so delicious” and scooted back to devour my succulent slice. Was Annie offended? Was Louise put out? Why did I care?

When something is lovingly created, put together with passion, formulated with a fire in the belly, there is intrinsically more in the product than the sum of its ingredients alone.

There’s an expectation in the person who made it that they are surprising and/or delighting the recipient...the customer. Whether they are standing in the queue behind you or a million miles away, a product made with that kind of love and attention to detail makes for an emotional connection with the end user.

I remember listening to a podcast interview 4|

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Pick MY pudding! between Ralph Lauren and Oprah Winfrey.

The designer was talking about his early days making neckties. They were different for the time – wider than the norm. He made them from collected fabrics and worked out of a drawer in the Empire State Building. “People” were wearing them and caught the eye of the menswear buyer at Neiman Marcus. Invited to present his ties, he knew it meant a personal trip into Neiman Marcus HQ , to tell the story.

Ralph came out of that meeting with an order for 100 dozen ties. It turned the corner for the young designer. The store later introduced their own-brand wider-look ties which alarmed Ralph. But the manager of the shop floor allayed his fears by saying something along the lines of: “They’ll never be the same. Yours were made with love”.

It’s that intangible ‘love’ that we’re seeing in founder start-ups across the beauty industry.

It’s bringing to market the difference that IS that person’s whim, their fancy; something where each individual brain cell has worked collectively to produce that inspiration that meets a need, fills a gap, gives us something quite uniquely new, and comes from the heart.

In this issue we meet several brand founders whose sparkly eyes and ready smiles betray a fire in the belly for their brand: Karen Murrell, a former Clinique Beauty Assistant from the shop floor at New Zealand’s Smith & Caughey’s store has launched her eponymous all-natural makeup range in Australia, going straight into 330 Priceline stores; and British Beauty Advisor, Jade Elliot, who used to work in Myer before heading back to her homeland where she started concocting cosmetics in her bedroom, has launched her brand. ICONIC London is now being ranged in 21 Myer doors around Australia.

Both of these young beauty entrepreneurs speak for brand creators across the globe whose hearts skip a beat when they have a happy customer, when they say: “It’s unreal” as their dream comes true and their ‘handmade’ product is being browsed and bought from a counter 10,000 miles, and more, away from home.

So many brands in the beauty industry have been founded on love and a true desire to connect with the end user. They might be called a customer, but before they part with their dollars for the purchase they are a guest on a first date just testing the water on how deep the emotional connection runs. Do I like this product, will it work for me and how do I feel holding it and using it. Mrs Estée Lauder was the iconic founder of her beloved eponymous brand and stood for the personal touch. A product is not ingredients and a jar. A cake is not a splodge of eggs, flour and sugar.

Feel the love, feel the emotion and hook up your retail ‘guests’ with their new date, and watch the relationship blossom. esprit Events Now we are all different. Thank goodness.

And there’s a lot of lumping us together in demographic descriptions to make things easy when we’re looking at typical behaviours… the ‘stuff’ of a particular age group, for example. It’s a science in itself. We’ve teamed up with experts in the Millennial and Gen Z area to put on our first esprit Events conference: Marketing to Millennials and Gen Z presented by Growth Tank. Visit: www.espritmagazineaustralia.com.auEVENTS to check out the details and book on line – early birds special rates apply! esprit Careers esprit is recognised as the hub for the retail beauty industry. We are expanding our brand to serve you with more solutions for your career esprit launches its own job site, in real time. Visit: www.espritmagazineaustralia.com.au CAREERS to see what’s on offer.

So here we go again – another wonderful year ahead of us. Feel the love, reach for the sky, pay a compliment to someone…anyone…every day – it’s your gift, because you can.

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

ISSUE 55 JANUARY 2018

ISSUE Beauty Influencers

55 Contents

MEDIA

BAs – THAT’S YOU!

BAUER CEO - PAUL DYKZEUL TALKS MAGAZINES + MEDIA

RETAIL

COVER STORY – BURT’S BEES – 12

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

Snapshot

Today’s Burt’s Bees – what’s driving its evolution

TREND – PALETTES – 14

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

The palette is one of the best examples of constant re-invention in the beauty business and its popularity shows no sign of letting up

ISSUE 54 OCTOBER 2017

WE HERO

Beauty Advisors

INDUSTRY NEWS – 20 …keep up to date

INTERVIEW – PAUL DYKZEUL – 34 Print is still a winner – a conversation with Paul Dykzeul, CEO, Bauer Media

Front Cover Details New Media Campaign, Local Ambassador and Innovative Products Gain Competitive Advantage for Burt’s Bees The tagline of the new media campaign – Be A True Force of Nature – is all about brand integrity. “Natural is our main point-ofdifference. But today’s women want more”, says Leia Berryman, Senior Brand Manager, Burt’s Bees ANZ. “Today’s women are seeking out sustainably-sourced and responsibly-made skincare and makeup products that are effective and harness the power of nature…something more meaningful that dovetails with their better for me, better for the world outlook”.

Personifying the Burt’s Bees customer is Sally Fitzgibbons, who can reach out and talk to Australian natural beauty buyers with authenticity. She has over one million followers on social media globally and the booming interest in women’s sport has produced more aspirational role models instead of celebrities who don’t walk the talk. 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 Mailing address 25 Cove Street, Birchgrove, NSW 2041, 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 55: ISSN 1449-8018

MARKETING – 36 Gen Z is the new customer base poised to impact the Beauty Industry

RETAIL – POP-UPS – 38 George Tsoukalas says, today Pop-Ups are an integrated part of the mix in creating experiences for retailers, brands and consumers

Hot Button Issue

TREND Masks

On the scent of fragrance trends

SOCIAL MEDIA AND NEW TECHNOLOGIES DRIVE GROWTH

FLAWLESS COLLECTION I N T R O D U C I N G T H E F L AW L E S S C O L L E C T I O N L I Q U I D F O U N DAT I O N A N D C O N C E A L E R

ESPRIT AUSTRALIA APRIL/MAY/JUNE 2017 |1

TALKING POINT – 42 Elisabeth King talks with industry leaders about how tech is influencing the connection consumers have with brands and how that is changing the beauty industry

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

ISSUE 53 JULY 2017

5 MINUTES WITH…JESS HART 50 Jess Hart talks about her Luma brand’s relaunch…and more

Beauty Assistants

ARE THE TRUE INFLUENCERS!

OUT & ABOUT – 52

Trend

At media events, on the shop floor, behind the scenes in retail beauty

Active Beauty - the new fountain of youth inside and out

Marketing

RETAIL – COSMOPROF ASIA – 66

THE NEW ERA OF COSMECEUTICALS

Hot

Angela Shepherd, cosmetics buyer at Malouf/ Ramsey scoured the booths at world-leading trade show – CosmoprofAsia 2017. Here she shares her finds

Button Issue

How brands appeal to all demographics

Rejuvenate your skin’s youthful glow

BUSINESS – 68

HERBAL RECOVERY

Industry experts support your business development

BEAUTY INFLUENCER – 84 Beauty Advisors – support and offer inspiration for your role

BRAND NEWS – 94 New product round-up

Subscribe

to esprit Magazine Australia’s online newsletter for insights, competitions, sales tips. Go to: espritmagazineaustralia.com.au

ESPRITMAGAZINEAUSTRALIA @ESPRITMAGAZINE

Events Book into esprit Magazine Australia’s first conference event – Marketing to Millennials and Gen Z.

Visit

www.espritmagazineaustralia.com.au

Moisture Surge™ 72-Hour Auto-Replenishing Hydrator Allergy Tested.

100% Fragrance Free.

New technology.

Now, give your skin the power to rehydrate itself.

Our newest Moisture Surge™ with activated aloe water helps skin create its own internal water source. Keeps it almost twice as hydrated at the end of the day than it did before.* And skin is plump and dewy for 72 hours—even after washing your face. Always formulated for maximum results without irritation. Starting at $65.** clinique.com.au *

vs. previous formula. **Suggested retail price.

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. She is the grooming editor of Men’s Style and 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 8|

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 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 CAREERS ONLINE Log on to www.espritmagazineaustralia.com.au/ careers for all the latest jobs in beauty

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.

* **

†

Hair by Antoinette Beenders. ©Aveda Corp.

high

A NATURAL

NEW MEDIA CAMPAIGN, LOCAL AMBASSADOR AND INNOVATIVE PRODUCTS GAIN COMPETITIVE ADVANTAGE FOR BURT’S BEES

BY ELISABETH KING

A MASTER BRAND STRATEGY IS A POWERFUL MARKETING TOOL. NOT ONLY DOES IT CONVINCE CUSTOMERS OF A COMPANY’S EXPERTISE AND QUALITY POSITIONING, THE CREATION OF A COMMON IDENTITY PRODUCES A HALO EFFECT THAT BOOSTS SALES OF NEW LAUNCHES AND HELPS THE CORE RANGE TO STAND OUT FROM THE CROWD. THE TAGLINE OF BURT’S BEES NEW MEDIA CAMPAIGN - BE A TRUE FORCE OF NATURE - IS ALL ABOUT OUR BRAND INTEGRITY, SAYS LEIA BERRYMAN, SENIOR BRAND MANAGER, BURT’S BEES ANZ. “NATURAL IS OUR MAIN POINT-OF-DIFFERENCE. BUT TODAY’S WOMEN WANT MORE”.

10| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

“Today’s women are seeking out sustainablysourced and responsibly-made skincare and makeup products that are effective and harness the power of nature”, says Berryman.

“Our target consumers, especially the younger demographic, are looking for something more meaningful that dovetails with their better for me, better for the world outlook”.

EMOTIONAL CONNECTION/BRAND INTEGRITY

The new campaign is digital across mobile and desktop as well as at point-of-sale. It emphasises the customer experience - product quality, brand values and brand name - and delivers the full essence and naturalness of the Burt’s Bees brand, says Berryman. “A pivotal approach that builds equity in the marketplace as the relationship with the customer becomes emotional as well as rational”.

The strong emotive message has plenty to build on. Burt’s Bees has enjoyed 30 per cent-plus growth over the past year, says Berryman. “We have the number one natural lip balm in the market. The introduction of the innovative Power Wing has also helped to push every segment into growth and widened distribution. For over 30 years, Burt’s Bees’ earth-friendly, natural health and beauty products have made a strong connection with consumers, which has led to stickiness and insistence. Our brand integrity and Greater Good philosophy has been key to customers going out of their way to experience the brand and they are less swayed by promotions”.

Consumers see pharmacies as health destinations, which is fuelling an increasing demand for good-for-you beauty products.

Natural brands have to choose the right ambassador to make a celebrity partnership successful. Burt’s Bees has appointed surfing legend, Sally Fitzgibbons, for the new

campaign because the relationship is effortless, not gratuitous, says Berryman. “We wanted someone who complemented the force of nature aspects of the brand and consumers can truly believe Sally uses the products in her everyday life. It’s the perfect match between personality and product”.

any rinsing, rubbing or greasy residue. They also help to streamline cleansing to one step, leaving the skin feeling soft and helping to keep the skin’s pH at the right level.

Micellar waters are great for all skin types and are far less drying, says Berryman. “The micellar trend is massive in the Australian market and continues to deliver strong growth SALLY FITZGIBBONS - ACTIVE ROLE MODEL of 30 per cent-plus. One of the many PODs When the 27 year old Aussie pro surfer isn’t of Burt’s Bees Micellar Water is that it is at catching waves in the World Surf League, she least 95 per cent natural and uses responsibly is an inspirational fitness and wellbeing guru. sourced Australian White Cypress oil and In 2014, Fitzgibbons launched her first book, Honey extract in the formulation. ChemicalLive Like Sally, and in early 2017 followed up free, there is no added fragrance and the with the Train Like Sally fitness app. She tours formula is dermatologist and ophthalmologistschools giving educational talks to inspire tested. Just soak a cotton pad, wipe the face, healthy living and fight and apply moisturiser or obesity and has her eyes set makeup on top”.

“Our target consumers, Beauty wipes are also a on the Summer Olympics in Tokyo in 2020 to fulfill especially the younger rapidly growing trend, a childhood dream to especially for busy women demographic, are compete for a gold medal. on the go. The new Micellar looking for something Water Cleansing Towelettes Sally bucks the trend of the set way of doing more meaningful that are 99.5 per cent natural celebrity endorsements, ingredients and are made dovetails with their from re-purposed cotton, says Berryman. “We wanted to partner with a better for me, better for says Berryman. “Even the spokesperson who could package film contains the world outlook” outer reach out and talk to 25 per cent post-consumer Australian natural beauty recycled content. They buyers with authenticity. She has over one are great to take everywhere and the 3-in-1 million followers on social media globally formula leaves the face feeling soothed and and the booming interest in women’s sport moisturised as well as clean”. has produced more aspirational role models The strong sustainability message is also very instead of celebrities who don’t walk the talk”. evident in Burt’s Bees’ new Glossy Lipsticks, Given her outdoors lifestyle, one of also debuting in March with packaging Fitzgibbons’ favourite products is the new composed of 60% post-consumer recycled Burt’s Bees All-Weather SPF15 Lip Balm, content. The key benefits are a 100 per cent which she showcases in the new campaign. natural formula, a glossy finish and six runway Formulated with zinc oxide, a physical shades from nude to pink. Containing Red mineral sunscreen, the nourishing balm is Raspberry oil, Moringa oil and Mimosa Flower also packed with beeswax, meadow foam oil, Wax that provide long-lasting hydration with cocoa seed butter and olive fruit oil. Unlike a smooth glossy finish. These products clearly other natural SPF formulas, the All-Weather show that Burt’s Bees is a trendsetter in natural Lip Balm doesn’t leave a white film on the beauty, adds Berryman. lips while providing 100 per cent protection.

“Whether I am jogging or doing yoga on the beach, lip sunscreen is vital”, says Fitzgibbons.

NEW PRODUCTS BUILD MARKETPLACE EQUITY

Fitzgibbons is also a prime candidate for Burt’s Bees new Micellar Cleansing Water and Micellar Cleansing Towelettes, launching in March. The minerals in tap water, chlorine and sea water can wreak havoc on the complexion. Micellar waters, containing molecules called micelles lift out and trap dirt, debris and impurities in pores without

Perfectly Palette-able

by Elisabeth King

From highlighting kits to sizeable all-in-ones Some trends keep getting oxygen because a succession of back stories keeps them current for a host of different reasons. The palette is one of the best examples of constant re-invention in the beauty business and its popularity shows no sign of letting up. Even 22 year old Gigi Hadid, hailed as the first Instagram supermodel, loves the portability and convenience of a compact format. Apart from the two major directional looks of the Gigi Hadid X Maybelline New York limited collection, launched in Australia in December, the hero product is the Jetsetter Palette of two concealers, two lipsticks, four eyeshadows, a blush, a matte bronzer and a mascara.

12| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

The Modern Evolution - Product, Packaging, Seasonality, Diversity The move was a breakthrough because most palettes of the time featured a couple of wearable colours teamed with pigments more suited to flamboyant costume parties. Within two years, Urban Decay’s Naked and Naked 2 Palettes were the top two selling makeup sets in the US and the brand was acquired by L’Oréal. By 2014, the former anti-beauty brand had doubled its sales, largely due to its cult palettes and a string of variations on the theme including half-sized versions.

The main takeaway from the success of Urban Decay’s Naked Palette is that it didn’t rely on high-tech beauty innovations. The appeal of palettes has always been value for money and nothing has changed on that score. They also play into another beauty industry constant that packaging should be functional and attractive, enticing consumers to pick up a product instead of its rivals. As more and more palettes have been launched, their packaging has become an important way for a brand to communicate its image and reach out to target markets. Even the sound it makes - think of the sharp snap of Urban Decay’s Naked Palette - can propel the path to purchase.

Palettes have also become a major focus for modern reasons. The launch of seasonal makeup palettes which follow runway trends stimulates increased sales as social media now pays as much attention to the cosmetics a designer uses as the fashions. The emphasis on diversity in beauty has also become a driving force in the rising sales of palettes, allowing brands to experiment with new pigments and combinations of ingredients to appeal to darker-skinned women, who are also looking for lighter colours by day and more dramatic looks for night-time wear.

Colour Palettes for All was fingered as one of the major cosmetic trends of the past year by global market researcher Mintel.

Selfie Ready/On-The-Go Beauty The all-pervasive influence of social media has also fueled palettes as the perfect tool for on-the-go beauty. Over 65 per cent of beauty views on YouTube are linked to makeup. Many consumers prefer to seek the advice of vloggers for tips and information on how to use makeup products and their tutorials have been influential in showing millions how to get the most out of a makeup palette instead of sticking to one or two favourite shades.

Digital influencers might be associated more with Millennials and Gen Zers, but the market for ‘mature age’ makeup videos for women aged 30 to 50-plus has become the fastest-growing category. Gen Xers and Boomers have grown-up with palettes and they are core target markets with more disposable income than their younger counterparts.

Smartphones have also radically changed the beauty world and given a new lease of life to application techniques and products that date back to the 1960s and 1970s - highlighting and contouring. The selfie-ready look has become increasingly aspirational and new twists on traditional products claim centre-stage when partnered with digital aids such as Photoshopping and filters.

TREND REPORT

There’s nothing new about palettes from standard quads to all-in-ones that resemble a makeup artist’s bag of tricks. PUPA Milano, founded in 1976, built up a thriving international business based on its wide-ranging lineup of multi-purpose makeup kits. But the contemporary success of the palette was springboarded by Urban Decay’s Naked Palette, which has been hailed as the most popular eyeshadow in the world. First launched in 2010, the 12 shade mix of matte and sparkling gold, plum, mauve and chocolate hues heralded a new age-flattering, goof-proof neutrals.

Contouring re-emerged as a beauty buzzword in 2012, when Kim Kardashian tweeted images of makeup artist Scott Barnes creating her trademark sharp cheekbones and sculpted nose with contouring products. The trend may not be grabbing as many headlines, but it’s still bubbling away. British brand Rodial released the ‘world’s first contouring makeup range’ in late 2014, supported by the simultaneous launch of a Contouring Bar in upmarket UK department store Harvey Nichols. Contouring not only became the most requested mini-makeover in Sephora stores, the technique became the subject of one of the specialist beauty retailer’s most popular how-to videos on YouTube.

The three products required to achieve Ms Kardashian’s signature look shimmering highlighter, a combo of highlighter and contouring powder to slim the nose and a dark contouring powder to bring out the cheek bones - have been packaged in a series of palettes from brands at all price levels.

A strategy that also leveraged sales in accessory areas such as blending sponges and brushes and mirror lights.

No Makeup Look A Key Driver of ‘Other Face’ Category Contouring has always been one of the most challenging makeup techniques, but ironically it’s being kept alive by the trend towards naturally flawless beauty. Over half the global consumers in a recent survey by Canadean said they wanted beauty products to help them achieve the ‘no makeup’ look. As designer Calvin Klein pointed out in the 1980s - The best thing is to look natural, but it takes makeup to look natural. It still does and the huge popularity of the minimal makeup trend has continued to power the popularity of contouring beyond its association with Kim K on posting hashtags such as #iwokeuplikethis.

Contouring also plays into the diversity of beauty trend. Major celebrities such as Oprah, Jennifer Lopez and Selena Gomez are longtime fans of the technique.

Other Face - a category that covers contouring, highlighting and shaping kits - remains one of the fastest-growing makeup categories, especially in prestige beauty, says Karen Grant, global beauty analyst for The NPD Group. “Thanks in large part to celebrity influencers, endorsements, and the Internet, contouring and strobing are redefining the makeup industry. One doesn’t need to be a professional makeup artist to use ‘high definition’ or ‘camera-ready’ products. It is essential for beauty brands retailers, and manufacturers to further understand the impact of the societal evolutions happening today, because they are transforming not only consumers’ way of shopping and acquiring information, but also how they think, define beauty and perfection and how they perceive themselves”.

The term Gig Economy is just a new way to say ‘working part-time’.

Strobing is just a contemporary word for highlighting, kickstarted by British fashion pioneer Mary Quant in the 1960s. Highlighting is a lot easier to master than contouring and the way it is used would be familiar to Twiggy in the supermodel’s heyday. A dab in the right places - the cheek and brow bones, the temples, the bridge of the nose and the cupid’s bow - delivers a dewy glow.

As Karen Grant points out, Instagram-friendly beauty is a long-term gamechanger. Palettes are at the forefront of HD beauty because they provide the core products key to keeping digitally-aware consumers camera-ready at all times - blusher, highlighter, eye-shadows, contour powders and lip products - in a slimline compact that’s easy to stow in a bag.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |13

ALL NATURAL SKINCARE FOR NATURAL BEAUTY

LAUNCHING TO THE INDUSTRY AT THE START OF 2017, THIS RANGE OFFERS ALL-NATURAL SKINCARE TO DETOXIFY AND PURIFY THE SKIN.

Unique with its three-dimensional honeycomb structure, zeolite is scientifically proven to act as a molecular sieve in moist conditions. It attracts, captures, binds and absorbs a wide range of heavy metals and pollutants to assist in reversing skin damage and ageing.

Skin damage caused by heavy metals and pollutants can range from blackheads and pimples, to wrinkles, dehydration, and other localised tissue damage. Zeolite’s deep cleansing action naturally removes these pollutants to detoxify and purify the skin. When applied as a mask, the other unique properties zeolite has to offer, result in reduced patchiness, a lighter, tighter and brighter complexion.

The range includes: Hand Crafted Soap, Body Wash, Body Lotion, Body Scrub, Facial Cleanser, Face Lotion, Face Mask, Night Cream, Facial Mist Spray.

INNOVATION NATURALS FRESH FROM OUR GROVE TO YOUR SHELF‌ BE THE FIRST IN AUSTRALIA TO STOCK OUR NEW RANGE.

SHEET MASK

Our all-natural sheet mask includes Zeolite, Aloe Vera, Green Tea herbal extract and Colloidal Silver, to help detoxify and protect the skin from the harmful effects of airborne pollution. Argan Oil, Aloe Vera and Vitamin E help saturate the skin with moisture, leaving it clean, clear and hydrated.

FACIAL MASK 100g

Our Zeolite Facial Mask contains more than 100 natural active ingredients. The potent formula helps to repair the skin from damage caused by the harmful effects of air pollution, leaving the skin smooth, refreshed and nourished.

FACIAL MIST SPRAY

100ml

Refreshing, cooling and invigorating, our natural anti-pollution mist spray, contains active minerals and plant extracts, to help protect the skin from the harmful effects of everyday pollutants.

FACIAL CLEANSER 300ml

A fast acting, gentle cleanser to exfoliate and purify the skin. Designed to naturally remove heavy metals and harmful pollutants, our cleanser is rich in natural minerals to leave the skin feeling soft, smooth and refreshed.

FACE LOTION 100ml

Our face lotion is the perfect way to moisturise and protect the skin daily. Powerful and active Zeolite, traps and removes pollutants, while soothing Calendula helps to repair and regenerate damaged skin cells and protect the skin from the signs of premature ageing.

NIGHT CREAM 50ml

Our deeply nourishing night cream captures the beneficial properties of Zeolite, natural extracts, precious oils and colostrum to leave the skin revived, purified and moisturised. The hydrating and detoxifying action of the cream helps to repair skin cells damaged by pollutants.

HAND CRAFTED SOAP 100g

Cleanse, detox and revive the skin with our unique Zeolite Extra Virgin Olive Oil Soap. Zeolite is a potent antioxidant which helps to neutralise pollutants and heavy metals, to leave the skin feeling soft and nourished and looking refreshed.

BODY SCRUB 300ml

Purify and detox your skin with a natural body scrub. The fine Zeolite and Bamboo particles help to gently purify, smooth, and exfoliate, leaving the skin feeling nourished, silky, and clean.

BODY WASH 500ml

Our unique body wash is the perfect way to purify and cleanse the skin. The active ingredient, Zeolite, helps to remove heavy metals and other pollutants from the skin, leaving it revitalised and hydrated.

BODY LOTION

500ml

Long lasting hydration for the skin. The potent properties of Zeolite in our body lotion, help to remove damaging pollutants and improve the overall condition and moisture content of the skin, leaving it nourished, smooth and hydrated.

W W W. O L I V E O I L S K I NC A R E . CO M . A U FOR FURTHER INFORMATION AND TO ENQUIRE ABOUT BECOMING A STOCKIST CONTACT TRACY@OLIVEOILSKINCARE.COM.AU.

16| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

FROM THE

Backed by 20 years of dermatological expertise for sensitive skin, Eau Thermale Avène is proud to add its first high protection, water resistant sunscreen products to its extensive skincare range.

AVÈNE’S NEW SUNSCREEN EMULSION SPF 50+ ($26.95, 50ML) HAS BEEN FORMULATED SPECIFICALLY FOR THE FACE, AND AVÈNE SUNSCREEN LOTION SPF 50+ ($28.95, 100ML) IS FOR BOTH FACE AND BODY. BOTH AVÈNE SUN CARE PRODUCTS ARE WATER RESISTANT (UP TO 40 MINUTES), FREE FROM PARABENS AND OFFER HIGH SPF 50+ SUN PROTECTION, MAXIMUM PHOTOSTABILITY AND TOLERANCE FOR EVEN THE MOST SENSITIVE SKIN.

What makes these formulations so gentle is what they don’t have in them.

Avène’s patented SunSitive® Protection formula uses an exclusive combination of ingredients with a minimum number of chemical filters to respect sensitive skin, while still offering broad-spectrum protection from UVB and UVA rays. Combined with Pre-tocopheryl, a photostable vitamin E precursor, and Avène Thermal Spring Water, the Sunsitive® Protection formula offers the highest UVB and UVA protection for sensitive skin*.

Diligence in application is important to advise your customers. Both formulas are light and absorb well to encourage regular use throughout the day. Avène’s Sunscreen Emulsion SPF 50+ has been formulated specifically for the face and has a light, non-greasy, non-sticky and mattifying texture for even and invisible protection, while also moisturising the skin. It can be used every day under makeup to provide effective UV protection, prevent premature skin ageing and assist in preventing some skin cancers. Likewise, Avène’s Sunscreen Lotion SPF 50+ boasts a light and non-greasy texture that offers an extremely pleasant application. Highly moisturising, the Lotion is quick to absorb, without leaving white marks.

AVÈNE’S SUN CARE PRODUCTS ARE DESIGNED TO BE APPLIED GENEROUSLY AND EVENLY, 20 MINUTES PRIOR TO SUN EXPOSURE. THEY SHOULD ALSO BE REAPPLIED 40 MINUTES AFTER SWIMMING OR SWEATING, IMMEDIATELY AFTER TOWEL DRYING AND AT LEAST EVERY TWO HOURS.

Number

ONE

SUN CARE BRAND IN EUROPEAN PHARMACIES “Education and Training is at the heart of what we do. We have built partnerships with our customers, providing regular and ongoing instore and online training.

We recognise how important it is to keep the Pharmacy Assistant inspired and their knowledge fresh.

Training is provided in a simplified way, highlighting the needs of Sensitive skin and the harmful effects the sun can have as we move into Summer in Australia.

Our goal is for the Pharmacy Assistant to understand the features, benefits and application tips of Avène Sun Care, and to advise why it is essential for customers to make our trusted sun protection a necessary addition to their existing Avène beauty and health care regime”.

JANIS McNICHOLAS TRAINING MANAGER PIERRE FABRE DERMO COSMETIQUE

Here in Australia, where our incidence of skin cancer is one of the highest in the world, the harmful effects of UVB and UVA rays are well known, and damage from these rays can result in sunburn, premature ageing of the skin and the possible development of skin cancer, with nearly one in three Australians being diagnosed with skin cancer during their lives. Both Avène Sun Care products are designed to help prevent the damage that can be caused by UVB and UVA rays.

Sun Care Sun Care

AVÈNE’S SUN CARE RANGE IS AVAILABLE AT LEADING PHARMACIES NATIONWIDE.

RRM

2016 2016

MA C A CY Y

EUROPEAN LEADER EUROPEAN MARKET MARKET LEADER

N S UN INSU

*AS TESTED TO AS/NZS 2604:2012 “VERY HIGH” REQUIREMENTS. ALWAYS READ THE LABEL. USE ONLY AS DIRECTED.

IN

VISIT WWW.AVENE.COM.AU FOR MORE INFORMATION.

CCAA AA RREE P P PHH P RROO D U CCTTSS I INN ASMI 28422-1117

INDUSTRY NEWS

Celebrity Beauty News by Mary Zavaglia in LA

INNER BEAUTY IS THE NEW OUTER BEAUTY

ingredients. Detox Market CEO, Romain Gaillard is passionate about promoting ‘green’ beauty. He believes that you don’t need to choose between safety and efficacy. “Clients trust that we never compromise efficacy and purity”, says Gaillard. The Detox Market is one of the first companies to promote green beauty products in a retail environment. “Since we started in 2010, we have created close to a dozen pop-up stores with the idea of educating and creating a meaningful experience”, says Gaillard.

