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TALKING POINT
TEAMWORK PAYS OFF - BOOSTING BRAND RETAILER SYMBIOSIS
BRANDS
Clarins’ CEO Jonathan Zrihen focusses on giving more service to the customer
ISSUE 56 APRIL 2018
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EDITOR’S LETTER
OUT & ABOUT WITH DAVID FROSSARD – CREATIVE DIRECTOR OF P FRAPIN & CIE AND ELISABETH KING
A dog’s dinner I cut my teeth as a journalist on a manual typewriter, tapping my words onto a paper sandwich comprising top paper, carbon paper and copy paper. If you made a mistake as a secretary you had to whip out the said paper sandwich and start again. For us on the news desk we enjoyed the high tech benefits of whiting out the error with TipEx and carrying on in the heat of the story. Fast forward just a few years – ie: my whole working life – and we have a whole new wide world under our fingertips. So, I have to make a list. A big list. I set about accessing an excel spread sheet on my laptop which records a good collection of entries relevant to my needs. I spend some time adding in key names and addresses. I save it and pop out to a meeting. Back at my desk I open up my budding excel spreadsheet and within an hour my list is looking nice and meaty. I diligently save is before leaving for a chai catch-up. Over the afternoon I beaver on fitting in a few other events and appointments, saving everything so nothing is lost. Then comes the crunch – I need to transport this list in an email and I’m not quite sure … which list…there seems to be a few. Hmmm. I know, I’ll ask my Millennial/ GenZ cusp daughter. She observes my laptop with quite a few green icons along the bottom of my screen. “Mum, which one, there’s heaps here?” My eyes widen. I did my best. And created a proverbial dog’s dinner. I still don’t know how I did it, but I have never had one second of tuition in excel. I have never wanted to. It’s not my thing. And that’s the nub of all 6|
ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
this. Technology - if you can call creating an excel spreadsheet “technology” - is not my forte. It is not one of my strengths. Give me a magazine to create and I am in my element. Issue 56 is in your hands, now. Rather than trying to improve our weaknesses, focus on our strengths and leave our weaknesses to someone else, whose strengths they are. Chances are - like 100% - if you’re not good at something you don’t really like doing it and there will never be the much heralded passion we need to do things well. In fact it’s the opposite – you begrudge doing it. I met a bright-eyed, bubbly, beauty industry icon in the course of my work to create this issue. She’s the woman who came up with the idea of Chubby Sticks and inspired Clinique’s famous, and much mimicked, revolutionary lip “stick”. Janet Pardo - Senior Vice President, Global Product Development, Clinique - wouldn’t work well in the accounts department, she’d forgive me for saying she would flounder in filing, but give her carte blanche in New Product Development and watch the rainbow dazzle…and the pot of gold at the end overfloweth. With her passion for a feisty focus group – women sharing their innermost feelings about their beauty dreams and desires – Janet has lightbulb moments going on like the illumination of Manhattan at Christmas. Beauty product creation is her strength – read Elisabeth King’s (EK) interview with Janet on page 40.
Alphie Sadsad is well known on the beauty shop floor where he’s shared his inspired & inspiring expertise in makeup over many years. Now with the role as National Artistry Lead at Sephora, Alphie is travelling the country teasing out the talents of Beauty Advisors in store to drive the best customer interaction in cosmetic consultations and beauty services. But it wasn’t always that way. Alphie admitted to EK in their interview for My Journey on page 92 that while his parents wished for their son to attend University it bored Alphie so much he skipped school and stayed home. His parents walked in on him watching day time TV and realised this boy needed to do HIS thing, not THEIRS. Do something you want to do, Alphie, they concluded and off he went to makeup school. Never looking back; only forward with that infectious smile of his. As the choccie eggs disappear off the shop floor and Mother’s Day gifts start to stack up, and we all gasp “where is the year going?” Stop. Smell the roses. Or the night scented jasmine. Are you spending most of your life where your strengths are? Are you doing what makes you smile? When you ask yourself these questions listen to your body’s reply. Your gut is more intuitive than your brain – unlike your grey matter, it hasn’t learned to doubt. Don’t spend another year fighting with your weaknesses and making a dog’s dinner. Revel in your strengths and see how you soar. Namaste,
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ISSUE 56 APRIL 2018
Marketing to Millennials
& GenZ
Get your golden ticket to esprit’s Event of the year!
ISSUE
56 Contents
Snapshot
TALKING POINT
TEAMWORK PAYS OFF - BOOSTING BRAND RETAILER SYMBIOSIS
BRANDS
COVER STORY – LADY JAYNE – 12 Lady Jayne – classic yet contemporary. The household name has strong heritage and leading innovation
Front Cover Details Loved in Australia as a home-grown brand, consumers look to Lady Jayne as a point of reference and a sense that they are buying a quality product. In many ways, hair brushes and Hollywood glam are like wine. They are classic and never go out of style, says Juliette Toolin - Marketing Manager - Essential Beauty at McPherson’s. “Lady Jayne has not only stayed relevant throughout its history, we continue to make converts because consumers know they are getting the latest technology to help them achieve whatever hair style they choose from simply great to sophisticated”. See Lady Jayne Cover Story on pages 12 and 13.
INDUSTRY NEWS – 20 Industry innovations and innovators – see here an interview with Kate Morris, founder of adorebeauty.com.au, plus more!
KNOW YOUR OWN BUSINESS
The new conversation on ageing sees brands rejigging their consumers’ focus
55 JANUARY/FEBRUARY/MARCH 2018
new
TREND – AGE NEUTRAL MICELLAR CLEANSERS SKINCARE – 16
YOUR RESOURCE FOR EVERYTHING YOU NEED TO KNOW IN RETAIL BEAUTY RIGHT NOW
ISSUE 55 JANUARY 2018
ESPRIT MAGAZINE AUSTRALIA
Clarins’ CEO Jonathan Zrihen focusses on giving more service to the customer
Beauty Influencers
MEDIA
BAs – THAT’S YOU!
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
TALKING POINT – 32 – TEAMWORK PAYS OFF
OUR MOST GENTLE
esprit talks to leading brands about they YET. FORCE OFhow NATURE For a natural cleanse that works with the your skin, not against it. help to increase in-store traffic and boost path-to-purchase
INTERVIEW – JANET PARDO – 40 Janet Pardo, Senior Vice President, Global Product Development Clinique, chats with Elisabeth King about the global brand’s continuing success
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ISSUE 54 OCTOBER 2017
WE HERO
BUSINESS – 48
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Industry experts support your business development
OUT & ABOUT – 64 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 56: ISSN 1449-8018
On the traps: who’s been where, when and why
BEAUTY INFLUENCER – 83 The true beauty influencers are YOU – the Beauty Advisors!
BRAND NEWS – 93 Check out the latest products
TREND Masks
SOCIAL MEDIA AND NEW TECHNOLOGIES DRIVE GROWTH
Hot Button Issue On the scent of fragrance trends
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
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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 10| ESPRIT AUSTRALIA APRIL/MAY/JUNE 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 C A REER S O N L INE Log on to www.espritmagazineaustralia.com.au/ careers for all the latest jobs in beauty
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Brushes with Greatness
Lady Jayne builds strong demand through fashion, glamour and necessity Women don’t sit down and methodically brush their hair anymore as they did when Lady Jayne was established in the late 1920s. But even though the old-fashioned, 100-strokesa-night grooming brush has died, Australia’s number one hairbrush and accessories brand has re-invented the category as essential styling tools. Against a backdrop of aggressive discounting in many other areas of the haircare sector, the market for hair brushes and accessories remains buoyant. From stylish salon-type brushes to basic pins and barrettes, Lady Jayne has continually expanded the profile of all-round haircare while building profitability for retailers. by Elisabeth King
Lady Jayne became indelibly linked to style in the 1950s with the breakthrough launch of the Hair Beautifier, the original detangling brush, says Juliette Toolin, Marketing Manager - Essential Beauty at McPherson’s. “The launch marked a turning point for the brand. Contemporary and relevant for the times, Lady Jayne recognised that many women were entering the workforce and starting careers. Billed as a boon to the housewife and a must for the career girl, the Hair Beautifier truly forged Lady Jayne’s continuing relationship with Hollywood glamour. Back then women looked to enduring style icons like Marilyn Monroe and adapted their hair looks, just as today they look to their successors to keep up with go-to hair trends”.
Pharmacy Focus/Unrivalled Brand Recognition
The Hair Beautifier was sold in department stores, but Lady Jayne’s popularity soared with its expansion into pharmacy. The brand’s core foundation today is pharmacy and Lady Jayne is available in 4500 outlets nationwide, including the big chains and independents, says Toolin. “Not only is Lady Jayne the market leader in hairbrushes and accessories, 8 in 10 Australians recognise the brand. An amazing brand recognition that’s not only linked to its strong heritage, but also because detangling has been such a long term speciality. Mums buy the brand for children as young as five and this has been true for decades. Lady Jayne is imprinted on the minds of consumers of all ages”. With more than 200 products in the range, innovation is what really drives the cash register rings. The Hollywood glamour emphasis remains very strong for Lady Jayne because the brushes and accessories business is driven partially by fashion trends and partially by necessity, adds Toolin. “Last year, we overhauled the core range and refreshed the packaging and logo. But the new professional brush range has generated significant growth because it is all about making transformative looks easy to achieve. The brushes were a logical addition for Lady Jayne and they attract shoppers who like to experiment with their appearance and want a whole new look. Hair brushes and accessories are not as price sensitive as many other segments and they give retailers an opportunity to generate impulse sales and offer a complete hair care section”.
Hollywood Glam and Premium Presentation Key To Young Consumers
Millennials and Gen Zers under 30 are the major target consumers for the new Professional Range, says Tegan Hodder, Brand Manager Lady Jayne. “We collaborated with Jonathan Colombini, the LA based celebrity hair stylist who works with Kylie and Kendall Jenner and other high-profile celebrities such as Fergie and Emily Deschanel. As a market leader, Lady
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Jayne has to deliver and be all about the red carpet, the spotlights and Hollywood glam. We advertised for the first time and there was also a strong public relations campaign and social media blasts to reach out to younger consumers”. Seasonality plays a big role in the hairbrush and accessory category. Summer brings an increased demand for items that hold hair in a bun or a ponytail and detangle beach hair. More women are participating in sports, creating a need for functional products that can withstand high-level activity. There’s also a strong focus on brushes that make drying and styling such on-trend hair styles as the half up/half down do popularised by Khloe Kardashian simpler and less harsh on the hair, says Hodder. “Lady Jayne’s expertise in de-tangling dates back to the Hair Beautifier and that’s why people still buy the brand’s brushes today. Professional stylists are also major advocates because our brushes are designed with quality bristles and shapes to enhance the styling experience.”. The copper and black premium look of the new Professional Range debuted in the VaddleTM Brush – a two-in-one brush with the combo performance of a paddle and vent brush - and the Vent Brush, created for thinner, shorter hair - in mid-October. Both brushes were designed to create superior volume and movement and gave consumers a preview of the copper ceramic base plate with ionic bristles. A month later – mid November - four soft change brushes also hit the stores. All priced under $30, the lineup sparked a lot of interest and helped pharmacies to develop the right product assortment. The Detangling Paddle Brush with flexible nylon bristles and tip smooths wet and dry hair. For consumers looking to create long-lasting curls and waves, the Ceramic Radial Brush has the copper ceramic barrel that holds the heat longer. A mix of v-shaped ionic and boar bristles are the major selling points of the Porcupine Ceramic Radial Brush in small and large sizes which create volume or a smooth, sleek look. Boar bristles are a favourite of professional stylists, notes Hodder. “So in-store display of this collection of upscale brushes prompts consumers to spend more on a product”.
FOR ALL HAIR TYPES
BLOW DRYING
MAXIMUM VOLUME
SMOOTHS HAIR
HAIR SHINE
MIN HAIR BREAKAGE
IONIC BRISTLES
GENTLE ON HAIR
FLEXI-GLIDE BRISTLES
FIGHTS FRIZZ
DETANGLING BRISTLES
CREATES TEXTURE
WET HAIR
THICK HAIR
CURLY HAIR
WET & DRY HAIR
Star Quality
Everyday glam never goes out of style because everyone likes the idea of being pampered. Glamour looks good, feels good and also appeals to a need we all have for more time in a fast-paced world. Every consumer can feel like a star with Lady Jayne’s new accessories in gold, silver and rose gold, says Hodder. “The Round Gold Barrette, Large Metallic Double Bar Slides, Large Metallic Slides, Thick Round Barrettes and Metallic Swirly Pins are affordable luxuries priced between $9.99 and $11.49”. Consumers have always loved Lady Jayne because it is an Australian brand and because it gives them a point of reference and a sense that they are buying a quality product. In many ways, hair brushes and Hollywood glam are like wine. They are classic and never go out of style, says Toolin. “Lady Jayne has not only stayed relevant throughout its history, we continue to make converts because consumers know they are getting the latest technology to help them achieve whatever hair style they choose from simply great to sophisticated”.
ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |13
Lancôme Absolue’s Art of Service A New Benchmark for Prestige Skincare
TOUR of BEAUTY
Continued growth is a given for any brand, but maintaining the right balance between exclusivity and increased sales centres on managing the divergence between short-term goals and on-going investment. Absolue is Lancôme’s longest established brand and was launched in 1965. Four years ago, the prestige French skincare leader kick started a long-term strategy to develop Absolue as a brand-within-a-brand. A successful move that catapulted the franchise to the top of the prestige skincare market in Australia. by Elisabeth King
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INTENSIFIED POTENCY OF THE ROSE INCREASED PERSONALISATION
Many premium skincare brands have an exclusive hero ingredient and Absolue is no exception. The groundbreaking active is the Lancôme Rose Extract. The unique hybrid Centifolia roses are grown in the Plateau de Valensole in Provence by Madame Emmanuelle Ravel. A third generation French farmer, Ravel oversees the rose fields all year round and the hand-harvesting of the blooms in May each year. Lancôme also has a special partnership with Maison Robertet, a French fragrance house founded in 1875 which has incredible expertise with natural raw materials. “We have introduced a new extract - the CO2 Rose Extract - in such recent releases as Lancôme Absolue Rose Mask and Rose Lotion”, says Nicol. “It uses a process called Supercritical CO2 Extraction, an ecofriendly technique that utilises carbon dioxide in a semi-liquid and semigas state for essential oil production. Compared to the more traditional cold distillation process, CO2 extraction allows plant active ingredients to be gathered more quickly without solvent residues, ensuring they are better preserved and more effective”.
How did they do it? First by never breaking our promise to the consumer, says Pamela Nicol, National Training Manager for L’Oréal Luxe. “High quality skincare with high service partnered with exclusivity has established such a heightened level of confidence with consumers that they come to Absolue year after year. Innovative new products are also a big part of the magic formula, and this is what really sets the Absolue franchise apart”. BOOSTING LUXURY POSITIONING WORLD CLASS SERVICE
Absolue sustains its luxury positioning through all customer touchpoints, including communications, product design and packaging, retail partners, price points and curated releases across its three major sub-groups - the Bx entry range, Precious Cells with its cutting-edge stem cell technology and L’Extrait, its top-of-the-line supra-luxury offer. World class service has become crucial to the success of the superpremium skincare category and women are seeking out full service environments when it comes to buying high-end, results-driven products. Our Art of Service initiative was launched last year, says Nicol. “It’s all about the generosity of the Absolue brand and we staged a roadshow around Australia to introduce our beauty advisors to the concept. It is available in our top 40 doors, of which 20 of the major city doors have dedicated Absolue spaces where we invite customers to step away from the crowd. We hang up their coats so they can fully relax as they receive expert diagnosis of their specific skincare needs”. The Art of Service ritual is very much linked to facials, says Nicol. “After an initial consultation, customers are offered The Absolue Treatment - a premium facial that lasts for one hour and 15 minutes and includes using prescribed products from the Absolue range to suit individual skin types, a facial massage and relaxing pressure point techniques based on Shiatsu. It’s the perfect way to introduce new products to existing Absolue customers, those who may be using other Lancôme franchises such as Hydra Zen and to reach out to new clients”.
In February, Absolue debuted the Mixology concept. “It’s unique to the franchise and allows customers to experience the personalisation that is so in demand today, says Nicol. “For example, they can add one of our oils to a mask for extra nourishment or dilute a cream to a more gel-like consistency with the Absolue Precious Cells Rose Lotion. New and existing customers can mix and match products to suit their personal preferences and skincare needs. Mixology also allows them to experience new textures”. GROUNDBREAKING RELEASE & FEEDBACK CULTURE
In March, Lancôme launched Absolue Precious Cells Rose Drop Night Peeling Concentrate, an overnight peel to boost radiance and glow. “A definitive three-in-one product, the results are amazing”, says Nicol. “The rose phase makes up 70 per cent of the product and glycolic acid helps to penetrate the first layers of the skin. The gold phase - or miracle oil - comprises 30 per cent of the formula and features argan and rose oils to regenerate the skin and fast-track radiance. The signature fragrances - Jardin des Thes - produces a soothing scent that calms the senses before sleep”. Consumer interaction with Absolue is all about education, not just selling, says Nicol. “Customers can even ask for a shoulder massage after their consultation. After pre-booking and enjoying the Absolue Treatment facial, clients are given a gift bag. Absolue products also come in their own branded bags and are wrapped in black tissue paper. Attention to detail that makes clients feel they are part of a special club through close cooperation with their preferred brand and a feedback culture on both sides”. Wherever they shop, customers can be assured of a uniform prestige experience through the Absolue Art of Service, says Emma Stafford, National Events Manager for Lancôme. “My job is to ensure that customers receive the same streamlined and exceptional standard wherever they book their Absolue Treatment facial”. We are training more beauty advisors nationwide so we can offer more facials, adds Stafford. “There’s no booking fee and we target prized customers and keep connected to new and existing clients through special Absolue events. Lancôme has set a new benchmark for premium skincare in Australia with the Art of Service concept and every customer is made to feel like a VIP”. ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |15
The New Conversation on Ageing by Elisabeth King
Re-Jigging Consumer Focus Innovation might be the most loved buzzword in the beauty industry. But marketing keeps repeating itself. The end of World War II ushered in the modern consumer age and every new generation since has been targeted as the next big thing. That’s a logical move, of course, but each and every time an over-emphasis on youth has been shown to have limitations. It’s ironic that the word Youthquake was nominated as the word of the year for 2017 because it first surfaced in the 1960s to refer to the consumer impact of then-young Baby Boomers.
16| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
Age Neutral Beauty…All Ages Digitally Savvy In the September issue of Allure, the prestigious US beauty magazine announced that it would no longer use the term anti-ageing. That doesn’t mean that anti-ageing products have lost their appeal. It’s a reflection of the fact that multi-functional, dermocosmetic and preventative skincare has become the preferred choice of many Millennials, Gen Xers and Baby Boomers because today’s conversation about ageing is different. Terms like Ageless Beauty and Age Neutral Beauty have been coined because many women want to age well rather than turn back the clock and also want to stay healthy for as long as they can as lifespans increase. It’s a sobering thought that two-thirds of all people who have ever lived past the age of 65 in the entire history of the world are alive today. There’s no doubt that Millennials with their love of selfies and seeking advice from beauty vloggers have spurred a boom in the colour cosmetics category and they remain key players. Younger women have always spent more on makeup, as witnessed by the upsurge in designer and makeup artists brands in the 1980s and 1990s, notably M.A.C and Bobbi Brown. M. A. C has even had the tagline - All Ages. All Races. All Genders - since its launch in 1984. But what often goes unrecognised or is largely ignored is that women in their 40s, 50s and 60s are digitally savvy and are also drawn to beauty apps and YouTube tutorials as they look for guidance on how to update makeup techniques and research what colours best suit their changing face shape, hair colour and skin tone. Communication technology has been around for a long time. The widespread use of personal computers in the home dates back to the 1980s and the World Wide Web went live in 1992 - 26 years ago. Over 65 per cent of Internet users in Australia are aged 35-plus - with 30 per cent aged 55-plus. In contrast to 35 per cent aged 15 to 34. Daily Internet use is high across all demographics in Australia from 86 per cent for those over 50 to 99 per cent for Millennials and Gen Zers, according to the 2017 Sensis Social Media Report. Close to 80 per cent - 79% - of the Australian population use social media and 88 per cent own a smartphone. Yet many beauty brands act as if only young people are constantly connected when the opposite is true.