We’ve all heard the saying ‘true beauty comes from within’ and it seems this concept is being embraced now more than ever. This doesn’t mean neglecting the outer self. It means achieving a more optimal level of outer beauty with what you think, what you put in your body and how you feel.

Radiating beauty from within There’s no doubt that we value physical beauty, (a fact that is borne out of the $445 billion USD spent on beauty this last year) but there has been a gradual shift in the beauty industry that tends to focus on more than just one’s appearance.

It has become more about radiating a glow from within. There are many doctors, beauty consultants and nutritionists who stand strongly behind this idea.

Dr. Lisa Masterson is one of them. Dr. Masterson is known for being the Emmy nominated co-host of the Award-winning show The Doctors. She specialises in obstetrics, gynecology, hormone therapy and anti-ageing treatments, but she is not your conventional MD. She has a holistic approach to beauty and emphasises the connection of the body, mind and spirit. Her medical spa, the Ocean Oasis in Santa Monica, provides beauty and health care services aimed towards total wellness with the goal to help you feel, look and be your best.

“As a physician, I believe there are many forms of healing, and I want to offer my patients multiple options. We provide a healing energy oasis where personal treatments lead towards 20| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

the healthiest, happiest, and most beautiful you”, says Dr. Lisa Masterson.

I received a Reiki session (a form of ancient energy healing), that left me totally relaxed and rejuvenated. The serenity I felt within, reflected on the outside, as throughout the day I received compliments on how fresh, well-rested and beaming I looked. Another service she provides is the Oxygen Bar; a breathing device that increases your oxygen intake. It has been scientifically proven that increasing oxygen levels promotes healthy cell composition, mental alertness, increased physical stamina and boosts the immune system.

Detox The next stop on my inner beauty quest was the Detox Market for all things natural in health and beauty. Here we find a vast array of products ranging from supplements, to inner cleanses (not to be mistaken with cleansers) and wellness, to makeup and skincare. The products offered are free of parabens, synthetic fragrances and formaldehydes. They ensure that each of their products are cruelty free and derived from the cleanest and purest

Gutted…beautifully One of my very favourite brands, which is a big promoter of the inner beauty movement, is an Australian brand, The Beauty Chef. Its creator, Carla Oates, is extremely passionate about nature and our connection to it. She believes that true beauty is attained from organic skin care and organic food which is exactly what her products promote. As a young girl, she suffered from skin allergies and eczema so she started creating her own products using natural ingredients. This ultimately led her to formulate her living skincare line which uses ‘good’ bacteria to help us attain a healthy gut.

“When I created The Beauty Chef, it was with the intention of educating women that glowing skin comes from within, which means feeding your skin from the inside out. And more specifically that ‘beauty begins in the belly’ – good gut health is vital for healthy, robust, radiant skin”, says Carla.

Discovering this power of inner beauty has inspired me to live a much cleaner and healthier lifestyle and by practicing what I’m preaching in this article, I must admit, that I have never felt or looked better.

My Top 3 Skin Saviours 1. MV Rose Soothing Protective Moisturiser 2. PAI Rosehip BioRegenerate Oil 3. Tata Harper Regenerating Cleanser

LOVE How to get beautiful natural looks with luminous shades of nude, bronze and rose.

Natio’s NEW ‘love being you’ colour collection comes with all the tools you need to confidently recommend the versatile, luminous makeup looks to your customers. Natio Promotional Consultants will receive a complete how-to guide via email, plus online training and video demos, outlining the feature looks of the collection, and how to achieve them with ease.

Three natural looks to recommend

It’s the perfect time of year for healthy, natural makeup with luminous skin and bright eyes.

The love being you collection can be used to create a Natural Nude beauty look, with a flawless and fresh complexion, a soft and subtle Rose Glow, using the collection’s peach and rose tones, or a Bronze Beauty look for day or night, defining features with sun-kissed radiance.

Inspired by the colours of nature Designed to enhance the features and work in perfect harmony with your natural beauty, the new collection features colour cosmetics in a wearable mix of natural, radiant tones and high-quality synthetic brushes.

It includes a cleverly-designed Warm Radiance Mineral Blusher and Bronzer, with 10 complementary blusher and bronzer shades from petal pink through to golden bronze, which can be used separately or blended together. The soft-focus powders of the Illuminating Mineral Powder Face

Palette can be used to contour, illuminate, highlight and add natural warmth for day or night.

Versatile and compact, the Natural Nudes Mineral Eyeshadow Palette contains six mineral powders ranging from earthy brown to taupe, nude and peach in a mix of matte and satin textures. The Radiant Under Eye Concealer brightens the eye area, concealing any darkness or signs of fatigue while moisturising skin with Vitamin E, Chamomile and Green Tea. Featuring both an angled and tapered end, the versatile Blusher and Highlighter Brush can be used to easily apply blushers, bronzers and highlighters to the contours of the face.

And perfect for travel or touch-ups on the go, the Retractable Kabuki Brush features a wide dome of soft synthetic fibres to seamlessly blend powders over the face for a flawless velvety finish.

Natural Australian beauty Complementing Natio’s range of gentle and effective skincare products and inspiring colour cosmetics that reflect the natural and easy-going Australian lifestyle, the love being you collection has been designed to naturally enhance the features and bring radiance to any complexion.

Customers can experience the quality of the brushes and naturally beautiful shade range using the ‘try me’ free testers in stores. Prices range from RRP $17.95 to $19.95.

The promotion comes with an impactful space-efficient counter unit, detailed howto consumer brochures and posters for instore use. An extensive advertising campaign in national magazines and social media campaign including how-to videos will support the launch.

On counter from 12 March 2018 ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |21

BOLD,

GLAMOROUS AND RETRO Mecca store design gets a makeover

BY ELISABETH KING

IN AN INCREASINGLY COMPETITIVE BEAUTY LANDSCAPE EVEN THE MOST WELL-ESTABLISHED NAMES NEED TO CONSTANTLY MAINTAIN THEIR LEADING EDGE. NO ONE KNOWS BETTER THAN JO HORGAN, FOUNDER OF MECCA BRANDS, THAT THE DESIGN OF KEY LOCATIONS, PRODUCT MERCHANDISING AND INTERACTIVE TECHNOLOGY USING SCREENS AND SPECIAL EFFECTS NOT ONLY ENTICE CUSTOMERS INTO STORES, THEY MAKE THEM STAY. BUT PRESTIGE BEAUTY RETAILERS HAVE TO GO ONE STEP BEYOND WHEN IT COMES TO CREATIVITY AND INGENUITY TO ALSO INSPIRE AND EDUCATE.

22| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Mecca celebrated its 20th anniversary in October 2017 with in-store activities, ranging from treatment services to consultations with global beauty experts such as Kate Somerville. In November, the Chadstone store in Melbourne unveiled the company’s new store re-design, quickly followed by Bondi Junction Westfield.

Ahead of the Curve Change is a constant at Mecca and we are always striving to be ahead of the curve in terms of what the customer wants, especially when it comes to store design, says Horgan. “The new Chadstone Cosmetica store is a step change for us. Working with our long-time collaborator Jules Meacham of Meacham Nockles, we have taken a bold, glamorous, almost retro approach”.

The 1960s and 70s are referenced with design pieces such as a Castiglioni Snoopy lamp and a Saporiti armchair, adds Horgan. “Art Deco accents are also very much in evidence, notably in the Beauty Bar which is a mélange of retro Italian and Hollywood glamour featuring brass, Lucite and Calacatta viola marble. The shopfront also makes a strong statement with pops of colour, beginning on the windows and extending throughout the store. It’s super modern and also celebrates what we are all about - colour and artistry”.

Mecca’s well-defined execution and singular image have always stood out from the crowd. Attention to detail has always spring boarded design solutions. The custom-made fragrance cabinets of the re-design take their cue from leading brands. For example, sharp, minimal aluminium for Sweden-based Byredo and a wallpapered design with Zebrano timber detailing for heritage French fragrance brand Diptyque.

There’s also a strong focus on travel in the Mecca Jetset space, a glossy yellow and orange haven for travel sized and oriented beauty products. Mecca has increasingly become a gifting destination and now provides a designated Gifting Bar, a customised service that makes choosing the right present a pleasure rather than a chore.

The overall effect is one of futurism, in spite of the vintage inspirations. “A key consideration in our designs is to look at how the customers are using the stores and what their needs are”, says Horgan. “And their needs evolve, too. For example, the customer is now more informed than ever, so we find ourselves needing to balance being there for them and being able to dispense advice with also giving them the freedom to move around the space independently. That’s why the Beauty Bar is such a great play space”.

Creative Director, Marita Burke, admits that the new store design has created a bit of a stir. “It means people are noticing it. We always strive to push the boundaries and evolve our expression. Every store we open is different and each one builds to tell a story across the portfolio and that’s all part of the fun”.

Today’s beauty consumers are a demanding shopping force and are looking for both style and substance. The new Mecca re-design features more makeup stations where customers can access skin consultations, makeovers and group workshops to create a more service-dependent model. Customers have remained loyal and engaged because of a true sense of community and Mecca has again delivered the sought after combination of delight, reward, imagination and in-depth knowledge they have come to expect.

INDUSTRY NEWS

Evolving Customer Needs

JO HORGAN, FOUNDER OF MECCA BRANDS

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |23

INDUSTRY NEWS

ModelCo CEO wins leading Retail award CEO Magazine Executive of the Year Awards recognise the personal achievements of leaders and professionals over the past year and the contributions they have made to their companies.

Shelley Sullivan, CEO and founder of cult Australian beauty brand ModelCo has won the prestigious title of 2017 Retail Executive of the Year.

From BA to brand creator Myer beauty counter assistant, Jade Elliot, who created her own products in her bedroom in the UK is launching into her former workplace department store. The 32 year old worked in Myer in her early years and was inspired to create her own range of cosmetics. Fast-forward 12 years and her own brand, ICONIC London, is being ranged in Myer stores and has secured the Kardashians, Jourdan Dunn, Chrissy Teigen, Little Mix and Vanessa Hugeons as fans.

ICONIC London - a range of pure-friendly strobing creams, contour palettes and specialist vegan brushes - is a ‘fun and rebellious’ range of makeup to empower women, says Jade. On-trend, at an affordable price point London stockists include Harvey Nichols, Fortnum & Mason and QVC. Myer is a special win though as it is where she started her career and first got a taste for a future in beauty. ‘’When I started ICONIC London three years ago I never would have believed the incredible journey it’s taken. From starting the brand in my bedroom in 2015, to it now being stocked in Myer is beyond my wildest dreams. Having worked on a beauty counter at Myer as a makeup obsessed 21 year old, I can’t believe my brand will now be sitting in 21 stores across Australia - it’s unreal. Myer’s global reputation for quality, fashion and style makes it the perfect home for ICONIC London and I can’t wait to see it on the shelves. I am beyond excited to start the next part of this amazing journey.’’

The range launching into Australia and Myer will include the ICONIC Contouring Kits, Pigment Foundation Sticks, Illuminators, Strobing Sticks and the Original Shimmer Palette.

Myer Group General Manager Cosmetics and Intimate Apparel, Gillian Ridley Whittle welcomes the brand: “Myer is the ultimate beauty destination and to add further strength to our offer we are thrilled to be launching British beauty brand ICONIC London to our portfolio. This trend setting beauty brand adored by make-up artists and celebrities worldwide including Kim Kardashian launched as a department store exclusive in 21 Myer stores in late October. We are extremely confident our valued Myer customers will be excited with the addition of this sought-after brand that has continued to take the world by storm due to its fun, affordable and iconic make-up collections.”

24| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

M·A·C Cosmetics Australia enters Mecca Maxima M·A·C Cosmetics is even more accessible having expanded into specialty-multi beauty retailer, Mecca Maxima. “Mecca Maxima is the ultimate beauty playground for Australian beauty lovers, home to both established and independent, niche prestige beauty brands.

We are excited to be bringing the colourful world of M·A·C to Mecca Maxima”, says Jodie Matthews, Brand Manager, M·A·C Cosmetics, Australia.

It’s all about tailoring an offer that caters to the Mecca Maxima beauty junkie customer: an edited range of M·A·C products, exclusive products and collections. To set the bar M·A·C chose its first day of trading with Mecca Maxima as the exclusive launch pad for its new mascara, Bold & Bad Lash.

“We are thrilled to be introducing M·A·C to our MECCA Beauty Junkie customers, as it is the true icon when it comes to artistry, creativity, innovation and diversity. It’s a perfect fit for MECCA in so many ways”, says Marita Burke, Creative Director, MECCA Brands.

M·A·C will be available in 13 Mecca Maxima locations across six states of Australia, as well as online at mecca.com.au.

INDUSTRY NEWS

A device to enhance retail consultations

Intensifying the intimacy beauty assistants can have with customers on the shop floor is where growth is for all brands. The personal touch counts. Canfield Beauty, a new initiative of Canfield Scientific, the global leader in skin imaging systems, services and products, has launched NEXA®, a handheld mobile imaging device that alone or with its complementary booth system empowers beauty brands to improve the customer experience, enhance their level of service and create an engaged and loyal following through the use of mobile, quality skin imaging technology.

“Canfield Beauty is the natural next step in leveraging our expertise to benefit a new customer segment,” says president Doug Canfield. “And, NEXA will provide the beauty industry with the tools to create a higher level of customer interaction and service.”

Designed specifically for retail consultations, NEXA provides beauty consultants and beauty executives with the versatility needed to both initially engage customers and cultivate long-term customer relationships with the connected consumer.

“We listened to beauty companies looking to attract business to their retail store locations and developed a solution that would reinvent the instore consultation,” says product management director Diana Ordonez. “Offering anytime,

26| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

anywhere omnichannel imaging solutions, the NEXA platform is the first of its kind.”

“The NEXA allows for instant yet meaningful consultations in our wellbeing workshop stores and at counter,” say philosophy’s vice president of Global Education and Events, Catherine Barber. “philosophy has been working with Canfield for more than seven years now, and the launch of NEXA has enabled us to connect with our customers in yet another new way. We’re also able to reconnect with our clients when their results and routine are emailed to them directly, extending the brand conversation beyond the consultation.”

To better educate and share valuable skin health information with today’s consumer, Canfield Beauty developed a solution for the beauty retail industry that provides highquality, meaningful skin images. As a result, NEXA assesses up to eight unique skin features, including wrinkles, pores, texture, subsurface red areas and brown spots. And, NEXA’s patented technology enables better, more standardised lighting, providing an image quality that far exceeds today’s selfiebased applications and programs.

“Quality images lead to a better quality assessment,” says Ordonez. “If you can see the real story of your skin, its strengths and its weaknesses, you have a much better chance of meeting your skin health goals.”

Addressing the needs of single or multibrand portfolios, NEXA is also empowering beauty consultants by assisting with personal product recommendations that are filtered by a proprietary algorithm and administered by brands on the back end.

The cloud-based solution generates the big data that helps users understand their customer base as a whole and positively impact business decisions. It provides retailers with access to data across customers, stores or regions for a complete brand performance analysis. “By providing more meaningful and engaging consultations in our brick and mortar stores and then extending the consultation with easy at-home access, our customer connections are

powerful and omnichannel,” says Jacqueline Flam Stokes, Vice President of Retail & Salon for Pierre Fabre overseeing Eau Thermale Avène. “And, the quality of the skin feature assessment is a perfect complement to our consultants’ expertise. As a worldwide skincare leader with a vast portfolio of products, it was critical for Avène to find the right diagnostic company to collaborate with to enhance the customer experience in-store.”

The new brand continues to assess the current and future needs of its customers, and is already planning for future products and services. “Bricks and mortar retail stores know that they need to change to better meet the needs and shopping styles of today’s consumers,” adds Ordonez. “Canfield Beauty is focused on helping them do just that, providing high-quality innovative tools that evolve with and for the next generation retail consultation.”

Natural Perfume Hanako’s ‘I Am...’ Vibrational Scents were carefully created to provide a natural alternative to synthetic perfumes.

Derived from the Earth’s raw materials – using pure essential oils, gem and flower essences, crystal-infused purified water – and mantra, this Natural Perfume range helps to raise your spirits and energetic being, not only through scent but through the energetic properties each ingredient holds.

Hanako’s mission is to bring a moment of sacredness and stillness.

A moment to breathe consciously, set a positive intention and nourish

ALL HANAKO PRODUCTS ARE: • Vegan • Free from animal testing • Derived from sustainable farming practices • Eco friendly • Housed in recycled packaging Hanako is based on love, nature and life. A portion of the sale of each Hanako product goes to Bears Of Hope Pregnancy & Infant Loss Support, a notfor-profit organisation that is close to Rachel and Jeff’s hearts.

one’s being with self care and love before beginning the day.

Simply spray over the crown of the head, around and on the body, take a deep breath and voice your ‘I Am…’ affirmation. Why ‘I Am…’ you ask? For whatever you put after these two powerful words creates your reality. Live your light – be it, share it, spread it, honour it.

What ‘I Am…’ are you feeling today?

MAKE HANAKO YOUR POINT OF DIFFERENCE. www.hanakotherapies.com To become a stockists call Jeff 1300 856 332

INDUSTRY NEWS

FIRST TOM FORD BEAUTY STORE OPENS IN LONDON London’s fashionable and historic Covent Garden is home to the first TOM FORD beauty standalone store. This store is described by the company as a pivotal moment in the evolution of the brand: “The new design of light and layered grey glass sculpture creates a visually arresting play on objects and space while highlighting his collection of makeup, skincare and fragrance for women and men”.

Tom Ford’s luxurious signature style is in every dimension of the store. Setting the scene are the LED screens lining the façade with the latest campaigns. Halos of light and floating white marble slabs showcase the exquisite design of his products, fully immersing the customer in the convergence of glamour and technology for the most luxurious retail environment.

A complete vision of the breadth of the world of TOM FORD BEAUTY, each room in the 130 square meter store features its own enhanced shopping experiences, equipped with various digital technologies that unite technical innovation, bespoke sculptural design and the most coveted customer services.

On the Ground Floor there’s the Colour Room: Discover the latest launches, most wanted colours, and augmented reality, that allow customers to virtually try on shades from the lip colour collection.

In the Fragrance Room Tom Ford is transforming how consumers trial fragrance. The room features a dedicated interactive scenting installation where guests can digitally explore the unconventional scents that make up the artisanal Private Blend Collection. A dramming bar offers customised services, from luxury sampling to scent styling.

Explore the Oud and Neroli Portofino Collections, the Tom Ford for Men skincare and grooming collection and a luxury gifting station. The Makeup Room is an intimate room that offers personalised makeup services and demonstrations by a Tom Ford Beauty Specialist. For the first time, customers can record their makeup applications for use at home as a personalised how-to, sent with a shopping list of products used throughout the service.

On the Lower Level there is The Private Makeup Services Room for appointment-only services bookable online and in store, with Tom Ford Beauty Specialists. The brand offers fragrance customisation and makeup services such as application, Tom Ford’s Shade and Illuminate philosophy, definitive brows, VIP masterclasses and bridal services. There is also the opportunity for customers to record their customised how-to. A VIP/Event space allows for private cosmetic and fragrance one-to-one consultations. The Grooming Room is for men to experience the Tom Ford for Men skincare and grooming collection.

Guests can choose from a range of exclusive grooming services by an expert barber, including a Beard Trim, the Express Facial, and a classic hot towel, close-cut Wet Shave, all bookable.

28| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Jo Horgan WWD award Mecca founder Jo Horgan was bestowed with the prestigious Founder’s Award at the WWD Beauty Inc Awards in New York just prior to Christmas. Horgan said the award was the culmination of 20 years’ work and it was an honour to be acknowledged on the global beauty stage in front of “so many people I adore and admire”.

“I’ve always followed WWD with interest so it was absolutely humbling to be bestowed with their Founder’s Award. To be acknowledged alongside industry giants - and MECCA friends such as Wende Zomnir from Urban Decay, Jerrod Blandino and Jeremy Johnson of Too Faced and Drunk Elephant’s Tiffany Masterson, made it all the more special and the perfect finish to our 20th birthday year,” said Horgan from New York. “I can’t thank the MECCA team enough and look forward to sharing it with them.”

Jenny B Fine, executive editor, beauty at WWD says Horgan was a natural selection for the inaugural award. “In an era when entrepreneurs are redefining the beauty industry, Jo Horgan is the ultimate founder. Over the last 20 years, she has built a retail powerhouse that is among the most innovative anywhere on a global basis. As MECCA celebrates its 20th anniversary it was a no brainer when it came to choosing the winner for WWD Beauty Inc’s first Founders Award.”

Aveda awarded for sustainability

Aveda has won the coveted Sustainability Leadership Award during the 2017 Sustainable Beauty Awards. The Awards recognise organisations that are revolutionising sustainability in the beauty industry. They consist of five different categories including Green Formulations, Sustainable Packaging, Sustainable Ingredients, Sustainability Pioneer and Sustainability Leadership.

The Sustainability Leadership Award is given to an organisation leading in multiple aspects of sustainability.

Aveda integrates sustainability into all areas of business. Green formulations, sustainable packaging and ingredients, socially conscious customer-supplier partnerships and clean energy for manufacturing are integrated into the day-to-day operations at Aveda - it’s just how business is done.

Since founding nearly 40 years ago, Aveda’s mission has been to change the world by helping to shape the way the beauty industry does business. Aveda’s founder, Horst Rechelbacher, wanted to create hair, skin and body products that were kind to people and the planet - environmental leadership and responsibility is in Aveda’s DNA.

Ticks All The Boxes for

Raww Force Strong Demand for the First Australian-Made Superfood

by Elisabeth King Cosmetics Brand Organic and natural beauty ranges have gained enormous traction in mass retailers and pharmacies over the past few years as the ‘nature knows best’ mantra has become a universal belief among beauty buyers irrespective of education, income or demographics.

Tony Rechtman, CEO and Founder of Total Beauty Network (TBN) has always been ahead of the pack. “Women today are driven by the desire to be healthier, many have concerns about certain ingredients, want to be on-trend or all three. The overall interest in naturallyderived skincare and cosmetics is at an alltime high but there’s still a lot of room for expansion”, says the entrepreneur.

Rechtman’s ability to read the market has few equals. Following a 20-year career in cosmetics in the US and Australia across product development and marketing, he launched Designer Brands 13 years ago. The pharmacy-only makeup brand is as famous for its high quality as its affordable prices and has become a runaway success. Available in more than 4000 pharmacies in Australia and New Zealand, over two million products are sold every year and the brand enjoys annual double digit growth. A key point of difference Designer Brands shares with stablemates in the TBN

portfolio - Colour by TBN and Inika Organic - is vegan and cruelty-free certification, with all products being free from nasties such as parabens, talc and bismuth.

Raww, a World First in the Marketplace The jump from consumer interest in natural beauty products to actual usage has been a high hurdle in the past because many brands have hefty price tags. As always, Rechtman set out to completely eradicate the outdated notion that ‘natural’ means more expensive or poor performing.

In October, TBN launched Raww, billed as the world’s first Australian-made superfood cosmetics and skincare range. “Raww is unique in the marketplace”, he says. “The hero is WildBerry Harvest™, a blend of three Australian berries with clinically proven hydration qualities - Pepperberry, Riberry and Muntries. Other superfoods such as Kale, Goji Berry and Moringa boost performance to make Raww the healthy, natural alternative to mainstream mass brands so many women are looking for”.

One of our core missions is to drive more customers into pharmacy, adds Rechtman.

“The idea for Raww surfaced three years ago when I returned from CosmoProf in Hong Kong. There was just nothing new in the market and too much same-same. I couldn’t sleep one night and between 3am and 6am in the morning I wrote a five-page document for a brand that not only looked good, it made women feel good”.

Australian Beauty Buyers Aimed at young-minded customers aged 20 to 35, the 93 SKU and cruelty-free shade lineup has the affordable price points TBN is known for - from $15 to $35. Millennial customers are the driving force behind the future of skincare and makeup and Raww also dovetails with key trends in the beauty market. More than 46 per cent of Australian women nominate “not tested on animals” as a feature important when purchasing beauty products, reports Roy Morgan Research. The top two priorities are value for money and a natural look. In spite of the dominance of global mega-brands, nearly one quarter of Australian women are also looking to buy Australian-made beauty products, says the researcher.

“Like all of TBN’s brands, Raww ticks all the boxes Australian women think are important when buying skincare and makeup and the interest has been phenomenal”, says Rechtman. “By the end of the year, we will be in more than 700 locations. There has also been strong interest in the UK and from two major retailers in the US. We will also be launching Raww in New Zealand this year”.

Beauty sales in pharmacies have always been a strong profit centre with one in five Australian women buying beauty products in pharmacy.

The Raww range is a powerful example of what’s being called Organic 2.0. More sophisticated and natural products influenced by fashion such as Raww’s Acai Berry Glow Illuminator, Pomegranate Crush Blush and Wildberry Nourish Foundation. More effective than first generation natural products and with reasonable prices to fast-track higher volume sales. “Organic and natural beauty has become one of the biggest opportunities for pharmacies to grow their businesses”, says Rechtman.

ESPRIT AUSTRALIA

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.

Cosmetic Science Australia Top 5 Ingredients to watch out for in 2018 No.5 SubliganaTM

No 2 PrebioTM Defense

When treating blemished skin, Subligana™ showed a significant reduction in whiteheads.

It associates a soothing, anti-oxidant effect and dermopurifying effect on Propionibacterium acnes.

Subligana™ combines: - Evolving mechanism related to the theory that primarily cutaneous and systemic oxidative stress is involved in acne-prone skin.

- Strong clinical efficiency: up to -34% of acne signs at D28.

- Sustainable use of biodiversity.

Another interesting offering covering both the Probiotic and the Preventative Skin Care realms is Prebio™ Defense from Vantage.

Cellulose encapsulated poly-saccharides act as a powerful nutrition supplement and conditioning agent for beneficial microorganisms found on our skin. This nutrition is not metabolized by harmful yeasts, molds or bacteria strains, which further exacerbates exhausted dry, cracked and inflamed skin, giving the beneficial organisms significant advantage.

No.4 RevivalTM

No.1 Defensil®-Soft

Revival™ from Givaudan is a plant-derived ingredient (Propanediol and Orobanche Rapum Extract) whose benefits include: skin renewal activation, skin resurfacing, skin regeneration, treatment of dry skin, antiageing, anti-wrinkles, skin moisturisation and hydration, skin barrier reinforcement, skin natural exfoliation and skin microbiota protection. Multiple benefits from the one active ingredient.

A positive influence to sensitive skin the edible mushroom Albatrellus ovinus, a dermal ‘painkiller’, has been incorporated to alleviate among the 40 – 90 % of persons affected by sensitive skin.

Defensil®-Soft mediates or eliminates uncomfortable skin sensations, pain, itching and hypersensitivity. It targets sensitive skin, atopic eczema, sunburn, shaving rash, fragrance allergens, laser and IPL treatments.

No.3 Granrepair PowerBond For our hair care professionals, Granrepair PowerBond from Grant Industries acts by protecting existing disulfide bonds and as well as reconnecting bonds broken by excessive bleaching, over-treatment, and extreme flat iron use. Its innovative silicone composition provides increased deposition to the hair with less potential for unwanted wash-off, leading to enhanced performance, outstanding softening, shine and improved wet and dry combing performance. Granrepair PowerBond protects from initial breakage and repairs broken bonds.

30| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

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

10TH APRIL 2018 | SYDNEY

MILLENNIALS & GEN Z MARKETING MASTERCLASS

EARLY BIRD TICKETS:

$399 + GST

Content specifically curated for the retail beauty industry across department stores and pharmacies.

Hear from specialist speakers along with some of the biggest names in the industry with the latest research, insights, analysis & strategies.

SPEAKERS INCLUDE:

Understand how millennials spend their money AND what it means for your brand.

It’s not about you, it’s all about me! Why personalisation is key to attract millennials.

Chris Wirasinha Co-Founder Pedestrian

David Willey Founder Youth Marketing Australia

Simone Bevan Head of Influencer Marketing Magnum & Co.

George Tsoukalas National Sales Manager Scentre Group

Natalie Giddings Elisabeth King Managing Director Business Journalist The Remarkables Associate Editor Features esprit Magazine Australia

+ MORE TO BE ANNOUNCED!

BOOK NOW!

How to create content people want to share.

FOMO & how it is driving the experience economy.

Finding purpose in store: How sustainability attracts millennials AND why they’ll pay more.

Are you ready for Gen Z? The rise of the mobile & social shopper.

‘Make it Smart’ - How Gen Z is transforming the shopping experience.

GET YOUR TICKETS HERE: WWW.ESPRITMAGAZINEAUSTRALIA.COM.AU - EVENTS

INDUSTRY NEWS

Finding that gap Back in 2015, Sydney-sider Alice Ho was and still is, completely obsessed with having the perfect manicure. Her labour of love would turn into a long, drawn out “Noooooooo” when her nails chipped or smudged and she was frustrated by the down time in having to wait for her polish to dry. Few woman these days want to spend any time watching their polish dry.