40 No Longer Viewed as Mature/ Remaining-Active Beauty Consumers There’s an old gag that runs - old age is 15 years older than you are. Today’s older women have changed the goal posts and are demanding that brands use more mature models in order to be more inclusive and representative. What used to be tokenism has now become commonplace with companies like L’Oréal signing 70-somethings Jane Fonda and Helen Mirren and Maye Musk joining the Covergirl stable of ambassadors at the age of 69. But what really indicates how much things have changed is that celebrities in their 40s like Cate Blanchett for Giorgio Armani, Julia Roberts for Lancôme and Sofia Vergara for Head & Shoulders are not viewed as “mature” anymore and are portrayed as not only glamorous but sexy in major ad campaigns.
The saying - You’re only as young as you feel - is a reality these days, not such wishful thinking. By the year 2050, the over-60s will account for 22 per cent of the world’s population, says the World Health Organization. A recent study in the Journal of Clinical Psychology revealed that Gen Xers and Baby Boomers are happier and less prone to depression and anxiety than younger generations. In most major markets from China through the US, Australia, Japan and Europe, the current older generations are the richest in history and they intend staying looking good for as long as they can and remain very active beauty consumers.
Giving the Flick to Generalisations and Stereotypes
TREND REPORT
It’s been brewing for a while now, but Mintel finally called time on brands who have been focusing too much on Millennials at the expense of reaching out to all generations. In January, the global research firm advised that “brands stop targeting consumers based on their age, gender and body type”. Just the latest reminder of the well-known fact that just because people are born within the same 18-year timeframe, they don’t necessarily have the same habits, lifestyles or much else. Remember psychographics? The profiling of consumers based on values, interests, lifestyles and opinions rather than age. The theory first emerged in 1965 and has been revived regularly since. It’s time has come again and it’s no coincidence that the comeback is occurring as the oldest Millennials are within sight of turning 40.
Focusing on age groups is an easy approach for marketers, but it can be a trap that perpetuates stereotypes, especially today when 19 year olds watch old episodes of Friends and 60 year olds are fans of Narcos. To achieve longterm success at counter, brands have to move beyond the latest Instagram micro-trend. Over the past couple of years, as it has become apparent that Millennials do not dominate the skincare market, more brands have moved to addressing needs such as dryness, pigmentation and redness which are common to all age groups and this trend will intensify. The watershed moment arrived about three years ago when sales of age-specialist skincare in the US declined for the first time in two years. According to Karen Grant, global beauty analyst for the NPD Group “Millennials are just less anxious about the lines, the wrinkles, the grey hair. There’s the overall sense of “Oh, that’s good enough”. It’s the same story in other key markets in Europe where simplicity and solution and problemcentric skincare rate more highly among younger women in their 20s. Generalisations about beauty budgets can be another curse. Just because a Millennial aspires to a Chanel lipstick in a focus group doesn’t mean she will become a purchaser. She may search for a cheaper “dupe”. Older Millennials are also ageing and their priorities are changing. Over 80 per cent of babies in Australia are now born to Millennial mothers, so cosmetics move down the list of necessities. While empty nesters suddenly have more money to spend on themselves because their children have left home. Ageless beauty has become a major goal of the over-35s and pointing out a customer’s physical changes such as wrinkles has become yesterday’s approach. The global anti-ageing market is now worth US$25.1 billion a year, with sales divided between US$13.3 billion for mass and US$11.8 billion for premium. The market is fuelled by women of all ages. Many older women just want basic no-fuss skincare - in a US study 38 per cent of Baby Boomers preferred hydration claims over anti-ageing ones. While a significant number of Millennials, especially in Asia, are buying more products as sunscreens, antioxidant-rich creams and serums and products designed to minimise dynamic wrinkles such as crow’s feet or protect against pollution and artificial blue light emitted from smartphones, computer screens and tablets as they age. Regional differences are very pronounced. The key takeaway of today’s approach is that many trends were firmly entrenched long before Millennials became serious beauty buyers - natural/ organic, personalisation and multi-purpose. The Body Shop, L’Occitane, Max Factor and Prescriptives led the way decades ago and created fertile ground for Gen Xers and Baby Boomers to just keep doing what they have always done; ie, be tempted with new technologies, textures and formulas. Even Rihanna’s much bally-hooed range of foundations that cover most skin shades isn’t ground-breaking. M.A.C and Lancôme also have a huge shade range. In fact, this year marks the 120th anniversary of the launch of the Hygienic Manufacturing Company in the US in 1898. Its founder, Anthony Overton, was the first African-American to lead a major business corporation and one of its best-selling products was High Brown Face Powder - the first market success in the sale of cosmetics to black women.
ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |17
Do your customers want an all-natural daily skin regime?
01
CLEANSING OIL – NATURALLY NOURISHED
The natural skincare industry is burgeoning. Blossoming into a bevy of beautiful brands that give customers a choice. A huge choice. If, like millions of people around the world, your customers are asking for a natural beauty brand for their everyday skincare needs, the Olive Oil Company just might be the right fit for them. Australian made with olives grown locally, the core essentials skincare range has been created to nourish, revive and restore healthy, glowing skin. Simply and effectively. Whether your customers’ skincare menu is basic or goes beyond with specialist treatment products, either way, there are some fundamental aspects that should never be skipped. No matter if they’re in a hurry to get to work or more than ready to hop into bed after a long day – these skincare essentials should always be a part of anyone’s morning or night-time skincare routine.
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WHAT IT IS? A luxurious blend of Olive, Sunflower and Castor Oil combined with the essential oils of Bergamot, Buchu, Orange, Cedarwood, Petitgrain and Geranium, to create a Cleansing Oil rich in vitamins and antioxidants to deeply cleanse the skin.
WHAT ELSE DO YOU NEED TO KNOW? The olive oil penetrates pores and removes impurities. Perfect to remove make-up and wipe away the grime of the day, whilst hydrating and reviving the skin. All-natural ingredients, free from SLS, no parabens, no Palm Oil, no artificial fragrance or colours.
HOW TO USE Gently apply oil on dry skin, wet fingers, and massage the oil into the skin. Once blended with water the oil will turn milky. Rinse thoroughly with lukewarm water.
02
esprit Magazine promotion
FACE WASH – JUNIPER ORANGE
WHAT IT IS? The ideal daily cleanser and tonic for maintaining healthy, smooth and radiant skin. Face Wash is rich in antioxidants and vitamins to help fight the signs of ageing and benefit problem skin conditions.
WHAT ELSE DO YOU NEED TO KNOW? Juniper and Bitter Orange essential oils combine to give a woody, crisp, fresh aroma. Use with Facial Serum and Face Moisturiser for the perfect finish.
HOW TO USE Gently massage product onto damp face and neck using circular motions, rinse thoroughly with water and pat dry.
03
FACE SCRUB
WHAT IT IS? Perfect for all skin types, gentle Facial Scrub is the ideal way to prepare the skin for moisturisation.
04
FACE MOISTURISER – SERENITY
WHAT IT IS? An uplifting blend of essential oils, Serenity is a smooth, light face moisturiser ideal for daily use. Suitable for all skin types and rich in nutrients and vitamins, this moisturiser hydrates and tones
WHAT ELSE DO YOU NEED TO KNOW? Rich in properties to help fight the visible signs of ageing
HOW TO USE After cleansing gently massage moisturiser over face and neck. Apply morning and night.
05
FACIAL SERUM – JUNIPER ORANGE
WHAT ELSE DO YOU NEED TO KNOW? Essential oils of Orange, Petitgrain and Patchouli give a fresh aroma and help to balance the oil and moisture content of the skin. Formulated with Kaolin, a natural earth clay to help decongest pores and lift impurities, and Jojoba beads for gentle exfoliation, the scrub cleanses and leaves the skin smooth and hydrated.
HOW TO USE Massage product onto face using a gentle, circular motion, then rinse with water. Use weekly as part of a skin regime, or more frequently if desired.
Calling Retailers Want to talk business with the Olive Oil company?
Here’s who to contact to talk opening orders: Tracy Schembri | National Sales Manager M:+ 61 447 888 077 E: tracy@oliveoilskincare.com.au
WHAT IT IS? Deeply hydrating, this unique light-weight Facial Serum offers a potent, nutrient rich blend of vitamins and antioxidants to nurture and revitalise the skin. Formulated to provide intensive care for even the most demanding skin, it provides an instant lifting effect. It also smooths out skin and reduces the look of fine lines and wrinkles. It is absorbed quickly, providing intense hydration to help reduce the visible signs of ageing.
WHAT ELSE DO YOU NEED TO KNOW? • The airless bottle is not only convenient and attractive but allows for convenient application. The design also helps PROTECT the serum from contamination. • Simply turn the bottle upside down to pump, thus preventing the liquid from coming in contact with air. The benefits are the properties are preserved ‘til the last drop…and this last drop of the Serum has the same quality as the first.
www.oliveoilskincare.com.au
ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |19
INDUSTRY NEWS
CEW UK Mentoring Event with
Marks & Spencer
NAPOLEON PERDIS OFFICIAL MAKEUP PARTNER OF MERCEDES-BENZ FASHION WEEK AUSTRALIA 2018 Napoleon Perdis returns to the runway again as the Official Makeup Partner for Mercedes-Benz Fashion Week Australia 2018. Napoleon Perdis was a sponsor of the first MBFWA event, and as an Australian, family owned business, has always been passionate about supporting the Australian fashion industry. “I can’t wait to bring cutting-edge, next-gen makeup looks to the runway this year. I’m so looking forward to working with other Aussie brands and adding my beauty spin to the shows,” says Napoleon. In 2017, Napoleon was joined at MBFWA by his daughter, Lianna Perdis (model and Napoleon Perdis brand ambassador) who closed the show for Christopher Esber. Lianna will be back in Sydney for the 2018 event in May.
Karl Lagerfeld+ ModelCo
sign ‘it’ girl
Almost a year ago, Shelley Sullivan – CEO ModelCo, the Aussie, home-grown cosmetics and beauty accessories brand announced a partnership with Karl Lagerfeld to collaborate on a limited edition cosmetics line. With the imminent launch, we now have a face to the campaign. European model, Stella Maxwell has Victoria’s Secret and Max Factor campaigns on her resume. The Karl Lagerfeld Parisian fashion house and the Australian beauty brand will launch the special edition cosmetics collection worldwide mid-2018. In the campaign, which was shot recently in New York City, Maxwell appears alongside an animated, 3D graphic of Karl Lagerfeld. It’s all a bit quirky, fun and eye-catching…just like the world of cosmetics should be. The Karl Lagerfeld + ModelCo collection will be distributed globally through premium retailers in the USA, Europe and the Middle East, through Karl Lagerfeld’s stores and KARL.COM, plus ModelCo’s premium distribution network modelco.com. Retail partners will be announced in mid-2018. Maxwell was selected for the campaign as she is a current “it girl” of the modelling world, and one of Karl Lagerfeld’s muses. She was named Model of the Year at The Daily Front Row’s Fashion Awards in 2017. 20| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
Cosmetic Executive Women is a worldwide association that, despite its name, is inclusive to all genders and with an open, educational, informational, networking purpose. It has a mentoring ‘arm’ where top level execs share their journey and experience to inspire and support others. Recently CEW UK welcomed one of the most famous British retailers, Marks & Spencer (M&S), Beauty Brands & Education Manager, Rebecca Cullen to speak to a sold out audience about her inspiring career and ‘The Beauty of Knowledge’. Rebecca received the 2017 ‘CEW Members Achiever Award’ in November 2017, paying testament to the respect she receives from her peers as well as acknowledging her successful career in the beauty industry. One of her key motivations is giving Beauty Advisors the education and support tools they need to provide their best, personal customer service on the shop floor. Within her current role at M&S Rebecca is responsible for educating and training beauty advisors, as well as tasking them to keep up to date with product knowledge so that they provide an exceptional service to all customers. Throughout Rebecca’s discussion of both her personal success and also the success of M&S Beauty, there were three reoccurring themes that worked as the driving force behind each achievement: passion, education and communication. With the ever changing face of the beauty industry it can be hard for retailers and beauty advisors to keep up with the required knowledge to provide an exceptional service. With this in mind, and using years of experience working across the industry, Rebecca and her team worked endlessly to create and maintain a robust and unbiased education model to work across the M&S Beauty division. The model involves a range of platforms designed for the M&S Beauty team to ensure they remain educated and passionate about what they do. The teams undertake training courses and have access to a selection of written material, as well as using an interactive network support forum to encourage communication and education between all members of the Beauty team. Overall, it is through these various platforms that M&S Beauty Advisors are able to constantly build on their education and in turn provide a professional and passionate service to all M&S customers. Rebecca “cannot stress enough the importance of the why”, referring to the basic skills and knowledge that an individual must have in order to move forward within a given industry. She provided the audience with an inspirational insight into the inner workings of the M&S Beauty team, and encouraged others to never underestimate the power of passion, education and communication when it comes to building a career.
The IMPACT
of solar
OFTEN, WE ARE TOLD TO AIM HIGH, TO REACH FOR THE STARS. AT IMPACT INTERNATIONAL, WE ARE STILL REACHING FOR THE STARS WHILST WE CAPTURE THE SUN - ALEKS LAJOVIC – MANAGING DIRECTOR, IMPACT INTERNATIONAL PTY LTD. more energy efficient models, re-designing our Plastic, packaging and sustainability are three factory layout to improve production efficiency words that can be hard to put in the same and installing smarter lighting, which in turn sentence, especially when it comes to having reduces energy consumption. a meaningful, positive, real life conversation. Impact prides itself on offering tubes At Impact, we are delighted and proud to decorated to the highest standard and using put these three words in the same sentence Australian made raw materials wherever following the installation of our solar farm. possible. The barrier properties In April, we will commission of our tubes are considered a 290KwH solar farm at our Impact prides itself superior, helping our customers Smithfield, NSW site which keep their creams, ointments will reduce our CO2 emissions on offering tubes and lotions in pristine by more than 300 tonnes per decorated to the condition. Australian and New year and generate in excess highest standard Zealand brands are doing of 395 mWh’s of electricity each year. To put that into and using Australian extremely well in Asia (mainly perspective, the average made raw materials China) based on the “clean and green” image that has been Australian house consumes wherever possible. successfully promoted. Many 6,500 kWh per year. So, our brands state that their products solar farm could supply all the are certified organic or are based on nature. power needs to over 60 Australian homes. Our Up until this point, the packaging used to goal is that while the sun is shining, all tubes house these creams, ointments and lotions has manufactured at our Smithfield manufacturing largely been left out of the conversation. site will be made using green energy generated Through installing our solar farm and from our solar farm, meaning our tubes will wanting to offer tubes manufactured using be produced using zero carbon emissions. zero carbon emissions, our aim is to add to our This project involves not only the installation customers’ story. of our solar farm but also updating motors to
NOW YOU CAN SOURCE BEAUTIFUL LOOKING TUBES WITH MINIMAL ENVIRONMENTAL FOOTPRINT MANUFACTURED RIGHT HERE IN AUSTRALIA
Our partner, Smart Commercial Solar is building our solar farm and we will monitor the efficiency of our system which covers more than 800 sqm of ground space. What’s exciting is that this is energy production that you will actually be able to walk through. Customers visiting Impact will be able to photograph their tubes in the middle of the solar farm, providing a perfect image for savvy social media campaigns. CONTACT US TO DISCUSS YOUR TUBE REQUIREMENTS WITH OUR EXPERIENCED TEAM
(02) 9604 5133 (Sydney office) (03) 9335 2202 (Melbourne office) email sales@impactintl.com.au
SERIOUS ABOUT TUBES ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |21
www.impacttubes.com.au
INDUSTRY NEWS
PICK IT AND CLICK IT Constant Innovation and Thinking Like A Start-Up Fuel Continuing Success for Kate Morris and Adore Beauty BY ELISABETH KING
22| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
Faster connections, better imaging and a wider variety of merchandise have completely upturned the way consumers look at buying cosmetic products online. Kate Morris, the cofounder of Adore Beauty, is the pioneer of online beauty retail in Australia and has been the subject of countless interviews and profiles in the media. But even though her entrepreneurial progress has been well-documented, it’s worth remembering she took a huge gamble when she founded the nation’s first beauty e-commerce site in 2000 with startup funding of $12,000. Back then, there was no broadband, no smartphones and no social media, says Morris. “Today Adore Beauty has over 200 brands and 13,000 products, and mobile phone sales have now surpassed desktop purchases”. A revolutionary journey that has earned Morris and Adore Beauty a roll-call of major awards and business rankings. In 2014, Morris was awarded the Business Innovation Award for Victoria at the Telstra Business Women’s Awards and was inducted in the Australian Businesswomen’s Network Hall of Fame the following year to name two highlights. In 2017, she became the first woman to receive the Industry Recognition Award in the nine year history of the StarTrack ORIAs.
Online foundation sales used to be mostly repurchases, but we created a spinoff software product called Findation which really solves the problem”. Findation’s “Find My Shade” tool allows customers to find their matching foundation colour across different brands completely online. The database features over two million shade pairings and over 7800 products and is the world’s most comprehensive data base of foundation shades. “The tool not only increases online sales, it also reduces the number of returns,” says Morris.
In February of this year, Adore Beauty was awarded the Top Customer Rated online retailer in Australia at the Power Retail Awards; further testament to its commitment to customer happiness.
CUSTOMER-CENTRIC/ TECHNOLOGICAL SHIFTS
CHANGING EXPECTATIONS/WORLD FIRST INNOVATION
Adore Beauty has been an online beauty retailer longer than anyone else in Australia, says Morris. “What consumers expect is constantly changing and the path-to-purchase has become more democratic. More and more consumers prefer to cherry-pick than to stick to a single brand. But being successful in online beauty retailing is not only about choice. Building trust is crucial and beauty e-tailing is going from strength to strength because when customers trust a website they also consider it to be a seal of approval for brands”. Trends are changing faster than ever, says Morris. “There are more and more skincare nerds and high-strength cosmeceuticals are currently massive. Foundation is also whitehot because women want to be selfie-ready, so there’s been a strong preference for full coverage. The selfie craze has also affected haircare sales because so many women also want their hair to look perfect - strong and healthy. Hair tools, repair and boosting products based on new technologies have also become major sellers”. Content has become key in the evolution of beauty e-tailing, says Morris. “Our blog Beauty IQ - educates consumers so they don’t have to go anywhere else for help and guidance. It’s a confluence of media and retail and offers advice on ingredients, trends and much more. Customers now see Adore Beauty as a valued resource, not just a place they come to when they are ready to buy products”. Selecting the right shade of foundation has long been a bugbear for consumers shopping at both bricks-and-mortar and online retailers. “Every single day we had customers saying I want to buy this product but I don’t know what colour I need”, says Morris. “On-screen swatches look different on every monitor.
Adore Beauty’s customer base is very broad, says Morris. “Ages range from 18 to 70 but our strongest cohort is aged between 25 and 45. They are also influenced by YouTubers and Instagrammers and are early adopters. Sales through mobiles skyrocketed last year and our ongoing investment is geared towards mobile through 2018. Two years ago, consumers were using mobiles mainly to check information, but now they are completing the entire purchase journey on their smartphone. It’s all about speed these days at every step”. Morris is proud of the fact that the Adore Beauty team still thinks like a startup. “We set ourselves lofty goals and are constantly asking - How fast can we get things done. To be an ongoing commercial success, you have to evolve, and that means having the courage to fail. If an idea doesn’t work, move on to the next experiment. The one thing that’s nonnegotiable is to remain customer-centric all the time. We constantly look at feedback, data and scout for trends and products we think our customers will like. We still have to test first though! Even though I have been in business for 17 years, the results still often surprise me”. Like many leaders in the beauty industry, Morris believes AR (Augmented Reality) has enormous potential as it continues to develop. “It will be amazing to be able to invite customers to ‘try on’ products once the tools become accurate. But even more important than bells-and-whistles technology is being honest and respectful of your customers. None of our sales staff are on commission. They are brand agnostic and are free to say to customers - Don’t buy that”. One of the biggest changes since the launch of Adore Beauty is speed of delivery. “In the early days, people were just happy if the product they ordered actually arrived! Then one week became standard; but today people aren’t prepared to wait for even a few days anymore. If customers order something by 1pm from Adore Beauty, it will arrive the next day. We are constantly investing in accelerating delivery times because quicker service boosts sales”.
STAYING ON TOP
Even though better photography and tools like Findation have eased consumer doubts about what a final look will be, replenishment is still very important to e-tailers, says Morris. “Some customers will always prefer to buy a new product in-store for the first time. But what we’re seeing now is more and more customers willing to explore and buy new products online. This is a big shift and we’re investing heavily in creating the tools and content our customers need to feel confident about buying sight-unseen”. Morris has carved out an enviable reputation as a public speaker. “Resilience and tenacity are among the two most important qualities when you start a business. Timing and identifying a market niche are also as important as they ever were. You also have to take a longterm view and should always stand by your word. We have always been respectful of our brand partners. Sometimes it takes longer to get some brands on board, but doing the right thing remains key to building a reputable company and being a market leader in your space”. It’s an attitude that’s paid off handsomely. In 2015, Woolworths became an investor in Adore Beauty acquiring a 25 per cent stake, but in early 2017 Morris bought it back to become independent again. She’s not overawed by the arrival of Amazon, principally because the online giant has been present in the Australian marketplace for some time. Adore Beauty’s fargreater passion for beauty continues to drive its growth, says Morris. “We operate 7 days a week and our team of skincare specialists, hair stylists and makeup artists is second to none for the best advice and customer care”. Kate Morris is a regular contributor to esprit Magazine Australia print and digital. See this month’s column on the importance of cybersecurity on page 63.
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INDUSTRY NEWS
Chanel boutiques’ customised augmented retail experience
DB Influencer collaboration In the instagram world, Sophie Cachie is described as Australia’s most influential mum, with a chatty 234k followers who love her take on life…as a parent and mother. She’s open, honest, candid and hilarious, particularly about her experiences as a parent…a young mum. Sophie has collaborated with her favourite makeup brand – Designer Brands, creating two new custom cosmetics palettes which go into pharmacies across Australia in May. With a cheeky dash of pink leopard print on the tin and some life advice inside from Sophie, each palette comes with an integrated mirror and magnetic closure. “I’ve been such a huge fan of DB makeup for such a long time, that when the chance to collaborate arose, I jumped at it! I created these palettes with the everyday woman in mind - I wanted to bring out the inner glamazon in all of us! There’s nothing a woman can’t do when she’s loving the way she looks and I hope everyone has fun playing with these super pigmented shades. Sophie’s DB palettes Limited edition On The Go all in one face palette RRP $14.99 is a collection that Sophie’s curated - her holy grail DB products; Banana Powder, Golden Highlight, Contour, Blush and a Pearl Highlight. She grants the gift of glow with her all-time favourite DB highlighters: one all-over face shade (golden) and one amped-up, accent shade (pearl). There are five in silky powders, designed to brighten, conceal, illuminate, contour and flatter facial features with the convenience of one palette. Limited edition Day 2 Night eyeshadow palette valued at RRP $19.99 includes 18 shades of matte and shimmer. Named for Sophie’s fave places, people, things and moods, the shades in this versatile palette allow you to create a huge range of looks, from everyday glam to full blown OTT. This money-can’t-buy palette is only available as a FREE GIFT with any three DB products purchased instore and online.
Chanel and Farfetch, the global technology platform, have signed a multi-year global partnership to develop a range of digital initiatives in-store and out-of-store. The deal will see the two companies work together to develop a range of digital initiatives which will deliver an unparalleled customer experience both offline and online, in-store and out-of-store. The two companies have been collaborating for several months on how to bring together Chanel’s expertise in luxury retailing and its focus on impeccable client service with Farfetch’s expertise in digital innovation and technology. Both share a converging vision of the future of retail, and believe technology today allows customers to expect ultra-personalised experiences in their real and digital lives, seeking those two worlds to be seamlessly connected. Farfetch’s Augmented Retail vision provides the instore experience of the future by giving insights of the customers’ preferences both in the boutique and overall. With this partnership, Chanel will leverage Farfetch’s global technology platform to create its own Augmented Retail experience and enhance the boutique experience for customers, as the first of many initiatives the companies will collaborate on. Chanel’s purpose is to encourage customers to further experience the brand values and to feel something which is authentic and unique to Chanel, believing that digital will never replace the feeling of being in a fitting room and trying on a Chanel piece or being on a cosmetics counter trying out the textures and scents. “We are confident that Farfetch’s innovative technology will help us develop an even more outstanding customer journey by combining a great e-service offering with a genuine Chanel boutique experience,” says Bruno Pavlovsky, Chanel’s Fashion President.
Goldfield and Banks expands and exports Following Goldfield and Banks’ successful launch in November 2016, demand for its luxury Australian made and inspired fine fragrance range is exceeding the company’s expectations. As enquiries continue to flood into its Sydney office, the next stage for this home-grown innovator is set to expand with the appointment of Australian based distributor, Escentials Brands. Dimitri Weber, founder and CEO, Goldfield and Banks says: “We are delighted to be working with Escentials Brands to extend the brand’s presence throughout Australia and New Zealand. The desire for our Pacific Rock Moss fragrance from media and online influencers is especially helping to establish the brand. “With the local business in good hands, I look forward to working with global partners such as Lucky Scent, United States; Fortnum & Mason, UK; Corso Como, Italy and various others in Germany, Belgium, The Netherlands, Poland to name a few. With the Middle East and Russia showing strong interest, the future is very exciting,” say Dimitri. This unique combination of pure Australian botanicals coupled with the fine expertise only known in French perfumery, is set to carve a niche in the luxury fragrance market.
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INDUSTRY NEWS
Rebecca Judd
TO FRONT CAMPAIGN FOR KLORANE’S LATEST DRY SHAMPOO INNOVATION
Vaseline Healing Project Over the past three years, The Vaseline Healing Project (VHP) has helped three million of the most disadvantaged people across the world by providing dermatological care, medical supplies, health worker training and Vaseline jelly to help treat the skin of people affected by poverty or emergencies globally. Closer to home the Vaseline Healing Project recently held a clinic in remote East Java, Indonesia. Volunteer doctors ran the clinic to treat and educate the isolated community about skin conditions like leprosy, a highly stigmatised disease that has 161,000 new cases diagnosed in South East Asia every year. In addition to providing essential medical supplies the VHP also trained local GPs on how to diagnose and treat skin conditions to ensure that there is a lasting impact in the local community.
Nude by Nature LAUNCHES IN CANADA Australia’s No.1 Mineral Make-up Brand, Nude by Nature has launched into over 1,000 doors across Canada. The popular Australian makeup brand is now in leading Canadian drugstore retailer ‘Shoppers Drug Mart’ which reports $11.8 billion sales a year, with over 1.2 million shoppers in their stores daily. They are described as the most trusted Canadian retailer in Health, Pharmacy, Beauty and Personal Care. Nude by Nature’s portfolio of stockists has seen significant growth worldwide with the Australian favourite currently accessible in leading beauty retailers across UK, Europe and now North America and almost 4000 doors globally. Mark Thompson, Nude by Nature CEO says: “As part of our continued global expansion plan, we are proud to partner with Shoppers Drug Mart in Canada. Nude by Nature will have prime positioning in over 1,000 retail doors which will enable us to build strong awareness and consumer following. Shoppers Drug Mart have been searching for a natural, good for you makeup brand to launch into North America and are excited with the brand’s proposition.” Nude by Nature’s in-store experience will be shaped through best in class point of sale solutions using illumination, premium materials, signature rose gold finishes, clear product categorisation, and highlighting key brand messages on natural and good-for-you propositions. Within the stores, the brand will be positioned in premium locations, in the space of +1,800mm wide to deliver a strong consumer touch point. 26| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
Australian TV presenter, influencer, mum of four and beauty all-rounder, Rebecca Judd, has been announced as the face of Klorane’s latest innovation in hair care - Dry Shampoo with Nettle Tinted (RRP $8.95/50ml, $15.95/150ml), a formula specifically designed to control oily hair, for brunettes. It contains three natural mineral pigments that won’t stain hair or clothes, and just like its 47-year-old predecessor, the original Klorane Dry Shampoo, promises to leave hair feeling lighter and with renewed volume and texture, in just two minutes. As a long-time fan of Klorane’s cult classic dry shampoo, Judd says: “I have been addicted to Klorane’s Dry Shampoos for years and am excited that the nettle formula is now available in a tinted version for brunettes. For me, it provides the best volumising texture for my trademark waves, while also controlling oiliness and keeping my hair looking and feeling clean for longer. The tinted formula also blends into my hair beautifully, and doesn’t stain scalp, hands or clothes. Whether I’m using it to extend the life of my wash and blow-dry, or as a styling-aid, with my busy life, Klorane Dry Shampoo with Nettle tinted is not only a time-saver, but a life-saver!” she says. Judd advises to simply spray Klorane Dry Shampoo with Nettle Tinted onto roots in sections from a 30-centimetre distance. “I then leave it for two minutes, allowing excess oil to be absorbed, before brushing through to remove any residue. My hair is left clean, lighter and more refreshed, volumised and texturised.”
Free from parabens, sulphates and silicones it is available at leading pharmacies nationally from April 2nd, 2018, in 50ml and 150ml sizes at RRP $8.95 and $15.95 respectively.
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 AUSTRALIA APRIL/MAY/JUNE 2018 |27
INDUSTRY NEWS
Total Beauty Network in Conference
After a record year of sales growth in 2017 (over 28% companywide), Total Beauty Network (TBN) joined the sales/marketing teams for all four of its unique brands together at a company conference to kick the year off. More than 80 representatives flew in from all over Australia to review results and discover new launches from INIKA Organic, Raww Cosmetics, Designer Brands and Colour by TBN. As the largest conference in TBN’s history wrapped, attendees left armed with a multitude of sell-through and business growth opportunities for all customers. Designer Brands (DB) enjoyed double digit growth across pharmacy in 2017 and achieved the highest number of new pharmacy stockists, since the brand launched in 2006. These amazing results show how DB is consistently outperforming the Australian cosmetics market (more than five times average market growth). This result is especially outstanding as TBN is committed to never discount products from any of its four brands. INIKA Organic experienced growth in 2017 of 42% across the Australian salon and health channels, with global growth of more than 52% (Organic beauty is forecasted for 8-10% growth until 2024, doubling in the next seven years – Grand View Research: Global Organic Beauty Market). Recently identified and interviewed by Euromonitor as a “key player in the [organic cosmetic] industry”, the INIKA Organic team delighted attendees with the product launch calendar for the first half of 2018. New foundation shades and formulas, illuminisors and makeup kits will be hero releases for INIKA Organic in 2018. Raww Cosmetics has been met with extraordinary success after its launch into pharmacy and health channels in late 2017. Attendees were treated to testimonials from pharmacy owners who described how Raww products were flying off shelves, with stores experiencing Raww skincare selling out completely in 24 hours. With in-store incentives and sellthrough promotions presented, the team embraced the value they can offer to Raww customers in 2018. Colour by TBN is set to dominate the budget colour cosmetics market in pharmacy with an exciting announcement that meets with societal preference; the entire range is now Certified Vegan (alongside already being Certified Cruelty Free). With a strong and ethical point of difference, Colour by TBN is releasing an entire new range of vegan lipsticks at RRP $3.95 (with nails at RRP $2.95). Colour by TBN experienced 54% growth in 2017. After what was the biggest TBN conference yet, Tony Rechtman, CEO comments: “This conference marks the beginning of our most important year ever. We’ve set the stage for TBN brands to continue taking over the world and we couldn’t be more thrilled to see the tremendous marketleading growth we experienced in 2017. We are absolutely going to top those results again in 2018.” 28| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
BENEFIT ADVANCES BROW TECHNOLOGY Benefit Cosmetics ups the ante on brow services with its ‘asreal-as-it-gets’ virtual brow try-on experience. The #1 brow brand worldwide* continues to lead the way in building the brow business. Created in partnership with Modiface, TRY-ON EXPERIENCE guides customers through 15 iterations of popular brow styles with customisable shapes and shades. They can see their brows (and their face!) ‘transform’ in live 3D, from all angles. Existing virtual brow experiences have yielded unrealistic, super-imposed results. “To date, eyebrow hair has been one of the toughest facial components to render in AR,” explains ModiFace CEO Parham Aarabi. “Benefit’s BROW TRY-ON EXPERIENCE uses Next Generation Brow Transformation Technology to actually detect and replicate each user’s unique hair,” he explains, for an as-real-as-it-gets representation. Brows magically transform right before their eyes, on counter. *Source: based on estimated total global prestige brow product retail sales, July 2016 – June 2017
HOW IT WORKS FOR CUSTOMERS 1. Go to Benefit Cosmetics homepage benefitcosmetics.com.au 2. Choose an experience: select 3D LIVE, upload selfie or pick a model image 3. Pick a brow style to ‘try on’ 4. Customise it by adjusting shade, arch, thickness, definition and placement 5. Select “Get the Brow” to see how the products are used 6. Book a brow service!
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A Royally Radiant Complexion is in Reach
THE LATEST ADDITION TO BURT’S BEES SKIN NOURISHMENT RANGE IS FIT FOR A QUEEN - MEET THE NEW SKIN NOURISHMENT HYDRATING GEL CREAM. A natural approach to health and beauty is at the heart of every Burt’s Bees product where skin is nourished with formulas rich in natural ingredients and packaging is mindfully created. The newest arrival to the Skin Nourishment family follows in this philosophy’s footsteps to respectfully harness the power of nature while nourishing skin with superfoods for visible radiance and softness. Burt’s Bees Skin Nourishment Hydrating Gel Cream features the ranges stellar skin superfood ingredient, Royal Jelly which is a nutrient-rich mix of all three macronutrients, antioxidants and vitamins. As part of the gel cream’s 99.5 per cent natural formula, Royal Jelly is key to hydrating, smoothing and brightening dull skin, as well as maintaining a balanced complexion which makes it ideal for normal to combination skin types. Vitamins and essential amino acids from rice and quinoa nourish skin, while the lightweight formula absorbs quickly to provide up to 48 hours of continuous hydration. Burt’s Bees Skin Nourishment Hydrating Gel Cream is also Dermatologist tested and clinically shown to reduce the appearance of fine lines and wrinkles as the skin barrier’s moisture levels increase with use. Now part of the Skin Nourishment regimen, skin is visibly transformed and soft to touch, revealing unparalleled royal radiance befitting a Queen. Burt’s Bees NEW Skin Nourishment Hydrating Gel Cream (RRP $29.95) is available from David Jones, Priceline and other independent pharmacies from March 2018 for more information visit burtsbees.com.au
INGREDIENT SPOTLIGHT Royal Jelly is nature’s prestige superfood. Fed to the Queen Bee, and the reason she lives 40 times longer than worker bees, Royal Jelly contains antioxidants, vitamins B1, B2, B6, CHEMICAL SUNSCREENS minerals, and essential amino acids. work by absorbing and converting UV radiation to another form of energy in the infrared spectrum i.e.&heat, through a series of FEATURES BENEFITS chemical reactions at the level. CUSTOMERS WILL skin LOVE PHYSICAL textureSUNSCREENS – perfect for hot and • Lightweight workconditions by reflecting UV radiation so it humid “bounces” off the skin surface without any • Fast-absorbing, non-greasy formula – ideal chemical reactions involved. under makeup
• Skin superfood Royal Jelly – the range’s nutrient-rich hero ingredient THE VERDICT
• Both Hyperchemical hydration – provides up to 48 hours and physical suncreens work
of hydration well, but chemical sunscreens may be subject to formulation rendering them • The Burt’s Bees instability skin philosophy – 99.5% less effective, and may skin irritancy in natural goodness with cause no nasties those with sensitive skin. Zinc oxide is a safe and reliable physical blocker that does not irritate the skin, and is a true broad spectrum sunscreen that protects all through the UVB to UVA1 spectrum. Dermatologist, Dr Leona Yip
this iconic
TEDDY BEAR HAS ARRIVED IN AUSTRALIA
T HIS YEAR MARKS A THRILLING NEW DIRECTION FOR AUSTRALIA’S LEADING SKINCARE COMPANY, CORE METRICS. THE FAMILY-OWNED BUSINESS WILL LAUNCH THEIR FRAGRANCE DISTRIBUTION BUSINESS, HEADED BY “THE PERFUME HUNTER” HERSELF, SALLY DESANCIC. AT THE HELM OF THE EVER-CHANGING FRAGRANCE LANDSCAPE OVER THE LAST THREE DECADES, SALLY HAS WORKED WITH LEADING AUSTRALIAN RETAILERS AND DISTRIBUTORS TO UNVEIL THE LATEST IN PRESTIGE, FASHION-HOUSE AND CELEBRITY FRAGRANCES. Knowing first-hand just how many fragrances launch globally per year, Sally has carefully selected TOUS to add to her prestige fragrance portfolio, which will be exclusively distributed in Australia. Founded in 1920 and celebrated in Europe for their exquisite jewellery collections, TOUS runs as a familyowned business – something that piqued Sally’s interest upon considering this esteemed designer brand. “This brand truly is authentic. That family passion, creativity and commitment behind the brand is undeniable – they pay incredibly
close attention to detail and this is so evident in their branding and products, I just love this about them.” TOUS is recognised by its muchadmired teddy bear icon, symbolising tenderness. The TOUS family felt this icon was synonymous with their mission of remaining adored worldwide by creating jewellery and accessories to mark our most treasured moments. Currently, three women’s fragrances have launched in Australia, which are available in Priceline. Another two will launch later this year.
TOUS Eau De Parfum 90mL A fragrance which transmits the emotions of TOUS jewellery. Inspired by the first collections of the brand. With Top notes of blackcurrant leaves, violet, bergamot and coriander. Heart notes of white jasmine sambac, yellow peony, rose and gardenia with base notes of white musk, moroccan cedar and iris. This Eau De Parfum has also been enriched with the added sweetness of orange blossom, rose wood and neroli to the components.
TOUS Bonjour Señorita Eau De Toilette 90mL A floral, fruity-green, this fragrance offers delicious top notes of bergamot, iced mango and raspberry macaron, heart notes of coconut milk, guava and jasmine tea, finished with foundations of tropical woods, patchouli and vanilla for the base notes. TOUS has captured the essence of this Eau de Toilette; a fun-filled, beautiful journey from Paris to Havana. With model Kelly Spronk representing the Parisian lifestyle, mixed with the colourful spice of life of the Caribbean capital. TOUS Les Colognes Concentrées Eau De Toilette 90mL This fragrance, a floral-musk, was inspired by an oasis of tranquillity. It disconnects the whirlwind life of a cosmopolitan couple. Surrendering themselves to each other; away from worries in a place where everything has meaning. With fresh top notes of peony and green mandarin, rose water and jasmine line the heart notes and sandalwood and musk for the unmistakable base notes.
For further information contact ph: 03 94844485 | e: info@core-metrics.com.au ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |31
TALKING POINT
Teamwork Pays Off The major goal of cosmetic companies and retailers is to capture the largest consumer wallet share and keep customers coming back. Major and niche beauty brands create excitement and value for beauty shoppers. And when used in creative cross-merchandising promotions and innovative marketing efforts, brands help to build store traffic and increase consumer loyalty to retailers by enhancing the shopping experience. Today, the ‘power of the crowd’ is driving the future of retailing more than ever. Capitalising on the consumer obsession with all things techy connecting and reaching out to consumers through social media, influencers and mobile initiatives are non-negotiable. Brands and retailers have to create interesting content and promote special offers and innovative new products to increase consumer engagement and in-store sales in an increasingly competitive beauty market. Retail consolidation means that fewer players now dominate the beauty landscape and they have become brand and category builders. Esprit talks to leading brands about how they help to increase in-store traffic and boost the path-to-purchase. 32| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
by Elisabeth King Massclusive Motivation Coty Consumer Beauty is the multinational’s biggest division and major global brands include Rimmel London, Bourjois, Sally Hansen, Clairol, and Covergirl and Max Factor, both recently acquired from Procter & Gamble. Retailers really love our exclusive launches, says Monique Smith, Marketing Director, Coty Consumer Beauty ANZ. “For example, Priceline really values the fact that they are exclusive stockists of Bourjois. We often exclusively launch new David Beckham products in Chemist
Monique Smith Marketing Director, Coty Consumer Beauty ANZ
Warehouse for the first month and recently did the same for Rimmel Stay Matte. For the Chemist Warehouse Beauty Break, we had influencer Rahnee Bransby on for Rimmel Stay Matte to make the ad more appealing to the target market”. Competitions are real draws for consumers, says Smith. “For example, anyone who bought Katy Perry’s INDI fragrance during the launch period went into the draw to win tickets to her upcoming concert and a money-can’t-buy backstage tour. Inclusion in retailer events is also important. Priceline has an event each month, such as Winter Madness, and we also include at least three Coty brands in Priceline Press Events. We also help retailers through tagged advertising such as - Available at Priceline or New in Coles”.