Alice quit her job as a graphic designer and started Personail in September 2015 to provide a solution for women around the world to tackle the issue of the perfect manicure.

The General Manager of Sydney-based Escentials Brands, Nicole, another manicure junkie was becoming concerned with her fortnightly manicures due to the burning sensation of the UV light (which is non-regulated in Australia). Finally saying: “It simply can’t be good for us”, she promised never to have another ‘burning’ manicure again.

A chance meeting between Alice and Nicole in late 2016 saw Escentials Brands secure Personail as the exclusive distributor.

Seeing the opportunity of a must-have beauty product that is easy to apply and not damaging to your nails attracted David Jones and select TerryWhite Chemmart quickly on board launching respectively in August and November 2017.

Says Nicole: “Women have become addicted to Personail, once you try them and get the hang of it you will become as obsessed as the other thousands of women - since launching Personail in September 2015, the brand has sold an incredible 120,000 units”.

Unlike other nail decals on the market that are made of regular vinyl, Personail is 100% nail polish applied to the vinyl which means it adheres to the nail bed exactly like nail polish but without the drying time. Takes 10 minutes. RRP $15.99.

From March 2018, a buffer/nail file will be included inside the

pack and there’s the launch of Fast Glass - RRP $21.95 - the shiny and super-fast drying top coat along with new Autumn/ Winter colour range.

The children’s range launched in November and has been a sell-out success – unicorn, mermaid, fruit-salad and donut designs sending the little ladies crazy.

EMPOWERING WOMEN one NAIL at a time.

FOR ALL STOCKIST ENQUIRES please contact Sharyn Zimmerlie on 0407740619 or sharyn@escentialsbrands.com

Illamasqua acquired by Hut Group The Hut Group (THG), one of the world’s largest online Health & Beauty retailers and brand owners, has acquired Illamasqua, the edgy, prestige cosmetics brand. Founded in the UK in 2008 by Julian Kynaston, it is an award-winning brand known for its professionalgrade products. Joseph Corré (son of Dame Vivienne Westwood and Malcolm McLaren, manager of the Sex Pistols) joined the brand as co-owner in 2010.

The brand has a fearless dedication to creativity and self-expression and its campaigns celebrate diversity. With a theatrical heritage, its bold, professional products have gained a cult following from customers and make-up artists alike, including standout heroes Hydra Veil and Beyond Powder. Illamasqua has branded stores located in Leeds, Liverpool and London. Its products are also stocked in Selfridges and Debenhams in 15 locations across the UK and are available direct to customers online.

The brand also offers make-up courses within The Illamasqua School of Make-up Art in London. THG is Europe’s largest retailer of premium beauty products – including M·A·C, Bobbi Brown, Estée Lauder and Lancôme, and owns luxury beauty brands including ESPA, Mio Skincare, Mama Mio, Grow Gorgeous, and GLOSSYBOX.

32| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

esprit CAREERS ONLINE 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

E S P R I T M AG A Z I N E AU ST R A L I A L AU N C H E S C A R 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.

PRINT still a winner

A Conversation with Paul Dykzeul, CEO, Bauer Media

BY ANDREA FERRARI AND ELISABETH KING

One of the biggest mistakes many people make is to look at magazines as a single homogenous market. Some areas are under huge pressure but as Roy Morgan Research reported recently, 10 of Australia’s leading 15 magazine titles increased their readership over the past year. Why? As the socalled Infobesity overload of social media, podcasts and the growing number of TV channels overwhelms consumers, the pendulum is swinging back and there is a growing demand for a finished package – a magazine – that helps them to understand what’s going on.

It’s true that some magazines have been shuttered or lowered their frequencies, but great print publications remain powerful communication tools and the springboard for many platforms and touchpoints, including digital, roadshows, events, books and collaborations. News of print downsizing has been pervasive, but shutdowns and layoffs, difficult as they are, are often the result of innovation and change in the magazine industry. Magazines have always been willing to try new ways to further the connection between major brands and audiences and continue to do so. Many have successfully innovated and adapted to market conditions and this is an under-told narrative amid the hysterical headlines.

CURATED CONTENT, AUTHORITY, ENGAGEMENT Few chief executives in the publishing industry know this better than Paul Dykzeul, CEO of Bauer Media Australasia. A highly respected veteran of Pacific Magazines and ACP Magazines, he was appointed CEO of Bauer Media New Zealand in 2008 before returning to Australia to helm Australia’s largest publishing house as CEO of both markets in June 2017. His core mission is to implement the changes required and strengthen the relevance of some of the most important magazine brands in the country, including the Australian Women’s Weekly, Woman’s Day, House & Garden and Harper’s Bazaar, to build a viable and profitable future.

I’m not here to manage the status quo is one of Dykzeul’s favourite expressions. “If you don’t change, you get overtaken. We’re all guilty of allowing the digital revolution to overtake us.

34| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

It’s a bit like when people saw the first trains.

They stood there in stunned amazement and watched them flash by. The reality is that the magazine industry is now playing catch-up”.

Dykzeul has never wavered in his passionate belief that magazines remain important as the media landscape convulses with change.

“We’re curators of content in an independent way that is really important to audiences which I don’t think influencers and social media can replicate. There’s a great deal of credibility, experience and cut-through that goes into producing a magazine that enables readers to get an authoritative view on how to choose the right face cream, for example, when they are looking for beauty advice”.

Magazines are and have always been important points of engagement with key audiences and I get desperately sad when I read stories about print disappearing, says Dykzeul. “Advertising revenues have declined, but we have never given up delivering content that readers want.

A lot of people still buy car magazines and the leading auto companies love the credibility of our magazines but don’t place enough ads in them. It’s ironic to see a TV ad for a new car with - “As reviewed by Wheels magazine”.

STRONG AND UNIQUE INFLUENCE

READERSHIP GROWTH/ STRONG BRAND VALUES Magazines may not be selling the number of copies they used to sell, but research shows that readership has not followed the same downward trend and engagement has remained stable.

Bauer Media is also rapidly growing engaged digital audiences, notes Dykzeul. “Our digital storytelling has all the relevance, passion and connection of the magazine brands, just curated in a different way and at a different pace. To me, that will be a major main driver of the brands going forward”.

Consumers base their knowledge of a brand on personal experience and interaction. Dykzeul firmly believes that building a brand, whether it’s a car marque such as Tesla, a fashion giant like Louis Vuitton, a heritage beauty player such as Estée Lauder or an iconic magazine like the Australian Women’s Weekly, is a really important and highly misunderstood issue.

I think that backing off from brand building is a terrible mistake whatever business you are in, he adds. “We are guilty of it, too. We have put tip-ons, offered GWPs and all the artificial stuff to try and stimulate retail sales of our magazine brands. However, I believe the magazine industry was at its strongest when it was doing the most brand promotion.

The brand values of the Australian Women’s Weekly, Belle and Gourmet Traveller, for example, were the cornerstones of everything connected to those titles. The way we did this in the past is probably not the way we would do it today. But I think there has to be some sort of return to brand in terms of positioning and driving them forward”.

Dykzeul singles out esprit magazine as a good example of connecting with targeted readers through strong brand values. “When esprit goes into a retail or brand environment, its own brand value is extraordinary. You could put that onto so many other vehicles which would acquire those brand values by association, just as Estée Lauder and Coty do. Brands across categories become really significant because they mean something beyond the physical product”.

The word influencer might be bandied about more often today, but the phenomenon dates back to ancient times and the only thing that’s changed is that technology and speed spread opinions and reviews much faster. It seems to me that anyone can become an instant expert with a click of the finger today, says Dykzeul. “But just as beauty advisors undergo training and put in an enormous amount of work to become knowledgeable in order for consumers to trust their advice, the people we employ on our magazines have an enormous amount of experience and authority and it shows in the content they produce. I believe there’s a place for independent influencers, but along with traditional methods of influencing. At Bauer we have a stable of some of the industry’s most sought-after influencers and we are also adept at amplifying the influence of others. One of the great strengths of magazines has always been their deep and long established connections with their audiences”.

Good print is very much alive and well, says Dykzeul. “I’m sick of people talking about the death of the magazine business when it’s still a very profitable business. It’s not the same as it was but show me an industry that hasn’t changed. The business model has changed and we just have to do things differently”.

In a world of insta-images and a growing number of screens to keep track of from smartphones to tablets, there’s still something beautifully tactile about magazines, notes Dykzeul. “There are thousands of people every week who buy our magazines.

They buy them because they are passionately involved and engaged with the content our magazines deliver. Whatever magazine they buy, it’s “theirs”. There’s still an awful lot of people in Australia and around the world who love to sit in a comfortable chair with a cup of coffee and read a well-written story they can relate to”.

Pass-on readership has always been a subject of debate, but it’s growing adds Dykzeul. “Today’s hair salons and doctors’ waiting rooms have to provide the latest magazines and that’s a huge readership. I regard digital reading as a bit seagull-like.

People swoop in and out quickly. When people sit down for a good read, an absorbed read, the impact is more lasting. I think this is unique to magazines and newspapers because people read print for a different reason”.

Dykzeul is known for his direct approach and telling it like it is. “A lot of the criticism of the magazine industry comes from within the media industry itself which I find extraordinary”. He’s right. And he’s also adamant that magazines can still do a lot of things that digital-only players can’t.

MAGAZINE READERSHIP

THE FACTS 12.47 million Australians aged 14+ 62.6% of the population - read print magazines 10 of Australia’s 15 leading magazine titles increased their readership in the 12 months to June 2017 5.87 million Australians - 29.5% of the population - read food and entertainment magazines 3.385 million read mass women’s magazines -17% of the population. The category leaders are the Australian Women’s Weekly (1.471 million) and Woman’s Day (1.28 million) 2.933 million Australians read home and garden titles - 17.7% of the population Source: Roy Morgan Research, August 2017

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |35

MARKETING

Z

GEN

The New Customer Base Poised To Impact the Beauty Industry

BY ELISABETH KING

Anyone seeking insights on Gen Z behaviour, the latest demo to attract the fever-pitch interest of global marketers, will be deluged by a flood of data, big figures and speculation about what this millions-strong age group does and doesn’t want.

You will also be inundated with conflicting buzzwords and generalised commentary. Sound familiar? Over the past five years, Millennials have hogged the marketing limelight and it’s time to move on as the oldest cohort of Gen Ys are more likely to have baby seats in their cars than a makeup stash.

36| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Many of the reports and much of the information about Gen Z are based on overseas research, mainly from the US. No bad thing because the Anglophone countries - the UK, Australia, Canada and New Zealand - have many similarities. But it’s important to look at the Australian stats. According to McCrindle Research, Gen Zers born between 1995 and 2010 comprise about 20 per cent of the Australian population and they are the biggest generation ever. One in two is predicted to obtain a uni degree and by 2025 they will make up 27 per cent of the workforce.

Millennials were the first generation to be dubbed digital natives, sparking a revolution in how cosmetic brands approached customers through social media and high-tech innovations such as apps and virtual reality. But little has been written about how Gen Z will impact the beauty landscape.

What and Where They Like to Buy The oldest Gen Zers are 22 and the youngest are seven, so the majority are tweens and teens.

Like Millennials they want to look cameraready and in 2016 aspirational teens in the US forked out US$2.3 billion on makeup and personal care - 7 per cent of the total US skincare market and 6 per cent of cosmetic sales. Long lashes and perfect skin lead the pack of beauty goals and close to half US teenage girls use mascara and foundation or concealer. Personal care is also getting a major boost from teen males in the US with four in 10 regularly buying facial cleansers, body sprays and fragrances and lip care products.

Much has been made about social media’s role in pressurising teens and Millennials to conform to unrealistic images of attractiveness.

But it’s also had a seismic effect on how Gen Z learn how to use beauty products and search for new looks and styles. In a US study, 65 per cent of teen girls are influenced by beauty vloggers on YouTube and 56 per cent follow beauty brands on social media.

Many studies point out that Gen Z beauty buyers love quality, but only if they can afford it. Aspirational brands such as M.A.C and Urban Decay are frequently cited as teen favourites, but so are their mainstream, less expensive counterparts such as Maybelline New York, CoverGirl and Rimmel. L’Oréal Paris is also a hot favourite and recently added 19 year-old Elle Fanning to its celebrity roster of ambassadors. Similarly, Sephora and Mecca Brands are pinpointed as favourite shopping destinations, especially for trying shades and ‘playing’, but many teens are still dependent on their parents for funds and are major consumers at Walmart and Target in the US and Priceline, Chemist Warehouse and other pharmacy chains and Kmart in Australia.

Different Beauty Goals/ Committed to Store-Bought Gen Z may be digitally dependent on social media for cosmetic tips and advice, but their beauty goals are not the same as Millennials and are more age-appropriate, reports Mintel.

More than 90 per cent of teen girls use makeup, says the researcher, but 75 per cent of girls aged 12 to 14 and 69 per cent of those aged 15 to 17 prefer the natural look. “While Millennial women are seeking selfie perfection through contouring and highlighting, their little sisters are embracing a more natural look.

Natural-looking hair is also on-trend. Among girls aged 12 to 17, nail care, nail polish, lipstick and gloss, mascara, foundation, concealers and facial cleansing are top of their shopping lists”.

Gen Z’s pervasive use of technology is good news for retailers. According to the AMP Capital Shopping Centres annual Recommended Retail Practice Report, 87 per cent of Australian Gen Zers like to shop in stores, as well as online (79%). “The so-called future shoppers are social creatures, drawn to the face-to-face, touch-and-feel contact that instore shopping provides”, reveals the report.

Like other generations, they tend to research products first (61%), check on availability (83%) and then go in-store to buy (87%). They also like going to the shops with friends (53%).

Young Aussie males, like their US counterparts, buck the trends of previous generations. Nearly half - 46 per cent - say they are interested in popular trends, by contrast to only 36 per cent of their female counterparts aged 18 to twentytwo. “The research highlights the importance of developing fun, social experiences in-store and the opportunities that emerge once brands and retailers align online and offline”, says Mark Kirkland, managing director of AMP Capital Shopping Centres. “Trail-blazing retailers such as Mecca Maxima and Culture Kings have captured the attention of future shoppers by creating a personalised customer experience that’s exclusive to in-store”.

Another important takeaway from the survey for the beauty industry is that 70 per cent of Gen Zers prefer brands that give back to society.

Giving back is a major focus for beauty brands big and small such as L’Occitane’s support of women in Burkina Faso as suppliers of shea butter. Sustainability is another non-negotiable with Australian Gen Zers and 59 per cent are willing to pay more for sustainable products.

Because they are the biggest generation and are a step away from making career choices, AMP believes that Aussie Gen Zers will influence the future direction of retailing.

Mobile First/ Less CelebrityOriented Brand loyalty may be a thing of the past across generations but Gen Z’s round-the-clock social media habit is good news for beauty brands.

According to Mintel, more than 45 per cent of today’s teen girls advise their peers and friends and review beauty products through videos, Instagram and other platforms. They also embrace diversity in beauty even more than Millennials and aren’t so keen on celebrities.

The explosive popularity of Rihanna’s Fenty beauty range, exclusive to Sephora, was a powerful indicator of Gen Z’s multicultural desire to see “someone like me” in ads and colour palettes.

Gen Z is the first generation to grow up with the smartphone and they like to buy through mobiles and even seek advice from their friends in store using the device. More than 50 per cent of Gen Zers have purchased beauty and cosmetics products online. The annual m-commerce index from PayPal revealed that 72 per cent of Australians surveyed shop via their mobiles. Nearly half do so once a week up 36 per cent since 2016. A significant 25 per cent say they prefer to use smartphones over other devices for buying online - an increase of 40 per cent over the past 12 months.

But Libby Roy, managing director of PayPal Australia, warns that Australian businesses are not keeping up with this huge shift in purchasing patterns. “Over the past year, we’ve seen Australian consumer frequency and preference for mobile purchases growing significantly. However, despite almost threequarters of Australian consumers transacting via mobile, 49 per cent of Australian online businesses are still not optimised for mobile payments”. It hardly needs pointing out that to capture Gen Z consumers, many retailers will have to re-think their mobile buying technologies.

Accenture’s Global Consumer Shopping Survey 2017 canvassed the opinions of 10,000 respondents in 13 countries, including Australia. Older Gen Zers (18 to 20) were a major focus. Two-thirds are interested in making purchases directly from social media and 44 per cent said it was a popular source of product information. Loyalty programs such as Priceline’s Sister Club are very important to this age group. Yet just 19 per cent shop at a single location or beauty retailer, by contrast to 26 per cent of Millennials. They also believe their opinions count and 70 per cent of Gen Zers say they have posted product reviews on YouTube, Instagram or Snapchat. Three major factors pushing them on the path to purchase are - receiving the lowest price, seeing products in stores and reading reviews.

Millennials were and continue to be a driving force propelling retailers and marketers to put the pedal to the metal on their digital efforts.

Gen Z will keep up the pressure to push even further, says Accenture, and introduce more sophisticated innovations in AI, augmented reality and voice activated ordering.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |37

by Elisabeth King

The nature of retail is evolving rapidly. Experiences have assumed starring roles and the Scentre Group, which operates Westfield shopping centres, is leading the way.

One of the world’s largest shopping centre managers and owners, the company has a portfolio and investments in 39 shopping centres across Australia and New Zealand, covering over 11,600 retail outlets.

Six years ago, our pop-up business was in its infancy, says George Tsoukalas, Head of Brandspace Retail at Scentre Group, but today it is an integrated part of the mix in creating experiences for retailers, brands and consumers.

38| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Sophisticated Business Tool In the past few years, pop-up stores have morphed from being novelties to a sophisticated business tool. Retailers and brands are using them as vehicles for testing locations and markets, launching new products and promoting brand identity. Pop-ups are also great drivers of traffic and buzz, says Tsoukalas. “They are great for long-term retail tenants and shopping centres because they offer consumers personal experiences and contact they can’t find anywhere else. The right brand in the right place also boosts a shopping centre’s credibility and provides opportunities for owners to create change”.

There has to be an innovative edge though and pop-ups shouldn’t directly compete with existing retailers. From a beauty perspective, brands like L’Occitane, Crabtree & Evelyn and Avon can test distribution and see whether a particular location could be suitable for a long-term presence or promote a new launch, says Tsoukalas. “At Westfield Parramatta, for example, which has a foot fall of over 550,000 people per week, a Dior pop-up focused on a fragrance to reach out to more consumers.

Over the past two to three years, M.A.C has reached out beyond obvious locations such as Bondi Junction and the CBD”.

1.

Luxury Brands Become Leading Players Luxury fashion pop-ups have become a major trend at Westfield centres over the past 12 months, says Tsoukalas. “Brands have to be where potential shoppers are these days and not expect them to come to them. Our job is to educate the market and we have worked with Louis Vuitton, Dior Homme, Prada and Bulgari over the past year or so. Westfield has an extraordinary emphasis on community and a laser focus on fashion, beauty, food, lifestyle and entertainment”.

An increasing number of upscale car brands are realising the benefit of bringing their latest models into high footfall centres and

this makes a great mix with luxury beauty and fashion brands, says Tsoukalas. “Recent research reveals that a high percentage of all major car purchase decisions - over 85 per cent - are made by women. Displaying a new car away from the often intimidating atmosphere of a traditional car showroom puts major auto marques at the centre of where potential customers spend their time”.

Tsoukalas and his team have worked with leading brands such as BMW, Citroen and Peugeot.

“In the future, if this fast-growing trend continues, consumers could buy a car, a fragrance, a new pair of shoes and take in a movie under one roof ”.

2.

Getting The Word OutIncreasing Visibility Regional centres have become hot property as leading cities such as Newcastle and Wollongong have become lifestyle hubs.

“Sephora has a great strategy of reaching out to such booming centres as Erina Fair on the NSW Central Coast. Consumers can test and buy beauty products in a fun environment and this attitude is what pop-up stores are all about these days. They have moved on from just selling stuff and are a prime way to integrate into the entertainment and lifestyle precincts that shopping centres have become. The days are long gone when everyone and anyone could sign up for a pop-up and brands have to offer something unique and surprising”.

Social media is very important to the success of a pop-up, says Tsoukalas. “Instagram and Facebook are widely used to get the word out and promote products. WeChat, the huge Chinese social media platform, has become increasingly important because of the local Chinese market and the continuing boom in Chinese tourist numbers. On Instagram, we also do a lot of B2B activity”.

In Australia and overseas, an increasing number of online-only retailers and digital players, even tech giants like Facebook and Amazon, are discovering that a presence in shopping malls is a critical factor in

communicating with consumers in their everyday lives. “A physical pop-up is a great way for online sales companies to get their brands out there and drive visibility and sales or see whether a bricks-and-mortar location is viable for them”, says Tsoukalas. “Today’s consumers are not only looking to buy hardto-find goods, they also like trendy brands with a point of difference. We worked with The Daily Edited, the Australian personalised leather and accessories brand, which appeals to both trends and it was a huge success. The brand opened its first flagship store in Westfield Sydney Centre in November”.

Tsoukalas would like to see more major beauty multinationals promoting core and portfolio brands in fast-growing shopping centres like the refurbished Whitford City in WA, Chermside in Queensland, which is Australia’s second largest shopping centre after Chadstone, Liverpool and Hurstville in Sydney. “Brands like L’Oréal-owned NYX Cosmetics would gain huge traction with curated pop-ups in the right location”.

The Scentre Group has built supportive and close relationships with its core retailers, says Tsoukalas. “We also have a true understanding of who our customers are and our retail expertise allows us to tailor experiences that not only have a powerful effect, but also help consumers get the most value from them.

A temporary pop-up is a low-risk retail investment to test a new product or concept or create real buzz and that’s why the trend is going from strength to strength”.

3.

1: Westfield Bondi Junction 2: Westfield Pitt Street Mall, Sydney 3: Westfield Sydney

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |39

TWO’S COMPANY Ultraceuticals and David Jones get the balance right

40| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

On cosmetic floors nationwide, spa-style cubicles that offer facials and other treatment services in the retail environment have long created more business for leading brands and department stores.

Busy women often don’t have the time for day or week-long treatments and are increasingly turning to the prestigious and relaxing atmosphere of department stores. Ultraceuticals was a pioneer of this fast-growing joint venture trend in David Jones stores and has built up incredible brand loyalty not only for its effective, clinically proven products, but by being accessible at so many consumer touchpoints.

In-store skincare services across many brands include express facials, makeovers, manicures and more.

But Ultraceuticals really tries to educate customers, while cocooning them with relaxing treatments.

“Consultations are paramount with a brand like Ultraceuticals because of our integrity and the fact that our products really make a difference”, says Filis Gattuso, Acting National Account Manager - David Jones - for Ultraceuticals. “We undertake a thorough investigation of each client’s current skin condition and their skin history. All of our treatment products contain very high levels of active cosmeceutical-grade ingredients which penetrate the skin more effectively to create a skin response quite quickly. Many are clinically proven to provide equal or superior results to prescriptionstrength products, making the consultation process doubly important”.

esprit Magazine promotion

SKINCARE COACHING

For Ultraceuticals an-instore presence acts like a bridge to transition a customer from being cosmetic product consumer to one who purchases cosmeceutical skincare offering real visible results, says Gattuso. “There’s also the added benefit that if a customer arrives at an Ultraceuticals counter in a David Jones store with a serious condition that requires paramedical treatment, we can refer them to our nearest clinic for the required therapy.

Ultraceuticals therapists at counter are more accurately described as skincare coaches or counsellors, says Gattuso. “All of our therapists are passionate about their clients and go above and beyond to ensure that optimum results are achieved. Nothing is left to chance. Customers are advised which key ingredients will produce the results they are looking for. We also explain how to apply products in the most efficacious sequence and how to care for them to ensure maximum efficacy. Clients are also advised about lifestyle habits they need to monitor to ensure the best results. Our therapists offer additional complementary consultations after four to 12 weeks and provide regular follow-up contact”.

BUSINESS MANAGERS STRENGTHEN KEY RELATIONSHIPS AND COMMON GOALS

Renowned for updating its formulas in line with the latest scientific advances, Ultraceuticals is equally forward-thinking in its on-going relationship with David Jones, says Gattuso. “The appointment of business managers for each state allows us to close the gap between our head office and each David Jones Ultraceuticals counter. All scientific and technical facts regarding new product development are given to all staff before the product becomes available in store. Our

award-winning training tool, UltraAcademy, provides another layer of support and delivery of in-depth education. Another advantage of local business managers is consistent oneon-one training and development for team members, which is particularly important when integrating a new employee into a team”.

Our business managers also help to maintain a 6-star customer experience as the Ultraceuticals brand standard, says Gattuso. “Our business model is based on fostering client loyalty rather than being transactional. We don’t just sell in the traditional sense, we establish trust and build the client relationship with their best interests front of mind. A corporate attitude that has also helped our business managers to strengthen our relationship with David Jones store management on a daily basis”.

The three qualities that distinguish Ultraceuticals therapists in David Jones are passion, compassion and a drive to succeed, says Gattuso. “Above all, they believe that there isn’t a customer whose skin cannot be improved. Our clients don’t just leave stores with products, they leave with a solid understanding and confidence that they are on the right path to great skin health”.

The common goal for both Ultraceuticals and David Jones is to grow both businesses while making a difference, says Gattuso.

“Changing the lives of those with all types of skin conditions, enhancing their quality of life and helping them put their best face forward has always been the guiding principle of our founder, Dr Geoffrey Heber, and continues to drive the amazing success of the Ultraceuticals brand”. Ultraceuticals’ breadth of products and services means people with all levels of skin concerns can find a regime to maintain their skin and prevent future skincare concerns.

JOURNEY MAPPING TO SUCCESS

Liliya Dzeikun, an Ultraceuticals therapist at David Jones Bondi Junction, views new and existing customers as patients.

“Ultraceuticals isn’t about quick-fix facials.

We go on a personalised journey with each client, whether their concern is acne, congestion or premature ageing”.

Acne really affects the self-esteem of teenagers, so treating the problem is a mental as well as a physical therapy, says Dzeikun. “I achieved incredible results with one 17 year old boy. He had cystic acne and his skin was very damaged. The treatment process took eight months but we restored his skin to health. It was so satisfying when his mother said - Thank you. I’ve got my beautiful son back”.

Pigmentation is a very stubborn issue to treat, says Dzeikun. “A customer came to me with a combination of hormonal and sun-induced pigmentation. Her son was getting married in five months and she wanted her skin to look great for the photos.

We were able to dramatically reduce the pigmentation with the right products and application methods. The confidence she gained was incredible and she told me that it was such a relief to finally be able to concentrate on what she would wear for the wedding. That’s why I love coming to work every day”.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |41

TALKING POINT

High on

Tech

By Elisabeth King

How connected consumers have changed the Beauty Industry At the WWD Beauty Summit in the US in mid-2017, Fabrizio Freda pointed out that when he addressed the conference seven years earlier Instagram didn’t exist. The President and CEO of Estée Lauder noted that today the popular platform boasts over 700 million users. “We’re shifting channels and preferences that are profoundly changing the industry and many of these changes offer enormous opportunities”.

Younger generations are defining the culture with images of self-expression and 65 per cent of teens rely on social media to discover and select beauty products, he added. “In the US, women are spending 13 per cent more on foundation, 18 per cent more on concealer, 75 per cent of women use more than five makeup products every day and six mascaras are sold every minute. What we’re living through is not a moment in time, it’s the new reality”.

From Chatbots to Amplified Word-of-Mouth Quantum leaps in technology from customer-service chatbots to virtual reality and 360 degree videos have become commonplace almost overnight.

Parham Aarabi, Founder and CEO of ModiFace, whose app lets consumers see themselves wearing different makeup and hair colours under different lighting conditions, says the company works with 75 of the top 100 global beauty companies.

Brands such as L’Oréal-owned NYX now use product searches on their websites and apps as a form of market research to seek out development ideas and microtrends. Smartphones have become ‘stores’ in consumers’ pockets as they research and purchase beauty products anytime, anywhere.

Beauty brands also have to engage and build brand awareness through other connected devices such as tablets, e-readers, media players and more. Customisation has become one of the major buzzwords in the beauty industry and AI (artificial intelligence) is on the cusp of providing true personalisation.

42| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Before the onslaught of social media, word-of-mouth was one of the most powerful influences on the path to purchase. It still is only more so. According to a survey by The Benchmarking Company, 83 per cent of women say that positive reviews from “women like me” have become extremely influential, particularly when they involve clinical claims.

Indie brands have gained enormous traction worldwide because they rely on social media to spread the word about their products and brand image without the need for massive marketing and advertising budgets. But major players are well to the fore. Maybelline New York, for example, with over 5 million Instagram followers, worked with major US influencers, Manny Gutierrez and Shayla Mitchell, to launch Colossal Big Shot Mascara in early 2017.

Virtual World Apps have had a profound effect on how beauty products are trialed and sold. L’Oréal Paris launched Makeup Genius in 2014 and it has been downloaded over 20 million times.

According to Guive Balooch, Global Vice-President of L’Oréal Technology Incubator: “By combining our knowledge of consumers and the science of colours with technologies for monitoring facial expressions, we were able to calculate the best possible algorithm capable of producing an extremely realistic colour-rendering in real time”.