From the very start, the core mission of Designer Brands (DB) has been to drive consumers into pharmacy stores, says Tony Rechtman, Founder and Owner, Total Beauty Network. “We recognised early on
Tony Rechtman Founder and Owner, Total Beauty Network
that this strategy was incredibly important and would become a key differentiator for us, so we ensure that all of our marketing communication points deliver on this aim”. We advertise heavily and consistently across the media where the customers of our retail partners are looking - targeted TV, lifestyle print, social media, influencer marketing and digital, adds Rechtman. “While online is sometimes seen as the enemy of bricksand-mortar, we use our website as our most visible customer support tool. Designed to drive consumers to store, our highest traffic page is the DB stockist locator. To capitalise on strong consumer interest, we hold fantastic competitions involving car giveaways and instant-win products in stores with eye-catching retail displays in store windows nationwide”. Bricks and mortar retail is still our top priority and constant focus and DB continues to enjoy double digit growth without resorting to discounting, says Rechtman. “We service our retail partners with a designated customer service team that answer over 100 enquiries a day from consumers looking for their local DB stockist”.
than 30 exclusive pharmacy brands and ranges and many have a growing and loyal fan following that we direct to our retail partners. For example, ulta3 has 3.5 million global social media fans and Billie Goat has 34,000 followers with monthly engagement on owned platforms”. New product launches and category innovation ensures that retailers always have a program to drive interest and excitement in store, says Harris. “In 2017, ulta3 launched 72 products - two products a week. The brand’s up-and-coming collaborations with high profile celebrities and influencers such as Elyse Knowles, Lily May Mac and Brii Wright as the faces of the ulta3 Custom Nation campaign in-store in April - will be promoted across their combined 4 million-plus followers. This will drive national awareness of the brand and its retail partners”. Heat Doward also offers support to retailers with free-of-charge POS to create eye-catching window displays, second sights to capture impulse purchases and exclusive GWPs and promotional programs to reward, says Harris. “One of our clear advantages is that Heat Doward offers high quality, priceentry products across multiple categories. The growing consumer demand for value has produced strong and continued growth for price-entry products”. Nude by Nature is ranged in over 2500 doors nationally, so keeping our retailers topof-mind is critical to close the purchasing loop, says Leanne Parodi, Head of Marketing ANZ. “Not only are our marketing campaigns
highlighted through our retailers’ chosen marketing initiatives from window displays to targeted electronic promotions. To keep Trilogy top-of-mind throughout the year, we release innovative new products, in addition to major sampling and GWP campaigns. Backed by strategically placed PR and advertising campaigns, we view these activities as an effective extension of our support to create and increase in-store demand”.
Dwell Time Leanne Parodi Head of Marketing ANZ
Customer Loyalty
Leanne Harris Marketing Manager, Heat Doward
Jane Lawry Trilogy Global Marketing Manager
Prestige Moves - Increased
Differentiated Offer -
As the pharmacy channel continues to consolidate and the Big Two - Priceline and Chemist Warehouse - hold a more concentrated share of the market than they did two years ago, the importance of providing customers with a differentiated offer has become more important for independent retailers to drive foot-traffic and ensure customer loyalty, says Leanne Harris, Marketing Manager, Heat Doward. “Heat Doward offers more
additional brand loyalists. We also educate and empower key media and influencers to become brand-aligned advocates, ensuring they tag and mention key retailers in their posts to drive their audiences to purchase. Proximity targeting - securing outdoor locations in close proximity to our key retailers - also helps to guide customers’ path-to-purchase during key promotional periods”. Sampling and ‘must-have’ GWP offers are key initiatives for Trilogy to successfully create hype and drive strong brand visibility in-store and online, says Jane Lawry, Trilogy Global Marketing Manager. “Both are
designed to increase awareness for the brand or a product launch, we use multiple activities to trigger purchase intention. For example, the brand has enjoyed great success targeting retailer databases with luxury samples through direct mail campaigns. While exclusive offers not only drive consumers into stores, they boost sales and are a key way to test campaign effectiveness. By offering exclusive kits, we can promote a specific retailer through editorial PR for the limited time period”. Nude by Nature has one of the highest brand loyalties in the market - 53 per cent of our customers say they wouldn’t consider another brand, says Parodi. “This increases foot traffic into our retailers where customers can try our products and also attracts
Estée Lauder have several strategies for driving foot traffic to our major retail partners, says Carolyn Scott, Head of Corporate Marketing - Oceania, The Estée Lauder Companies. “Traditionally, we have utilised
Carolyn Scott Head of Corporate Marketing Oceania, The Estée Lauder Companies
tagged advertising in both digital and print formats and this strategy is still very effective, especially during our seasonal GWPs”. One of the key drivers to store that we currently utilise is Facebook Lead Generation advertising, adds Scott. “This allows consumers to gain information about a product and download a voucher that can be redeemed for a ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |33
“
Designed to drive consumers to store, our highest traffic page is the DB stockist locator
“
sample in-store. Redemption rates, particularly for foundation sampling, are quite high and the strategy helps to introduce new consumers to the full range of products and services that we offer in-store”. For our leading makeup artist brands - M.A.C and Bobbi Brown - in-store masterclasses and workshops are still very popular and we recently utilised some of our local brand ambassadors for in-store appearances, adds Scott. “An approach that works particularly well with our speciality retail partners Mecca and Sephora, both of whom have a customer base keen to meet the influencers they love to follow. Clinique has undertaken very successful meetand-greets recently with brand ambassador, Steph Claire Smith, who has appeared in store to chat with consumers and share her skincare and makeup routine and favourite products”. Jurlique specialises in offering experiencebased services that encourage engagement and increase dwell time, such as hand massages
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and seasonal skin consultations, says Ann Donohue, General Manager, Jurlique Australia. “We also offer exclusives such as
Ann Donohue General Manager, Jurlique Australia
centre on social media to keep up to date on activities and offers. Our partnerships with retailers and shopping centre landlords helps to create the most productive synergies between brands - notably fashion brands - and this helps to create precincts and drive traffic across categories in department stores”.
Rapid Growth in Specialist Beauty/Luxury Collaborations
GWPs and product launches in conjunction with retailer and shopping centre activity. Part of our customer experience standards is to give consumers a reason to return through invitations to events or facials to further increase customer retention in store”. Jurlique has always had a clear brand positioning which helps retailers leverage our unique proposition to drive traffic, says Donohue. “We support our own and our retailers CRM through data collection, in addition to encouraging customers to follow the brand, our retailers and the shopping
Brands helping retailers to increase traffic has undergone a lot of change in recent years and the revolution continues, says Brett Riddington, General Manager, Kora Organics. “The two main drivers have been
Brett Riddington General Manager, Kora Organics
the rapid growth of the specialist beauty retail chains and the importance of social/digital media. Sephora and Mecca are very active in constantly connecting with their customers to communicate the selected brands and products they range. Both are attracting and driving customers to their stores and websites every day with new products and engaging stories with video content”. For brands like Kora Organics, the most important thing we can do for our retail partners is to begin with the right - and tight - store distribution, says Riddington. “We also have to create customer awareness and interest in our brand on a daily basis - the brand, the products and their uniqueness through our own social/digital media and PR. This means also providing engaging content to retailers for their marketing. Selected product samples in store, online and at retailer events are also crucial”. Rosi Fernandez, Managing Director, La Prairie Group ANZ, says that helping
Rosi Fernandez Managing Director, La Prairie Group ANZ
retailers has become even more important recently. “Over the last six months there has been a noticeable decline in customer footfall within the major stores we are retailed in. In order to grow sales during this time, we implement a wide variety of different executions to ensure that as a brand we continually recruit new customers and reengage existing customers in a targeted, relevant way”. Not every initiative drives traffic into store, says Fernandez. “We emphasise the importance of executing each initiative to a high standard in order to ensure every touchpoint with the customer reflects our brand position. For example, La Prairie often collaborates with like-minded luxury brands and high-profile organisations in the form of event sponsorships. Each event is supported in a bespoke way relevant to the audience, ensuring the brand is memorable and luxurious. At these events, we take the opportunity to invite guests to visit one of our counters in store for a more in-depth consultation and service experience. In the past this has included working with corporates, credit card providers, fashion and the arts”. Advertising placements in relevant print and online titles is also very important, says Fernandez. “While each ad campaign drives exposure, we also endeavour to send customers into stores for the personalised service experience that sets us apart. Our agility is our point of difference and we are constantly rethinking the outreach program to adapt to the changes in the market”.
Amplification - Added Value Some activities are much more measurable than others in driving foot traffic into our retail doors, says Beth Glancey, General Manager, Benefit Cosmetics Australia. “New launches and brand buzz from media
Beth Glancey General Manager, Benefit Cosmetics Australia
events generate hype, but impact can be much greater if we have the weight of our retailer communications behind the same message. We try not to communicate anything in isolation but gain amplification through brand and retailer Instagram posts and stories, Facebook media, EDMs (electronic direct mail) and website presence. Once a customer is in-store, then we use on-counter events to create theatre for sales conversion”.
Elizabeth Arden is very invested in our bricks-and-mortar retailers to increase traffic and footfall, says Melissa Lyme, Marketing & Communications Manager. “With each
Melissa Lyme Marketing & Communications Manager, Elizabeth Arden
season’s gold product launch, for example, we tag print, digital and social media with a call to action inviting customers to counter to collect a deluxe sample and/ or experience the new product through a service such as a facial in a private beauty room or one of our speed services such as booster bar oxygen blast. All eDMs highlighting new season product launches or promotions sent to our customer database are also tagged with a retail counter call-to-action”. Every season we work extensively with our retailers on their marketing programs, including Beauty Books and have partnered in national events such as the David Jones Beauty Tribe Experience, Myer Beauty Lives Here and Malouf Group Pharmacies facial events, says Lyme. “Arden has also hosted customer events in conjunction with a leading magazine, inviting their readers to a department store for an evening hosted by its beauty editor and Elizabeth Arden specialists to discover the latest beauty trends”. Escentials Brands are strong believers in brand investment to create on-floor theatre within our retailer environments and for customers, says Nicole Bowman, General Manager. “We do this through various methods depending on the brand and retailer. For David Jones we support Rock & Ruddle hairbrushes three times a year in the major fashion/beauty/Christmas books with strong customer offers such as buy two get one free. With the Personail brand, we run events and offer free application and tips of the trade, which is always a traffic stopper and creates theatre and excitement on the retail floor”. For a celebrity fragrance launch such as Ariana Grande, we target the superstar’s “sweetheart” market via tagged advertising in print, social media and online activity with strong click through to retailer, says Bowman. “Exclusive retailer ‘must have gwps’ are also important for driving customers into stores. Social media competitions tagged to a specific retailer work well, too”.
ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |35
esprit CARE E RS O NL INE 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
ES P R I T M AGA ZIN E AUSTR A LIA LAUNCH E S CAR 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.
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Water works
By Elisabeth King
L’Occitane Debuts Eye-Catching Skincare Aimed at Millennials ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |37
Change is the only constant for Millennials in the beauty and fashion world. They view shopping for beauty products as a fun indulgence, even when learning about results-driven skincare. Historically, L’Occitane has appealed to women aged 40-plus, but we want to attract the Millennial customer, says Joanna Robinson, Director of Marketing for L’Occitane Australia. “That’s why we have launched Aqua Réotier, a new range for youthful skin. But we would also like mothers to bring their daughters on the L’Occitane journey”.
L’Occitane’s ambition to reach a younger audience was kickstarted last year by the introduction of the new Sunshine Concept store design. A fresh, new look with a bright yellow decor where the key shopping areas are arranged according to need from skincare through fragrance and home.
DIGITAL POSITIONING/ STARTING YOUNG Millennials love fresh trends, colours and storytelling in their beauty selections, says Robinson, and that’s why the media launch event was so groundbreaking for L’Occitane. The cool blue product colours and packaging of Aqua Réotier really play well on Instagram, says Robinson. “The range is also the first time we have linked a skincare launch so closely with water and hydration. So where better to make a publicity splash than at Icebergs Dining Room & Bar at iconic Bondi Beach surrounded by water. We invited key influencers and media, focusing on those with younger audiences such as Cosmopolitan magazine. Millennials are heavy buyers of cosmetics and skincare and YouTube, beauty bloggers, Facebook and Instagram are the top influencers on their buying decisions. To really reach out to this demographic, we have engaged in more digital partnerships”. Asian skincare has long featured hydrating essences, toners and gel/cream formulations because maximum hydration is mandatory to producing fresh, glowing skin. A landmark study published in the British Journal of
38| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
Dermatology found that women with wellhydrated skin develop wrinkles more slowly than those with dry skin. Digging deeper, the research showed that for a 28 year old woman with dry skin, visible wrinkles increase by up to 52 per cent by the mid-thirties. If skin is wellhydrated, though, less than half that amount of wrinkles - about 22 per cent - would appear over the following eight years. If younger women don’t keep their skin wellhydrated, it might not matter what else they do. That’s where the Aqua Réotier excels with its scientifically-proven routine. An easy, four step approach that hinges as much on skin health as beauty. The Water Gel Cleanser cleanses the skin thoroughly but doesn’t strip it of oils. The Moisture Prep Essence soothes the skin as it intensifies hydration. “In terms of delivery, we offer two moisturiser formats”, says Robinson. “The Ultra Thirst-Quenching Gel and Ultra Thirst-Quenching Cream. To keep up the feeling of intense moisturisation all day, women can spray on the Fresh Moisturizing Mist, a refreshing spritz that heroes the star ingredient of the range - Réotier spring water”.
CALCIUM - THE CRUCIAL NATURAL ACTIVE/ SUSTAINABILITY FIRST Millennials are more likely than women overall to cite ethical claims from beauty brands on their path-to-purchase. Spring water with added minerals has been used for centuries to treat skin sensitivity and concerns. In 2015, L’Occitane signed an agreement with the commune of Réotier in the Hautes-Alpes region of Provence to use the thermal spring water from its ‘petrified fountain’ in skincare products. The water, which has been filtered through layers of dolomite and gypsum, is rich in calcium - long known to be beneficial to the mechanism of the skin. Réotier is recognised by the European Union as one of the Natura 2000 nature protection areas, the largest network of protection areas in the world, and L’Occitane is the first cosmetics brand to use this incredible water source, says Robinson. “Millennials demand sustainability programs from beauty brands these days. The agreement at Réotier limits our use to 0.04 per cent of the spring’s annual production of water to minimise the environmental impact”. The water from the Réotier spring is 10 times richer in calcium than other French thermal waters. Calcium is the most abundant mineral in the human body, not only in the bones but also the skin. It is an important regulator of skin
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health and essential to the natural regeneration of the skin’s defensive barrier. Applied topically, calcium-rich skincare helps to produce natural sebum so that the skin retains moisture and it is also vital in skin cell turnover which leads to more youthful-looking skin. A natural active ingredient that boosts the performance of the Aqua Réotier range, helping to restore and enhance the skin’s natural radiance.
MAXIMUM MOISTURE/ SELFIE READY According to global market researcher Mintel, Millennials are most likely to prioritise products that provide good results and to buy products based on their benefits. So how does a hydrating skincare range achieve plumper, more hydrated skin? By trapping moisture on the skin so the cells stay hydrated, which is why drinking lots of water does not hydrate skin from the inside. Regular use of L’Occitane Aqua Réotier Water Gel Cleanser, Moisture Prep Essence, Ultra Thirst-Quenching Gel or Cream and Fresh Moisturizing Mist preps, protects and nourishes the skin for up to 24 hours. The calcium-rich Réotier water is also backed by two other key hydrating actives hyaluronic acid to restore the skin’s vitality and retain moisture and glycerin which captures water molecules on the skin’s surface for a plump, smooth feel. Aqua Réotier is a new line for new customers, says Robinson. “The colours and textures appeal to younger customers, but the easy four-step user journey will keep them coming through the door. L’Occitane really broke through in the skincare category with the Divine franchise. With Aqua Réotier, young women no longer have to apply a hydrating moisturiser and hope for the best. All skin types need hydration and the range appeals to media-savvy Millennials who want to put their best selfie face forward”. ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |39
01.
CLINIQUE HITS THE BIG FIVE-0 Janet Pardo Outlines The Global Brand’s Continuing Success Throughout its history Clinique has faced a constant rollout of new doctor brands. We are one of the strongest global skincare brands, but need to remind consumers that our touchpoints are the defining reason behind our continued success, says Janet Pardo, Senior Vice President, Global Product Development. “Clinique cherishes the past but looks to the future and we have remained at the top through a simple message - Great skin can be created. The cornerstone of the brand is the globally-recognised 3-Step Skincare System and Clinique’s founding principles remain an unrivalled dermatological heritage, accessibility to women of all ages and products that really work”. 40| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
Pardo, one of the world’s most respected and quoted beauty industry executives, has been at the very heart of Clinique, initially in the 1990s and then returning to the brand in 2003 to take on her leading role in product development for the brand. An innovator dedicated to staying ahead of the pack, she has guided the creation of many of Clinique’s best-selling products, including the Repairwear franchise, Almost Lipstick, Chubby Stick Moisturizing Lip Colour Balm and Even Better Clinical Dark Spot Corrector, Clinique’s most successful launch to date. She also leveraged two other breakthrough products - Smart CustomRepair Serum and the Sonic System Purifying Cleansing Brush. Esprit spoke with Pardo during her recent visit to Australia for the release of Moisture Surge 72-Hour Auto-Replenishing Hydrator.
Ultimate Hydration From the Pros Clinique doesn’t alter formulas just for the sake of change, says Pardo. The original Moisture Surge launched in 1988. The formula was upgraded in 2008, but only after 10 years of further R&D. Gel/creams are commonplace today but Moisture Surge was revolutionary when it was first launched. We have extended this competitive edge in the new formula that contains a moisture-holding super matrix and hyaluronic acid to form a film that locks in continuous moisture for up to 72 hours. The skin’s own natural moisture supply is boosted by activated aloe and caffeine so skin looks fresh and dewy all day”. Clinique has always differed from its major competitors because of the brand’s ability to draw in customers aged 18 to 24 years old. “There aren’t many brands who can say they’re partners with the retailers in bringing that age group through the door”, says Pardo. “Not only today
02.
but through the generations. With the amount of data overload young people are exposed to these days, they are still searching for the right information. It takes 50 years to build trust and one day for it to die, which is why Clinique holds itself to a very high standard”.
Storytelling - Genesis of the Brand Remains Centre Stage The essential concepts of the brand remain the same as they were at the beginning and I love talking about the genesis of the brand, says Pardo. “Not everyone knows about Clinique and we need to amplify who we are, especially now that storytelling is such a major strategy for brands to connect with consumers. Leonard Lauder, Estée Lauder’s Chairman Emeritus, was looking for a way to provide high-performing skincare products to women with sensitive skin and he spotted a story in Vogue magazine in 1967 about dermatologist, Dr Norman Orentreich. Mia Farrow was on the cover and it was a crazy time - wars, protests, pushing boundaries much like it is today”. The article was written by US Vogue Editor, Carol Phillips, and titled - “Can Great Skin Be Created”, adds Pardo. “Back then there was no standard approach to skincare and Dr Orentreich explained how a routine of twicedaily cleansing, exfoliation and moisturising could benefit all skin types. It was the basic outline for Clinique’s 3-Step System which is derived from understanding the way the skin actually works. Dr Orentreich is now 93 years old and still goes into his New York practice three times a week and we still meet with him regularly for insights”.
3-Step System Equals Big Science Pardo believes that the 3-Step System will continue to be at the centre of Clinique in the decades to come. “The name might sound simple but we’re talking big science. Anything else you put on the skin after cleansing,
exfoliating and moisturising will work better. That’s not a promise - it’s a fact. People say to me - but I’ve been told not to use a toner. I always tell them that Clarifying Lotion is not rubbing alcohol and the older you get the more you need it”. The 3-Step System remains Clinique’s bestseller for another reason. “It’s not complicated. With just a few products, women can complete an effective skincare routine in three minutes. Good skin can be achieved quickly and doesn’t require a lengthy ritual. In fact, we’ve always had a strong market in Japan because Japanese women get the fact that Clinique is a complete regimen”. Our goal of meeting individual skin needs by categorising skin types and problems has played well in all the 135 countries the brand is available in, especially major ones like the US, the UK and China, adds Pardo. “As the importance of dermatology continues to strengthen, Clinique is attracting new customers because it was the first major dermatologist-created, allergy-tested and 100% fragrance-free skincare brand and we continue to work closely with leading dermatologists to magnify this proposition.”
Makeup Mavens/BAs Still Best Ambassadors A bottle of Clinique Dramatically Different Moisturizing Lotion is sold somewhere in the world every 3.7 seconds, but the brand is also a dab hand at colour cosmetics with big sales to match. Pardo’s most celebrated “baby” is Chubby Stick Moisturizing Colour Balm, which has spawned an army of knockoffs. “Our makeup business is huge. We go headto-head with Lancôme with mascara because the formulas are not only the ultimate in lash enhancement, they are safe and allergy-free. Mothers bring in their daughters because our formulas are the bridge between skincare and
01 JANET PARDO WITH PRESENTATION HOST, PAULA JOYE, FOR SYDNEY MEDIA AND BEAUTY CONSULTANTS EVENTS
02 JANET PARDO MEETS THE CLINIQUE CONSULTANTS IN SYDNEY, WHERE THEY GOT THE OPPORTUNITY TO ASK HER MORE ABOUT THE R&D SHE IS SO CLOSELY INVOLVED WITH AND THE PRODUCTS THEY SELL!
makeup and our foundations such as Even Better Makeup and Beyond Perfecting hold number one status in the premium category in leading markets”. It’s up to other brands if they followed Clinique’s lead, but Chubby Sticks were not an attempt to be trendy, says Pardo. “We were thinking - How can we make it easier for our consumer by giving her one product with more benefits. They are interesting, fun and easy-to-use and that’s why there was a tremendous response from the beginning. One Chubby Stick sells globally every six seconds”. The world has changed. Skincare technology has changed. And so we have adapted while staying true to our roots which is challenging, says Pardo. “Today, China is now the Estée Lauder Group’s third largest online market, behind the US and the UK. Clinique has its own e-commerce site and we also have a storefront on Tmall. We’ve also taken a big position in digital over the past few years because it’s a non-negotiable for all beauty brands”. But the importance of BAs and advisors remains as crucial as it ever was and we also train sales personnel for speciality retailers like Sephora, says Pardo. “Clinique has never used celebrities and we have more than 20,000 Beauty Consultants around the world. They do tutorials, blog posts and videos and they are the best ambassadors to talk about the heritage, performance and quality of Clinique products. Everything is cyclical in the beauty business and, happily for Clinique, Millennials are again seeking quality products that really deliver”. ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |41
Natural Glamour KAREN MURRELL LIPSTICKS WHERE AFFORDABLE LUXURY MEETS WELLNESS
A decade ago there wasn’t a lot of choice when consumers went in search of makeup made from all-natural ingredients. But green beauty has not only become a major force to be reckoned with, Karen Murrell has created fashion-forward all natural lipsticks that deliver superior results to many of their mainstream competitors.
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Karen has always pursued her own vision, inspired by her Nana Gwen who made natural cosmetics using ingredients from her very own garden in New Zealand. But she also gained valuable insights in the commercial side of the beauty business during her university days when she worked at the Clinique counter at Smith & McCaughey’s department store in Auckland. In the early Noughties, Karen saw a gap in the market for a natural lipstick that was environmentally friendly yet functionally as good as any top international brands.
GLOBAL DEMAND FOR NATURAL AND ORGANIC LIPSTICKS AT ALL-TIME HIGH Designed in New Zealand and made in Australia, Melbourne, the Karen Murrell brand has become one of Australasia’s leading lipstick manufacturers. Already successful in both Trans-Tasman markets and overseas, the brand’s launch into Priceline stores in November last year was a huge deal for us, says Karen. Last year marked another major step forward when McPherson’s Consumer Products became our distributor, allowing us to really make a mark in the Australian market, says Karen. In recent years, natural beauty and skincare has gone mainstream and are now two of the fastest-growing sectors of the cosmetics market. Many of these consumers seeking natural beauty products already shop in Priceline and in pharmacies because of its emphasis on health and wellness, so it is the perfect avenue for our range.”
esprit Magazine promotion
The demand for non-toxic and allergen-free Another clincher, says Losic, is that consumers ingredients is on track to drive the global are surprised that these “better for you” natural and organic lipsticks market to expand lipsticks are also high-performing and longby 6.5 per cent CAGR over the next five lasting because they are made from nourishing years, says Market Research Future, because ingredients such as avocado oil, evening they represent both luxury primrose oil and carnauba “I saw a gap in the and wellness. Karen started wax. “The colour payoff is her lipstick range with market, however it was extraordinary because of an iconic balm and four bold pigments, same as important to me that the colours. “Women are said those that you would expect I created lipsticks that to see from some of the to consume up to two kilos of lipstick throughout were both natural and top international brands”. their lifetimes. As more McPherson’s became the premium – products Australian distributor for consumers started to seek out “got to be good for the Karen Murrell brand that could really you” lipsticks, we expanded July 2017 and we are compete with the some in the range and created building distribution in of the big names within selected pharmacies and colours to suit every skin tone,” says Murrell. Priceline stores, says Losic. the industry” We’re so proud of the “We have invested heavily fact that our lipsticks are (and always have in this brand with a comprehensive support been) guaranteed free from coal tar, carmine, plan across the most relevant platforms, with a mineral oils, triclosan and parabens, and major focus on public relations and sampling of course also cruelty-free,” she adds. to really drive awareness and encourage trial “Exceptional colour payoff is also our for this beautiful range” trademark. That’s why we released eight of The price point - $29.95 - and the packaging our most adored shades in Priceline from are also major selling points that connect Coral Dawn, my favourite orange, to Rymba with today’s eco-friendly consumers. Karen Rhythm, a classic red, in addition to our Murrell packaging is not only beautiful and much-loved Moisture Stick Lip Balm, the eye-catching, it is also printed with vegetableultimate lip protector and plumper”. based inks on sustainably sourced paper by an FSC-certified company.
GENUINE BACKSTORY, PERFORMANCE AND PASSION APPEAL TO CONSUMERS
GLOBAL SUCCESS Karen Murrell captured international attention from the start. Back in 2010, her lipsticks were ranged in Bon Marche, the famous department store in Paris. “We’ve enjoyed massive growth with our products now sold in 21 countries”, says Murrell. “We have also had great success in China, as the Chinese are very interested in natural makeup products because of the high pollution levels in the major cities. They also love Australian-made products”. The daigous - Chinese overseas shoppers - were early adopters of the brand and our range has done spectacularly well on VIP.com, China’s third largest shopping site behind Alibaba’s Tmall and JD.com”. “It’s a great privilege to hear happy customers tell us that it’s been life-changing to find a 100% natural lipstick that’s so moisturising. My core function is as a lipstick designer and formulator, so I never get tired of hearing such lovely comments. Giving back is very important to me too. We are working with the Look Good Feel Better campaign with a special offer from March to May where we are donating 1 Karen Murrell lipstick for every 1 sold. As we have expanded, we have made sure that everything that goes into a Karen Murrell lipstick - packaging and product - remains traceable and natural so our customers know they are getting the real deal”.
Lara Losic, Brand Manager - Cosmetics, for McPherson’s believes that the Karen Murrell brand will resonate with Australian beauty consumers because it is authentic and genuine. “The brand essence is captivating and what I find really special about this brand, is how Karen’s creativity and passion comes through. Karen believes a woman in beautiful lipstick can brighten a room like a bunch of fresh flowers. That magical burst of beauty inspires everything she creates and even comes through in the lipsticks names and packaging, as each colour has its own unique back story”
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PRADA’S WINDOW AT DAVID JONES’ SPRING FLOWER SHOW, ELIZABETH STREET STORE
Over the past three years, Puig has acquired the renowned niche fragrance brands, Penhaligon’s and L’Artisan Parfumeur, to add to its stellar stable of licensed and owned fragrance brands, including Paco Rabanne, Jean Paul Gaultier, Carolina Herrera, Nina Ricci, Prada and Valentino. Established brands are only part of the success story, though. Puig is still familyowned after 103 years in business and its longterm view is on track to drive worldwide sales to exceed the 2 billion euro (AUD$3.13 billion) mark by the end of this year.
SPANISH CLASS ACT by Elisabeth King
PUIG’S GLOBAL VISION, FAMILY HERITAGE AND BRAND BUILDING POWER SPUR ON-GOING GROWTH Puig’s greatest strength is its legendary ability to translate the image of an iconic brand into the fragrance and beauty categories through such worldwide smash hits as Paco Rabanne 1 Million and Jean Paul Gaultier Classique. The sixth largest player in the global fragrance market, the fast-growing Barcelona-based company also scored one of the most talked-about beauty licenses of 2018 in March. A longterm agreement with French luxury brand, Christian Louboutin. 46| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
Puig aims to significantly speed up growth in the region Puig’s tentpole name brands are sold in 150 countries and the company has been dubbed the ‘Richemont of Spain’, after the Swiss-based conglomerate ranked as the world’s second largest luxury goods group. In April 2017 the company boosted the distribution of its prestige and premium brands in Australia and New Zealand through a strategic partnership with Trimex, wholly-owned by Groupe Clarins. Trimex is one of Australia’s largest prestige distributors providing logistic and commercial services including a very powerful sales and VM team to Puig whilst Puig manage all brand marketing related activities with the view to increase investments behind the brands and significantly increase growth in the region. The landmark agreement is similar to the Puig-Clarins deal inaugurated in North America in 2013 to springboard further growth in the US and Canada. According to Marc Puig, Chairman and CEO of Puig: “We are glad to enter into a new strategic partnership with Groupe Clarins. The complementarity of our businesses has proven to be an asset in other geographies and we look forward to replicating this success in Australia and New Zealand”.
COMPANY PROFILE
esprit Magazine promotion
Global Strategies and Industry Recognition The global fragrance market is expected to reach US$70 billion by 2022, according to a recent report by Fact.MR. Fine fragrances and niche brands are tipped to be two of the biggest growth drivers and Puig’s portfolio is strong in both sectors. In addition to the buyouts of Penhaligon’s and L’Artisan Parfumeur, Puig also recently acquired minority stakes in EB Florals, a US niche fragrance brand, and Granado, a pioneer of high quality natural personal care products in Brazil, to give the company greater reach in one of the biggest beauty markets in the world. Founded in 1914 by Antonio Puig, creator of Agua Lavanda, the perennial classic splash for men, the company celebrated its 100th anniversary by moving to a soaring corporate tower on the outskirts of Barcelona designed by Spanish star architect, Rafael Moneo. Still owned and managed by the third generation of the Puig family, CEO Marc Puig was inducted into the US Fragrance Foundation Hall of Fame in 2017. A tribute to his groundbreaking 13-year stint in the top job. Under his leadership, the company re-charged its batteries and continues its track record of successful launches and timely acquisitions.
Brand Building Force/ Compelling Storytelling Few examples illustrate the company’s commitment to staying on-trend than the launch of Paco Rabanne 1 Million. Puig’s most successful launch to date, the blockbuster men’s juice in the gold ingot-shaped flacon sold 28 million bottles within the first five years of its launch in 2008. The fragrance also went out on a limb by using rose as the middle note - an ingredient usually off-limits for a men’s fragrance. Puig’s focus on high class fashion and prestige fragrances and the synergy between the two is also evident in more recent releases such as Good Girl by Carolina Herrera, the Portraits collection from Penhaligon’s and Invictus, another global bestseller from Paco Pabanne. Puig has kept up the momentum with its star brand with last year’s launch aimed at Millennial males - Paco Rabanne Pure XS - a fresh oriental spiked with myrrh, ginger and vanilla. Compelling storytelling is a hallmark of Puig’s overall approach. Prada has also shown consistent growth, including the launch of the Italian fashion house’s first master brand for men and women - L’Homme and La Femme by Prada.
Puig already owned the fashion division of Jean Paul Gaultier when it took over the French designer’s fragrance division from Shiseido-owned BPI in 2016. One of the major launches in the global fragrance category last year was Jean Paul Gaultier Scandal - a third pillar to boost the eternal appeal of the brand’s global bestsellers, Classique and Le Male. A modernisation of a contemporary chypre, Scandal’s racy ad campaign rubberstamps Gaultier’s subversive image. Whether Puig has been involved with a brand for 50 years like Paco Rabanne, more than 20 years with Carolina Herrera or more recently with Penhaligon’s, the company has stayed at the top of the fragrance game by embracing change. The most radical shift the fragrance industry has ever faced is the digital revolution. Fragrance is invisible so backstories and brand building are more important than ever for Puig fragrances going forward. But so is the company’s willingness to take risks, commitment to quality, intense pride in its heritage and its ability to attract customers to try new products in whatever retail channel they choose from travel retail through department stores or online. PUIG OCEANIA PURE XS PR LAUNCH:. SCOTT TWEEDIE, AMANDA GIBSON PUIG FINANCE MANAGER, BILLIE GURR, KELLY CABRAL - PUIG MARKETING MANAGER, PETER PLAYFORD - COUNTRY MANAGER AND KIM HORNE
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Beauty esprit’s collection of industry experts and leaders share their thoughts on proven tactics and strategies to build your business.
AUSSIE MADE BRAND BUILDING G E T T I N G I N TO R E TA I L M A R K E T I N G TO M I L L E N N I A L S + G E N Z FINANCE FOCUS
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BUSINESS
MANY MAY THINK BONDI SANDS IS A RELATIVELY NEW TANNING LINE, HOWEVER BLAIR JAMES AND SHAUN WILSON, BUSINESS PARTNERS AND THE FOUNDERS OF THE BRAND WOULD TELL YOU THIS OVERNIGHT SUCCESS STORY…IS SEVEN YEARS IN THE MAKING! BONDI SANDS IS THE NUMBER 1 SELF-TANNING BRAND IN AUSTRALIA*; IS MULTI AWARD WINNING (AUSTRALIA, UK, NZ) WITH THEIR LATEST PRODUCT ONE HOUR EXPRESS SELLING OVER 100,000 UNITS GLOBALLY IN THE FIRST THREE WEEKS. AUSSIE BOYS BLAIR AND SHAUN SHARE THEIR TIPS TO CREATING A CULT, GLOBAL BRAND.
Blair James & Shaun Wilson – BONDI SANDS MARKET, HOW DID YOU MAKE IT HAPPEN?
Firstly we needed to identify what made salon spray tanning solutions different to self-tan products. To do this we produced our spray tan formula and began using it in my salon. Once we were confident that we had the right product, we began working our brand positioning, which is obviously as important as the product itself. We had a global view for Bondi Sands and realised early on that the bronzed Aussie persona was very well known all over the world. We came to the conclusion that the Bondi name was the natural choice for an Australian self-tan brand. Next we needed to find the right partners to represent ourselves and the brand to potential retailers. We were lucky enough to come across our current national distributor very early on and their experience in building and managing brands in the health and beauty section gave us confidence they could help us grow the brand throughout Australia. In early 2012 we presented our brand, which only consisted of four products (currently we have 35 products with more on the way). At this point neither my business partner Shaun or myself had any experience in the health and beauty retail space, which meant we had to learn on our feet very quickly. Aligning ourselves with credible distributors around the world has been crucial to the brand’s success as we have relied on their relationships to get our brand in front of the right buyers. WHY DO YOU THINK BONDI SANDS HAS SUCH GREAT SUCCESS IN SUCH A COMPETITIVE SPACE?
Our brand positioning and our innovative high quality products at an affordable price were so different to the competitors that it allowed us to secure strong distribution quickly both across Australia and internationally. After securing this strong network of the best health and beauty retailers in the world, we have been able to build a highly engaged community through our social media channels. We were one of the early adopters of social media influencers to promote a brand and this allowed us to reach an extensive audience globally. Once we had *
Aztec Data 2017
this engaged audience we needed to create both quality social content and new product development to keep our audiences engaged with the brand. We pride ourselves on our speed to market of our innovative products which in turn supplies our audience with fresh content and new products to discover. TOP TIPS TO STAY AHEAD OF YOUR COMPETITORS?
1. Always believe strongly in your own vision. When developing, pay very little attention to competitors or campaigns; instead aim to be the first mover with any new category you enter. 2. Always question the way things are currently done, the first step to disrupting a market or industry is to ask “why?”.
Aussie made
ONCE YOU IDENTIFIED A GAP IN THE
3. When creating a new product or campaign make it as crazy as you possibly can, because by the time a product hits the market it will have been diluted so much by regulations, costs etc…it will become average.
4. Once your product goes to market, then you want to educate yourself on what the others are doing. Know your competitors, products, new developments, your industry and retailers inside and out. WITH SUCCESS COMES CHALLENGES, CAN YOU SHARE SOME TOUGH TIMES AND HOW YOU OVERCAME THEM?
We are currently experiencing our greatest challenges as our international expansion is accelerating rapidly. In these times it is vital that the people in and around your company share your beliefs and goals for the future. WHAT NEXT FOR BLAIR AND SHAUN?
We are focused on further global expansion, in particular the US market and further new product development. From Day 1 we envisaged Bondi Sands being the largest self-tan brand in the world. Currently we are the largest self-tan brand outside of North America. The brand has already diversified into the sun care market, so now the goal is to become the world’s largest sun care brand.
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JUDY DEUCHAR'S
BRAND BUILDING Judy Deuchar – Head of Merchandising/Programming at TVSN has an intrinsic, instinctive, intuitive understanding of brands, and even more importantly, HOW TO BUILD BRANDS. Here she shares her expertise to fire your inspiration whether you have a brand in the making or an existing brand ready to go to the next level, to guide your understanding of what it takes to have a successful lifecycle. In examples, Judy refers to skincare, but the guide can be translated to any business: cosmetics, fragrance, fashion, home....
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BRAND BUILDING – STORY MAKING
I have the best job in the world! I absolutely love brands, brand building and helping new and mature brands to move a step further towards unlocking their potential or getting over a stumbling block. Having the privilege of working with local and global brands of all sizes and stages of the brand building cycle over the last 25 years, I have learnt many lessons and find that the key building blocks of successfully building a brand remain the same. FIRST QUESTION
Would you like to pass this brand on one day to your children or grandchildren? Or do you see yourself selling the company/brand in 5-10 years’ time? Now you may not be vocal about this to everyone but you need to answer this truthfully to yourself right in the beginning – this answer will shape all actions that lie ahead
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02
WHAT’S YOUR STORY? NO REALLY – WHAT’S YOUR STORY?
Your story/DNA/essence all boils down to a handful of salient points. • For new and old brands – ask your friends/colleagues to write down FIVE words which best describe you/your brand (if the brand carries your name – it’s all about YOU). • You shall find these end up being brand defining – keep these on Post It notes – type them up and make sure they are everywhere for all to see. • Over the course of your brand’s life – these 5 words will define all you do, help drive decision making and help you get back on course during rough times. • Now build your story around this – add in the details, but all to prop up the 5 key words which define your brand story. • Find yourself a sentence or a few words which best describe what your brand will do – an intangible phrase, eg: ‘the power of feeling younger’ ‘the thrill of the find’ (remember: successful brands leave the customer with a feeling of an emotion).
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WHAT SETS YOU APART FROM OTHER SIMILAR BRANDS?
Time to really know your stuff – research other markets. • Look at price pointing for similar brands. • Look at similar stories, similar ingredient based brands (beauty). • Be able to articulate in 20 seconds what makes you stand part from seemingly similar other brands – what is your unique point of difference. • You will use your 5 story words to help you with this. Too often I hear a beauty brand proudly say: “We are a skincare range made with the finest natural ingredients, with highest levels of x ingredient, no parabens and nasties and created especially for women by a real woman, who has had a great career within skincare. (ex GM of beauty corporate, ex Model, ex MUA, ex formulator). Targeted skincare for anti-ageing concerns.” However this could describe a thousand beauty brands out there. You need to make your brand story YOUR story – not a story which could describe almost all other new brands. So perhaps instead we can say: “We are a mother and daughter skincare brand, coming from a small farming community near Dubbo, where we use the finest Lavender grown on our family farm for over 120 years. Created using old recipes my grandma passed down from her grandmother. As a beauty therapist I was always interested in skincare but nothing could beat my grandma’s lavender balm, which is now the central ingredient in all my skincare products which fight the harsh signs of ageing in this Australian climate.” Same sentiment – but a whole lot more memorable and powerful as a brand story.