It’s this gaming appeal of virtual reality

Guive Balooch Global Vice President / L’Oréal Technology Incubator

Hair from L’Oréal Professionnel which allows consumers to try out new styles and colours.

But Western beauty companies have powerful rivals in the tech race. In China, Meitu is a photo-processing app that brightens the skin, conceals blemishes and widens the eyes and boasts 270 million active monthly users. By 2020, 50 per cent of all mobile sales will be made orally and Chinese giant Baidu has developed Deep Speech 2, which converts the voice to textual data.

The tech revolution in the beauty industry still has a way to go to reach the sophistication of AI used in self-driving cars such as detection, reasoning and optimisation. It’s just the beginning of artificial intelligence applications in beauty, says Asmita Dubey, Chief Marketing Officer for L’Oréal China. One thing is for certain, beauty brands will have to update their tech playbooks on a constant basis.

Think Global - Act Local is Key

that has electrified the beauty industry. Last April, Sephora’s hugely successful Virtual Artist app was given a makeover, adding more new shades and three new virtual tutorials for brows, contouring and highlighting. Coty launched a lineup of AR apps such as Clairol MyShade for hair colour and Rimmel Get the Look for makeup. YouCam from Perfect Corp is the major competitor of Modiface and works with over 100 brands, including Estée Lauder and e.l.f In an industry where service is top-of-mind, many brands use chatbots which showcase AI’s huge potential to promote personalisation on a mass scale. L’Oréal’s Facebook Messenger chatbot helps consumers to choose the right gifts. Estée Lauder’s Messenger chatbot matches foundations with customers’ skin tones. Dior Insiders answers queries and educates. Olay’s Skin Advisor program, especially built for mobiles, uses AI to analyse skin using selfies and recommends products.

Global Movement L’Oréal was a pioneer in digital beauty innovation and remains in pole position.

The French multinational made a strategic investment in Founders Factory, a digital accelerator, in mid-2016 to invest in five worldclass beauty startups and co-create two new companies each year. In addition to Makeup Genius, other innovations from L’Oréal’s tech incubator include the MyUV Patch from La Roche-Posay, a stretchable sensor worn on the skin to monitor UV exposure and Style My

L’Oréal’s Makeup Genius has been downloaded 800,000 times in Australia, says Christophe Eymery, Head of Digital and Media ANZ for L’Oréal. “On a per capita basis, that’s number three in the world.

Innovative technologies are everything in today’s beauty industry because of the evolution of the consumer. A year ago, we launched a click-to-buy app exclusive to Priceline which has been very successful. Women like to make up their own minds these days and define their own beauty by discovering new products and trying before they buy. To be successful in five to 10 years’ time, beauty brands will have to join them on a continuing journey and be firstto-market with products such as the My UV Patch from La Roche-Posay and Color Lounge from Matrix, which showcases hundreds of shades and hairstyles”.

Christophe Eymery Head of Digital and Media ANZ / L’Oréal

Buying the wrong shade of foundation is one of the biggest beauty regrets, says Eymery.

“Lancôme Le Teint Particulier Custom Foundation launched in selected department stores in the US, the UK and now Japan. There are over 72,000 shades and the breakthrough formula is customised to each individual to match their skin tones. To me, it’s a ground-

breaking product that shows how far we have come in true personalisation”.

L’Oréal’s investment in digital innovation is the highest in the global beauty industry, says Eymery. “I am very excited about our involvement with the Founders Factory in London. We are currently working with such exciting start-ups as Sampler which tests digital sampling and Riveter, which identifies products on digital platforms solely by images rather than words or descriptions”.

Terry Little Managing Director / The Estée Lauder Companies Australia

The Estée Lauder Companies have a strong focus on being consumer-led and this means that we need to communicate with our consumers in the channels that they prefer to use, says Terry Little, Managing Director, The Estée Lauder Companies Australia. “Overwhelmingly this is social media and so each of our brands maintains local accounts on key social platforms, such as Facebook and Instagram, and we actively market to consumers on these channels. We have been very committed to embracing digital innovation and have recently run campaigns on platforms such as Tinder, Snapchat and Spotify, which have really resonated with our consumers. A new area that we are currently embracing is Messenger Bots and we are having a lot of success in utilising these as a customer service and CRM tool”.

Estée Lauder is also embracing technology at our counters through the introduction of innovations such as digital shade matching tools, which ensures that our customers can determine the makeup shades that perfectly match their skin-tone, says Little. “We are also rolling out some virtual try-on technology at counters, which utilises the augmented reality app YouCam so that customers can try on a full range of lipstick shades within a matter of seconds.”

Since our launch in the Australian market three years ago, Sephora has had a terrific reception and we closed out 2017 with 13 stores, says Libby Amelia, Country Manager, Sephora Australia.

“In addition to our strong East-Coast retail footprint, our online business sephora.com.au functions as a huge player in our retail game, also allowing us to service our customers Australiawide. The digital footprint continues to grow, with a large customer base now shopping both in store and through the digital platform”.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |43

“

The focus is steering away from a beauty counter model and singlebrand loyalty...

“

Libby Amelia Country Manager / Sephora Australia

Technology is constantly updating and consumers are inundated with messaging and information, so our customers need their retail experience to allow them to try new things, experiment with trends, and explore new brands, says Amelia. “The focus is steering away from a beauty counter model and single-brand loyalty, to customers diversifying their purchase habits and shopping across the store, website and app, and this is an area where Sephora sees continued growth and opportunity”.

Last March, we launched the first beauty shopping app on the market. Within a day, Sephora Beauty Shopping ranked in the top five in the shopping category and has changed the way our customers shop with us online, adds Amelia. “We continue to excite our App shoppers with exclusives such as pre launches and unique offers. The Sephora App also enhances the loyalty experience, making it easier than ever for customers to engage with the Beauty Pass program both online and in 44| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

store. Our digital e-commerce channel has also enabled us to expand our Australian offering to New Zealand, which is a really dynamic and exciting market for us”.

The beauty retail landscape is in a really buoyant position in Australia at the moment, says Amelia. “Now more than ever, more people are genuinely interested in, and investing in their beauty purchases. Sephora has recently introduced Afterpay as a payment method on the e-commerce platform, making it even easier for customers to experience the wide array of products and brands available.

The next step is pushing out the technology to the brick and mortar stores”.

Sephora continues to improve the omni channel shopping experience through innovative developments such as Virtual Artist (an augmented reality tool that allows customers to virtually try on lip products before making a purchase) and Foundation Finder (a recommendation tool that helps customers find their best matched foundation shade). “In 2018, we will continue to improve these technologies and also roll out to stores.

An online booking tool for in-store beauty services is also in the works,” adds Amelia.

ANN DONOHUE GENERAL Manager / JURLIQUE

Re-imagining the customer experience at our stores has been a major innovation focus, says Ann Donohue, General Manager ANZ - Jurlique. “In mid-2015, the company embarked on a mission to update the pointof-sale system across all our concept stores.

We wanted a more sophisticated one that would revolutionise our new store design and IT systems, in addition to providing more personalised care. A major part of the strategy was removing traditional POS terminals and countertops to create a more open and freeflowing space”.

Jurlique staff now use multiple iPad devices in-store to serve customers from anywhere and provide more relaxed consultations, adds Donohue. “Our new in-store point-of-sale system has allowed us to be where the customer wants to be. We can consult and complete a transaction and take customer details where they are most comfortable”.

KRISTINA ANDREASSEN DIGITAL AND SOCIAL SPECIALIST / TRILOGY

Melissa Lyme Marketing & Communications Manager / Elizabeth Arden

David McConnachie General Manager /Australia L’Occitane en Provence

We have been digitally forward at L’Occitane for many years, says David McConnachie, General Manager Australia, L’Occitane en Provence.

“We love the instant connection with our customers and followers on social media, as we have so much to offer them from eventing through preview launches and keeping them up to speed. We keep it simple through the correct use of hashtags, working with relevant influencers and listening to our community, of course”, says McConnachie.

We are always looking for innovative services to create theatre at counter and will be launching something very progressive this year, says Melissa Lyme, Marketing & Communications Manager, Elizabeth Arden. “Personalisation is very important for customers today. Currently, 60 selected Elizabeth Arden counters nationally are equipped with a Foundation Shade Matchmaker, a palm-sized skin tone reading device that provides precise, targeted shade suggestions based on a customer’s unique skin tone measurements. This innovative colour matching technology is not affected by different lighting conditions. Not only does this breakthrough make the matching of shades easy, it also helps to project an authoritative, high tech sales method to customers and allows beauty consultants to engage customers through the ‘fun factor’.

# We keep

it simple through the correct use of hashtags,...

As a global beauty business, Trilogy has harnessed the growth of social media to keep our new and existing fans engaged and wanting to hear or see more from us, says Kristina Andreassen, Trilogy Digital and Social Specialist. “The social space allows us to have conversations with customers. There’s no substitute for listening to our authentic fans who use our products to help inform decisions around product development, marketing and how we behave as a business”.

Social networks have exponentially increased the power of word-of-mouth marketing, she adds. “People can now share their opinions and recommendations with their entire global network of friends and acquaintances. Trilogy has embraced new technologies to boost posts and target specific audiences by filters such as location, demographics and interests, along with a strong focus on investing in creative content”.

The strategy has enabled Trilogy to authentically grow our reach and audiences globally and bring new customers to discover the brand, notes Andreassen. “We specifically design and tailor striking social campaigns around communicating emotive brand values such as sustainability and the power of nature, rewarding loyal Trilogy fans and encouraging them to discover other products within our range, as well as bringing new customers to the brand.

“The growth of mobile has also given Trilogy a chance to have a ‘shop window’ in the pockets of potential customers. “It’s a huge opportunity to reach audiences anywhere in the world, communicating our brand and giving our fans an avenue to purchase, provided our digital messaging and content is on point”.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |45

OH YES WE HAVE!

WE’VE CREATED A CONSUMER FOCUSSED ON TREND FESTIVAL STYLE BEAUTY EVENT!

+ BRAND ACTIVATIONS + SOCIAL MEDIA FRENZY + CELEBRITY CONTENT CREATORS + DJ’S & FOOD TRUCKS + IRL EXPERIENCES

Bridging the gap between brands and the savvy consumer.

Join us, global brands and superstar influencers to get your brand noticed at the Love Beauty Festival. Deliver on social, marketing and sales strategies pre, during and post event.

PARTNER WITH THE LOVE BEAUTY FESTIVAL. EMBRACE INDIVIDUALITY, BEAUTY & DIVERSITY!

SYDNEY

EARLY BIRD EXHIBITOR & SPONSORSHIP PACKAGES AVAILABLE – GET IN QUICK! WWW.LOVEBEAUTYFESTIVAL.COM

AUSTRALIAN TECHNOLOGY PARK

CONTACT MELANIE PH +61 424 756 554 MELANIE@LOVEBEAUTYFESTIVAL.COM

19/20 May2018

esprit Magazine promotion

doctor’s ORDERS

D’LUMIERE ESTHETIQUE - FIRST COSMECEUTICAL RANGE TO COMBINE DNA REPAIR WITH SUPER STRENGTH INGREDIENTS

BY ELISABETH KING

For many consumers, specialised skincare with medical backing has instant credibility. Long years of training and clinical observation give dermatologists a strong edge when it comes to serious anti-ageing and protection treatments that really work. Dr Daniel Lanzer saw a clear gap in the market and the idea of developing a game-changing skincare line targeting several major needs made sound sense. “But it had to be a revolutionary cosmeceutical range which delivered exceptional results backed by research”, he adds.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |47

DR LANZER HAS A WIDE PATIENT PORTFOLIO WITH CLINICS IN MELBOURNE, SYDNEY AND BRISBANE THAT INCLUDES BEAUTY EDITORS AND FAMOUS FACES. ONE OF THE NATION’S BEST-KNOWN COSMETIC SURGEONS AND SKINCARE EXPERTS, HE HAS INTRODUCED MANY FIRST-TO-MARKET TECHNIQUES AND TECHNOLOGICAL ADVANCES TO AUSTRALIA OVER THE PAST 27 YEARS, INCLUDING TUMESCENT LIPOSUCTION. RECOGNISED AS A LEADER IN HIS FIELDS OF EXPERTISE, DR LANZER IS HIGHLY SOUGHT-AFTER AS AN EXPERT COMMENTATOR BY THE MEDIA AND HAS BEEN FEATURED ON TV AND IN LEADING PRINT PUBLICATIONS MORE THAN 100 TIMES.

48| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

DR DANIEL LANZER

esprit Magazine promotion

GROUNDBREAKING APPROACH/ FIVE YEARS IN DEVELOPMENT One of the main differences between mainstream skincare and dermatologists’ ranges is the strength of ingredients. Dr Lanzer worked on the development of the groundbreaking D’Lumiere Esthetique lineup for nearly five years. “D’Lumiere is the first anti-ageing cosmeceutical collection that combines DNA repair enzymes with superconcentrated strengths of clinically proven active ingredients such as AHAs and Vitamin C to launch in the Australian market”.

The unique point-of-difference of the D’Lumiere range is that it focuses on the source of premature ageing and sun damage on the skin, says Dr Lanzer. “Nobel Prizewinning research has proved that DNA within the skin cells can be repaired with the use of DNA repair enzymes. Over time, sun exposure causes oxidative stress which leads to the release of free radicals which accelerate aging and reduce the elasticity of the skin.

D’Lumiere products contain a potent extract derived from the candle tree which protects and covers the nucleus and cells of the plant”.

MADE IN AUSTRALIA/ INTERNATIONAL RECOGNITION Dr Lanzer’s mission to redefine skin rejuvenation and make a positive difference in people’s lives through the holistic use of targeted serums and creams has earned international recognition. Raktim Roy, Masters in Biology at Steitz Laboratory, Yale University, confirms: “I have analysed the new D’Lumiere range of skin products.

From a scientist’s perspective, a DNA repair

enzyme in a cosmeceutical product works by fighting the adversities of DNA damage that ultimately leads to ageing signs on the skin. Dr Lanzer’s range utilises the latest technology for a more youthful appearance”.

pigmentation, congestion and scarring. They also help to reclaim a vibrant complexion Lumiere means light in French - by reducing inflammation, strengthening the skin’s barrier function and stimulating collagen production.

High-end therapeutic positioning that’s matched by performance. People love the products and comments like - My skin has never looked better - have been a powerful springboard for referral, says Dr Lanzer.

“I spent a lot of time and invested a lot of passion in getting the textures right as well.

Absorption is crucial for enhanced results and we have used liposomes, one of the most effective delivery systems used in skincare.

The products not only make a dramatic difference, they are made in Australia and were designed and formulated for Australian conditions”.

The high-strength AHA products also help to treat conditions such as very dry skin, scaly skin, oiliness and enlarged pores. The D’Lumiere Esthetique range not only carries a dermatologist’s seal of approval, it also represents a vision of what true skin health, healing and repair can be.

Prices range from $70 to $120 and the range is available online at www.dlumiere.com.au.

OUTSTANDING RESULTS FOR ALL AGES My job as a doctor is to help people achieve the results they are looking for and this attitude extends to being an innovator in skincare, says Dr Lanzer. The D’Lumiere range was designed to go a step further and also offer good value for such high-quality products. The seven-item anti-ageing collection has been carefully curated for men and women of all ages and includes Age Defence Cream (Vit A) 1% and Antioxidant Serum (Vit C) 20%.

For further information, contact: www.dlumiere.com.au. info@dlumiere.com.au.

Tel: +61 (3) 95008888

Together with Day Defence Moisturiser SPF15+, Deep Purifying Cleanser, Lightening Essence Solution, AHA 20% Anti-Ageing Serum and AHA 20% Oily Skin Solution, major benefits of regular use depending on the skincare concern include reducing dullness and the appearance of wrinkles and treating

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |49

JESS HART

5 minutes with…

NICCI HERRERA SPENDS 5 MINUTES WITH JESS HART CREATOR OF LUMA 2.0

So the dream of LUMA… Creating LUMA primarily started with my love for makeup. I’ve been modelling for sixteen years and at the time I first started on the range I’d been doing it for at least twelve - I was just obsessed with that aspect of my industry. Don’t get me wrong, I’m also into fashion, I love clothes, but I found myself really drawn to cosmetics. As a model, I was learning about cosmetics without even thinking about it; all the things that you can do, and how little makeup you can wear and how it can have such an impact on your look. That’s where I found there was a gap in the market. I always knew I wanted to do something that would outlive modelling.

Why a natural cosmetic range?

In this day and age, there are so many things in our environment that are bad for us. I really believe in trying to use natural ingredients, where we can. Growing up, my mother was always very pro organic, biodynamic, anything natural and I guess that’s been ingrained in me from a young age.

It was difficult with cosmetics because ultimately, all women will wear cosmetics or anything that will look great on them, as long

50| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

as it works. So we had to work out how natural we could get it. Some of our products can’t be one hundred percent natural, due to viscosity, textures and shelf-life. We have tried to be as all-natural as we can, so you can trust that if it’s in the range, we’ve tried as hard as we can to keep it as natural as possible. There have been products that I’ve really wanted to do and I’ve sent them off to our labs and they’ve said, ‘No, there’s no way that this is coming back natural.’ Then we have to start from scratch, It’s such a long process.

Being the face of brands versus creating a brand, how did you actually make your dream of LUMA come to a reality?

I had a good friend at the time and now my business partner George Moskos. We were always so aligned with what we wanted the brand to be. We started by just asking questions, contacting people, obtaining the products I was inspired by, and literally just jumped in the deep end and started swimming.

Sounds like you really got personally, deeply involved.

One hundred percent. I live overseas and it was really hard trying to explain to somebody from the other side of the world over the phone why a texture or a colour or a pigment isn’t strong enough or light enough or creamy enough. So that’s really what took a long time.

George was educating me in his area, and I was educating him in my area. I was one hundred percent hands-on from the get-go and there was not one minute I gave up (even a little bit) of control until I met Kate, LUMA Head of Branding. We have such a great team.

It’s 5 years since LUMA launched.

What’s some of your proudest business moments with LUMA? I think the first time I ever saw it in packaging around 5 years ago. Once I saw our product on the shelves, it was just a real triumph.

Especially as it took three years to get from an idea to it sitting on some of Australia’s’ leading retailer shelves. That was one of the highlights for me – all our hard work paid off. Then of course, now being able to recreate the brand, and this month we relaunched LUMA. Having such a great response has been such a highlight for me. I knew that I wanted to relaunch it and the fact that I could do that, and successfully has just been an incredible moment for me.

So, I’m kind of living that high at the moment, right now.

So, LUMA 2.0…

New branding, we added skincare to the range, we held onto our best sellers and made them even better. We listened to our customer and what they wanted. We stopped trying to cater to everyone and went back to our ethos – enhance – never conceal – your natural radiance. We searched high and low for the

best illuminating ingredient, which is crushed pearl. You can lose your way sometimes as so many people give you their opinion and what they think is best. You have to stay strong and focused and remember why you started in this business.

How hard is it to put on the hand brake and say, stop, we need to reset?

It was the hugest, scariest thing for me. Having worked so hard to get the first incarnation of LUMA on shelves made me incredibly proud and happy. But in the back of my mind, I knew that we could do better, and I knew that it was not entirely what I wanted to have out in the world with my mark on it for the rest of time. I wanted it to be a little bit more luxury.

So, to be able to admit that to start with, and then also try and find a bunch of people that were behind me and take it off shelves and spend two years basically, with nothing while we did it, was a huge risk. I wasn’t sure how that was going to work but to me it was more important that I put something out there that I one hundred percent adored.

With success, there’s challenges. Can you share your biggest challenge with LUMA and then how you overcame it?

When we were creating LUMA, one of our biggest challenges was dealing with different manufacturers for different products in the range. I liked the way one company created our On the Glow Highlighters and then how another company manufactured our skincare etc. it made things difficult to manage. In hindsight, it would have been a lot easier to have one company that could manufacture all of our products and package them for us.

The solution for me was all about working with people that shared my vision and having a tight knit group.

What’s next for Luma?

I live over in the States. We’re looking into international distribution so that’s a big thing for us right now.

To the next generation of brand makers or creators, any advice you would share?

I think that for the girls and guys working in beauty stores or starting at a counter; look and learn as much as you can. If you’re not paying attention to your surroundings and what’s going on, whether it’s the way that your manager does things or even if it’s just thinking about how things can be done better…take all of that in because you’re subconsciously adding to your skill set. Take in all the information you can and ask lots of questions.

Jess Hart’s top tips to following your dreams 01.

Trust yourself, believe in yourself…

You have to be extremely headstrong and sure of yourself, even when you doubt yourself. Just go back to what you originally believed in and know that there was a reason you believed in that.

02.

Follow your gut instincts with honesty and integrity Stick to your story. Your authenticity is really what’s going to sell it in the long term. If people believe you’re coming from a good place, as opposed to just doing something because you think it will sell, you will find longevity.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |51

OUT & ABOUT 01.

02.

JESS MAKES LUMA EVEN BETTER Jess Hart exudes ‘not just a pretty face’. She’s smart and knuckles down when knuckling down is required. Famous for that gappy smile, she bares her beauty concerns for all ‘normal’ girls to relate to. She’s freckled with pigmentation from over tanning without sufficient SPF. You can read more about the whys and wherefores of creating and relaunching her beauty brand, LUMA in our feature “5 Minutes with…” on pages 50 & 51. On this page you can see the relaunch media party where media and Jess’s friends gathered to sample and celebrate the rebirth of LUMA. LUMA version 2.0 is described as beauty simplified – “a curated collection that is the result of LUMA really listening to our customer, staying ahead of current trends and providing a precise range of products that fill the gaps in her makeup bag”, says Jess. She likes to refer to the brand as quintessentially Australian, and why not. It’s created by a lovely young Aussie entrepreneur bringing our special Aussie glow to all skins. The range has been specially designed to bring out the best in skin, creating a luminous and healthy glow using naturally sourced ingredients such as crushed pearl powder, ethically sourced mica, moisture-rich hyaluronic acid, jojoba oil, and of course never tested on animals.

Jess has always been inspired to drive LUMA’s appeal to the everyday girl: “she is authentic, relatable, ambitious and fun. She sees the beauty in her flaws and plays to her strengths she’s a glow getter, who’s not interested in fake anything”.

The premium but playful packaging uses icons to easily identify the various product features and benefits, including illuminating, hydrating and enhancing. LUMA’s mantra is “less is always more” and “embrace your flaws and enhance your unique features with this expertly curated, paired back range of beauty essentials”.

52| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

01. JESS WITH GUESTS AT THE MEDIA LAUNCH PARTY: MICHAEL BRENNAN, KATE ELLIS AND JO CASAMENTO

02. JESS WITH GEORGE MOSKOS, LUMA BRAND DEVELOPER

03. JODI GORDON - ACTRESS AND MAX MAY – MAKEUP ARTIST

04. JESS WITH MARIE CLAIRE’S JORDYN CHRISTENSEN AND SALLY HUNWICK

05. MEDIA GUESTS - CLARE PONTY, JODIE WAUGH, KASIA ZACHWIEJA, KISHORI PURCELL, MELANIE MOYLAN, ASHLEY HART, CAROLINE GROTH

05.

04.

03.

OUT & ABOUT

AVÈNE SUNSCREENS SPF 50+ FOR SENSITIVE SKINS! Trust is a big issue when you have reactive skin. It can be random as to exactly what sets it off sometimes. The backing of 20 years of dermatological expertise for sensitive skin means Eau Thermale Avène is a safe brand to choose for skincare. Now, even better, Avène launches its first high protection*, water resistant sunscreen products to its extensive skincare range. Beauty media were introduced to the protective pair at a briefing featuring brand speakers and the inspiring athlete and motivational speaker, Turia Pitt, ambassador for the launch campaign. Marine Dumas – International Brand Manager talked guests through Avène Sunscreen’s success internationally and Julie Dejean presented the product education.

Avène’s Sunscreen Emulsion SPF 50+ ($26.95, 50ml) has been formulated specifically for the face and has a light, non-greasy, nonsticky and mattifying texture for even and invisible protection, while also moisturising the skin. It can be used every day under make-up to provide effective UV protection, prevent premature skin ageing and assist in preventing

01.

some skin cancers. Likewise, Avène’s Sunscreen Lotion SPF 50+ ($28.95, 100ml) has a light and non-greasy texture that’s highly moisturising and quick to absorb without leaving white marks.

Here in Australia, where our incidence of skin cancer is one of the highest in the world, the harmful effects of UVB and UVA rays are well known, and damage from these rays can result in sunburn, premature ageing of the skin and the possible development of skin cancer, with nearly one in three Australians being diagnosed with skin cancer during their lives.

Both Avène Sun Care products are designed to help prevent the damage that can be caused by UVB and UVA rays.

Avène’s Sun Care products are designed to be applied generously and evenly, 20 minutes prior to sun exposure. They should also be reapplied 40 minutes after swimming or sweating, immediately after towel drying and at least every two hours. Available at leading pharmacies.

01. TURIA PITT WITH THE DANI LOMBARD PR TEAM: MADDI KINCHINGTON, GEORGIE QUIGLEY AND DANI LOMBARD

02. SIGOURNEY CANTELO – BEAUTICATE 03. JAYMIE HOOPER – BODY & SOUL WITH STEPHANIE DARLING – SUNDAY LIFE

04. TURIA WITH THE PIERRE FABRE – EAU THERMALE AVÈNE TEAM: MARINE DUMAS – INTERNATIONAL BRAND MANAGER, JULIE DEJEAN – BRAND MANAGER, JENNY DONG – MARKETING DIRECTOR AND FLORENCE EDMOND – MANAGING DIRECTOR, PIERRE FABRE

02.

* As tested to AS/NZS 2604:2012 “very high” requirements.

03.

04.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |53

OUT & ABOUT 01.

LA ROCHE-POSAY GETS COLOURFUL La Roche-Posay Toleriane Teint Make Up and Respectissime Eye Makeup Collection is the L’Oréal-owned derma skincare brand’s venture into cosmetics. Beauty media heard about the makeup from the brand’s Rachael McAdam - Medical Relations Manager, Jenna Cormack - Priceline Pharmacist at The Ponds, NSW and Kirstie Coulls - Beauty Advisor at Marrickville Priceline, NSW. Sensitive faces Toleriane Teint Make Up range of gentle makeup solutions for sensitive skin draws on the brand’s 40-year long association with dermatologists formulating unique skincare products to soothe, hydrate and rebalance sensitive, intolerant or allergic skin, combining high-tolerance with high efficacy within its skincare formulations.

A complete collection combining high tolerance skincare ingredients with easy-towear colours and textures, the La Roche-Posay Toleriane Teint Make Up Collection consists of three formulation solutions: Fluid, Mineral Compact and Water-Cream, a targeted concealer corrective pen and a bronzing and mattifying powder all made for sensitive skin. The formulations enhance rather than camouflage, to beautify and comfort sensitive skin.

The Toleriane Teint Fluid Corrective Foundation, a best seller in Europe, highlights the brand’s signature skincare credentials. A true emblematic product it is a complexion corrector that offers sensoriality and coverage while guaranteeing an ultra-natural looking finish – in six shades. RRP $39.95, 30ml. …and for sensitive eyes La Roche-Posay Respectissime eye makeup collection launches at the same time. Created for those with sensitive eyes and skin. There are three mascaras – Volume, Multi-Dimensions and Waterproof, RRP $29.95; an eye liner, RRP $24.95, an eye pencil, RRP $21.95 and an eye makeup remover, $19.95. In 54| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

01.

developing the products the formulations were taken through rigorous tolerance testing on individuals suffering with severe atopy, under dermatologist and ophthalmological control.

Staying true to La Roche-Posay’s brand heritage of gentle formulas with minimal ingredients, the complete collection is fragrance and paraben free, while the mascaras use only purified pigments and are nickel-controlled to avoid any eye or skin irritation. The mascaras are enriched with an anti-tear formula; with Reconstituted Lachrymal Liquid to imitate a tear’s natural composition ensuring eyes do not react or run. The easy melt-on formula helps to reduce rubbing and therefore further irritation and discomfort.

All the La Roche-Posay makeup products are fragrance free, preservative free and non-comedogenic as well as all being dermatologically tested on sensitive skin.

Available at Priceline stores nationwide now.

01. LA ROCHE-POSAY COSMETICS 02. MAKEUP ARTIST JASON BRANIGAN DEMONSTRATED THE NEW MAKEUP ON MODELFOR-THE-DAY, KIRSTIE COULLS - BEAUTY ADVISOR AT MARRICKVILLE PRICELINE

03. CHRISTINE BURKE – L’ORÉAL CHATS THROUGH THE LAUNCH WITH RACHAEL MCADAM - MEDICAL RELATIONS MANAGER AND JENNA CORMACK PRICELINE PHARMACIST AT THE PONDS

CHANEL CHANNELS NAPLES Neapolis: New City is Chanel’s new Makeup Collection dreamed up by Lucia Pica, Chanel Global Creative Makeup and Colour Designer, in collaboration with the Chanel Makeup Creation Studio.

Available in points of sale as of January 2018, this collection pays tribute to Naples, Lucia Pica’s hometown in Southern Italy, and its multiple facets. This city with its changing landscapes is a source of inspiration. Its colours and ambiances give the Neapolis: New City collection a warm, rich Mediterranean atmosphere, both ancient and contemporary.

At the international launch guests discovered Lucia Pica’s inspiration in a photo exhibition set up in the park of the Villa Lauro, with a fabulous view of the Gulf of Naples, Vesuvius and the islands of Ischia, Procida and Capri.

The party was attended by friends of the House, including model Vittoria Ceretti (face of the campaign), ambassadresses Alessandra Mastronardi, Alma Jodorowsky, Caroline de Maigret and Ella Purnell.

01. LUCIA PICA AND NENEH CHERRY 02. VITTORIA CERETTI

02.

03.

02.

OUT & ABOUT 01.

LOVE OPI Tash Sefton and Elle Ferguson – founders of website and blog, They All Hate Us, covering fashion, lifestyle and life inspirations – are partnering with leading nail colour brand, OPI. The Best Friends Forever joined beauty media for a pre-Christmas celebration of OPI’s festive Love OPI, XOXO - a collection of 12 limited edition shades and limited edition nail gift packs.

01. COTY/OPI TEAM: MATTHEW FOSTER, JÉRÔME TOULZA, LUCY JORDAN AND VALERIE LEUNG

02. TASH SEFTON AND ELLE FERGUSON – OPI GIRLS! 03. COTY/OPI TEAM: ALEJANDRA REYES, KIT KENNEDY, VALERIE LEUNG AND TIFFANY PARICAUD

02.

01.

L’OCCITANE GETS EVEN MORE DIVINE L’OCCITANE EN PROVENCE hosted a special event for the Australian media prior to Christmas. The event was to celebrate a trio of exciting new activities within the L’Occitane brand, which started off showing the media the stunning new concept store that recently opened within Westfield, Sydney. Described as simply beautiful in the true meaning of those two words, David McConnachie – Country Manager says: “It’s a fresh take on Provence with the influence of the Provincial sunlight. In this setting, the media were also previewed the launch of Christmas 2017 within the store and taken on our customer journey.”

The final element of the event was the prelaunch of the new Divine collection with the new packaging of Divine, alongside two new cleansers within the collection. “Over 55 editors, bloggers and beauty insiders attended and they were suitably impressed with all the goodies at L’Occitane and what is planned for the start of the year”.

The Divine skincare collection is iconic in the beauty world. It’s one of ‘those’ ranges garnering life-long converts. Appealing to their loyalty and attracting new consumers, Divine has had a makeover from inside-out.

Divine Cream, Youth Oil and Serum have been enriched with a higher percentage of age-defying immortelle essential oil. With this higher concentration the products have stronger powers in fighting environmental aggressions and age-defying results.

GO THE LASHES! “Brazen. Bold. Bad, bad, bad”, is how M· A· C describes its new Bold & Bad Lash. The company continues its playful theme: “This radically subversive mascara is the ultimate rebel’s tool to create a 360-degree lash look from top to bottom”. The dual-chamber package contains a brush for upper lashes, a brush for lower lashes and different formulas in each. The larger brush delivers instant volume to the top, while the smaller brush creates direct definition to the bottom. RRP $42.00.

M∙A∙C Global Senior Artist Nicole Thompson@pinkiiieee, pictured here, shares her tips for usage: “Always curl lashes first to create maximum impact. I never go anywhere without my M∙A∙C Full Lash Curler. Grab your M∙A∙C Bold & Bad Lash and use the smaller defining brush first to coat every last lash. Inner and outer corners, lower lashes, upper lashes - this teeny tiny wand means zero mess and absolutely no smudging! Go in next with the larger brush to build bold & bad lashes. This blacker than black formula creates buildable volume. For bold, dramatic lashes, let your mascara dry slightly before layering your next coat. The tacky texture will grab onto more mascara than a wet lash. This is my go-to technique for building clump free, high impact lashes.”

01. BEAUTY MEDIA GATHER IN THE L’OCCITANE CONCEPT STORE TO SAMPLE NEW DIVINE CREAM

03.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |55

OUT & ABOUT

01.

01.

LUKE BRACEY IS POLO RED

SACHAJUAN’S CO-FOUNDER SACHA MITIC IN AUS Not your everyday shampoo and conditioner with prices around $38-$40 for 250ml bottles, Sachajuan premium haircare label celebrated its latest global releases with co-founder Sacha Mitic, hosting a lunch briefing at Scandinavian Sydney eatery Sven-San. Sachajuan creates, sells and markets professional haircare products and body products for the professional market and premium retail markets including Myer and high end pharmacies in Australia. “Our professionalism is communicated through purity of style, minimalism and fashion. Our products are minimalistic and self-explanatory to sell directly off the shelf. We sell our products through independent distributors in each market: hairdressers, department stores, high end pharmacies and perfumery chains who want to distinguish themselves from the mass market and are seeking to add professional products in the upper price ranges to their assortment”, says Sacha.

The press event was hosted by Sachajuan’s Australian distributor Krue Brands together with luxury public relations agency Élysée Collective. Throughout the event, he spoke with guests, detailing the historic journey, origins and inspiration behind the premium innovative brand, as well as the latest releases set to arrive in Australia in the coming months.

01. SACHA MITIC – FOUNDER, SACHAJUAN HAIR 02. EMILY ALGAR – BYRDIE AND CARINA ROSSI – POPSUGAR

03. LAUREN KING – THE JOURNAL, ISABELLA SCHMID – THE GRACE TALES AND ELLEN PRESBURY – RUSSH

56| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

02.

03.

Hollywood star, Luke Bracey returned home pre-Christmas newly-announced as the face of Ralph Lauren’s leading fragrance franchise, Polo Red. Good excuse for a party! Luke ‘starred’ at a press celebration where the new Polo Red Extreme was sampled. “I am thrilled to join Ralph Lauren Fragrances as the face of Polo Red, an exciting fragrance that embodies the endurance and adrenaline of the activities I love. Ralph Lauren is an iconic brand that I’ve admired for many years, and it is an honour to represent the brand in this way”, says Luke.

“We are thrilled to have Luke on board as the face of an extreme new scent and the Polo Red portfolio. He is down-to-earth, rugged and perfectly embodies the Polo Red Extreme ethos”, L’Oréal Communications Director, Christine Burke adds.

The bold fragrance combines vibrant blood orange, rich black coffee essence and black ebony wood. Bracey fronts the new Polo Red campaign alongside which can be seen across print, online and television advertisements.

The campaign also includes a heart-racing short-film introducing the new Polo Red Extreme fragrance.

Polo Red Extreme is available from Myer and David Jones and retails at $119.00 for 75ml and $149.00 for 125ml.

01. LUKE BRACEY AND CHRISTINE BURKE

Photography by Ken Lenfore

OUT & ABOUT 01.

UNLOCKING THE POWER OF LIGHT La Prairie invited beauty media to learn about the latest innovation from their White Caviar collection: White Caviar Crème Extraordinaire.

Welcoming guests, Ai San Beaumont, Regional Marketing and PR Manager, highlighted the event’s theme of ‘light’. Inspired by Louis Daguerre, the Father of Photography, whose approach in his art illuminated his subject, driving out the shadows and capturing that luminosity for all eternity.

To demonstrate the extraordinary power of light, the event included a small photography studio where guests were invited to have a black and white professional portrait taken. Makeup touch-ups were also available with professional makeup artist Nicola Burford.

Rosi Fernandez, La Prairie Regional Managing Director, followed and shared the brand’s continued success and growth year on year. A success she not only attributes to the quality and innovation expected from La Prairie’s range of products, but the consistent focus on service and customer experiences.

Guests were then introduced to the brand’s latest innovation: White Caviar Crème Extraordinaire by Regional Training and

02..

Events Manager, Belinda Besant. Belinda began her speech by identifying the global skin concern of uneven skin tone. An innovation that has been 15 years in the making, at the core of this new moisturiser, is Lumidose, an ingredient discovered by La Prairie scientists.

Discovered through a systematic and intense research program, which included the screening of over 50,000 candidate molecules, Lumidose was proven to be the most powerful inhibitor of tyrosinase, the enzyme responsible for the key step in melanin formation on the market. This extraordinary and potent molecule, Lumidose, promises measurable results in two weeks, visible results in four weeks and extraordinary results in eight weeks and will be at the heart of White Caviar Crème Extraordinaire with worldwide exclusivity.

Each guest took home a full-size White Caviar Crème Extraordinaire, as well as travel-sized products from the White Caviar collection. On counter date: 11 March 2018, RRP $895.00, 60ml.

01 LA PRAIRIE TEAM – ISABELLE CAMERON, ROSI FERNANDEZ, AI SAN BEAUMONT, BELINDA BESANT AND JASMIN BEYNON

02 AN INNOVATIVE AIRLESS PUMP RELEASES THE PERFECT DOSE OF WHITE CREAM

03 CARINA ROSSI - POPSUGAR AND YEONG SASSALL - BURO24/7

04 JANET HAYWARD - BEAUTY DIRECTORY AND RICKY ALLEN - FREELANCE

05 LAURA WILSON - INSTYLE, STEPHANIE DARLING – SUNDAY LIFE AND CARLI ALMAN - BEAUTY CREW

06 UNLOCK THE POWER OF LIGHT MEDIA EVENT 07 WHITE CAVIAR CRÈME EXTRAORDINAIRE

03.

06.

05.

04.

07.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |57

OUT & ABOUT

01.

FRAGRANCE WITH THE TIFFANY TOUCH 01.

INVATI GETS BETTER For the very good reason that it works and is an easy regime to stick to, Invati™ Solutions for Thinning Hair quickly became the best-selling global franchise from Aveda™ The Art and Science of Pure Flower and Plant Essences when it launched in 2012. It is a consistent award-winner internationally and has a 5-star rating on Aveda.com.

With scientific advances Aveda has been able to up the ante on the formulation resulting in 98% naturally derived products in a 3-step system: Exfoliating Shampoo, Thickening Conditioner and Scalp Revitalizer. Now hair loss is improved by 53%* and hair is instantly thickened when applied just once daily, as opposed to twice a day with the original system.

Inspired by Ayurveda, the ancient healing art of India, this system features an invigorating blend of Ayurvedic herbs and helps keep the hair you have longer*.

Cindy Angerhofer - Executive Director, Botanical Research, based in Aveda HQ in Minneapolis, USA attended the Sydney media launch to explain the science. In a nutshell: the invigorating formula features tangerine peel and Japanese knotweed, penetrating the surface to help support hair’s natural keratin, while Aveda’s patented energy ferment and Ayurvedic herb blend (ginseng and certified organic turmeric) invigorate the scalp when massaged in. Certified organic amla leaves the hair instantly thicker with lift at the root.

And it smells of ? A luxurious blend of certified organic lavender, rosemary, geranium and other pure flower and plant essences. * Reduces hair loss due to breakage from brushing, after using the Invati Advanced™ system for 12 weeks.

58| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

02.

03.

01. HOLLIE AZZOPARDI - DEPTHS OF BEAUTY, SALLY HUNWICK - MARIE CLAIRE AND LAUREN BELCASTRO - AVEDA

02. CINDY ANGERHOFER – EXECUTIVE DIRECTOR, BOTANICAL RESEARCH – AVEDA

03. BEAUTY JOURNALIST AND AUTHOR, STEPHANIE DARLING WITH CLINT PIPER – GENERAL MANAGER, AVEDA

No toe in the water, Tiffany’s foray into women’s fragrance after 15 years, has launched into an eagerly anticipatory audience with the drooling success expected of the little blue gift bag. Our strategy is to first launch a fragrance for women in order to establish the credibility of the jewellery brand entering the world of fragrance says Anita Kaurinovic – PR & Influencer Marketing Manager, Luxury Division, Coty. “We want the fragrance to be a natural extension of the Tiffany & Co. universe and to launch a lasting and iconic scent”.

The fragrance takes its cue from the brand’s most iconic products: the Tiffany yellow diamond and the Lucinda proprietary cut as well as the iconic blue box. The advertising campaign is a step into a bolder direction for the brand – an iconic identity stripped down to its core in a powerfully modern way.

“Our media and retail partners have helped to make this one of the most highly anticipated fragrance launches on the 2017 calendar. The packaging, the scent and the emotions that the brand evokes, leaves us with very high expectations for in store success. No element has been overlooked with this launch, from a heavy media campaign, a phenomenal Media Event for key media and influencers, Beauty Advisors being trained on not just the ingredients of the scent but how to tie a ‘Tiffany bow’ and replicate the service offered to customers in a Tiffany & Co. boutique”.

For the two weeks leading up to Christmas 2017, Tiffany featured in a stunning Westfield pop up space in Sydney City encapsulating the Tiffany & Co brand with its alluring and recognisable Tiffany blue design enticing Christmas Shoppers.

01. BACK ROW: DAVID MORENO – SALES MANAGER DEPT STORES, ANITA KAURINOVIC – PR AND INFLUENCER MARKETING MANAGER, PAMELA ROUTLEY – MARKETING DIRECTOR, SANDY TANG – ASSISTANT BRAND MANAGER AND AARON LUCKIE – BUSINESS DIRECTOR, BEAMLY FRONT ROW: CAROLINE AU, GROUP MARKETING MANAGER, ISABELLA DAVID – MARKETING COORDINATOR AND CLEO TRIFONAS – INFLUENCER MARKETING EXECUTIVE

OUT & ABOUT

PACO RABANNE CELEBRATES PURE XS Paco Rabanne turns up the heat on its XS franchise. It certainly lends itself to being turned up and turned on! The original XS launched in 1993 with the scent of sexual desire. Then came the rock star Black XS. Today, Pure XS steams in with an erotic aroma.

The advertising campaign storyline focuses on the cultured, handsome ‘heir’ with a bevy of gorgeous girls totally attracted to this seemingly unattainable guy. All this smouldering stuff set the scene for the media launch in Sydney prior to going on counter pre-Christmas. Hosted

by Peter Playford – Country Manager, Puig Oceania, media experienced the fragrance through gorgeous male models spray sampling guests. No complaints heard!

The fragrance is described as ‘fresh smouldering oriental’. The two perfumers are Anne Flipo, creator of the Lady Million fragrance, and Caroline Dumur, both working at IFF. The challenge was to convey the sensation of skin shivering with desire and burning with pleasure in an olfactory expression. This idea of a “smouldering shiver” guided the perfumers to achieve a composition

01.

with two accords that contrast and harmonise with each other. The fragrance also had to call on all of the senses. Smell, of course, but also taste and touch, like a sensory trap.

To capture fantasised eroticism in a bottle, the designer juxtaposed power and restraint to convey excess in its animality and purity at the same time. With a solid base and thick, chiselled glass, the bottle opens with a flirty snap for a masculine gesture.

Paco Rabanne Pure XS RRP $97.00 (50ml) RRP $129.00 (100ml) available at Myer and David Jones stores nationally now.

02.

01. PETER PLAYFORD, COUNTRY MANAGER, PUIG AND SCOTT TWEEDIE WITH MODELS

02. JOSEPH MALGIOGLIO, GINA VOKIS, VERONICA HABIB, KELLY CABRAL, MELISSA HALE AND SEBASTIAN TERRANOVA

03. VIRGINIA GIACOMAZZI – THE INVITATION STUDIO AND CLAYTON ILOLAHIA – BLOG: WHAT MEN SHOULD SMELL LIKE

04. AMANDA GIBSON, BILLIE GURR, KELLY CABRAL, PETER PLAYFORD AND KIM HORNE

03.

04.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |59

OUT & ABOUT

01.

01.

PARIS HILTON ROSÉ RUSH LAUNCH

D’LUMIERE ESTHETIQUE SKIN CARE LAUNCH The official launch of the D’Lumiere Esthetique skincare line created by renowned Australian Dermatologist and Cosmetic Surgeon Dr Daniel Lanzer took place at the end of last year. Media attending met the founder and had one-on-one time to experience the range guided by the Doctor himself.

The D’Lumiere Esthetique offering is the first anti-ageing cosmeceutical product range that combines a new approach of DNA repair enzymes and super concentrated active ingredients to hit the Australian market.

D’Lumiere Esthetique’s products are Australian made, highly potent and include active ingredients, containing liposomes for increased absorption and plant derived (Candle Tree) DNA extract to protect and heal the skin.

Dr Daniel Lanzer’s key purpose at the event was to educate key media and influencer guests on the benefits and results that can be achieved with the concentrated, high potency skincare regime. Specialist clinic staff were also on hand for product testing and to offer guests express treatments.

Paris Hilton, the socialite, businesswoman was in Sydney courtesy of MTV, alongside Chemist Warehouse Group, to personally and officially launch Paris Hilton Rosé Rush fragrance. A VIP launch party at Flamingo Lounge in Potts Point brought together 100 of Sydney’s media, influencers and talent.

The following day Chemist Warehouse Group worked alongside the Inner West Shopping centre’s Birkenhead Point to host Paris Hilton for a Q & A with Roxy Jacenko and meet and greet with fans in the centre.

Rosé Rush is described by the company as a whimsical, flirty addition to the Gold Rush collection. Richard Herpin - Firmenich perfumer, has created a floral, rose, fruity scent. Opening with rose petal notes, neroli and lychee it warms to heart notes of May Rose, peony and juicy papaya. The dry down is amber, cedar wood and musk. EdT 100ml $49.00 Chemist Warehouse.

01. PARIS HILTON MEETS SYDNEY’S CUSTOMERS AT BIRKENHEAD SHOPPING CENTRE, INNER WEST

02. MADELINE COWE – MISS WORLD AUSTRALIA AND

02.

FRIEND

03. CAROLINE GROTH – INFLUENCER AND CASEY MAYNARD – MODEL

01. DR DANIEL LANZER AND SARA SCHEINER FROM D’LUMIERE ESTHETIQUE AND HAYLEY, NAT AND TARA FROM DR LANZER’S CLINICS

02. MICHELLE RUZZENE FROM PROFESSIONAL BEAUTY AND BONNIE GILLIES FROM OZ BEAUTY EXPERT

02.

60| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

03.

OUT & ABOUT

BEAUTY ASSISTANT TO BRAND FOUNDER Karen Murrell has always had a passion for cosmetics and skincare. “My original inspiration came from my mother and my Nana Gwen who created their own cosmetics with lavender from the garden”, she explains.

Afternoons spent exploring her Nana’s extensive makeup collection, led to a 15-year career in formulating skincare.

Telling the story of her journey to Sydneybased beauty media on the eve of the brand entering Priceline in Australia, Karen revealed that having a passion for beauty and a natural interest in talking to everyone led her to work as a beauty consultant on the NZ flagship Clinique counter in Auckland City in Smith and Caughey. “I was at university and I was offered the job as I put makeup on a girlfriend in front of the Clinique management team in store not knowing they were watching and was offered a job on the spot. They held it open for six months while I finished my studies so I learnt my trade at weekends, traveling around covering counters. This was the best time as I was doing makeup every day”.

“It was during that time that I spotted a gap in the market”, comments Karen. “We know that 42% of cosmetics shoppers are looking for natural ingredients when they buy colour cosmetics. This follows the trend in skincare which has seen natural products become increasingly popular in recent years, with women demanding that the products they use every day not only deliver results but are naturally sourced, kind to the environment and kind to their own skin. Naturally this demand extends to products like lipstick which are so very personal.”

But while the natural option was available in skincare and some colour cosmetics, lipsticks were lagging behind. “And this is despite the fact that on average, women consume around 2kg of lipstick per year - which is a horrifying statistic when you think about the nasties that go into synthetic lipsticks”,

comments Karen. “We’re passively consuming ingredients like coal tar - a well-documented carcinogen, carmine and triclosan – both endocrine-disrupting chemicals. I saw an opportunity for a natural lipstick that was not only environmentally friendly, but friendly to women and functionally as good as any top international brand.” Having made her own soaps from her garden as a child she says she had no other thought of doing it any other way.

And so Karen Murrell lipsticks were born – designed in New Zealand and made in Australia. “We started out making premium natural lipsticks that offered our customers true glamour alongside great staying power.

I’ve always believed that a woman in beautiful lipstick can brighten a room like a bunch of fresh flowers. That captivating burst of beauty inspires everything we do”, explains Karen.

The Karen Murrell range offers truly yummy to wear, long-lasting lip colours made from avocado oil, evening primrose oil, candelilla, carnauba wax, cinnamon and sweet orange. Lips not only look beautiful, but are treated with every single application, so that the condition of lips improves the longer you wear them.

And today Nana Gwen remains an inspiration for the founder. “Yes, she’s still wearing her lippie at 90. And MY daughter is doing the same, telling people how to paint their nails,” smiles Karen.

With the launch into Priceline in Australia in November 2017 and the June appointment of Lara Seaton as General Manager – Karen Murrell Enterprises, the business plan has lots to tick off in 2018. This includes new merchandising designs, new product launches and a focus on rolling out the cosmetics collection across Australia.

Media Comment Claudia Beyer – Founder, BareVitality “When I received the invite to Karen Murrell’s recent event launching her new all natural lipstick range, I placed the date in my diary and RSVP’d. With limited time, keeping with my brand and my own core values, I have to be somewhat brutal when responding to invites, opportunities and “gifts”. I aim to dedicate some time each week towards brands that are

a representation of holistic health & fitness and are genuine. I must say it always helps if they have a passion-filled story behind their brand, like Karen herself !

What I learn and take from these events allows me to better provide my community and clients with up to date, accurate and relevant resources and information on the latest in holistic health & wellness. With an interest in toxin free beauty products for the BareVitality audience I am always interested in learning more and love to support a fellow Business Chick.

The event was a beautiful representation of both Karen herself and her products - feminine, bright and bold. If we can feel these things each day without the addition of the toxic load, I am all on board the daily lipstick ritual.”

The Karen Murrell manifesto is simple • Our lip colours glide on and feel heavenly to wear.

• They tantalise the senses with their fragrance.

• They are long-lasting, glamorous and stay on the lips.

• They’re a burst of colour which is consistent across every skin tone and complexion.

We believe in natural all the way – from product to packaging. The manufacturing process is cruelty free.

Karen Murrell packaging is also printed with vegetable-based inks on sustainably sourced paper by an FSC-certified printing company. RRP $29.95.

Available in Priceline and independent pharmacies and health food retailers.

01. SOCIAL INFLUENCERS SAMI BLOOM - SAMI BLOOM, STEFANIE JUNG - WHOLESOME STEF, REBECCA GAWTHORNE - NOURISH NATURALLY AND CLAUDIA BEYER - BARE VITALITY

02. CLEO GLYDE – FREELANCE JOURNALIST, KAREN AND ANDREA FERRARI – ESPRIT MAGAZINE AUSTRALIA

04. LARA SEATON - KAREN MURRELL, ANNA STARK - STARK MATTHEWS, KAREN MURRELL WITH THE TEAM FROM STARK MATTHEWS: KEIRAN MANNION, PIPPA LEWIS, LEVI MORIARTY AND TAHIRA MATTHEWS

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |61

OUT & ABOUT

DEBENHAMS DEBUT IN AUSTRALIA British department store Debenhams has opened its first Australian store, and it’s located at St. Collins Lane in Melbourne.

Debenhams St. Collins Lane will offer exclusive and affordable brands, exceptional service and an intimate, curated experience for today’s contemporary Australian customer. The store’s small-format layout – across two storeys and 3600sqm – has been specifically developed for this market, and will be a deliberate shift away from the traditional department store format in Australia.

Christine Proctor, General Manager, Debenhams Australia Projects, says: “Debenhams St. Collins Lane is a new destination for the contemporary customer, in Melbourne’s traditional home of fashion and beauty. We will offer exclusive brands which have been carefully selected based on the latest seasonal trends and to suit the Melbourne lifestyle. Our new app will also provide a better in-store experience and ensures that Debenhams is at our customers’ fingertips at all times, so that we are always there, whereever and whenever they need us.”

Graham Dean, Managing Director of Debenhams Australia, says “The opening of Debenhams St. Collins Lane is an evolution of our success with the Australian market, with online sales to Australia already the largest outside of the United Kingdom. We have a track record of getting retail right – Debenhams St. Collins Lane is not a traditional department store, and we are confident in this new offering in a popular area of the Melbourne CBD.” Media were invited to view the store preopening. esprit had a one-on-one with Graham Dean – Managing Director of Debenhams Australia.

62| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Niche beauty We are always looking out for new niche brands that are not in the marketplace it is an area that we will be constantly evolving.

One great example of a niche brand that is also exclusive to Debenhams (at a department store level) is Phyto Paris. This botanical haircare range offers clients a complimentary consultation that assesses their hair condition and texture, enabling the BA to tailor a range of products that best suits each individual client’s needs.

01.

GRAHAM DEAN – MANAGING DIRECTOR OF DEBENHAMS AUSTRALIA.

01. JACQUI FELGATE, CHANNEL SEVEN NEWS REPORTER AND GRAHAM DEAN BRIEFING MEDIA

02. CHRISTINE PROCTOR – GENERAL MANAGER DEBENHAMS AUSTRALIA PROJECTS AT THE MEDIA BRIEFING PRE OPENING

OUT & ABOUT 02.

Debenhams’ beauty point of difference “We are so proud to have created a boutique beauty hall of global standards featuring new concept designs to the Australian marketplace.

It is large enough to incorporate the biggest names in beauty (M.A.C, Guerlain, Phyto Paris, Clarins, Kiehl’s and more), but contained enough for time-poor city customers to navigate the store with quick ease. The open plan, easy-to-shop format makes the customer experience more interactive and comfortable, and creates an environment where they can discover and learn about the latest beauty range on offer. Our beautiful café – Haberdasher – sits adjacent to our beauty brands, giving customers the chance to recharge and relax, and is another example of our dedication to holistic service.

Another differentiating factor is the Debenhams app. The app has a big focus on our beauty services and fully equipped beauty rooms, and helps to establish us as a destination for expert makeup and skin consultations.

Further to this we will conduct a series of beauty and fragrance events instore to call out new product launches, masterclasses and other exciting VIP events. Our commitment to customer service continues with our personal shopping experience, which is offered totally free of charge to all customers, and takes place in our custom built, bespoke personal shopper room, with our in-house, qualified stylist available for bookings”.

The opportunity for the M.A.C counter on the ground level “M.A.C’s Make Up Studio on Debenhams’ Ground Level is all about providing the ultimate makeup experience. It is a space where we will hold interactive and unique events to create a buzz and increase awareness of the great products available in store. For example, we would like to roll out live streaming makeup tutorials. For example: How to create the perfect winged eyeliner or dramatic lips, and a Debenhams DJ on Saturdays to create a party atmosphere at the weekends”.

JURLIQUE’S FLAGSHIP STORE IN ADELAIDE Jurlique has opened its largest flagship store in Australia, on Adelaide’s Rundle Mall.

Influenced by the beauty and serenity of South Australia’s Adelaide Hills – the global home of Jurlique - the mindfully designed new store creates a calm haven for shoppers and those investing in their own skin wellbeing.

The two-story sanctuary instinctively guides customers through different experiences within the space while a uniform typography provides a serene backdrop that champions Jurlique’s beautiful products. There are three treatment rooms along with consultation areas and a large, free-flowing shop floor.

To commemorate the grand opening the first 100 customers through the door received a ‘Best of Jurlique’ gift. Continuing on the celebrations, VIP customers and media were treated to South Australian sparkling wine and canapés at Jurlique’s exclusive in-store VIP opening event. Guests had guided tours and were given a personalised calligraphy Christmas Bauble.

In addition to holding the prestige of being Jurlique’s largest concept store in Australia, Jurlique Rundle Mall will also be at the very heart of the brand, reflecting its providence and South Australian roots. With over 16 concept stores around Australia, its beautiful Biodynamic farm in the Adelaide Hills, and its new processing centre opening in mid 2018 in Mt Barker, each and every Jurlique product that makes its way into store has its own unique, South Australian story – that is the Jurlique difference.

Since its inception in the pristine Adelaide Hills in 1985 by Dr Jurgen Klein and Ulrike Klein, Jurlique moves closer and closer towards its vision - to be the natural leader in premium skincare worldwide. What was once their twoperson operation is now a global brand sold in more than 20 countries. “Our vision was to

formulate and manufacture the purest skincare products available based on the healing properties of nature and to inspire people to health and wellbeing…Jurlique was driven by this vision”, says Ulrike Klein, Co-Founder of Jurlique.

Closely guided by Jurlique’s history, ethos and close connection to nature, the creative intellect behind Jurlique Rundle Mall is esteemed architect Kelvin Ho, from Akin Creative.