BUSINESS
04
BUILD YOUR BRAND WITH A HERO AT THE CORE OF YOUR RANGE
Many people have to start off rather small owing to investment – but start with your core story – what product will get you noticed, but also make people want to come back for more? • Build a strategy – product 1, which will be followed/ complemented by product 2. Have a timescale and plans in place – once you start and have sold your dream into investors or small retail outlets – make sure you have a follow-up plan so as to not lose momentum. • This is where you need to remember there are no easy quick wins. Just because you can – doesn’t mean you should. This is a key point to member – so often brands take a side step in the wrong direction. Pressure in industry says they need to add x to their range as its so hip/on trend right now. However, unless it fits into your brand’s 5 key points – do not fall into the trap. As an example – using our lavender story from before – if you notice charcoal masks are all the rage, do not just add one to your range for the sake of it. Create your own lavender and charcoal mask and use it within your story. Or find your own unique point of difference to stand out – eg: a lavender and clay mask.
05
PRODUCT DEVELOPMENT – STAY TRUE TO YOUR 5 STORY POINTS
Everything you do needs to be governed by your 5 key story points: • • • •
Your packaging. New product development. Social media campaign. Press releases.
Here’s a story to illustrate. I have been working with a great NY based brand for a few years. The creator and owner is a 40-something sassy NY socialite, Prada and Armani clad, who developed a skincare line based on her search for a wholesome skincare regime after having gone through a horrendous ordeal with cancer and its effects on her skin. Money was no object and she was determined to invest in science and the power of the natural ingredient. Her offices, home and life are all tailored, white, with steel and gloss. I’m sure her 5 words would look something like this – sophisticated, results, attitude, global, powerful. So when she showed me her new packing with watercolour floral prints and a soft matt pastel label, I knew she was in trouble. She had fallen into the trap of doing what she felt people would expect from an organic natural range, using matt as it was ‘current’ instead of being herself – sassy, sophisticated and high gloss. She made the change to reflect her true self. Going from struggling to get her message to resonate, the new range now flies off the shelves as she is aiming it to her target audience – the sassy elite of NY and global cities.
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DON’T SELL YOURSELF SHORT – SOME CONSIDERATIONS
• Know your brand game plan – 5 story points/product launch direction or route/know your market space. • Be realistic. • Now where do similar brands to you in price and natural/science appear in retail: mass market chains, boutiques, salons, spas? • If you have both a skincare and colour option – always start with skincare. If we trust you with ingredients and product results for our face – we shall trust you with our colour/hair or nails – not always the same the other way around. • Quality starts with you – a great lesson a former CEO of mine taught me. Don’t walk past a quality–control issue – from picking up rubbish on the floor, to ensuring you do not settle for substandard ingredients, packaging, labels and brand communication.
And finally…
It’s a humbling experience and a privilege to work with so many creative and enthusiastic people. Positivity and hard work is infectious. So lead from the top. Key statements I am always found saying to my team: • • • •
Just because you can - doesn’t mean you should. Short term gain is long term pain. Quality starts with you. What you put into this, is what you will get out of this.
NEXT TIME FROM JUDY IN JULY ESPRIT MAGAZINE
Let’s look at ‘getting back on track?’ “I cannot seem to get traction for my brand – why not? What can I do?”
JUDY DEUCHAR
Head of Merchandising/Programming at TVSN
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Liz Webster’s Guide to Getting into Retail In the room, how to manage your presentation & what to focus on YAH, you’ve got the call and you’ve been given the opportunity to present to the Buying Team, but now you’re starting to panic! Please don’t, as this is where you can truly have some fun with your brand, showing the Buying Team why they need your brand on their shelves!
HERE’S A STEP-BY-STEP ON PREPPING FOR THE PRESENTATION: 1. Who are you presenting to? You need to make sure you have the decision makers in the room. That should be the Head of Buying, the Buyer and the Buying Assistant. Sometimes you might even include the Marketing and Retail Operations Teams. This way you’re including everyone who can make your brand a success. 2. Double check and confirm who will attend the presentation. 3. It would be great to gift the team with the product at least one week before the presentation, so they can be familiar with it before your pitch and even trial it. 4. Ask if you can have the meeting room 30 mins before the actual meeting. This will give you the opportunity to set the room up to reflect the DNA of your brand. 5. Have some fun with how you present! Are there any special ingredients in your products? E.g. is it an organics range with coconuts, almonds or berries, etc… Use these ingredients to dress the table and meeting room. 6. So now the room is prepped, what are you presenting? 7. Have you prepared a PowerPoint? Make sure you have enough copies for everyone in the presentation and ensure that if you’re putting it up on a screen, that it works! The copies are great leave-behinds and a lifesaving standby should something technical go wrong.
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BUSINESS LET’S NOW DISCUSS THE CONTENT OF THE PRESENTATION: 1. Have you captured the DNA of your brand? 2. Do you understand the competitive set it sits in and what makes it unique to its competitors? 3. Have you built up the sales, number of stores, space, grading of stores, etc? 4. I recommend you build a sales plan for year 1 - 3, showing sales, growth, etc. 5. Have you identified the space or position you want in store? 6. What is the marketing plan and budget? 7. Is your marketing plan aligned to the retailer? 8. What is your launch plan for the brand? 9. How does the retailer train their Beauty Advisors and how will you be a part of that? 10. The Beauty Advisors will be the lifeline of your brand, so you need to find a way to “win” them over and nothing works better than sending the store a sample pack for them to share and even better, how about an incentive program!
ABOUT LIZ 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.
WHAT’S NEXT? Be confident, enthusiastic and passionate. No one knows what you’re presenting better than you! Good luck, I know you’ll nail it! In the next issue, I’ll focus on fulfilling the order. What you physically need to do getting your brand into stores and how it looks on the shop floor/shelf/counter.
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BUSINESS
Are you using the right social media channels to effectively target Generation Z? Similar to Millennials, Generation Z are fixated with technology, growing up in a fully digital era, ever-connected to their peers through social media. It’s a no-brainer for brands wanting to engage with Gen Z consumers to build their online presence, utilising social sites used most often by this generation and as resistant as we might be to the trends and behaviours of this young generation, they’re a crucial marketing demographic for the future of beauty.
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By David Willey – Founder & Director, GrowthTank
Bridging the ‘attention span’ gap //
Known for their increasingly low concentration levels, Gen Zs avoid advertising by instinctively reverting their attention to a different device. Alternating between five devices (smart phone, TV, laptop, tablet and desktop) traditional forms of advertising will make no impact on this group of users who do not have time to sit through a 15 second YouTube ad. Rather than focusing on one-way messages, brands have to collaborate with this generation through their preferred social media channels. One of the main reasons they are attracted to these platforms is to connect with their friends and the wider online community – it’s where they do ‘business’ and where your brand can become an integrated part of that community.
BUSINESS
Appealing to identity seekers //
Generation Z see social media as a tool that helps shape their individual identities and express themselves. They feel pressured to not only fit in but to also distinguish themselves in a professional manner. Brands, speaking their language, can creatively inspire and influence this audience, providing them with the necessary tools - cool tools - to manage their personal and professional identities.
Social Media usage //
Compared to Millennials, Generation Z prefer to use social media as a more private broadcasting tool, consciously choosing the stories they want to share with specific people on a particular channel.
Facebook is less favoured with Gen Z than previous generations, with a reported 25% of 13-17 year olds deactivating their Facebook accounts in 2015. Originally the key platform for engaging with users, Generation Z consider Facebook as more of an information hub.
Snapchat
Snapchat is an essential app for the typical Gen Z-er, with more than half of users saying they would feel cut off from friends without the platform. As well as sharing images with friends, Gen Z show high levels of interest in the featured content, ranging from real-life stories, behind-the-scenes and how-to videos. The most effective way for brands to utilise Snapchat is for storytelling, delivering interesting and engaging content and connecting with Gen Z in a meaningful way.
The compelling stat that 88% of Generation Z use Instagram on a regular basis, means brands have huge potential to connect with this influential audience on this popular platform. Similar to Snapchat, drive brand awareness by optimising Instagram stories. Also consider partnering with an influencer popular within the Gen Z age-group. Be very thorough with researching your influencer collaboration – micro influencers specifically engaging the Gen Z community, in Australia (if that’s where you want to build sales/connection), is way more effect with ROI than a mega influencer with half, or more, of their followers overseas. Spend time checking out their followers – are they who you want to engage with or are they oglers with no interest in your brand values? The right fit with a (micro) influencer will have them authentically endorse your brand and teens will associate your product/service with their needs.
Finally, our top tips across all channels:
• Education often leads to action and purchase. Ensure that you educate and inspire in an authentic way to encourage experimentation that will drive that impulse purchase. • You’ve heard it all before but video is key. Develop videos that bring your products to life in a multitude of formats e.g. lifestyle videos, carousels, Instagram stories, ads, etc. • 2018 is the year of inclusion when it comes to beauty brands. There is no doubt that you will soon see demand from your consumer to ensure all individuals are represented in both your products and your campaigns. Be prepared and embrace everyone. It will definitely pay off.
Embrace the Gen Z mindset //
Every generation could be described as “an independent agegroup striving to find their own identities” but with Gen Z theirs is a digital world like we’ve never experienced before. Teenagers are synonymous with growing-up challenges with the same tensions we all faced where we were anything from deeply vulnerable to openly sponge-like to messages that fuelled our ambitions and desires. Gen Z are no different but their world is alive with digital messages like never before. Understanding Gen Z motivations is key to providing relevant platform-tailored content to encourage digital conversations and help you to build strong Gen Z connections.
Want more?
Join David and industry leaders at our Marketing to Millennials and Gen Z masterclass. April 10th in Sydney. See our website for ticket sales and speakers. www.espritmagazineaustralia.com.au/pages/esprit-events 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.
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BUSINESS MAKING FINANCES
YOUR BUSINESS FOCUS
“
If your business has customers or maybe your customers are other businesses, the more options you provide them to purchase what you are selling, the more likely you will get the sale. The more understanding and alignment you show with your customers’ spending habits the more likely the enquiry or basket goes to checkout. A silent prayer for all the basket items that never made it through to checkout to our doorstep after a lunch break scroll or late night insomnia shopping binge.
These questions plus many more around payment options for your customers are real and in most cases very difficult to answer if you’re not from the finance or marketing industry. Let’s delve a little deeper into the minefield that is consumer mindset and spending.
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Now, Afterpay for example has been successful by providing customers of businesses such as Country Road, Cotton On, Rebel and many more the ability to make four even payments to purchase their product. You want a brand new dress from Portmans that retails for $199….Now you can get that by making four payments of $49.25 over 2 months…Cha ching. So if you don’t have a finance partner or the option to offer a payment plan for your customer, you’re negating to see a significant shift in consumer spending habits. The millennial who wants instant gratification, the mother working to a budget or needing a new work wardrobe, the father reluctant to make a large purchase on himself...make no mistake, you are missing out on sales! Sales that your competitors aren’t missing out on.
“
Are you wondering what all the fuss is about with Afterpay? Why are we seeing zipPay in so many places we shop? Should you be using one of them or both in your business? Are there others out there more suited that we’ve not even heard of yet?
BUT IS THE ANSWER AFTERPAY, OR ZIPPAY? HAS THIS HABITUAL SPENDING BECOME THE NEW VISA OR MASTERCARD? Afterpay and zipPay provide your business with a slick shopping cart function and in some cases an in-store facility as well. Their application and approval process is quick and easy and gives customers in most cases a very good experience. However it’s not all roses and chocolates if you decide for your business that either or both of these brands are the payment option you need to provide your customers. Both brands provide limited credit availability for each customer, generally around the $1,000 limit. This $1,000 is not available for just your customers, in fact that $1,000 limit is for customers to shop anywhere Afterpay and zipPay are available. How do you feel about customers that were your customers receiving marketing by Afterpay or zipPay showing your competitors as options for them to spend? What if customers wanting to use their Afterpay or zipPay account to purchase through your business have bad payment history and the purchase declines. This can leave a real aftertaste for customers and the memory is left at your shopping cart. These are all real concerns if you don’t have the right finance product in your business for your customers. Afterpay or zipPay may quite possibly be the best option for your business and your customers or it could also not fulfil any of the outcomes an effective finance offer could do for your business’ growth. Other brands in the market for retail businesses include Openpay, PayRight, Latitude, and many more. There are also many business to business’ lenders such as Prospa and OnDeck.
KNOW YOUR PURPOSE FOR PAYMENT OPTION When working with my clients I don’t recommend a brand or a product until we discover some key information about your business, your customers and your purpose around having payment plans for your customers. Many businesses have the option of payment plans for when the customer has already decided to make the purchase. Some businesses like Harvey Norman are the best at it. They promote and market finance as a way to bring people through the doors. I worked closely with one of Australia’s largest Air Conditioning retailers that had decided a gift-with-purchase didn’t help customers who couldn’t afford a new air conditioner in the first place, but a long term Interest Free Payment plan sure did. Know your purpose for payment options. Know what your customers are looking for? Where else do they shop? What is their demographic? Do they require low fees; do they want a quick approval process; are they prepared to pay interest or want interest free. Again many more questions, all of which you
BUSINESS
CHANGEMENT GROUP PROVIDE ACCESS TO A SUITE OF SERVICES DESIGNED TO DRIVE YOUR REVENUE TO A NEW STRATOSPHERE
need to have answers for in order to find the best product for you and your customers. Finally, questions to ask yourself...what offer works best and how much will that cost? Can my business lose any margin, if so how much margin can I lose to offer a payment plan? Does the cost offset the growth? Can the margins in my product sustain if I pick the wrong finance partner. I have been in consumer finance for over six years, retail and supply for over 20. Changement Group was set up for the purpose of working closely with businesses to educate and implement effective finance and payment options. If you need assistance with this you’re not alone and that’s why we’re here to help. Afterpay may quite possibly be the best option for your business and your customers, or it could also not fulfil any of the outcomes an effective finance offer could do for your business’ growth. We’re here to work all this through with you and advise accordingly. Give us a call!
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
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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.
Knowledge saves time and $$$ It’s very easy to delegate or be overwhelmed with parts of your business you may not understand… however, ignorance is not an excuse for failure.
INCI
Preservative Testing
International Nomenclature for Cosmetic Ingredients. The official list of names of cosmetic ingredients
Getting your message across quickly and succinctly can be the difference between achieving and missing deadlines.
pH
AKA bacterial challenge testing. We add microbes to test the product’s ability to withstand microbial attack. The best result is a total kill of the microbes in a short time. If this does not happen we review the preservative system and retest
To help a little, here is an insight into the language of the Lab Boffin (AKA Cosmetic Chemist).
Viscosity
Cosmetic A cosmetic is a substance that is designed to be used on any external part of the human body - or inside the mouth - to change its odours, change its appearance, cleanse it, keep it in good condition, perfume it or protect it. From NICNAS website https://www.nicnas. gov.au/cosmetics-and-soaps/cosmetics-andtherapeutic-goods#cosmetic
Therapeutic Therapeutic goods are products that prevent, diagnose or treat diseases, or that affect the structure or functions of the human body. From NICNAS website https://www.nicnas. gov.au/cosmetics-and-soaps/cosmetics-andtherapeutic-goods#cosmetic
GMP, ISO, HACCP Good manufacturing practice is a system put in place by manufacturers to ensure high quality and reproducible goods. It involves recording and traceability of ingredients and procedures. ISO and HACCP are broadly similar but by different organisations
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A measure of acidity. Skin pH in humans is typically around 5.5
How thick is the product. High Viscosity means a thick product and vice versa
Emulsion A fine mix of one immiscible liquid into another. Most skin creams are Oil dispersed into Water (O/W emulsions) but Water in Oil and Water in silicone emulsions are also found
TEWL Transepidermal Water Loss is the drying out of the skin as water is lost across the epidermal layer
Chemical I don’t know how many times clients have asked me over the years to make products that are chemical free. All ingredients (natural and synthetic) and all products are 100% made of chemicals. Please always be specific when you brief your chemist and list specific ingredients that you don’t want like paraben free or sulfate free etc. We Boffins thrive on specifics and detail
Stability If a product is stable then it will survive in saleable state in normal storage conditions for its full intended shelf life. Particularly looking at properties like appearance, colour, odour, pH as well as its packaging compatibility and how therapeutic or other claims stand up over time
Accelerated Stability Testing Time is always short and to get product to market ASAP, products are placed in an incubator at higher temperatures (typically 35 - 45C) to see how they perform. From the results we estimate the suitability of products at lower temperatures (say 20C) for a longer time frame. 90 days at 40C might equate to 1 year at 20C
Freeze/Thaw Testing Samples are held at low temperatures and then warmed. This is repeated to give an idea of the product’s ability to withstand harsh conditions
Allergen We have all seen ingredients like Limonene or Linalool at the end of their INCI lists. They’re a part of a list of 26 ingredients that the EU has highlighted as causing allergies. When these are above certain levels they must be listed on packaging
BUSINESS Irritancy Testing
Certified Organic
Patch Testing, HRIPT are tests to see if your product is likely to cause irritation to consumers. A small amount of product is placed usually on the back of a human subject and we look to see if any reddening or other reactions occur
Organic products are made within certain standards designed to give better sustainability for our planet. Benefits may include sustainability while negatives can be sensorial (touch and feel) and visual aspects (the look) of products as well as cost
Dermatological Testing
Nature Identical
Irritancy Testing performed by, or with, a dermatologist, allows for claims such as “Dermatologically Tested”
Made with synthetic processes but is chemically exactly the same as ingredients occurring in nature
Sensitising
Fragrance vs Essential Oil (EOs)
Some people are irritated when they come into contact with some ingredients. Sensitising ingredients cause worse irritation after each contact
Broadly speaking, EOs are natural extracts from plants where the words ‘Fragrance’ and ‘Parfum’ are often used to describe synthetics. Remember though that technically EOs are fragrances, therefore adding EOs invalidates ‘fragrance free’ claims
Natural VS Synthetic Everyone seems to have their own definition of natural and synthetic when it comes to cosmetic ingredients. Natural is often thought to be occurring in, and extracted directly from, nature. Synthetic is produced completely with man-made processes. There is a grey area depending upon where ingredients are sourced and how they are manufactured. For example, certified organic products are often thought to be natural, yet certifying bodies will accept some products that don’t occur in nature themselves but which are made from natural components.
Dossier/PIF The Product Information File or Dossier is a group of documents that informs authorities about a product and its safety. It includes the Formulation, Manufacturing Method, Specification, Safety Report, etc. Without it brand owners will be excluded from regional markets like EU and ASEAN
Safety Assessment Another critical document if you wish to access markets like EU. It is a summary of the product’s safety, taking into consideration the ingredients, the packaging, instructions for use, consumers (eg children or adults) etc
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
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BUSINESS
Money Cosmetics are the root of all evil…? “Let’s not debate how much lead should be used in our lipstick, just get the chemicals out of our products.”
This quote is from American Annie Leonard, creator of ‘The Story of Stuff’ and more recently ‘The Story of Cosmetics’. It has been displayed prominently on the Campaign for Safe Cosmetics website. Wow. Let’s dissect that for a moment. Because not only is Ms Leonard’s statement misleading, it also promotes an incorrect understanding of chemicals and builds upon an already existing chemophobia (fear of chemicals). Firstly – lead is never intentionally added to lipstick. Tiny amounts of lead may be present as trace level impurities in other ingredients, since lead is found naturally in air, water and soil. This is the case not only for lipstick, but for other products as well. Secondly, how do we get the chemicals out of cosmetics when everything is a chemical? Perhaps public ignorance about how chemicals are linked to every aspect of our lives is understandable. But ignorance has morphed into negative associations and a widespread misunderstanding of what ‘chemical’ means, opening the door to a host of misconceptions: ‘natural’ substances being perceived as safer than man-made substances; hazard being confused with risk; and even a nonsense concept such as chemical-free products! Ms Leonard couldn’t have chosen a better target to fan the flames of unwarranted alarm – lipstick is often in the firing line. ‘Chemicals in lipstick and cleaning products linked to early menopause’ was a 2015 headline in The Australian. ‘Poisonous puckers’ did the rounds in the USA a couple of years ago. Search for ‘lead in lipstick’ and your browser will return many pages listing lipsticks by their lead levels or identifying lead-free lipsticks – this is despite regulators in Australia, the EU, USA, and Canada agreeing that the levels of lead in lipstick pose no risk. Indeed, the American Council on Science and Health rated lead in lipstick as the ‘Number 1 Unfounded Health Scare’ in 2007. Lead in lipstick is not the only cosmetic safety beat-up our industry faces. You may have seen hair colourants in the news again in late 2017,
with the not-new but still unwarranted claim of a link to breast cancer. Indeed, there are many concerns expressed over the safety of cosmetic and personal care products for which there is little scientific basis. Ingredients such as phthalates and parabens continue to be under fire, and many Australians are worried about sunscreens to the extent that they choose to not use them, despite frightening statistics on the incidence of skin cancer. Recognising that rational debate about the safety of our industry’s products is often hijacked by a range of myths and misconceptions, Accord, the industry body for hygiene, cosmetic and specialty chemical products, developed www.furphies.org.au. The aim of furphies.org.au is to address unfounded public alarm by helping put safety myths about everyday products into proper perspective. The website covers furphies relating to cosmetics and personal care products including baby products, deodorant & breast cancer, perfumes, hair colourants, lead in lipstick, mouthwash & oral cancer, and sunscreens. The site also covers topics relating to specific chemical ingredients, chemical categories such as nanomaterials and preservatives, and a number of general misconceptions arising from poor scientific literacy such as ‘Is natural – is good?’ and ‘Extra! Extra! Toxic chemicals found in…’ Furphies has received recognition from several sources. ‘Furphies helps put chemical risks into perspective in a balanced and evidence based way. As a result it plays a valuable role in furthering the public health agenda.’ Former Australian Chief Medical Officer Chris Baggoley ‘A great site based on scientific fact written in an easy-to-understand manner for consumers and the nonchemically minded. It exposes the top myths of cosmetic ingredients and provides consumer confidence about the safety of ingredients used.’ Cosmeticsdesign. com article ‘Top sites for correct ingredient information’ (rated Furphies in the top five). ‘The Furphies site looks very professional yet reads so
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
Belinda Carli, Director of The Institute for Personal Care Science. 9 August 2016. ‘Top sites for correct ingredient information’. https://www. cosmeticsdesign.com/Article/2016/08/09/Top-sites-for-correct-ingredient-information
1
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easily. Now that the world seems to have entered a “post truth” phase, the task of debunking hearsay and myth is more important than ever. Well done, Accord!’ Louis Droulers, RFA Regulatory Affairs Impacts of unfounded safety fears extend beyond the undermining of consumer confidence in products: negative public perceptions of chemicals can be a powerful catalyst for regulatory initiatives. Safety is the number one priority for the cosmetic industry and Accord supports an effective regulatory framework that is proportionate to risk. But overregulation has broadly negative impacts, ranging from limited access to new ingredients, decreased efficiency and high operating costs, which can in turn stifle innovation and manufacturing in Australia. Targeting regulation on myths also diverts regulator attention from real chemical risks, like the removal and control of asbestos in homes and facilities. And the flow-on impacts for consumers of overregulation of low-risk products like cosmetics include increased costs or lack of access to the latest, most innovative products widely available overseas. Accord hopes that furphies.org.au will bring some balance to the perception of safety issues relating to chemicals and cosmetic products. We encourage anyone who is interested in promoting more balanced thinking about these issues to spread the word about furphies.org.au. Accord Australasia is the peak body representing companies operating in the cosmetic, fragrance, personal care and toiletries sector – from multinationals to small Australian-owned businesses, importers to local manufacturers. www.accord.asn.au
BUSINESS
ONLINE SHOPPING TRENDS By Kate Morris founder adorebeauty.com.au
CYBERSECURITY You wouldn’t dream of leaving your office with the doors and windows unlocked, but the digital age presents a new level of responsibility when it comes to protecting your data - and most importantly, that of your customers. On 22nd February, 2018, new legislation came into effect as an amendment to the Privacy Act, requiring businesses with revenue over $3 million to notify any individuals likely to be at risk of serious harm by a data breach. In addition, the Office of the Australian Information Commissioner (OAIC) must also be notified. This means that unless you fancy the idea of having to tell all your customers that their information has been stolen, it’s time to get serious about cybersecurity - especially if you’re operating an online store. There’s a fairly comprehensive guide to securing personal information on the OAIC website (www.oaic. gov.au/agencies-and-organisations/ guides/guide-to-securing-personalinformation), which I highly recommend you read. I’ve summarised a few salient points here.
Do you really need this information? It goes without saying that it’s a whole lot easier to safeguard personal information if you’ve never collected or stored it in the first place. Credit card information in particular should never be stored. Even if you need to be able to charge a customer in future, tokenised payment technology can be utilised to remove the need to store payment information.
The human element Generally the biggest security vulnerability in any business is its staff, whether through error or deliberate intent. Access to personal information should be restricted to only those who need it to do their jobs; and your staff need regular training on how to avoid phishing attacks and scams. Staff also need to be trained in correct procedures for storing and transmitting personal information. (Hands up if you’ve ever sent a mailing list via email? That’s a no-no.) If staff have access to personal information via their own devices, such as laptops, these devices need to be password-protected and encrypted in case they are lost or stolen.
Two-factor authentication (2FA) 2FA is an excellent way of protecting access to personal information. In addition to a username and password, 2FA will also require
a user to enter a verification code sent to their smartphone. This ensures that even if someone leaves a password lying around, it can’t be misused without access to that user’s phone.
Update. Update. Update. Ensure that all your software is kept up to date religiously.This goes especially for your web platform. Even if you rely on third-party agencies or web developers, in the end it’s your responsibility, so you need to make sure they’re applying the latest patches and updates every month. Failure to do so can leave newlydiscovered vulnerabilities exposed.
Paranoid now? Great. You should be! Fostering a culture of security awareness is one of the OAIC’s key recommendations in fulfilling your obligations to protect the privacy of your customers. Inform yourself, get external help if you need it, but don’t leave it to chance.
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BUSINESS
A I N S L I E WA L K E R TA L K S
NICHE FRAGRANCE NEWS
Instore with Peony Haute Parfumerie, Melbourne. Recently I was invited to assist on the shopfloor for a month within Peony Haute Parfumerie, by owner and curator Jill Timms. Needless to say I was in absolute ‘niche heaven!’ It was an honour to work alongside someone so knowledgeable, respected and passionate about the industry and who continues to pioneer for niche perfumes within Australia. How does an independant perfumery like Peony succeed and make it to their 15-year anniversary? There are very few, true niche perfumeries in Australia. It’s a tough landscape and competition is fierce in regards to brand exclusivity and uniqueness of offerings. External factors make it even harder with ‘dangerous goods’ distribution issues, outrageous freight costs and dollar fluctuations. Demands and expectations of consumers have increased with added competition from internet sales, pricing from overseas and local grey markets. Commonly bigger players take over brands, which have often been discovered, imported and nurtured into the Australian market initially by independent retailers. Luckily a number have succeeded. One such is Peony Haute Parfumerie. A worldrenowned destination boutique in Melbourne’s Hawthorne, it is a must-visit for all lovers of fragrance. This year, the business celebrates its 15th year of trade – no mean feat. Survive she did and there are many reasons for founder, Jill’s success. Originally opening with brands such as Rancé, Diptyque, Mona di Orio and Tocca, Jill has watched as distributors and larger retailers have taken exclusivity of these brands in time. Large companies also acquire niche houses, changing their marketing strategies and distribution across Australia. Commenting on this evolution Jill is philosophical: “It’s business! It used to upset me and I worried it would affect my business, however I simply move on to the next and it’s always worked for me.” Discovering brands and nurturing them into the Australian market is indeed one of Jill’s strengths. Jill curates her stock of historic and contemporary brands carefully and knowledgeably and thus the store has inspired
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the collections of many more recent stores stocking niche fragrances.
a modern twist for particular customer’s needs. More than anything, Jill runs a very tight ship.
Jill’s eye for style and detail is second to none. The store contains an array of gorgeous European antiques as props; some are for sale, and some become part of the alluring window displays - a highlight of every visit to Peony.
Peony Haute Parfumerie:107 Auburn Road, Hawthorne, VIC 3122
The store is a charming environment and once inside you could be anywhere in the world – Europe in particular. The old-world European glamour entices you to linger for hours. Her standards are impeccable and the store on par, if not better than many top perfumeries I have visited in the UK, Europe and the US. Jill has an unfaltering passion for quality service, representing brands with impeccable care – knowing brands and their history and their stories like the back of her hand. She takes time to recommend perfumes to customers, sometimes making appointments. She giftwraps and ribbons purchases methodically – different for each brand, adding gifts-withpurchases and samples. Her advice for salespeople: “Don’t give too many choices and ensure to try something on their skin” Jill’s clientele, exclusively trust her taste and revere the store, many making Peony their one stop shop for unique gifts and special occasions. Why? Peony ticks all the boxes from the exclusive and carefully curated products being immaculately presented: no dust or marks, testers fresh, full and in good working order, all products in stock, website updated and a well thought out exchange policy. Jill also utilises the Fragrances of the World Database,
www.peonymelbourne.com.au
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.
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04. 01 AMY STARR – ELLE WITH HER MUM 02 ANA ZUPANOSKA – COSMO AND STEFANI
AVÈNE PHYSIOLIFT SMOOTHING PLUMPING SERUM In celebration of enviable age-defying beauty, French dermatological experts Avène treated Beauty Media to an exclusive premiere screening of ‘Jalouse’ (which aptly translates to ‘jealous’) at the 2018 Alliance Française French Film Festival recently. The plus-1 invitation included mums and besties to enjoy the experience. The event, held at the luxe new Palace Platinum Cinemas in Chippendale, lauded the launch of Avène’s PhysioLift Smoothing Plumping Serum ($69.95, 30ml) as part of its PhysioLift anti-ageing range. From a proven heritage of 20+ years of dermatological expertise for sensitive skin, Avène’s serum instantly corrects the appearance of pronounced wrinkles, deep furrows and loss of firmness and luminosity in ageing, sensitive skin. There was a gap for a serum in the Physio Lift collection. Now the
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ZUPANOSKA – AUSTRALIAN WOMEN’S WEEKLY
03 CECILY-ANNA BENNETT – PREVENTION WITH HER MUM, AND DANI LOMBARD DLPR IN THE MIDDLE
04 ICY LING – INDULGENCE AND FRIEND 05 JENNY DONG – PIERRE FABRE, JULIE DEJEAN – AVÈNE AND KATRINA SHEILES – PIERRE FABRE
06 PRIDE OF PLACE FOR AVÈNE PHYSIO LIFT SMOOTHING PLUMPING SERUM
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five-product strong offering delivers a 24-hour anti-ageing skincare routine: Avène PhysioLift Smoothing Day Cream ($68.95, 30ml), Avène PhysioLift Smoothing, Regenerating Night Balm ($69.95, 30ml), Avène PhysioLift Eye Contour ($64.95, 15ml) and Avène PhysioLift Wrinkle Filler ($69.95, 15ml). Avène’s Brand Manager Julie Dejean presented the latest product to media, detailing the new serum’s ability to deliver instant results. “The PhysioLift Smoothing Plumping Serum is unique because it is designed for immediate results, but also acts beneath the surface for long-lasting action on wrinkles. It’s both a quick fix and long-term investment in your skin,” she said. “Thanks to this dual action, PhysioLift Smoothing Plumping Serum maintains the skin’s architecture and preserves or restores skin’s youthful appearance.” Rich in Avène Thermal Spring Water, known for its soothing anti-irritant properties, PhysioLift Smoothing Plumping Serum offers a hydro-lifting formula that provides intense hydration and a firming effect. It also contains smart micro-pearlescent agents that adjust to the complexion and correct dull skin. The serum can be applied both in the morning and evening to the face and neck. Avène’s PhysioLift Smoothing Plumping Serum will be available at leading pharmacies nationwide from April 16th, 2018.
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soothing by nature
ANTI-AGEING
Instantly smoothed, long-lasting firm skin PhysioLift Smoothing Plumping Serum fills wrinkles immediately and provides smoother and firmer skin thanks to a unique combination of complementary active ingredients. Its hydro-lift formula provides intense hydration and an instant lifting effect for visibly plumped skin. For enhanced effect, it can be used in combination with the rest of the PhysioLift range, all suitable for sensitive skin. Eau Thermale Avène is available at leading pharmacies nationwide; visit avene.com.au to find your nearest store.
Wrinkles are smoothed Skin is plumped Furrows are filled
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FLORISTS INSPIRE ECOYA In one of the most obvious collaborations – florists and a home fragrance brand – Ecoya has partnered with three leading florists on three limited edition fragrances. It’s the first collaboration for Ecoya and partners the brand with: Sean Cook of MR COOK in Sydney, Kelly Karam of BLUSH in Auckland and Jardine Hansen of JARDINE BOTANIC in Tasmania, who have designed their perfect bouquet in fragrance form, for ECOYA. Hosting a media preview of the products and their inspiration with the florists, Ecoya General Manager, Claire Barnes says: “We proposed to our florists the idea of creating their perfect bouquet. We worked with our perfumers to create variations of the florist’s ‘bouquets’. Our graphic designers worked with Sean, Kelly and Jardine to create packaging that depicts the essence of the fragrance inside. A really important objective for us was to ensure this was a true collaborative project between us all. The result is magical”. Each is available in both Madison Jar and full-sized jar. Geranium & Green Leaves was created in collaboration with Jardine Botanic. From Founder and Florist, Jardine Hansen: “I’ve always been mesmerised by the mysterious alchemy of perfume. The way certain notes can be strung together to evoke a feeling or a
AW18 PRESS SHOWINGS AT AGENCE DE PARFUM 03.
memory is fascinating. My desire was to create a fragrance reminiscent of a time spent in the Australian bush, a wild and rugged landscape with quiet moments of beauty”. Tuberose & Fig was created in collaboration with Kelly Karam of Blush: “Of course, I wanted to create a floral scent so I chose some of my absolute favourite fragrant blooms tuberose and stephanotis - plus fresh orange leaves, earthy fig and deep musk. The result was sultry and feminine, and gorgeous”. Pomelo, Mint & Vanda Orchid was created in collaboration with Sean Cook of Mr Cook: “Although I work with flowers and fragrance all day, every day, capturing my perfect fragrance required a lot of consideration. I loved the creative process of playing around with the notes and understanding how a perfect scent is curated”. 01 ANDREA FERRARI - ESPRIT MAGAZINE WITH CLARE BARNES - GM ECOYA
02 ABBEY GELMI - FAIRFAX, RENAE AYRIS MODEL/LOCAL CELEBRITY, ROSE MCEVOY – SPORTSWOMAN/MODEL
03 ELEANOR PENDLETON - GRITTY PRETTY, KATE HEMUS, ECOYA AND MORGAN TAIT - GRITTY PRETTY
To celebrate the Autumn/Winter 2018 seasonal fragrance releases from some of the world’s most esteemed perfume houses, a master showcase was held at Agence de Parfum’s Sydneybased showroom, attended by Australia’s most influential beauty and lifestyle journalists, bloggers and tastemakers. Co-hosted by Agence de Parfum National Education Manager, Michael Marzano and National Brand Manager, Gavin Sommer, together with appointed luxury public relations agency Élysée Collective, the series of presentations took guests on an olfactory journey, exploring the inspiration, rich fragrance history, and note composition behind each new scent. The Autumn/Winter releases showcased included; Cherry Blossom, 1976 and 1988 by Floris London; Introduction of brand Olfactive Studio; Beach Hut by Amouage; Travel Set by Trudon; Viking by Creed; Indian Study by Miller et Bertaux; Introduction of brand Liquid Imaginaires; Isle of Man and Laskarina by P Frapin & Cie Parfums; Noir Premier Collection by Lalique; Les Compositions Parfumees by Lalique; Esterel by Cire Trudon; Hidden London Collection and Elizabethan Rose by Penhaligon’s; Champ De Baies and Champ De Fleurs by L’Artisan Parfumeur; Introduction of brand Carriere Freres 1884; 01 GAVIN SOMMER – AGENCE DE PARFUMS PRESENTS TO THE PRESS
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SISLEY LAUNCHES NEW MAKEUP COLLECTIONS French, luxury skincare and cosmetics house Sisley Paris celebrated the Australian launch of their latest makeup collections with a multi-day press and industry activation at The Fashion Institute, a state of the art creative learning facility for fashion and beauty. Hosted by Sisley’s Australian general manager, Irene Robinson, the two-day showcase commenced with a full-day of press appointments with Australia’s most influential beauty editors, each receiving an in-depth brand education and a personalised makeup application using Sisley’s core products and incorporating the latest launches. The second day included a press and influencer morning tea where media watched a detailed brand and product presentation about the new launches; and an afternoon ‘open’ showcase for key vloggers and makeup artists, allowing them to experience the latest collections in a more interactive environment. Professional makeup artist and friend of the brand, Allison Boyle performed makeup applications and hosted demonstrations for guests throughout the two days. Phyto-Lip Twist Matte introduces four new shades: Ballet, Drama, Ruby and Burgundy – a shot of pigment with a velvet feel and rich coverage. Phyto-Kohl Star Waterproof Eye Pencil has a skin-caring formula in intense colours. There’s a collection of five Sparkling shades and three Mystic shades. Phyto-Blanc Cushion Foundation is a brightening anti-pollution, SPF 30 formula. It protects skin from the environment and
delivers moisture and comfort to the skin. Designed with the Asian consumer in mind it lightens the skin day by day. In colour correction there are two base colour correcting primers – Instant Correct: rose brightens grey complexions while lavender neutralises yellow tones. Joining them is Instant Perfect which promotes a general clarity and radiance, brightening and evening the complexion as the days pass.
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BEAUTY BAR
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PRODUCTS
02 RICKY ALLEN – VOGUE AND IRENE ROBINSON – SISLEY GM WITH MICHAEL BROWN – BEAUTY GURU
The spotlight was shining brightly on beauty and fashion at the recent Virgin Australia Melbourne Fashion Festival (VAMFF), with official hair and beauty sponsor Priceline Pharmacy providing the hair and makeup looks for all the runway shows. Twenty of Priceline Pharmacy’s top Beauty Advisors were flown in from around Australia to work in the onsite Beauty Bar, which treated almost 2000 festival goers to a hair or makeup touch up across the week. They also had the exciting opportunity of working backstage with renowned Priceline Pharmacy Makeup Director Sarah Laidlaw and Priceline Pharmacy Hair Director Kenneth Stoddart as they made up the models walking down the runway. “At Priceline Pharmacy, we recognise the importance of the in-store experience and the role our network of Beauty Advisors plays in providing this. We are constantly looking at ways to enhance our service levels through learning and development opportunities such as VAMFF, and will continue to invest in our service proposition,” says Tamalin Morton, GM Priceline Pharmacy. 01 PRCIELINE BEAUTY ADVISORS AT THE VAMFF
01 ALLISON BOYLE – DEMONSTRATES SISLEY’S NEW
03 TONYA CASSWELL – SISLEY TRAINING MANAGER
PRICELINE PHARMACY BEAUTY ADVISORS AT FASHION FESTIVAL
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L’ORÉAL LAUNCHES BEAUTY FOR ALL L’Oréal Beauty for All launched as a beauty media showcase displaying and demonstrating 23 of the beauty company’s well known beauty brands. For more than a century, L’Oréal has devoted its energy and competencies solely to one business: beauty. Today L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety, by meeting the infinite diversity of beauty needs and desires all over the world. The interactive showcase with brand stands manned by their own representatives and experts, gave media a glimpse into L’Oréal “now” and shared the company’s mission of Beauty for All. Rodrigo Pizarro - Country Manager/ Managing Director L’Oréal Australia & New Zealand officiated the short formalities, saying the Luxury and Active Cosmetics Division had both recorded great growth in 2017, gaining market shares. But there are responsibilities, other than dollars, he emphasised. “L’Oréal has a
priority on social responsibility and sustainability issues. We are all here for beauty - we have trade relations but now it’s about community - beauty for all communities”, he said. The one main issue is to address consumers and their needs. “How can we do this?” he posed. Then spread his hands wide to encompass 23 of L’Oréal’s brands on display ranging from natural and science to trendy and sensitive. “Pretty much everything. Hair to toes,” he said. Over time L’Oréal was about products and innovation then about brands, then services, now it’s all about experience. “We want everyone to enjoy the experience of beauty, and enjoy it with your audiences, our consumers”, he told media. This is the first L’Oréal showcase which the company hopes to run every year. “Play like you are 8 years old at Disney”, encouraged Pizarro. 01 L’OREAL’S RODRIGO PIZZARO, CHRISTINE BURKE AND JORN ZEMPEL
02 IN THE AUDIENCE: SERENA WOON-HAVRYLUK – GM L’ORÉAL LUXE AND ELISABETH KING – ESPRIT ASSOCIATE EDITOR/BUSINESS JOURNALIST
03 THE TEAM THAT BROUGHT IT TOGETHER!
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ARMANI’S INTENSIVE TRAINING WITH REZA!