“The essence of Jurlique is the production journey and heritage of the brand which give it conviction. Our intention is to mimic this spirit through the physical store environment. The store is designed to engage and fully draw the customer into the Jurlique brand experience, creating a calm oasis for re-connection. By encouraging exploration and discovery, we are enticing the customer to seek what is around the corner or beyond their immediate view,” says Ho. “Jurlique’s authentic brand values have inspired the choice of materials, not only in the colour palette and textures, but also in the selection of natural, sustainable, and honest materials. Taking cues from the Jurlique farm and the Adelaide Hills, the materials are a mix of natural, handmade and highly textured finishes”. Ho explains that part of his mission was to align the store design with the brand’s environmental policies. As such he employed a number of principles to achieve a high level of ecological and sustainable design. For example, the use of sustainably sourced and manufactured materials.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |63

OUT & ABOUT 01.

SUNNY SCENT Iconoclast, niche female fragrance house Juliette Has A Gun celebrated the Australian launch of its latest summer fragrance, Sunny Side Up with a media briefing. The event showcased the fresh scent to a selection of editors from key beauty publications.

Media were taken on an olfactive journey of Juliette Has A Gun’s rich fragrance history, with Agence de Parfum training director Michael Marzano delving into the visionary collaboration between Juliette Has A Gun founder, Romano Ricci and talented illustrator Jamie Cullen, his past and present award-wining artistic notable commissions as well as the composition and inspiration of Sunny Side Up. Crafted by Romano Ricci and inspired by happy and positive feelings, Sunny Side Up is reminiscent of warm balmy days when the sun never seems to set and time is suspended, recalling moments of freedom, insouciance and letting go. Available at Libertine Parfumerie, selected David Jones and Myer, Sephora Sydney, and niche perfumeries.

01. ICY LING – INDULGENCE MAGAZINE WITH NICK SMART – FOUNDER, AGENCE DE PARFUM

02. HANNAH GAY – JONES MAGAZINE, TALITHA CUMMINS – TV PERSONALITY AND SARA MCLEAN – ELLE

05. TALITHA WITH ANDREA FERRARI – ESPRIT MAGAZINE AND MARGARET KHOURY – FRAGRANCES OF THE WORLD

01.

MODELS OWN COSMETICS FOR THE MAKEUP OBSESSED British brand, Models Own is a makeup brand for the makeup obsessed. The pigments, the finishes, the shade ranges and the accompanying tools are for budding makeup artists. There’s a rich audience of committed cosmetics junkies in Australia and Priceline is the retailer rolling it out across the nation to reach them. Models Own became famous originally for its bold and fun take on nail polish which grew into a full makeup collection.

Cosmetic queens: beauty bloggers, influencers and fans gathered for the unveiling prior to launch. London-based Anna Mutch - Head of Marketing, Models Own was in Sydney for the press launch. Mutch refers to the brand as ‘pro’ and fun: “The key is amazing quality products that are fun,” she says, going on to say: “edgy and sassy, with the Australian consumer being so on-trend for us”.

Emma Hogan – Cosmetics Buyer, Priceline, travels the world sourcing beauty for Priceline.

It’s always exciting when you find something different she tells beauty media at the unveiling.

“Models Own is for ‘beauty believers’ who are obsessed with getting the latest trends”. Ontrend with the prestige brands, Models Own is positioned as accessibly-priced, masstige.

Founded in 2008, with a focus on nail polish, Models Own has become one of the fastest growing cosmetics brands in Europe. Inspired by innovation and beauty trends, Models Own injects colour into its complete range. It’s a brand that’s proud of pushing the boundaries of beauty by going brighter, bolder and bigger.

That’s what its audience loves.

Sculpt and glow with highlighters. Lift and illuminate with powders, liquids, sticks and palettes. Experiment with a new look every day with the Models Own eyeshadow palettes; each with 10 deeply pigmented shades. Soft, velvety textures glide onto eyelids; lippy has a fresh, minty scent in colour drenched cream with a long lasting formula for Insta-ready lips. With a wide selection of eye, face and lip products, Models Own brand mission is to offer the latest formulations in the hottest shades – ‘no rules, no judgments, no limits’.

Available at 330 Priceline Pharmacy stores.

01. ON-BRAND INFLUENCERS AMY SCAMBARY, JACKS SANCHEZ, NATASHA BOWLING AND YASMIN HOUDA

02. PRICELINE CRONULLA BEAUTY ASSISTANT, LAURA MCINTYRE (CENTRE) TELLS THE MEDIA AUDIENCE ABOUT HER EXPERIENCES CONSULTING WITH BEAUTY CUSTOMERS IN STORE. SEEN HERE WITH SOPHIE HOWE, KELLY MCCARREN AND EMMA HOGAN - PRICELINE

02.

03.

64| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

02.

02.

OUT & ABOUT

03.

01.

ARDEN AWARDS! What a year for Elizabeth Arden! It has been a year of change and evolution, as Arden became part of the Revlon family.

Philippa Curnow, National Training Manager, Elizabeth Arden shares some awarding moments.

“It has been a year of great success with the relaunch of our most iconic beauty product, our Ceramide face capsules. A pure potent and precise dose of beauty enhancing Ceramide, giving the skin the exact nourishment it needs for a healthy youthful glow.

“It was our number one launch and our number one Elizabeth Arden selling product for 2017. We saw a 100% sell through within just 8 weeks of launch. This success assisted us to improve our anti-ageing skincare category ranking to #9* and improve our anti-ageing ranking within the treatment category, to #7*.

The success of the face capsules had a flowon effect on our relaunch of our Ceramide eye capsules, the perfect pairing with the iconic face capsules. The eye capsules is now a top 20 Elizabeth Arden selling product selling three times more than the original formula.

“Across our colour business we had innovation across our foundation and colour offerings. Introducing our new Bouncy Gel foundation, a new texture and sensation in a compact design and our delicious burst of colour and flavour in our Gelato lip and cheek collection.

“We celebrate the Beauty Consultants who continue to drive and embody Elizabeth Arden. This year we award our Long service, high achievers, Beauty Consultant of the year in each state, Specialist of the Year and the National Beauty Consultant of the year.

These ladies not only reach and achieve their KPIs, but are a shining example of the Arden woman. Driven, professional, kind and customer focused individuals.

“Well done, it was such a pleasure watching you all be awarded and recognised by your peers”.

04.

05.

01. NSW SANDRA BELLCHAMBERS, WENDY HISLOP, SAMANTHA HONEYSETT AND LUCIANA DALLACOSTA 02. SA GRACE ELISEO AREA MANAGER AND JUDITH MOORE 03. WA WILMA HAYES, GLORIA ARITI AND ANTONINA CAMILLO 04. QLD HELEN FLEMING, NADINE MARTIN, CINDY LIDDELL AND LUBA PETRICHKOVYCH 05. VIC KATE NICHOLLS, JANE BEAN, ROSHNI PERUMAL AND MARIANA ANFUSO

NSW Awards Sandra Bellchambers: NSW BC of the year – Department Store Division Luciana Dallacosta: NSW BC of the year – Pharmacy Division Wendy Hislop: Achievement Award Samantha Honeysett: Achievement Award Antoinette Debello: Long Service (5 years) Suza Avramoska: Long Service (5 years) VIC Awards Tamara Krisztina: VIC BC of the year – Department Store Division Jane Bean: VIC BC of the year – Pharmacy Division Mariana Anfuso: Achievement Award Mary Telianidis: Achievement Award Kate Nicholls: Long Service (10 years) Dana Benov: Loong Service (10 years ) SA Awards Judith Moore: SA BC of the year – Pharmacy Division Doris Kalogerinis: Achievement Award Mai Lin Kan: Achievement Award Doris Kalogerinis: Long Service (5 years) Gina De Gregorio: Long Service (10 years) Christine Scollard: Long Service (15 years) QLD Awards Luba Petrichkovych: QLD BC of the year – Department Store Division Cindy Liddell: QLD BC of the year – Pharmacy Division Nadine Martin: Achievement Award Helen Fleming: Achievement Award Dorota Laskowski: Long Service (5 years) Debbie Henson: Long Service (10 years) Colleen Diesing: Long Service (10years) Christina Hellman: Long Service (15 years) WA Awards Wilma Hayes: QLD BC of the year – Department Store Division Gloria Ariti: Achievement Award Antonina Camillo: Achievement Award National Awards Luba Petrichkovych: National BC of the year Roshni Perumal: National Facial Specialist of the year

*Source: bU data, Dept Store Channel Reports Half Year 2017 ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |65

Angela Shepherd - Cosmetic & Fragrance Category Manager, Malouf Pharmacies/Ramsey, is renowned in the industry for having a strong instinct for discovering fledgling brands, for sniffing out a sure-fire success and evaluating international trends for her Australian customers. Recently she scoured the booths at world-leading trade show – CosmoprofAsia 2017. Here she shares with esprit’s readership her personal key take outs and trends.

TRENDS SKINCARETRENDS Beauty Food, masks, stem cell, Vitamin shot/ ampoule, fruit-based skincare, anti-pollution, dermo cosmetics, whitening, natural skincare – most skincare trends are still coming from Korea and Japan – with the exception of Natural – which is coming out of Australia.

The single biggest trend, I say, is Beauty Food – supplements and powders to support inner health for outer beauty. Most were Marine Collagen based. The best supplier I saw was an Australian supplier called Vida Glow. Beautiful packaging. Lots of drinks and even food with added beauty boosters.

Skincare Diagnostic Devices and other electronic devices – small hand-held devices that connect to any portable device that did a quick skin analysis across six different skin concerns – hydration, lines, firmness, pigmentation, pore size and wrinkles. I had it done on my skin and it was fantastic. Very easy to train consultants to use. I also saw a lot of cleansing brushes and systems and even handheld portable diffusers. Electronic toothbrushes are also going to the next level with toothbrush bristles that open and hug the tooth.

Masks - as per last year there were literally hundreds of suppliers and manufacturers of masks - from all over the world - from sheet to silk, to mud to Bio Cellouse - masks for feet, breasts, neck, chin – cooling masks, heating masks…BUT this year, masks have evolved and I saw a lot of 3D masks – as well as masks with added vitamin ampoules or shots. Charcoal peel-off masks are still big news.

Plant Stem Cell skincare – again this was a big trend, but hard to do in Australia due to our tight controls around ingredients.

Fruit Based skincare – this seemed to be an emerging trend, with more presence at the fair this year. I saw one brand that I fell in love 66| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

with but I’m keeping quiet on the details! BUT beautifully packaged and well-priced.

Whitening – still very big with the Asian consumer and I saw some machines designed to whiten the skin.

Anti-Pollution – this was a very key trend.

Again, a hard sell in Australia – we just don’t have the level of pollution that they do in Asia.

Dermo Cosmetics – not so much represented at the fair – but VERY evident out in the Asian beauty arena – lots more choice than in Australia and pharmacy in HK & China is devoting large amounts of space to this. Hydration is a big trend in Asia.

Natural – there seemed to be a big presence of Australian natural brands wanting to get their product into Asia. Natural is very BIG in Asia and is only going to get bigger – from skincare, supplements, toothpaste (HUGE) shampoo, baby products, sanitary products, sunscreen – there is a natural alternative to everything.

Cleansing Tissues – mix with a little water and they dissolve – lathered up well but NO soap! – completely portable with very good cleansing properties...I’m in love with this concept.

OUT & ABOUT

MAKE UP TRENDS

OTHER TRENDS

The fair was definitely geared more towards skincare – there was not a huge amount of colour cosmetics but what I saw was generally unknown brands trying to break into the Asian market. Lots of US makeup brands Most colour innovation was coming out of Japan and Korea – very cute packaging – geared incredibly young - the beauty stores are jammed with very cute Japanese beauty products. A la Hello Kitty.

Brushes – once again, there is a plethora of brushes to choose from and the biggest trend was the mermaid brush and the round flat brush. You can have any brush you can dream of at Cosmoprof.

Beauty Blenders – thousands of beauty blenders to choose from…the biggest trend – the Gel Egg blender.

Cosmetic Bags – one of my favourite things was the amount of beauty cases available – compartmentalised and very practical – cosmetic bags are going to the next level with new finishes and designs.

Colour Correcting – a very big trend – something already playing out on the beauty stage, but will continue to grow.

Nail Printer – very exciting for Nail Salons – they can print any design straight onto your nail (from a photo or an image).

Lashes – Lash growth serums had an added presence this year. These serums are also used on the brow to encourage growth – I saw this a lot at the fair.

Skincare supplements – vitamins for lightening or brightening the skin, tightening and clearing the skin.

Natural Toothpaste – this was a very key trend this year. Moving away from the charcoal trend and branching out into different types of toothpaste.

Cryotherapy & Steam Therapy – freezing fat, heating fat and steaming hair, steaming the face.

Spa – I saw the most beautiful spa brand from India – but quite high end.

Luxe cleaning products – laundry powder, liquid, surface spray, air freshener – all in ultra-luxe packaging.

Niche & rollerball fragrance – we don’t often see fragrance at Cosmoprof other than manufacturers – but I’m love with one brand I saw that made beautiful rollerball fragrances.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |67

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

T I P S F O R YO U R P I TC H TO R E TA I L E R S ONLINE SHOPPING TRENDS M A R K E T I N G TO M U M S F I N A N C E YO U R S TA R T - U P

68| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Business.

Russell Diamond - THE ROSEHIP SPECIALISTS

Russell Diamond, Director of Australian family business The Rosehip Specialists, is a driven entrepreneur who balances calculated risks with a wealth of experience and sound business acumen and putting his money where his belief is.

www.rosehipplus.com.au 3 TOP TIPS TO IMPORTING

Plan and Research Do your homework, research the market, and aim to fill in the gaps. One of the best places to unearth new brands or discover new products are international trade shows - but you must plan and research. Take the time to investigate what sort of brands and products are being showcased and have a goal in mind before attending a trade show. Going in blind is a waste of time and energy as it can be very overwhelming. Most shows will have brand directories that will enable you to plan your approach, map out who you would like to visit and speak to, and what sort of products will be on offer.

Know your customer Understand who you are buying for: know exactly who your customer is, what makes them unique, and what is their point of difference. Be sure to familiarise yourself with what they already sell, work out what are the gaps from their ranging, and provide a solution. Offer your customer a product that they cannot buy or have access to themselves and create a dependency on yourself for a product only you can supply.

Secure distribution rights There is no point in importing a product range or brand that everyone else has access to - why put in the hard work building up a brand to only hand it to someone else? Ensuring you secure exclusive distribution rights is critical – if you don’t have exclusivity, forget about it.

IMPORTING VS MANUFACTURING

It is hard to compare importing and manufacturing as both are completely different with their own sets of pros and cons – at The Rosehip Specialists, we do both.

Importing is about discovering a brand that could be already established and assisting the brand owner’s passion in growing their brand abroad. In one way, importing can be seen as ‘easier’ as the sales can be easier to secure if the brand already has a reputation, is more established, or if there is already an existing demand.

Aussie made

The Rosehip Specialists is a full service manufacturing, importing and distribution company, family owned by the Diamonds, nimble to market and taking their Australian expertise to the world with an ambitious export plan.

Manufacturing on the other hand means that you are building on your passion and developing a brand and a range of products from the ground up. It is your brand, you own everything about the brand, and have full control over all decisions – it can be all consuming with plenty of blood, sweat and tears. The battles are harder, but the successes are sweeter. However, it’s not always for everyone and requires a lot of hard work and commitment. You need to build a range from the very beginning, and understand all the facets of creating a product. Then create the demand for your product, educate the consumer.

HOW DO YOU CHOOSE A BRAND - WHAT’S THE CRITERIA

For me, there is no real criteria - a lot of it has to do with gut feel and my intuition. If you know your market and understand where the product will sit, you will have a greater chance of success. Stick to your principals and make decisions based on feedback from your customers.

Involve your customers in the process as they are just as important as the actual product that you are importing or creating. Without them you have no business.

WHAT IS YOUR WORK MANTRA

“Bite off more than you can chew, then chew like hell.”

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |69

Liz Webster's Guide to Getting into Retail

-Preparing Your Pitch

Congratulations! You’ve spent months and even years and countless dollars developing a beauty product.

It might be just one product or even a whole range, but to you, it’s your baby, you love it and it’s now time for others to love it too!!

That means it’s time to get in front of a retailer who too, will fall in love with your product and range it.

So where do you start?

There’s some basics that you need to tick off before you even go anywhere near a retailer. Let’s break it down into four key areas for your consideration.

70| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

RETAIL STRATEGY

MARKETING STRATEGY

• Have you defined the target customer and does that match the retailer or retailers you’re interested in pitching to?

• What does your marketing plan look like?

• Is there a gap available for your range or do you sit as part of a competitive set?

• If you have other competitors, what makes your range unique?

• This is where your brand’s story comes into the picture.

• What is your story and how are you going to tell it? Below the line, above the line, bloggers/vloggers or maybe even a brand ambassador.

• What does your website look like?

This is where you are in total control of your brand DNA. So important!!

• Are you selling online? What’s your rate of sale and what’s the feedback like from your e-comm customers?

• What other retail channels have you considered?

• Have you set a marketing budget?

• Does your plan fit with how the retailer markets?

• All retailers have 360º marketing strategies and so should you!

• Whilst you don’t need to participate in all the retailer’s marketing, it’s important to be part of most of their marketing plans.

• If they love catalogues and you don’t, then you will struggle to be successful in your pitch?

• You will need to be aligned to achieve their support.

WHAT’S NEXT?

PRODUCT & PACKAGING • If successful, can you supply enough product to meet the retailer’s demands?

• What’s the packaging like? In many ways the packaging is its own point of sale and everything from colour to size to shape are what draws the customer in.

• Is the branding strong and message easy to read and understand?

• Is the packaging secure but not impossible to open?

• Is the packaging environmentally friendly? This is increasingly a consideration when customers make purchasing decisions.

• Sustainability is high on their radar.

• How does the product merchandise on shelf; horizontally or vertically and can the sales team easily and quickly get the product out of boxes and on shelves?

AND THE MOST IMPORTANT FINANCIALS • Do you understand the retailer’s trading terms?

• Do you know what margin they operate at?

So now that you’ve considered all of this, it’s time to put together your powerpoint in preparation for your presentation. You don’t need to have all the answers to all the questions, but you do need to be prepared that the Buyer will ask many of these questions and they will expect you to be prepared.

In the April issue, I’ll focus on what you need to prepare for the presentation to the Buying Team and how you can ensure you will stand out.

Good luck!

• How much do they promote?

• Can you support those markdowns?

• What about all the other allowances that make up trading terms? They can be anything from ranging, to marketing to merchandising to DC (distribution centre) allowances.

All come together to make up a percentage that is the cost of doing business with the retailer • Have you developed a pricing strategy?

• How does it fit with the retailer’s margin expectations?

• What does success look like?

• What should your rate of sale be?

• Do you have all the appropriate barcodes and pricing?

• More importantly, how does it fit with your profit expectations?

• Can you meet the requirements of how the retailer needs it to be delivered either direct to store or through their distribution centres?

• Can you meet all the retailer’s financial expectations and still make a profit? THAT IS CRUCIAL FOR YOU!

About Liz Webster

Liz Webster is an experienced senior retail executive who has been General Manager Merchandise at API, owner of Priceline, and Group General Manager Cosmetics, Footwear & Accessories and Intimate Apparel at Myer.

Prior to retail, Liz had a long and successful career in media, making her knowledge of brands and how to market them to the consumer unique. At both Myer and Priceline, Liz has been involved in securing many brands and knows very well what it takes to launch them successfully.

Featuring in each of esprit Magazine through 2018, Liz will share her tips and tricks to ensure you’re prepped and ready to present your brand to retailers from pitch to execution in store and beyond.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |71

Bringing custom blend

to the shop floor

MILLENNIAL SISTERS AND MUMPRENEURS

Kimberley and Courtney TrEAcy Founders of Lip Lab talk business with Nicci Herrera The Lip Lab is the first cosmetics company in Australia to use the Custom Blend technology as a customer service, combining product and blending machine together. In conjunction with one of Lip Lab’s professional lip colour consultants customers can whip up their own shades across lipstick, lip gloss and now foundation. Lip Lab’s franchise model opens a new store every week.

Having entered the beauty industry over 20 years ago as a beauty therapist before going into business for myself, I worked with a super savvy business woman, says Nicci Herrera.

“Janine Treacy. This super smart woman made a huge impact on me at the time. A disrupter and first-mover in the beauty salon space.

I remember her first IPL Machine business where Janine had a team of 30+ therapists moving from salon to salon to cater to the fast-growing market of laser hair removal.

Fast forward 15 years, and most salons have their own machines and laser clinics are now at least 3-fold in most shopping centres. Janine was then part of the movement for 7-minute Brazilians – a concept she brought to Australia from the USA. This powerhouse who made things happen was the first successful business woman in my life to inspire me. There was always a solution and I watched her travel the hardest road of being the first to market.

Now, today in 2018, Janine’s daughters have the same drive and tenacity. I met with Courtney a

year ago and my mind flashed back to the fiery 10-year-old girl I knew so many years ago. The girls would frequent the salon after school and, no surprise, would be instrumental in their mum’s business disrupting the retail and salon space.

I recently chatted with the girls about business and juggling family life: Courtney, mother to Dempsey and Evie Kimberley, mother to Maddox and Caynan, who both also have their own successful businesses outside of Lip Lab.

Why start Lip Lab? We saw a niche in the market; a space for customised makeup. At the time we launched Lip Lab there was nothing like it here in Australia on the scale that we envisioned in our business plan.

WHAT DO YOU LOVE ABOUT YOUR JOB? Working with lipstick and makeup all day?

What’s not to love! Seeing women come instore, have a fun experience and leave with a product they made and created themselves certainly makes our job a dream come true.

What part of the job do you not love as much?

Pigments and colours that stain clothes, or being away from families on overseas trips, though to be really honest it’s hard to find a negative in it all.

Biggest highlight since the Launch of Lip Lab? Seeing our concept touch so many lives already.

We’ve gone through approximately 48,000 lipstick cases and 36,000 lip-gloss wands since opening. Expanding into the luxury Middle East market is a huge highlight. We have also been approached by so many iconic brands to align and collaborate, which is a great honour.

Both juggling business and motherhood, can you share your secrets to success?

Having a good support network at home and behind the scenes is so important. Mum, Dad and our respective partners do all the school runs, babysitting and juggling in the background that no one sees.

We think it’s also important to have a plan from

Day 1 and look back on it often to reassess and see what needs tweaking, what’s working and what’s not working. And lastly don’t expect success will happen overnight. Things take time, plan well, and be patient.

4. BE passionate about what you do: For us,

Kimberley & COURTNEY’S

FIVE

When there’s ups, there will be downs…can you share general challenges you have had in business and how you overcame them?

Without going into too much detail, as legally we can’t, after being open a few months, we were served with legal papers from a huge American beauty corporation to change our name and basically stop trading the way we were. Most people I guess would be intimidated by such an event, but we sought out a great legal team and are fighting tooth and nail to stand our ground.

Not only has it cost us financially but it has been a stressful time, especially as we move to expand and grow our wings in Australia, while internationally, we are being hampered in the background. To us, we guess it’s a case of a huge name, trying to bully a small start-up.

We believe most people would be shocked at the tactics being used on us but we’ve not let it bother us too much.

Stay tuned for the end result!

tips to success

1.

Have a business plan and refer back to it often.

Remember, plans change, what you had in mind on Day 1 may look different in two years’ time. When we launched, we only wanted to concentrate on lipstick! Our focus now is growing and adding, hence, we have added foundations, lip scrubs and a brow range to follow.

Originally we wanted to be small, however, within three months of opening we had been inundated with interest from Australia-wide and overseas.

2. Surround yourself with a good team, eg: Solicitor, Accountants, Social Media and PR experts.

If you have an idea for a business or a name, put all the pieces in place before you tell a soul!

That’s right, if you’re trademarking a name, make sure you give yourself ample time before you release that name to the public; let the objection period pass and then launch!

Good accountants will guide you through business structures and setups and of course a Red Hot Social Media expert and PR professional can be an outsourced agency or part-time in-house to start with.

We were lucky that our supplier from the USA was a seasoned businesswoman with many years of success behind her and she has greatly assisted us in so many key areas. We jumped on a plane recently and flew to the USA to meet her for a few hours and those few hours changed our direction again and ignited our passion all over again.

Stay up to date with the latest trends, or

3. better still, set the trends.

We were lucky to find a niche no one had jumped on when we started so we grew quickly. In this world of imitations and people copying trends, it’s easy for others to jump on what you are doing and try to emulate it, therefore, be one step ahead when you launch and always be on the lookout to improve and build upon what you have.

We aim to bring out four new lines in 2018 and have aligned with Swarovski to wrap our limited edition cases, ATM we are the only lipstick maker with this opportunity in 2018.

we loved makeup and we loved lipstick.

Entrepreneurs and passion are synonymous, of course, but when you are building a business whatever it is you do has got to run through your veins. We grew up around all things beauty so it was a natural progression for us.

We could, and still can, talk about makeup/ lipstick/ ingredients all day and never get bored.

Share that relish and enthusiasm with your team and everyone you come in contact with.

5. Enjoy the success and give back where you can.

For us it was a delicious obsession to begin with, but now, it’s our livelihood. We dedicate time with family and give back to causes that we feel strongly about. We have been blessed with so many opportunities, it was only right to help those less fortunate and give our voice to causes we believe in. For Courtney it was Domestic Violence causes, something she experienced herself first hand immediately prior to starting this business and she donates not only her time to working at events but also corporate gifting on a large scale. For Kimberley, MS and any Cancer cause, again, we donate our time to attending these events and making lipsticks right through to gifting prizes and experiences.

What’s next for Lip Lab? 2018 will see us open in the Middle East but on a more luxurious scale and over the next two years five stores are planned across The Middle East. We have a lot of interest in Europe, USA and Asia, so that will keep us busy.

We have 4 new products launching in 2018 and ultimately concentrating on making our partners here in Australia successful.

And possibly a few weeks’ break to spend with family!

Millennial mums spend big.

But does your marketing mean anything to them?

Here’s why you need to lend them your ear!

David Willey, millennial engagement expert from Growth Tank states: “The harsh reality is that millennial mums are continually misunderstood by brands. They are lumped into one market segment and often fail to relate to marketing that is supposedly aimed at them.”

In fact, a recent study by Marketing to Mums found that 63% of these consumers felt that brands do not understand them.

David Willey – Founder & Director, GrowthTank

74| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Spend //

In Australia, the 6.2 million mums are responsible for spending $132 billion every year, and make more than 80% of consumer spending decisions. Combine this with the fact that 1 in 4 millennials are parents today, it has never been more crucial for brands to connect with the ever-evolving millennial mum.

Emotion //

Today’s mums are very different to previous generations of mothers, and marketers need to recognise the changes in parenting and buying habits. They can no longer be merged together as one target audience of simply ‘mums’. Brands really need to connect with them on an emotional level if they want to fully engage with this diverse audience of big-spenders.

Communities //

“We have to think much more about how we influence consumers through communities rather than the traditional approach of ‘target audiences’”, says Marketing Director Sarah Lawrence, who believes marketers need to re-evaluate the way they communicate with potential customers. “Consumers now interact and engage with products and services through multichannel, multi-platform searches and ‘real’ influencers”, says Sarah.

Social Media //

As millennial mums were born into the technological era, they have grown up digitally-savvy and heavily dependent on social media.

A recent survey by Crowdtap revealed that 82% of millennial mums find social media ‘very’ to ‘extremely’ helpful to their parenting needs. With an average of 3.4 social media accounts, each millennial mum spends an average of 17 hours a week on social networking, and check their accounts up to 10 times a day.

Marketers not actively using social sites are missing a trick if they want to build lasting relationships with millennial mums.

Get Personal //

When utilising social media, brands need to have a deep understanding of millennial mums as consumers, and understand how best to communicate with them. Jeff Fromm, President of marketing consultancy firm Futureproof believes that in order to achieve this, brands must adjust their traditional advertising techniques and adopt a more personalised approach.

“As this group is highly active online, brands have an opportunity to provide resources to help [millennial parents] achieve their goals, and ease the friction and anxieties that come with being a parent”, he says.

Easy Does It //

To effectively catch the attention of millennial mums, brand messages should also provide useful advice to make their lives easier. If a brand conveys authenticity and transparency, they are more likely to be rewarded with brand loyalty; an important value when competing with a variety of similar products and services pursued by parents.

Listen Here //

Perhaps the most beneficial way to understand millennial mums is to hear what they have to say. Social listening or social media monitoring will allow you to use this knowledge to construct meaningful and authentic messages. The experience will feel personal to the mums as they will truly believe the brand understands their lifestyle and parenting needs.

It’s all about meeeee!

Millennial mums are highly influential individuals with huge spending power. Brands have the capacity to engage with them like never before, building consumer loyalty and fulfilling their parenting needs in a socially fuelled environment. Marketers need to adapt to parenting changes compared to previous generations, and connect with millennial mums on an emotional, social and – most importantly – personal level.

Want more?

To access more articles, the latest research, guest blogs and up to date insights follow Growth Tank on LinkedIn or check out their website growthtank.com.au. Alternatively get in touch: dave@ growthtank.com.au we’d love to talk to you.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |75

MAKING FINANCES

YOUR BUSINESS FOCUS

“

We drive revenue and growth by making the focus your business. Giving you what you specifically need to succeed. Giving you time to do what you do best - run your business. Business and in particular Finance in Business is not one size fits all and that’s why Changement Group have a rapidly growing client base.

Changement Group work with businesses to drive revenue and growth against their competitors. Today we talk about what we can do for your business.

76| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Until now small businesses and importers have had to take options available, put up personal equity and family homes or even worse take on investors into your business and risk losing control of your own vision and all to take advantage of growth opportunities.

“

So you have everything up and running.

You have great product, you have a fantastic marketing plan, stock levels are exactly where you need them to be, and you have customers ready to start buying...but are you still maximising the businesses potential?

In our corporate lives we realised there is a massive gap between wholesale businesses, and their real understanding on how to use finance to make a massive impact in their revenue opportunities....Do you know what finance products are out there to aid your business? Do you actually have the time to find and compare what products are out there that are perfectly suited to your business? How do you ensure your pricing is competitive to retain your margin targets.

That’s where we are here to help!

CHANGEMENT GROUP PROVIDE ACCESS TO A SUITE OF SERVICES DESIGNED TO DRIVE YOUR REVENUE TO A NEW STRATOSPHERE PROVIDE YOUR CUSTOMERS WITH FLEXIBLE PAYMENT OPTIONS:

HELP YOUR BUSINESS WITH CASH FLOW MANAGEMENT:

HELP YOU SEAL THAT LIFE CHANGING DEAL:

Whether you are an online or bricks and mortar retailer, there are many flexible payment options available other than cash or card. Flexible payment options for your customers can have significant impact on customer creation, customer retention, and customer spending.

Companies with flexible payment options have seen up to 22% increase in repeat purchases. Flexible payment options can increase transaction size by up to 26%.

Investing back into the business, training, culture, buying stock or just funding a marketing campaign can put strain on your cash flow. Yes, you know that you need to invest by marketing in magazines, newspapers, TV or radio, but the cost up front can be at times too much pressure on cash flow. At Changement we understand this and again have worked to sort the best lenders to assist with such projects…so how can this help your business I hear?!

Are you on the verge of a massive deal?

One of the big players is ready to sign with you, but as a business you are challenged in raising capital to make it happen or to order the stock? You don’t want to borrow up against your personal property or even the business, do you? As your vision is about to come to fruition do you really want to take on an investor - NO

• But what is the best fit for your business?

A marketing campaign could cost over and above $25,000 which is a massive but vital investment. We have helped business with the same challenges as yours find lenders ready to assist leaving you with cashflow to reinvest and drive revenue growth.

What business wouldn’t cope better with monthly repayments against your investment which allows you to collect revenue simultaneously. This also gives you visibility against ROI.

• Should you provide Interest free terms, do you need longer term options, or do you need a short-term payment plan?

• What finance provider should our business use?

• Why are so many companies using Afterpay, Zip pay and other pay day solutions?

• Which is the best for your business?

Do they open your market or restrict your customer spend?

• How much should it cost you to provide these options for your customers? Will your cost be competitive against that of a larger retailer?

These questions plus many more, are answers that Changement Group deliver for you and are specific to your business. Understanding your business and customers buying style, provide advice, detail and with our experience and understanding connect with you the best option for your business….

Are repeat customers and increased spending something your business could be interested in? Changement Group will ensure your experience is catered specifically for your business focus and will give you the experience of more customers, more repeat customers, and greater customer spending…

Changement Group understands these challenges and work with you to ensure capital is available and can be borrowed in an unsecured manner making that big deal a reality.

Like our other services we will firstly get to know exactly the finance required for your business, provide the advice and detail to align you with a finance provider who specialises in this lending and best suits YOUR needs.

Up to 72% of customers buying on line using flexible payment offerings are FEMALE

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 JANUARY/FEBRUARY/MARCH 2018 |77

WHAT A DIFFERENCE A DAB MAKES! For over 27 years, national charity Look Good Feel Better has been committed to the notion that a touch of colour; be it a dab of blush, a sweep of lipstick or a brightly coloured turban can work wonders to boost the self-esteem and confidence of women undergoing treatment for cancer.

As a free community service program with a focus on managing the appearance-related side-effects of cancer treatment, the saying “give a woman the right lipstick and she can conquer the world” epitomises the feeling of confidence each Look Good Feel Better participant leaves a workshop with.

To prove the difference a lipstick can make, in September 2017 retailers David Jones and Myer threw their support behind the charity’s annual Feel Better Month fundraising campaign, for the third year in a row. A donation of $1 from every lipstick and lip gloss sold nationally was pledged, with a combined total of over $180,000 raised by the close of the month.

Look Good Feel Better National Manager, Carol Kavurma, thanked the retailers, saying “With the charity receiving no government funding, this generosity is vital for allowing the service to continue to be provided to cancer patients free-of-charge. The support of David Jones and Myer throughout Feel Better Month has ensured that close to 2,500 cancer patients across Australia can benefit from the program over the coming year – we’re grateful for this incredible support.”

Feel Better Month will run again throughout September this year.

To show your support visit lgfb.org.au/ways-to-give or email fundraising@lgfb.org.au.

DONALD SHAKES

the flexible yogi

DONALD, THE UNIQUE YOGI – BLENDING HIS JAMAICAN CULTURE WITH HIS LONDON UPBRINGING AND A LIFELONG 6TH SENSE – MEETS TODAY’S THIRST FOR BODY & MIND BUILDING…WITH A DIFFERENCE!

Whether it be a group corporate class, customised retreat, team bonding session or private beginner’s lesson, Donald’s tailored twist to body-conscious strengthening and mindful fitness brings a yogic lifestyle ingredient to your workplace, corporate wellness programs or your personal life.

Photos: Candice Copper-Williams @hastagyogi

CORPORATE CLASSES FOR STRENGTH AND SUPPLENESS GUEST YOGA HOST AT YOUR NEXT PR LAUNCH RETREATS – A WORLD AWAY Flexible customised offer for groups & individuals, guys & girls Corporate fitness yoga program One-on-one beginner to advanced lessons PR launch guest yoga class Retreats @ Lotus Bluete Retreats - all levels - premium to economy www.lotusblueteretreats.com Teacher Training - yoga Training Confidence for Teachers

Shake up your yoga offer!

Man Up Workshops - strengthening tailored to guys

Let’s plan it together or give me the program – together we can make it happen.

Acro yoga

Tibetan Singing Bowl vibrational healing Yoga Soul Shakedown Reggae Parties - private and corporate Corporate group relaxed Tibetan Singing Bowl class Guided meditation

Contact Donald Shakes at Shakes Yoga Facebook: Shakes Yoga @shakesyoga Mobile: +61 (0) 433 113233 Email: hello@shakesyoga.com

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

NICHE FRAGRANCE NEWS Evolving Niche Perfumery in Australia The niche fragrance sector has appeared to explode in recent years. In Australia, for the past 20 years, growth has been uphill, only sometimes steady. In 2018 demand for the latest, greatestsounding fragrances continues to rise, but who’s behind niche’s success in Australia? Who stuck it out through the changes, surviving to create the counters and freestanding boutiques showcasing brands that are becoming part of our everyday beauty pages and rituals?

Australia’s key distributors and importers of independent niche brands include • Jill Timms, owner of Melbourne’s Peony Haute Parfumerie, an independent boutique now in its 15th year, which curates up to 10 exclusive brands at any one time which Jill imports directly.

• Nick Smart, founder of Agence de Parfum and Libertine Perfumery in Brisbane and Galerie de Parfum in Myer Sydney/ Melbourne, with counters also in David Jones, Sephora and in Sydney Airport’s Amuse Beauty. Through Agence de Parfum he and his expanding team distribute Creed, Cire Trudon, L’Artisan Parfumeur, Amouage, Juliette Has A Gun, Lalique, Penhaligon’s, Frapin & Cie, Lubin, Robert Piguet, Costume National, Keiko Mecheri and more throughout Australia and New Zealand, pushing boundaries all the way.

• Mecca Cosmetica’s Jo Horgan concluded 2017 on a high with the retailer’s 20th anniversary celebrations and now operating over 80 Mecca stores across Australia and New Zealand and has been an important innovator for niche fragrances in Australia.

Collectively they’ve sourced and imported key and standout international fragrance brands, despite increasingly regulated and costly shipping hurdles, making them accessible for the Australian market. Brands they’ve nurtured years ago have now been snapped up by large international players, for example during 2017 Maison Francis Kurkdjian, a Mecca brand was sold to LVMH, in 2016 Atelier Cologne, an Agence de Parfum brand was bought by Estée Lauder.

80| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Competitive prices through internet shopping internationally pose some risk. It is tough but the main thing: they’ve survived graciously and forged a specialised fragrance sector in Australia that we can enjoy, without travelling overseas.

Mainstream beauty/fashion publications historically rarely feature independent niche perfume brands in their pages, however today’s editorials are dotted with such. Even here between the pages of our beloved esprit, four years ago this one page was dedicated to niche. Now additional sections throughout the magazine focus on distributors, announce new fragrances, cover launch events and visits from international perfumers and brand owners.

More than ever before, niche resides comfortably beside mainstream and designer fragrances. Turn a full circle in the fragrance/ beauty floors of department stores and you’re bound to see niche, no longer hidden on one shelf, having their own prominent counters and displays.

01.

02.

A surge in Australian-owned perfumery brands is the next wave in Australian niche, including the now fashionable use of Australian native ingredients. Grandiflora Fragrances; recently repackaged and launching Boronia this month, Fort and Manlé, Goldfield & Banks and Map of the Heart; all serious players…and no doubt we will see more in 2018.

Fueled by a worldwide boom in niche brands and a curious population with a desire for something unique, access to information and best prices, niche in Australia as we know it is still evolving, led by some true innovators and risk takers. It makes me wonder where we will be in another year and will the rest of the world take notice?!

03.

01. PEONY PERFUMERY, MELBOURNE 02. AINSLIE WITH NICK SMART – FOUNDER, LIBERTINE PERFUMERY AND AGENCE DE PARFUM DISTRIBUTION COMPANY

03. MECCA COSMETICA, CHADSTONE – THE LATEST LOOK FOR THE SPECIALTY RETAILER FOUNDED BY JO HORGAN

INESS

ONLINE SHOPPING TRENDS

By Kate Morris founder adorebeauty.com.au

WHAT’S DRIVING THE DIGITAL BEAUTY CONSUMER IN 2018?

As we start a new year, and reflecting on this issue’s theme of ‘change’, I found myself thinking about how very different the digital beauty landscape is, compared to my inauspicious beginnings in a Melbourne garage in 1999.

When I started, there was no broadband, no smartphones, no YouTube or Facebook. Many people still didn’t have an email address.

So much has changed - but the funny thing is, so much has stayed the same in terms of the core drivers for beauty consumers. New technologies might change the way retail is delivered, but they haven’t changed the drivers of what customers really want.

“Make my life easier” Nobody likes having to wait in line, or having to spend their valuable lunch break or leisure time completing routine purchases. Convenience has always mattered to customers. Technology has offered a big opportunity for improvements in convenience, via smartphones that enable us to shop anywhere and anytime. There’s still room for improvement in convenience; nobody’s quite yet solved the challenge of delivering to customers when they’re not home, so drones might make things interesting.

“Be honest with me” Before the digital age, beauty shoppers had limited options in terms of what information was available to help them make decisions.

They didn’t trust advertising, so books like Paula Begoun’s “Don’t Go To The Cosmetics Counter Without Me” became popular tools to decipher a confusing world of brands and marketing-speak.

Then along came social media, online reviews and YouTube - now the key driving force in a customer’s decision-making journey.

They want to see products in action (without Photoshop), and they want to know whether a product really does what it says before forking out their cash.

We can expect to see more technologies that help customers cut through advertising to find the perfect product to target their concerns; whether it be augmented reality that allows a virtual try-on of products, or AI-driven product recommendations.

“I want value for money” While some customers are more pricesensitive than others, all customers like to feel they’ve received value for their money. In the digital age, customers can compare prices and shop globally, and Australian consumers have become very resistant to the ‘Australia tax’ that sees them paying an unreasonable price premium.

We’ve already started to see the blurring of the lines between premium and mass price-points, thanks to social media buzz.

In the digital world, place of purchase becomes much less relevant, so premium brands can’t just rely on their luxurious department-store locations to justify a higher price. In 2018 we expect to see even more customers cherry-picking the hottest products across both mass and prestige. It’s the new beauty democracy.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |81

Cosmetic products to be microbead-free by July 2018 Have you joined the BeadRecede?

Plastics offer a wide variety of uses for manufacturers and consumers. The high versatility of plastic has seen it become a ubiquitous part of 21st century life, so much so that “no-one in their daily life within a period of ten minutes isn’t touching something made of plastic,” according to Emeritus Professor Andrew Holmes from the University of Melbourne.

However, the increased use of plastics has also led to an increase in plastic pollution in the marine environment. A range of plastic sources can be identified as contributing to this problem, including plastic packaging, plastic bags, fishing lines and ‘microplastics’.

Microplastics are small plastic particles with an upper size limit of five millimetres in diameter.

A sub-set of microplastics includes microbeads.

Microbeads are intentionally added solid plastic particles measuring five millimetres or less in any dimension. Microbeads are typically used in exfoliating cosmetic products such as face scrubs, heavy duty industrial hand soaps and other products such as toothpastes.

The call for action on a plastic microbead ban first came after a report from the Sydney Institute of Marine Science, “Sydney Harbour: A systematic review of science,” which was released in 2014 outlining the potentially damaging effects solid plastic microbeads can have on the marine environment. As a result, after two years of consultation and deliberation, Australia’s environment ministers agreed to “…secure a voluntary agreement from industry to phase out microbeads in personal care, cosmetic and cleaning products”. The ministers also agreed to a “…phase out period of two years following commencement of the agreement, but no later than 1 July 2018”.

Accord, as the peak industry association for cosmetic, hygiene and specialty products, has been involved throughout the process to help

82| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

ensure the voluntary phase out is an effective and workable solution for industry. To facilitate the requirements of the agreement, Accord launched BeadRecede. The BeadRecede initiative aims to foster industry awareness about the phase out and forms a base for coordination of participation across the industry. This initiative is open to all companies engaged in the manufacture and supply of cosmetics, personal care and certain cleaning products.

As a part of BeadRecede, Accord has been working to facilitate widespread participation in the phase out. Accord conducted broad outreach, contacting 115 individual companies identified as potentially relevant to the microbead issue; 40% of these were found to be relevant and around 50% of these relevant companies had already acted to remove solid plastic microbeads from their products.

number of products containing solid plastic microbeads has dropped by 84% during this period, with progress on track for 100% phase out by 1 July 2018.

Microplastic pollution is a global problem that requires attention on a global scale, however plastic microbeads are just one part of the problem. Some of the latest scientific research reports based on data from Australian waterways show microbeads to be less significant environmentally than some other microplastics, such as synthetic microfibres and tyre wear particles. Accord is encouraging the government to shift policy attention to these other microplastic sources.

During the outreach, Accord uncovered microbead usage in some industrial heavy-duty hand wash products. Interestingly, Australia’s microbead phase out is seemingly the only international approach to address microbead usage in this market.

Pleasingly, all relevant companies have expressed a commitment to meeting the phase out deadline of 1 July 2018.

Accord submitted an initial progress report to the 28 July 2017 Meeting of Environment Ministers (MEM). The MEM expressed satisfaction with the phase out’s progress so far. “Ministers welcomed industry progress to deliver a voluntary phase out of microbeads by mid-2018”.

Most recently, data received by Accord indicates that there has been an 88% reduction in the number of cosmetic and personal care products containing solid plastic microbeads from the fourth quarter 2014 to September 2017. Overall, Accord can report that the total

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

www.abc.net.au/news/science/2017-02-27/plastic-and-plasticwaste-explained/8301316

1

Hedge L, H et al. 2013, Sydney Harbour: A systematic review of the science, Sydney Institute of Marine Science, Sydney, Australia.

2

The future of shopper marketing is here In an era of access anywhere, on-demand information, brands have more opportunities than ever to influence customer’s decision making. One company seeks to make shopping even more empowering and satisfying for consumers and brands alike ...

Shping is an innovative shopper marketing and brand protection ecosystem, built to make shopping smarter, safer and more rewarding for all. The company is working towards building the world’s biggest product database on the blockchain. Shping will enable consumers, brands, government agencies, certification authorities and other trusted bodies to contribute data, which will ensure the integrity of information about products found in store.

The Shping App incentivises consumers for scanning product barcodes and enables them to access rich information about the product—what’s in it, where it’s from, and in some instances, to find out if it’s authentic, subject to product recalls or certified.

To fuel engagement through the App, brands can offer Shping Coins, a cryptocurrency that can be used to reward shoppers for their attention and their loyalty for taking part in activities such as watching videos, contributing product reviews, validating and updating product details and taking part in surveys.

Messages can be hyper-targeted based on a range of dimensions, including age, gender, location and prior-buying behaviours, making it an incredibly powerful tool for influencing consumers at the point of purchase.

For a limited time only, brands can purchase Shping Coins to fuel their campaigns at an introductory price during a one time only Token Presale commencing on January 22nd 2018.

By perpetuating a cycle of engagement and reward, Shping helps foster the pursuit of information and brand connection amongst shoppers, opening a new paradigm for consumers and marketers to forge stronger bonds and mutually beneficial exchanges.

Our Strategic Partners

To learn more about the benefits of Shping as a shopper marketing tool, and to activate a FREE subscription, visit www.shping.com/marketing

INFLUENCER esprit’s collection of industry friends share their strategies on networking, selling, product knowledge and job-related health to build your career as a beauty assistant, beauty influencer.

MICHEAL BROWN MELANIE BURNICLE AIMÉe Wice

84| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

INFLUENCER

M I C H A E L’ S T O P T I P S T O

Put the CHANGE in your beauty career

BY MICHAEL BROWN @MBROWN_BEAUTY WWW.MICHAELBROWNBEAUTY.COM.AU

Having worked within the Australian beauty industry for over 15 years, I can honestly say, there’s nothing really, I haven’t done in this fastpaced and ever-changing world of beauty that I surround myself in. But, did I think it was ever going to be a career? The answer is, no!

Go back 15 years, I was and had always been, a dancer and living in Perth meant there wasn’t a lot of big opportunities in that world.

Needing a part time job that allowed me to still train and perform meant searching for something I enjoyed, but could make money from – Makeup Artistry!

I literally thought, this is perfect! I love makeup and beauty. I love transforming faces and showing women new looks and by working with large cosmetic brands I get paid and occasionally through training, acquire new products for my kit. But, it was always the ‘2nd’ job!

I am sure many of you working in this industry do it for fun, or while studying, or just simply as a casual role that you love. But so many of you could make a big career out of beauty and it all comes down to passion, performance and accepting new challenges.

PASSION

NEW CHALLENGES

With any successful career, you need to love what you do to optimise your own growth in that industry. If you love beauty, you already ticked the right box. Find a brand you love and respect their values, then you have the right fit. Consumers are more savvy than ever, so the more excited you are to show them a new product or makeup technique, the more confident they become that it’s the right one for them. They will fall in love with your suggestions, just like how you first fell in love with that product or brand.

I once told the General Manager of a brand I was the State Makeup Artist for, that we needed better makeup technique training, not just product training and also to try and get all beauty advisors speaking the same beauty language for uniformity from counter to counter, state to state. He said, ok then, you design a makeup training you feel will achieve this and I will come back and watch you train your peers. I was in shock, nervous, anxious, but very excited for the opportunity and felt a change coming…

PERFORMANCE

We all want to climb the ladder to grow, get promoted, earn more money and just in general succeed in life. You will do if you live your brand, prove you are engaged with your role and put out your best work at all times.

Selling cosmetics on the retail floor can be tough at times. I’ve been there. But because I loved the products I worked with and makeup artistry, I decided to make my days full of fun.

I did mini makeup sessions with clients, using tools on counter to gain more sales, gaining customers’ trust and before I knew it, I was getting asked to represent the country for a large cosmetic brand in Sydney. Show initiative and you’ll be rewarded!

I accept change. I accept development. I want to grow every day, because I know that anything can happen and change in our lives in an instant…

Was it a success? A year later I became the National Trainer for Makeup and a year after that, Training Manager for a new brand that entered Australia. I accept change. I accept development. I want to grow every day, because I know that anything can happen and change in our lives in an instant…

So, start the new year with a new mindset. Try new things. Speak up if you want change, but have an end result to back your claims. Bring your A Game to the shopfloor, with passion and performance, and you will be very successful in this amazing industry of ours.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |85

Turn your passion to profitability

5 tips to help you make positive change CHANGE IS SOMETHING THAT CONSTANTLY OCCURS AROUND US, SOMETHING THAT WE CAN FEEL IS OUT OF OUR CONTROL. YOU HAVE THE POWER TO MAKE POSITIVE CHANGE IN YOUR LIFE. OUR CEO MELANIE BURNICLE WILL SHARE HER TIPS TO HELP CREATE CHANGE.

UNITING D NURTURINGRAINNG EMPOWE S ARTIST

One

THREE

O P E N YO U R E Y E S

M I N D S E T & AT T I T U D E

When change needs to occur, whether it be to move your career in a new direction, grow your business or make personal changes within your life, the only place to start is with you. Stop, reflect and explore the possibilities within yourself. Get clear about what it is you really want to change. Saying you want change but being unsure of what change looks like will have you working in circles and can be extremely frustrating: chasing something but with no idea of what you’re running towards and no idea where the finish line is. Trust me I’ve been there. Here’s a word for you “Clarity”, it will be your new best friend when choosing to make change.

Who has the power in your world? – YOU do of course.

Once you’re clear on what it is you want to change in your world, the power is in your hands to do so. This is your time to shine and make it happen. If for a minute you think someone else will do the work for you, think again.

Waiting for something or someone else to change so that you can start your changes is pure procrastination. This is YOUR LIFE, YOU have the POWER, and it’s YOUR responsibility to own it and embrace it.

TWO CLARITY – HOW TO FIND IT Do a little internal research! Imagine googling yourself on the inside.

How do I want my future to look? What do I want? What does change look like for me?

Write down what you love about your day, how certain situations make you feel, what you desire, where you see yourself in five years, what parts of yourself you would like to work on, what do you like or dislike about your current daily routine, top five things that bring you happiness. Ask yourself these important questions and more. By doing so you will gain clarity over what it is YOU want to change. Allowing yourself the time and space to do this is a precious gift that you are giving yourself. A greater understanding of you.

Four PLANNING & GOAL SETTING To build a house you need a set of plans. This is your moment to be the architect of your life and design your future, how you want it to look.

Write it all out on sheets of butcher’s paper and then piece it together.

You will work out the order you need to carry things out.

When goal setting make sure you come full circle not stop half way round.

For each goal follow the below steps: 1. Acknowledge change needs to be made 2. Gain clarity on what those changes are 3. Plan - set out your goals 4. Final step: Stop, appreciate and reflect that you have just achieved goal one. Goal two will be easier having seen you’ve already started to achieve

FIVE 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 has your back. It will strive to nurture and grow the makeup artistry community through education, communication and networking. And to empower makeup artists, MAGAP will celebrate their achievements through the Makeup Artist Guild Asia Pacific awards program, launching in 2017. Join our community of makeup artists to learn more about how to make your makeup artistry business thrive. Head to www.themagap.com and sign up to receive up to date information on your industry.

THE BLOCK If you find you aren’t quite making the changes in life you wanted to, go back through the steps and work out where you feel that knot in the pit of your stomach is. What is it that’s holding you back?

More often than not, I would say it is fear. If you let it, fear can be debilitating and paralysing. Fear of failure is so common, try rephrasing your statements in your mind. We have all experienced fear on some level, choosing to acknowledge that it’s there but allowing yourself to push beyond it will change your life. I personally believe you cannot fail. If you gain knowledge, understanding and experience there is always something positive to take away. Changing your mindset allows your fear to have less power.

INFLUENCER

MORE THAN JUST A FESTIVAL! + MEET & GREET YOUR FAVE CELEBS & CONTENT CREATORS + DJ’S + FOOD TRUCKS + PRIZES & GIVEAWAYS + COMPETITIONS + MAIN STAGE PANDAMODIUM + MAGAP AWARDS + VIP TICKET HOLDER EXPERIENCE

TICKET SALES $50+GST pre purchased online $60+GST on the door Early bird $35+GST On sale February until the release is sold out. Limited numbers! www.lovebeautyfestival.com

SYDNEY

19/20 May2018

AUSTRALIAN TECHNOLOGY PARK

Tickets on sale February 2018

WWW.LOVEBEAUTYFESTIVAL.COM

Aimée Wice amouraimee.com info@amouraimee.com FOLLOW ME ON TWITTER

+ INSTAGRAM:

ouraimee@amouraimee

Best Podcasts

BY AIMÉE WICE

Although there are times that call for a sing-along with your favourite playlist (for example, with champagne in hand while applying makeup before a big night out), there are others where a more reflective state of mind hits the spot. Whether you’re just waking up, commuting to work or taking a stroll to the grocer, a good podcast can be just the dialogue you need for company. Read on to find some that have become a good fit, and friend, to me.

88| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

INFLUENCER

Magic Lessons Eat, Pray, Love, Elizabeth Gilbert’s bestselling book, inspired many to live their best lives.

The author’s podcast, Magic Lessons, is a weekly dose of the very same inspiration, with a focus on the creative mind. Centering around aspiring artists, Gilbert and her host of established and insightful guests help guide those in need of that little extra encouragement and push to overcome their fears, and create more joyfully.

Guys We F*****d New York City based comedians Corrine Fisher and Krystyna Hutchinson host this hilarious, candid, informative and inclusive show, where no subject is off limits. Discussing topics from politics pertaining to women’s rights, LGBQT issues, sexual logistics, escapades, and everything in between, these ladies have set out to break stigmas and create equality, and do so with humour and gusto. Calling their show the “anti-slut shaming podcast”, expect to literally LOL while listening to the hosts interview astoundingly interesting people.

Fat Mascara This list wouldn’t be complete without a beauty podcast! And, IMO there’s inarguably a better one out there than Fat Mascara. Hosted by Jessica Matlin, Beauty and Health Director of Teen Vogue, and Jennifer Goldstein, Executive Beauty and Health Editor at marie claire (U.S. editions), you know you’re in for some seriously good beauty talks. Dishing advice alongside their heavy-hitting beauty industry guests from A-List dermatologists to makeup artists to hair stylists, this show offers real insider knowledge in a fun, pretty little package.

Death, Sex and Money There are certain conversations that can make people squeamishly uncomfortable, and Death, Sex and Money host Anna Sales set out to lay these talks all on the table. Interviewing a wide variety of men and women who come from all different kinds of backgrounds and walks of life, expect to gain insight on topics that are hard to navigate. Gaining perspective and relating to conversation, give this a listen when you’re feeling alone, or just need to know you’re not the only one with sh”t going on.

The Melissa Ambrosini Show With one hell of a strong core message — “love is sexy, healthy is liberating and wealthy isn’t a dirty word” self-help guru and motivational speaker Melissa Ambrosini inspires by acknowledging and embracing the fact that everyone’s best life must be lived on their own terms, and encourages listeners to find out exactly what that means for them. With topics covered ranging from meditation to childbirth to healing through food choices, it’s evident Ambrosini leaves no room for negativity, and focuses on lifting spirits in every way possible.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |89

MY JOURNEY

TRAINING AT THE SPEED OF LIFE Jacob Stanley, Head of Education, MECCA Brands

by Elisabeth King

Specialist beauty retailers need to be hightech wizards, event planners and personal troubleshooters these days. Customer expectations are higher than ever and savvy beauty lovers are looking for a convergence of shopping, entertainment, exclusive brands and high quality service. No one knows better that creativity is often born out of necessity than Jacob Stanley, Head of Education, Mecca Brands. “Our customers are looking for the best of the best at all price levels and the challenge is to keep service and training in all of our stores consistent”.

Stanley himself has always possessed the competitive edge that has earned Mecca its leading position in the prestige beauty business in Australia. I followed a zig-zag career path at first, he says. “I have started three uni degrees, believe it or not. The first was in visual communications because I wanted to be a music video producer. But I dropped out when I quickly realised that they weren’t going to hand out cameras straightaway. After a stint as a Christmas casual at Myer, I signed up for a performing arts degree and recognised that acting wasn’t really for me, either”.

Like many young people, Stanley discovered that his career trajectory as a 20-something was more about finding out what he didn’t want to do career-wise. “A major part of my decision to join the workforce at that time was because I was offered a great position by Myer in visual merchandising at the Erina Fair store on the NSW Central Coast. It was a wonderful opportunity and taught me that retail is all about detail”.

A shift to another visual merchandising role at the Myer store in Warringah Mall prompted the realisation that Stanley was more interested in the customer side of retailing. “I relocated to the youth fashion department at Myer Bondi Junction. That’s where my love for cosmetics really started. I became the floor manager in the beauty department with a team of 60 people. It was a very administrative position but I really became fascinated with fragrance, 90| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

skincare and makeup and read and learned as much as I could”.

As his knowledge deepened, Stanley also became very aware of MECCA and how influential the company was as a beauty destination and breeding ground for the cream of indie brands. “I knew that MECCA had a passionate interaction with customers by introducing them to products that make a difference in their lives and earning their trust and loyalty in the process. I was so nervous at all of the three interviews I was asked to attend and even wore a suit and tie. Thankfully, they decided to take a punt on me and I started work at the MECCA store in Galeries Victoria in Sydney’s CBD”.

Stanley then took another stab at getting a uni degree, this time in communications. “I joke that I really wanted to be a beauty writer and travel the world. But within the first three months of working for MECCA, I knew I was on the right path. As it turned out, I do go overseas multiple times a year with my job - Paris, Budapest and other major fragrance, skincare and makeup hubs. The company has expanded so quickly that many of the roles that have been created didn’t exist when I started”.

After a year at Galeries Victoria, Stanley moved to the key Paddington store. “My experience in performing arts actually came in handy after all as I did makeovers. I loved being a store manager. I put up my hand for everything to make myself an expert in multiple areas. I also continued to do heaps of research.

I became regional manager for Sydney and Canberra, working with the wonderful Emma Goddard for two years. She is still with the company as well and together we were able to truly foster talent which resulted in greater staff retention”.

In 2014, Stanley moved to Melbourne to take up the role of national training manager.

Even though he missed going to Coogee Beach in Sydney, he admits that his next infatuation was with the MECCA Maxima concept. “It’s so fun, so playful, so experimental. There’s

so much opportunity to give the advisors and managers more responsibility, a greater sense of ownership and to develop their own authority”.

Stanley believes that face-to-face time is crucial in his current role as Head of Education. “One year I was on 120 flights.

Having said that, we have fully embraced technology, working with digital learning leader MindAtlas, on interactive courses, fragrance manuals and skin physiology. All of which offer amazing interaction to keep skills and product knowledge up to speed”.

One of the best things about working for MECCA is meeting some of the great visionaries of the cosmetic universe, says Stanley. “I’m talking about legends like Terry de Gunzburg of By Terry, the creator of YSL’s iconic Touche Eclat highlighter, and cult dermatologists such as Dr Dennis Gross.

We celebrated our 20th birthday this year and staged some wonderful events relevant to our core brands. Our goal is to be Australasia’s number one beauty destination and we stock over 120 of the world’s most sought-after brands. We have 90 stores now and it’s been such an amazing journey to be part of the ongrowing process and brand development”.

On a personal level, Stanley believes that the biggest takeaway of his career at MECCA is learning to become more resilient. “I know my track record in study didn’t look too good. But when I told my then-manager that I was going back to uni to complete a communications degree while working full-time, she was very sceptical. She told me that she had tried to do the same herself and it didn’t work out. I said OK, but I want to try. She gave me one month to prove that I could still do my job at the highest level and study at the same time or step down. I was happy to prove her wrong.

Not because of one-upmanship but because I proved to myself what I was capable of and how far I had come professionally”.

E S P R I T ’ S B E AU T Y ASS I STA N TS

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.

BEAUTY & THE BEST

Getting your slice

of the customer’s attention span

Here we ask the Beauty Advisors: in today’s times of short attention spans, how do you seize the moment and connect quickly with new and passing customers?

Walk through any shopping mall, duty free at the airport, the local high street and even scrolling through your smart phone, we are bombarded with messages.Yet, what actually catches our eye? What do we miss in this mass onslaught of tempting images and inviting words? How much of it do we pay attention to or take an interest in?

Annabelle Hogg

C at h y D i P i n o

Chantelle Morse

Company: Lancôme Store: Queensland State Makeup Artist

Company: Clarins Store: Myer Sydney City Sydney, NSW

Company: Clinique Store: TerryWhite/Chemmart Sunbury, VIC

It is all about personalisation! There are so many options for guests in today’s society; online vs. in-store, brand vs. brand and so on that it has definitely past the days of being on counter to sell. We are there to educate and to allow our guests to fall in love with not only the product but the brand and the service which they are receiving. The best manner to connect and seize the moment is to ensure we fully understand our guests’ needs and concerns and that we are connecting with them not only as a sales representative but also as an influencer of our true beliefs when it comes to recommendations.

There is no doubt that the cosmetic floor in any department store is an exciting place to be, filled with a multitude of skincare and cosmetic brands. However, we observe daily how much this mecca of all things beauty can be an overwhelming place for a customer.

Our role is to ensure that our customer can see through all the excitement and connect with us in a meaningful way. My approach is that a genuine, welcoming smile can be one of the most valuable tools we can use to connect with new and passing customers. Making eye contact and offering a warm greeting helps the customer decide if they feel comfortable with you and are therefore willing to give you their time.

Lasting connections are created by treating everyone with an authentic touch and thereby making the shopping experience all about the customer. The value of listening intently to them so you can better understand their needs and expectations cannot be underplayed as an essential skill.

Most importantly love what you do, be confident and knowledgeable, believe that you can make a positive impact on someone’s day. A positive attitude will translate in your expression, in your words and in your actions.

In today’s society online shopping is definitely increasing but with that comes a lack of personal connection. Customers who shop retail are still wanting and looking for that point of difference with a personal shopping experience.

You only have seconds to make a connection with your customers; it is important to make eye contact giving you an opportunity to engage and connect. It is essential to listen to your customers’ wants and needs so that you can provide an amazing and personal experience.

You want your customer to leave the store feeling confident, special and happy with their purchase. This simply comes down to the little details and personal touch that you provide to your customer.

92| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

INFLUENCER

K at h y C h e n

Samantha Pope

Samantha Honeysett

Company: Sisley Store: David Jones Elizabeth Street, Sydney, NSW

Company: Estée Lauder Store: Myer, Pacific Fair Gold Coast, QLD

Company: Elizabeth Arden Store: Myer Sydney City Sydney, NSW

Every day, we represent Sisley Paris. Our professionalism, grooming and attitude embodies the global brand. Presenting a welcoming attitude with a pleasant smile creates opportunities to interact with a customer. An individual is likely to stop at our counter rather than walk by.

People often find information from online sources before coming to your counter to seek your opinion. Product knowledge is essential.

Peripheral knowledge of the beauty trends is also important.

Always be careful not to overload your client with information. By identifying your customer’s concerns you can remain focused on key issues to find a suitable solution.

To achieve this you need to speak their language and work with them. A sense of humour helps people relax and encourage open discussion.

They are more willing to answer your open ended questions.

Retaining knowledge of the customer’s individual preferences is always an advantage.

If you want people to remember you then you have to remember them first.

People buy from whom they trust.

In the words of Theodore Roosevelt “People won’t care how much you know until they know how much you care”.

I personally have found success using social media in order to capture the attention of today’s customer. So many of our clients now research using social media before visiting the counter, so it makes sense to use it as a tool to highlight the latest products and trends available.

I have started an Instagram page which is dedicated to all things beauty. It gives me the ability to reach out to customers at any time of day, no matter where they are or what they are doing. Customers no longer have to be standing in front of you in order to capture their attention.

In today’s society with so much choice and inspiration, it can be hard to stand out and be noticed. The way I seize the moment of opportunity with my customers is to endeavour to offer superior luxury service to all my Elizabeth Arden clients. To do this I believe it’s about connecting with the customer, gaining their trust with your honesty and knowledge.

This all begins with the passion for the brand you work for. Since starting with Elizabeth Arden 12 months ago, I’ve had the pleasure and opportunity to work with the best skincare and cosmetics on the market. With the knowledge and technology of these products particularly skincare, which is my passion, my job is to educate the customer. Making each and every woman who stops to visit my counter walk away with a lasting impression but most importantly walking away feeling more beautiful and confident which is sometimes hard in such a competitive world. That to me is an absolute honour and a job well done.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |93

Brand

Elie Saab White

NEWS

Luxurious twist on the original, Elie Saab White exudes luxury. On counter in Myer March 1st, RRP $141.00, 50ml.

Lanáte smoothes

MUKTI ORGANICS’ BIOACTIVE BODY DUO Mukti Organics launches eco luxe Bioactive Body Duo. The formulas are a unique combination of Australian extracts and cold pressed certified organic oils. Bioactive Body Polish 150g – made with Bioactive Native Extracts: Macadamia, Sandalwood Seed and Davidson Plum softens, renews and nourishes dull, dry skin. Bioactive Body Elixir 200ml – made with Bioactive Native Extracts: Sandalwood Seed, Kangaroo Paw Flower, Rosella Flower and Wattle Seed - targets cellulite, stretch marks and skin imperfections, deeply penetrating the epidermis to restore moisture, imparting a luminous, smooth glow to the skin. Luxe Duo pack $149.95. On counter January 2018.

Amneal Pharmaceuticals launches Lanáte, a range of skincare that moisturises dry, rough skin by reducing water loss and drawing additional moisture to the skin. The formula removes the surface layer of the skin cells allowing for skin renewal, resulting in a smoother and softer appearance.

Skin is constantly exposed to environments that draw away moisture and thus it becomes dehydrated, rough and less flexible. It may also become scaly and cracked. Lanáte is specially formulated in conjunction with dermatologists to revitalise dry skin to give a smoother, more natural appearance.

Key active ingredient is 17.5% Ammonium Lactate, which delivers a high content of Lactic Acid to the skin. Lactic Acid is a naturally occurring Alpha Hydroxy Acid (AHA), which has a number of beneficial effects when applied to the skin. The Body cream is available at Chemist Warehouse, while the Face cream can be found in independent pharmacies.

Portable Indulgence Crabtree & Evelyn provides the stylish traveller with its new collection of 32 on-the-go sized body products made with the finest ingredients to leave skin clean, smooth and moisturised. There are classic fragrances; from perennial favourites, Gardeners and La Source, to the two newest ranges, Rosewater & Pink Peppercorn and Lavender & Espresso. Simplistically re-designed and re-packaged: Body Wash 50ml $7.00; Body Lotion and Body Scrub both 50ml, $8.00. On counter February 14th.

Goldfield & Banks’ new fragrance Niche Australian fragrance house, Goldfield & Banks launches a 5th fragrance. A luxe oriental scent of Australian woods, buttery roots and aromatic notes, it is inspired by the lush nature of the balmy heritage-listed Fraser Island in the Pacific Ocean. Wood Infusion is a celebration of all wood species found around the island – an exotic infusion of Australian woods enriched with Sandalwood Album, Iris and velvety Agarwood (Oud Wood). This unique combination offers a sensation of a creamy, rich scent crafted from nature’s most noble botanicals. RRP $229.00.

94| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

MMMMM MAGNOLIA Bulgari heroes the delights of the magnolia note in Magnolia Sensuel, its new floral addition to the Splendida Bulgari collection. Master Perfumer Jacques Cavallier celebrates the unique fragrance of this magnificent flower. A short-bloomer in nature, the perfume immortalises the sensual magnolia. On counter 29th January, $150.00 for 50ml at David Jones and Myer.

KENZO WORLD Kenzo World EdT is a fruity floral explosion, the mischievous exploration of a new world led by the perfumer duo, Francis Kurkdjian and Maïa Lernout.

“For this new chapter, we added a lot of radiance and freshness. We intensified the Peony’s beaming facets by associating the solar gentleness of Almond Blossom and the powdery softness of the Iris Absolute to create a very luminous sensation with lots of depth and texture.” - Francis Kurkdjian & Maïa Lernout The gommato cap is inspired by the KALIFORNIA bags. The suspended mobile pink gold drop bead evokes the EYE jewellery collection. The name KENZO WORLD EAU DE TOILETTE is printed in braille on the top of the box… Like a metaphor of the eye, the bottle expresses the many facets of the Kenzo woman. The hypnotic and by now iconic eye created by KENZO’s fashion designer duo, Humberto Leon and Carol Lim, takes on a fresh and delicate rosy shade and pink gold. Like a facetious wink at a radiant, free-spirited and liberated femininity. RRP $116.00 50ml.

Sally Picks Pink Pink plays in fairy dust-esque pale through to the so-called shocking shade and now, in all its glory Sally Hansen puts pink on the pedestal in its Complete Salon Manicure® Pink: The New Neutral limited edition shades. There are six shades in a keratin-infused formula with seven benefits in one bottle: base coat, strength, growth treatment, salon colour, top coat, chip resistance and gel shine finish. The new formula delivers up to 64% stronger nails and up to 10 days of chip-resistant wear. RRP $14.95. Available January 2018 from Priceline, Terry White Chemists, Chemist Warehouse and independent pharmacies nationally for a limited time.

Shiseido launches Shiseido Skin White Glow Cushion Compact is billed as delivering ultimate skin brightening. Light to the touch, the secret is in the synchronisation technology, meaning immediately on contact with the skin, the product respnds to the skin to correct vibrancy. A totally personalised touch. On counter 21st January, RRP $52.00.

Shiseido skincare’s Essential Energy is a deeply hydrating moisturiser that repairs skin damage, promoting high quality skin texture that has brightness and luminosity. On counter 4th March, RRP $72.00.

Tinted Gel Cream takes its technology from skincare thus promoting healthy, fresh looking skin. Gives an allday hydrated finish. Similarly, the Illuminator delivers radiance in two shade choices: Gold and Rose Gold, on bare skin or over foundation. On counter 25th March, RRP $55.00. All at Myer and David Jones.

Beach Hut Man by Amouage Luxury international fragrance house Amouage has launched the latest fragrance in The Midnight Flower collection with Beach Hut Man, an olfactory ode to the end of summer by Creative Director Christopher Chong. Continuing the narrative of its predecessor, the subtle and enigmatic fougére, Bracken, Beach Hut takes us to a place of freedom and nature: where sweeping sand dunes meet the sea at sunset. Housed in Amouage’s iconic glass crystal flacon with gold and white detailing, accentuated by a sparkling Swarovski crystal on the lid, the fragrance is laid on a bed of rich velvet and encased in a box crafted from recycled wood reminiscent of a ‘beach hut.’ Top notes: Mint, Orange Blossom, Galbanum. Heart notes: Vetiver, Moss, Ivy. Base notes: Patchouli, Myrrh, Dry Woods. EdP 100ml, RRP $435.00. Available at Libertine Parfumerie, selected David Jones and niche perfumeries in Australia and New Zealand.

Black Phantom Internationally acclaimed French fragrance house by Kilian has released Black Phantom – “Memento Mori”, a gourmand oriental scent that forms the latest olfactive chapter to the house’s boundary-pushing fragrance portfolio.

The Memento Mori concept – the death that sits unseen beside us in this life – is translated into a sensual twist on an Irish coffee, replacing the traditional whisky with a pirate’s liquor of choice, rum, created for those who live for pleasure. Perfumer Sidonie Lancesseur has crafted a luminous fragrance which blends the intoxicating sweetness of rum with the aromatic bitterness of coffee. The 50ml Refillable Spray is RRP $531.00, with a limited edition carafe priced at RRP $1,104.00. Black Phantom by Kilian is offered as a ‘store-in-store’ concept exclusively at Harrolds womenswear department store in Sydney and at Libertine Parfumerie.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |95

BRAND NEWS

Natio Pouty Palettes Natio’s limited edition Smooth & Rich Lip Colour Palettes contain creamy colour, in two wearable colourways. The palettes come in Primrose and Berry featuring four of Natio’s most popular lipstick shades each. Formulated with Argan, Jojoba, Grape Seed and Olive Oil with long-lasting pigment, to leave lips feeling soft and smooth with a flattering satin finish. RRP $12.95. Available from Myer, David Jones and pharmacies from 5th February.

FLORIS FOR TURNBULL & ASSER 71/72 Iconic British family perfumers since 1730, Floris London have collaborated with one of the world’s most esteemed gentlemen’s shirtmakers, Turnbull & Asser, to launch 71/72 Eau de Parfum. Paying homage to Turnbull & Asser’s neighbouring 71/72 Jermyn Street address, the scent draws perfect parallels between the two quintessential British brands, representing their shared passion for craftsmanship and the values of the modern gentleman.

Elegant yet eccentric, 71/72 opens with a crisp aromatic lift of juniper paired with clean citrus notes of mandarin and bergamot. This resonates with heady florals of jasmine and lavender alongside earthier notes of orris and oud as the warm embrace of woods and spice develop, maturing with warm sensual tones. Available at Libertine Parfumerie and other niche perfumeries in Australia and New Zealand. EdP 100ml, RRP $299.00.

Ceramide gel defies gravity Ceramide Lift and Firm Sculpting Gel from Elizabeth Arden promises to defy gravity. Music to your customers’ ears.

Powered by collagen-supporting peptides, skin-tightening peptides and moisture boosting ceramides, this lightweight, invisible gel lifts, firms and redefines the look of facial contours. In fact, in a consumer test eight out of 10 women using Ceramide Lift and Firm Sculpting Gel reported that their skin felt tighter.

Innovative Sculpting Technology: Acetyl Tripeptide-2: Supports collagen and elastin to help firm the look of saggy skin.

Hyaluronic Acid and Commiphora Mukul Extract: Smooths skin and minimises the look of lines and wrinkles.

Core Lift and Firm Technology: Blend of Ceramides 1, 3, 6, Cholesterol and Phytosphingosine: These essential lipids, naturally found in skin’s barrier, help strengthen skin’s moisture barrier and help smooth the appearance of lines and wrinkles. Hibiscus Abelmoschus Seed Extract: Helps support skin’s own natural collagen and elasticity for a firmer, lifted look. Acetyl Octapeptide-3 (SNAP 8): A peptide that helps plump the appearance of surface lines and wrinkles.

The sculpting roller allows for mess free application. The non-sticky, non-comedogenic formula easily absorbs into skin.

RRP 50ml, $135.00. On counter beginning January 2018 in department stores nationwide.

SMOKY EYES MADE EASY The classic smoky eye can be reinvented for every occasion, and now Bourjois has made it easier than ever to get ultra-creative with the smouldering eye-look with new Ombré Smoky Eyeshadow & Liner. Bourjois believes that beauty is a game and every woman should play. Inspired by modern Parisian style that is effortless by day and daring by night, Ombré Smoky is a two-in-one shadow and liner that makes it simple to master graphic lines, have fun with graduated colour or turn up the drama with super-glamorous smoked looks. There are six shades: RRP $24.00. Complete the stunning eye-looks with new Brow Pomade, in three brow shades, RRP $23.00; new Liner Reveal Liquid Eyeliner in Black, RRP $25.00 and rediscover Volume Reveal Mascara now in Ultra Black and Waterproof, RRP $28.00.

Luma Brows Fluff, fill and enhance the brows with LUMA’s new Beyond the Brow, RRP $16.95. The buildable formula with volume-enhancing fibres, delivers a long-lasting, natural look.

Totally buildable, Beyond The Brow’s add-on technique is to use a little and build as needed to get the perfect brow unique to you. The precision tapered brush adds shape and definition to create a smoother, fuller look. Use like a mascara wand and brush brows into place while building colour. Available in: Blonde, Medium, Dark and Clear. RRP $16.95, on-shelf now exclusively at Priceline. LUMA contains no parabens, sulphates and does not test on animals.

96| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

P’ure Papaya Renew - RRP $20.99, is a 100% all-natural vegan-friendly cream, proven to help reduce the appearance of scars and stretch marks. Suitable for even the most sensitive skin, P’ure Papaya Renew combines three unique and proven ingredients including Gotu Kola, Tamanu and Papaya, that work together to diminish stretch marks and scars. “In a market dominated by Petroleum rich formulations with endocrine-disrupting potential, Renew is a natural and effective alternative for the Australian Market,” says Daniel Baden, naturopath and founder of P’ure Papayacare. “Our chemical free formula doesn’t contain any mineral oils or silicone; it’s also Palm Oil free and ideal for vegans and vegetarians. P’ure Papaya Renew is best applied after a warm shower and can be applied topically two to three times daily. Lightly rub the cream into the desired area in circular motions, promoting increased circulation to assist with healing. Apply regularly for a minimum of three weeks for best results. RRP $20.99, 100ml tube from pharmacies and health food stockists.

BRAND NEWS

P’ure Papaya renews

LAB SERIES’ EXCELLENCE

Woohoo Healthy Deo Unlike antiperspirants that use aluminium salts (a known toxin) to block pores and prevent sweating, Woohoo Body All Natural Deodorant Paste works by neutralising the odour in sweat and absorbing moisture. The result? Dry, whiff-free armpits. What really sets Woohoo Body apart is that it’s fast acting yet super skin-friendly. And is it pH balanced. The Woohoo Body product formulators have worked tirelessly to get the right balance of ingredients and lower the pH, so that their natural deodorants are skin loving but still keep you BO free. Woohoo Body All Natural Deodorant is 100% Australian, 100% natural and packaged in 100% recyclable materials. It’s a healthy, hard‐working deo that will keep even the most sensitive skins dry and fresh smelling. The natural and vegan-friendly moisture mopping and odour-busting deo has scored the title of ‘Best Natural Deodorant’ in the 2017 Nature and Health Magazine Awards.

Lab Series, with its extensive heritage in men’s skincare, has gone further afield than many for its new luxe Max LS Maxellence pair: The Dual Concentrate and The Singular Cream. To space! Rare meteorite extract and deep-space technology have been found to help promote skin’s natural production of collagen. Maxellence The Dual Concentrate delivers a dose of high-performance ingredients while instantly replenishing hydration 50ml $320.00. There are two powerful, yet distinct, formulas housed in a dual-chamber delivery system. When released and applied to skin, the fresh blend helps promote skin’s natural production of “age-resisting” collagen and fibrillin, while instantly replenishing moisture. With continued use, skin looks more lifted, firmer and smoothed. Fast absorbing and highly effective, it is designed for use before The Singular Cream - 50ml $230.00.

This glossy black cream is a silky, ultra-hydrating, anti-ageing moisturiser, infused with galactic meteorite extract from the heart of an asteroid. All revitalising ingredients help skin look firmed and lifted and promotes skin’s natural production of collagen and fibrillin. Lines and wrinkles are visibly smoothed, skin appears firmer, and overall complexion recaptures brightness. Each is crafted in small-batch production and available in limited quantities. Available at selected Myer and David Jones from 28th February.

Creed Viking The House of Creed debuts the masterfully crafted Viking, embodying the fearless spirit of boundless exploration for the modern man who goes against the grain. Crafted by sixth generation master perfumer Olivier Creed who describes the scent as extraordinary, Viking was inspired by Iceland - a land of fire and ice, with breathtaking landscapes, offering nature with Scandinavian style. Filled with volcanoes, glaciers and limitless energy, Iceland is the embodiment of Creed’s Viking fragrance. A woody citrusy scent featuring 80% natural ingredients, Viking exudes a thirst for discovery, crafted for the daring gentleman who lives a life full of purpose and never settles. Opening with a focused burst of Calabrian bergamot, a freshness that has become a signature ingredient for Creed, Sicilian lemon and reunion island rose bay (pink peppercorn), the heart is filled with an enticing blend of Bulgarian rose and peppermint which combine to create a smooth yet powerful scent. Masculine notes of Indian sandalwood, Haitian vetiver, Indian patchouli and absolute lavandin conclude the truly unique scent. Available at Libertine Parfumerie as well as exclusively through selected David Jones and Harrolds department stores, as well as through other niche perfumeries in Australia and New Zealand. EdP 100ml, RRP $495.00.

#GuicciNotGuilty The revolution of emancipated love: Gucci Guilty Absolute Pour Femme launches as the perfect partner to Gucci Guilty Absolute Pour Homme. Says the perfumer, Alessandro Michele: “I imagined a woman going into her boyfriend’s bathroom, taking his fragrance and making it her own. I wanted a blackberry note that would make you dream upon smelling it. It’s magical and it’s connected to nature, as well as to emotion. There is romance in this perfume, an aura of pure, free love.” The new chapter in the #GuiltyNotGuilty story breaks the mold of traditional women’s scents, evolving a classic Chypre Floral into the first Chypre Fruity scent. RRP 30ml $95.00, 50ml $118.00, 90ml $155.00. Available from 28th January at Myer and David Jones, and selected independent pharmacies from 25th February 2018.

ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018 |97

BRAND NEWS

BRIGHTENING PHILOSOPHY philosophy skincare launches an all-over skin perfecting, brightening and hydrating day cream: brighten my day. A new patented extraction process allows the formulators to harness the ability of a new ingredient – halidrys siliquosa marine algae - to interrupt discolourations at every stage of their development. Combined with other brightening ingredients, brighten my day collection works together to eliminate even stubborn imperfections, blended with the most advanced brightening technology to remove dark spots, prevent redness and correct the look of pores. RRP $70.00, 60ml pot, available at David Jones, Sephora and Mecca Maxima.

Salty variants Dr Teal’s therapeutic bath and body products are now available in two new Epsom Salt variants – Coconut Oil & Pink Himalayan. Erica Galea, Marketing Manager at Chemcorp International says: “These two new variants include trending ingredients in the beauty world. Coconut Oil and Pink Himalayan beauty products are set to grow exponentially with popularity in 2018, so we’re excited to bring these two new Dr Teal’s Epsom salts to the Australian market.” Each product is formulated with essential oils to soothe the senses, relax tense muscles and promote overall wellbeing, as well as the purest Epsom salts for efficient absorption by the body. The combination is pH neutral and alkaline-free to leave skin soft, smooth and moisturised. Both are RRP $19.99 available at selected pharmacies.

Rosée brings dewiness to Miu Miu Miu Miu’s new fragrance, L’Eau Rosée Eau de Toilette, is a new take on its first fragrances (Miu Miu Eau de Parfum and Miu Miu L’Eau Bleue). It’s a soft floral created from lily of the valley and cassis buds wrapped in notes of sophisticated musk. The result is freshness encapsulated - dewy and alive. RRP $130.00, 50ml, $170.00, 75ml and EdT Rollerball, $25.00, Sephora exclusive. On counter February 4th at Myer and David Jones.

PORE’S PINKY WIPEOUT Benefit’s POREfessional Pearl Shimmer pore corrector achieves a matte finish with its soft pink, silky, oil-free formula. By defeating pores it brings smoothness to the finish of the complexion. It’s the power of original POREfessional…PLUS brightening. This soft-radiance primer quickly minimises the look of pores, locks on makeup AND helps skin look bright, boosted and awake. RRP $53.00 Available January 2018.

Radiant results: 90% said complexion looked brighter* 91% said it minimised the look of pores* 96% said it created soft-matte radiance* *self-evaluation by 100 women after 1 week

Michael Kors Exotic Blossom Flirtatious. Hypnotic. Exotic. Michael Kors introduces Exotic Blossom, a limited edition fragrance whose scent transports to a faraway tropical oasis. The blend of fresh fruits and exotic florals combine blissfully to evoke feelings of a sundrenched paradise.

Succulent mango combines with crisp rose petals for a clean yet vibrant scent, while woodsy musk and a touch of vanilla deliver a sensual warmth that’s reminiscent of carefree days and passionate nights. Michael Kors Exotic Blossom packaging channels the spirit of a lush paradise, in vibrant tangerine with the iconic Michael Kors gilded cap for a radiant touch. Available from 25th February 2018 at selected Myer & David Jones stores and selected pharmacies. EdP 100ml, $145.00.

98| ESPRIT AUSTRALIA JANUARY/FEBRUARY/MARCH 2018

Instant Eye Lift for the boys A good eye cream can truly help with visible signs of anti-ageing. Lab Series’ MAX LS Power V Instant Eye Lift uses, for the first time in the eye area, patented LS Power V. This high-tech moisturising treatment delivers five (V) key actions to instantly give skin a tighter, firmer feel and a smoother, more youthful appearance. It helps virtually ‘defy’ gravity as it helps visibly transform skin. “With MAX LS Power V Instant Eye Lift, you immediately see a difference around the eyes, which refreshes the look of your entire face - a great confidence booster for my clients and models on set”, says Jodie Boland, Lab Series Grooming Director. RRP 15ml, $74.00 will be available 28th January 2018 at selected Myer and David Jones.

CoverGirl – lash fan Covergirl Peacock Flare mascara achieves full fanned, thick, lush lashes. The feather-fan brush catches, coats and separates each lash.

The control-grip handle allows greater comfort in hand for precise application. The volumeboosting formula provides instant clump-free volume, resulting in lashes that are dark, lush and fanned out for a dramatic transformation.

Available nationwide from February 2018 at Priceline, Big W, Coles, Target and selected pharmacies. RRP $ 21.95.

Bio-OilŽ is Australia’s No.1 selling scar and stretch mark product.

Aztec Segment and item list as defined by Aspen Pharmacare, based on the AU Grocery & Pharmacy Scan Combined Data within the Hand & Body Skin Care Database.

This is based on 12 months of AU Grocery & Pharmacy Scan Combined Data, AU Grocery & AU Pharmacy Data to 23rd October 2016

new MICELLAR CLEANSERS

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