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ARDEN GOES WITH THE FLOW A probiotic brekkie following a yoga class with health expert/author/presenter, Lola Berry set the scene for media guests to experience the new skincare products from Elizabeth Arden. Major for the brand are the line extensions for SUPERSTART. By supporting skin’s natural microflora to strengthen its own natural defences, SUPERSTART regime leaves skin feeling resilient and refreshed. Together, these products provide a beautiful boost to any skincare regimen for all ages and skin types. “In order for skin to function properly and protect itself, it needs proper pH levels and healthy microflora levels,” says Dr. Dendy Engelman, Elizabeth Arden Consulting Dermatologist. “Billions of natural microflora, both healthy and unhealthy bacteria, reside on the surface layer of the skin, and if they become imbalanced it can result in chronic skin problems. Even if you aren’t suffering from chronic skin problems, probiotic skincare can help to reduce water loss, increase moisture in the skin, and leave skin looking smooth, radiant, and supple.” SUPERSTART Skin Renewal Booster ($85.00 35ml/ $120 50ml) uses a combination of powerful probiotics and potent botanicals to support the surface layer of the skin, boosting its natural defences and ability to renew itself, ultimately optimising the results of a skincare regimen. Used before a serum or moisturiser, it’s ultra-lightweight, fast-absorbing formula is proven to restore the healthy appearance of the surface layer for supple, smooth, more radiantlooking skin.
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SUPERSTART Probiotic Cleanser - Whip to Clay ($50.00 125ml.) harnesses the power of probiotics to cleanse skin and help support its natural defences for a radiant, healthy look. This whipped mousse cleanser transforms into a mineral-rich clay to remove dirt, impurities and makeup without stripping, drying, or leaving an oily residue while also supporting skin’s natural hydration. With water, it foams into a soft lather, leaving skin feeling soft, smooth and primed for the next step in your skincare regimen. SUPERSTART Probiotic Boost Skin Renewal Biocellulose Mask ($85.00, 4 masks) delivers double the probiotic power of SUPERSTART Skin Renewal Booster to support skin’s natural defences and improve skin’s resilience. The biocellulose mask infuses skin with concentrated formula that includes hyaluronic acid and a probiotic. CERAMIDE ADDITION Ceramide Lift and Firm Sculpting Gel from Elizabeth Arden is powered by collagensupporting peptides, skin-tightening peptides and moisture boosting ceramides. It’s a lightweight, invisible gel that lifts, firms and redefines the look of facial contours. RRP $135.00 (150ml).
LANA JEAVONS-FELLOWS, LAUREN VICKERS, CAROLINE GROTH AND CHLOE CHAPMAN
02 PHILIPPA CURNOW, ARDEN EDUCATION MANAGER DEMONSTRATES THE FACIAL SERVICE FOR SUPER HYDRATING FRESH FACE WITH ESPRIT’S ANDREA FERRARI
03 MELISA WOODGATE - SENIOR PR MANAGER, ONE IN BEAUTY WELCOMES BEAUTY MEDIA
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01 GROUP PHOTO: ARMANI AUSTRALIA’S FACE DESIGNERS – SEEN HERE WITH RHYS EVANS, NATIONAL EDUCATION MANAGER, GIORGIO ARMANI (CENTRE) AND GRANT POWER, NATIONAL MAKEUP TRAINER, GIORGIO ARMANI AND REZA ZEMAICHE – INTERNATIONAL FACE DESIGNER, GIORGIO ARMANI (FAR RIGHT)
02 PREMIER FACE DESIGNER - ZAC TUNG
01 DIGITAL INFLUENCERS FOR HEALTH AND BEAUTY:
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Giorgio Armani makeup artists started the year in exuberant mood with the visit of their brand’s International Face Designer, the personable brand hero, Reza Zemaiche – International Face Designer, Giorgio Armani. Along with the Global Retail Experience team, Reza visited Melbourne for a 4-day intensive workshop with select Armani Face Designers. The week was a celebration of Armani’s position as a leading couture professional makeup artistry brand. All Armani Face Designers are qualified makeup artists, ever eager to learn more. The objective of Reza’s training was to inspire and re-engage this expert team as well as upskill them to provide the ultimate in service excellence to the valued Armani client. The week started with a focus on brand history and DNA, and a look at the brand’s 2018/19 launches. The second half of the week saw the Face Designers take part in a two day masterclass led by Reza, in which they focused on perfecting a range of Armani looks, translation of the latest trends from the Armani Runway, as well technique review and assessment. All participating Face Designers were accredited after an assessment by Reza and the global team. Each participant left the session with an overwhelming sense of pride and motivation, to bring all that they have learnt back to their counters.
04 CAROLINE GROTH AND HEALTH & YOGA EXPERT/ PRESENTER/AUTHOR, LOLA BERRY
LA PRAIRIE AWARDS La Prairie Beauty Consultants across Australia and New Zealand began the year with the annual La Prairie Beauty Advisor conference. Aptly held in the serene surroundings of the Hunter Valley, the theme of this year’s conference was slow down, appreciate and be in the moment. The conference festivites began with a bespoke wine tasting held at the Hunter Valley’s Hope Estate, where the team learnt the tricks of the trade from the vineyards’s owner Michael Hope. Following the tasting, the team launched into an evening of Jazz in the Vines with celebrated jazz singer Emma Pask providing the evening’s entertainment. The festivities concluded in celebration of the successes from the year before and the year to come with a private display of La Prairie fireworks. The following day marked the commencent of the official conference proceedings. Kicking off the day, La Prairie Managing Director Rosi Fernandez welcomed the team and recapped on the year’s successes, thanking every Beauty Advisor for their part in this ongoing success. The day included an introduction and training on the year’s upcoming launches, a grooming workshop, rewards and recognitions. This included the announcement of La Prairie’s Summer 17 Incentive Award, with the grand prize of two Return Flights to New York and four nights of accomodation. Congratulations to Michelle Ye from the La Prairie counter at David Jones Chatswood, the well-deserving recipient of this prize.
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L’OCCITANE’S HYDRATION SPRINGS FROM NATURE L’Occitane de Provence’s beautiful new, younger skincare line - Aqua Réotier - was briefed to beauty media at Sydney’s Icebergs, overlooking Bondi Beach. Jenny Mak - Director, International Spa Training and Development - L’Occitane en Provence explained the R&D. First up, this succulently moisturising line is for younger users, maybe in their twenties, when most skin issues are linked to hydration. L’Occitane looked to the obvious place… water. Harnessing the power of water, particularly spring water, and in this case Provence’s mineral rich Réotier spring. This pure water is gorged with calcium and loaded with magnesium, both essential for skin health. Jenny explained the hydrating facial routine not only moisturises skin but is efficient for at least 24 hours. “Scientists have demonstrated that Réotier spring’s calcium is key for the skin to maintain its barrier and to retain its natural moisture”, she shares.
There are five products: Ultra Thirst Quenching Gel, 50ml, $56.00; Ultra Thirst Quenching Cream, 50ml, $56.00; Water Gel Cleanser, 195ml, $31.00; Moisture Prep Essence, 150ml, $36.00 and Fresh Moisturising Mist, 150ml, $18.00. See page 37-39 for the full launch interview. 01 L’OCCITANE TEAM - VIVIENNE KONGVONGSA, DIGITAL EXECUTIVE; JENNY MAK, GLOBAL SPA TRAINING DIRECTOR; JULIE CHAN - BRAND MANAGER; STACEY DOCHERTY - RETAIL DIRECTOR; JOANNA ROBINSON - MARKETING DIRECTOR; BELINDA MULLINEUX - L’OCCITANE WHOLESALE MANAGER AND DAVID MCCONNACHIE, L’OCCITANE GM
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01 DAVID JONES, ELIZABETH STREET TEAM 02 MICHELLE YE - LA PRAIRIE, DAVID JONES, CHATSWOOD WINNER OF THE SUMMER 17 INCENTIVE
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03 DAVID JONES BOURKE STREET TEAM
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FRAPIN’S EXQUISITE FRAGRANCES David Frossard – Creative Director of P Frapin & Cie, the fine French perfume and cognac House, based in Paris, and Cognac, France - paid his first visit to Australia recently. With time on his hands between presenting to retailers and media, he took an evening walk in the rain from his hotel in Sydney’s CBD down to the Opera House and around the Harbourside and felt a rush of succulent scents up his nostrils. Especially night scented jasmine and oceanic notes. As he told esprit this, he closed his eyes and leant his head back and recalled the memory. That’s Sydney’s gift to this creative, curious, impressionable, intellectual, socially conscious, fun man. With his young son’s warning that Australia is filled with deadly spiders and snakes, David says he was relieved to find our city free from eight-legged or slithering threats and loved the relaxed atmosphere of Sydney, with its celebration of ocean and seawater around the city. Visiting Icebergs overlooking Bondi Beach was a highlight of his trip. Perfume media had their slice of David at a presentation of his two latest collaborations.
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Hosted by Agence de Parfum – the distributor, and introduced by Michael Marzano – National Education Manager, David talked about his inspirations. LASKARINA Laskarina is an ode to femininity – not the skin-deep feminine allure so often hailed by perfume, but rather a celebration of the strength and determination of women. Frapin looked to Laskarina Bouboulina as muse. The heroine of the Greek War of Independence in 1821 paints the very picture of an independent, tenacious woman. When she was left a wealthy widow in 1811, she used that inheritance to invest in four warships and push back the Turkish invasion. In a larger sense, she still stands for all women who put up a fight – for their freedom or against prejudice. Laskarina is a tribute to Womankind. It applauds those heroines of yesteryear who blazed the trail for strong women today, and salutes those who are still fighting against injustice. Top notes: Italian bergamot, grapefruit, pink peppercorn, pear sorbet. Middle notes: Tunisian orange blossom, Bulgarian rose. Base notes: frankincense, black pepper, iris, Ambroxan Ambrocenide. EdP 100ml, $229.00.
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ISLE OF MAN A resolutely masculine fragrance, Isle of Man is a nod to Frapin family member and motorsport enthusiast Albert, drawing inspiration from motorcycle racing particularly the Tourist Trophy competition. Held every year in early June and considered one of the most dangerous racecourses in the world, the Tourist Trophy dates back to 1907, a time when racing was prohibited in Britain and relegated to the far-flung British Isle of Man. A motorcycle aficionado and lover of extreme sports himself, David Frossard entrusted this interpretation to perfumer Aliénor Massenet. It opens with a citrusy attack of grapefruit and bitter orange, followed by salty floral accords of freesia and violet, conjuring up the heady adrenaline rush of ripping down an oceanbeaten coastline. EdP 100ml, RRP $229.00. P Frapin & Cie Parfums are available at Libertine Parfumerie, as well as exclusively through Myer Melbourne and Sydney’s Galerie de Parfum and other niche perfumeries in Australia and New Zealand. 01 AMANDA STRAVROPOULOS AND ALISON RICE – ALLURE
02 ELISABETH KING – BUSINESS JOURNALIST/ ESPRIT AND DAVID FROSSARD – FRAPIN
03 MICHAEL MARZANO – AGENCE DE PARFUM AND ANDREA FERRARI – ESPRIT MAGAZINE
04 HASS MURAD – SYDNEY MEN’S STYLE AND CLAYTON ILOLAHIA – WHAT MEN SHOULD SMELL LIKE
05 FRAPIN’S NEW FRAGRANCES: ISLE OF MAN AND LASKARINA
06 NICK SMART – AGENCE DE PARFUM/LIBERTINE AND NEALE WHITAKER – INTERIOR DESIGN GURU
07 BEN JUDD – EXECUTIVE STYLE AND JORDYN CHRISTENSEN – MARIE CLAIRE
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SHAMELESS FACED! Marc Jacobs Beauty - managed by Kendo Brands - has a cult following of makeup aficionados for its makeup artistry excellence and innovation; and cosmetic buffs love it for the useability and results of the products. The party to celebrate the new foundation – called Shameless – was held at Sydney’s Bondi Beach and attracted the influencer and beauty media. Makeup artist & tutorial queen, Lucy Garland (@lucygarland – Marc Jacobs Beauty brand ambassador chatted ‘on stage’ with celebrity Michael Ashton @michaelashton – global brand ambassador. Gorgeous glamour was the order of the evening yet so many of the guests wanted to get stuck in one-on-one with the makeup artists to have their complexion colour matched for the perfect foundation for them to take home a trial Shameless. The medium-coverage, buildable foundation comes in 29 shades from very fair to very deep so there is pretty much every skintone covered here. Makeup artists used the complementary tool to apply and they truly work as a pair. The Seamless Liquid Foundation
Brush has a tapered head and synthetic bristles and facilitates the building process that the foundation was formulated for. RRP $66.00. Shameless is formulated to give coverage that’s not heavy but gives enough to show skin at its best. There’s SPF25 and skincare benefits that hydrate the complexion so it lasts all day. RRP $70.00. 01 MICHAEL ASHTON WITH MODEL, ANNABELLA BARBER
02 LAURA DUNDOVIC, ACTRESS 03 MICHAEL BROWN, MAKEUP GURU 04 KELLIE NOLAN – KENDO BRANDS, CHARMELAINE, LAUREN MACINTYRE – KENDO BRANDS, MICHAEL ASHTON, CHERRY KILLS AND YOONAH KIM – KENDO BRANDS
Maui Moisture Nourish & Moisture + Coconut Milk is formulated for individuals with normal to dry hair who need gentle hydration. Maui Moisture Health & Hydrate + Shea Butter is a dream for anyone with dry, damaged or over styled hair. Maui Moisture Strength & Anti-Breakage + Agave Nectar comprises a shampoo, conditioner and hair mask formulated for those who chemically treat their hair regularly and are looking to help repair, strengthen and fortify hair. Maui Moisture Curl Quench + Coconut Oil is formulated for thick, curly hair to condition curls, reduce frizz, and improve overall curl definition. Maui Moisture Thicken & Restore – Bamboo Fibers – will enhance, strengthen and thicken hair. The formulas help to promote thicker, stronger, healthier hair. 01 LISA CLARKE – @IAMLISACLARK WITH SONYA KING – JOHNSON & JOHNSON
02 LANA JEAVONS-FELLOWS @LANAJF, TV PERSONALITY
03 JESSIE KHOO – BLOGGER 04 DANIEL MATTAR – JOHNSON & JOHNSON, BEN TROTMAN – CATEGORY MANAGER, WOOLWORTHS AND GUY TURLAND – CHEF/ BONDI
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Maui Moisture haircare is a comprehensive range of five collections each for a specific hair concern. Meeting today’s ethical demands it is responsibly sourced, vegan and made with eco-friendly materials. The products do not contain any parabens, phthalates, sulphate surfactants, colourants, petrolatum, silicones, gluten or mineral oils. Vanessa Farrugia APAC Regional Brand Marketing Manager, OGX & Maui Moisture - Vogue International (a Johnson & Johnson Company), hosted a media briefing in Sydney to showcase Maui Moisture. A key point of difference is that the formula base is 100% pure aloe vera, not water. Packaging is reminiscent of juice bottles you’d see in Hawaiian markets. Stockist are Priceline and Woolworths.
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DERMALOGICA PRODUCTS AND PAMPERING 01.
PHYTO HAIR Phyto botanical power haircare comes from the legendary Parisian hairdresser, Patrick Alès – the father of the blow dry – infact he created the technique of blow drying hair in 1964. Founded in 1969, Phyto haircare has grown extensively in product choice and reputation. Europe-wide and across the USA Phyto is revered as a trusted results-driven, botanical, scientifically proven brand. Treating hair as precious, Patrick Alès’ philosophy is to treat it with care and respect, paying attention to scalp health for hair health. Now it is available in Australia through Cosmax. Key to achieving the best results is following a 5-step ritual that starts with the scalp. Customers can find the right products for them preferably in store with a one-on-one consultation and diagnosis. A trained Consultant uses the handheld device – the Phyto Analyser - which photographs the scalp and hair growth enabling her to recommend the most suitable products. Regardless of hair type and needs, everyone follows a 5-step ritual: pre-shampoo, shampoo, rinse-off care, leave-in care and style. There are special treatments such as masks. There are two key lines: treatment and beautifying. Cosmax is introducing Phyto through David Jones. There are personalised Phyto installations where possible and use of the stores’ Beauty Rooms. Debenhams has a full concept installation with dedicated, trained staff. There is a calendar of key events to engage customers.
Dermalogica’s Education Manager, Emma Hobson hosted a beauty media briefing for two key product launches for the first half and new ProSkin services being introduced to the company’s David Jones counters/beauty rooms. New Sound Sleep Cocoon promises to transform the skin by night so it glows by day. “Sleep problems constitute a global epidemic that affects health and quality of life for up to 45% of the world’s population”, says Emma. “When it comes to your skincare routine, sleep is a crucial component for the skin’s recovery from the assaults of the day. Just a few nights of missed sleep can lead to dull skin and fine lines, and chronic sleep deprivation leads to dark circles and early ageing”. Sound Sleep Cocoon is a revitalising treatment gel-cream that works with the skin’s natural overnight repair and recovery process to optimise the skin benefits of the sleep we do get, delivering glowing skin by morning. It also helps to infuse skin with essential hydration that’s lost throughout the day. Sound Sleep Cocoon is formulated with motion-activated essential oils to soothe senses with aromatherapy and promote deep, restful sleep for healthierlooking skin. RRP $120.00 for 50ml, available now at authorised Dermalogica salons and skin centres, David Jones and Mecca Maxima. Powerfully soothing for sensitive skin
new Ultracalming Duo treats the top three concerns of everyone who has sensitive skin: redness, irritation and dehydration. Both products combine the best of nature’s botanical extracts with innovation from The International Dermal Institute to powerfully soothe skin sensitivity. Whether your customer has mild sensitivity or super sensitive skin, the UltraCalming Duo is a proven skincare solution. These products can be layered for maximum results, or used separately to address a specific concern. “Best of all, they help to defend against future flare-ups – so skin looks and feels healthier continuously”, says Emma. The Ultracalming Duo: Barrier Defense Booster ($95.00 for 30ml) and Calm Water Gel ($73.00 for 50ml) are available now. Dermalogica will also be debuting a new, personalised tool to help assess each customer’s skin sensitivity risk: the online Sensitivity Score tool. Visit skinsensitivityrisk.com and enter your location for personalised insights about what might cause skin sensitisation, along with expert tips and product recommendations. Dermalogica, with its professional skincare heritage, focusses on hands-on treatments that the Beauty Therapists can offer customers in their David Jones counters/salons. Having introduced personalised 10-minute Face Fit Express facials in 2017, they have now introduced personalised ProSkin treatments in 30, 60 and 90 minute sessions with a prescriptive consultation before, where customer and therapist devise the perfect treatment “for YOU on THIS day” as Emma Hobson explains. 01 EMMA HOBSON – EDUCATION MANAGER, DERMALOGICA PRESENTS TO BEAUTY MEDIA
02 CUSTOMERS PROSKIN TREATMENTS WITH UPSKILLED BEAUTY THERAPIST CONSULTANTS
01 PHYTO HAIRCARE HEROES 02 MYRIAM WELSH, REGIONAL & BRAND MARKETING DIRECTOR, ALÈS GROUP ASIA PRESENTS PHYTO TO BEAUTY MEDIA
03 ESTELLE IZARD – REGIONAL EDUCATION MANAGER, PHYTO DEMONSTRATES THE PHYTO ANALYSER TO ANDREA FERRARI – ESPRIT AND RHONDA CAMPBELL – SALES MANAGER, COSMAX 76| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
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JASON WU – WOOS SYDNEY Jason Wu – fashion designer whose clients include some of the most influential women in the world, including Michelle Obama, Reese Witherspoon, Julianne Moore, Diane Kruger, Kerry Washington and Christy Turlington, among many others, introduces his first fragrance that captures the refined glamour of the sophisticated Jason Wu woman. It’s a freshly alluring scent that shimmers during the day and evolves into a deep peppery note that
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01 NICHOLAS GORRICK – PACFIC SMM, JASON, GUSTAVO RANGEL AND PAM WILSON – PACIFIC SMM
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JENNY LIU – OPERA AUSTRALIA KALYN AND SARAH – JASON WU MODELS KELLIE HUSH – HARPER’S BAZAAR ANDREW HORNERY – THE SYDNEY MORNING HERALD WITH JASON WU
is sensual and seductive. Wu was in Sydney for the Australian launch, hosted by distributor, Pacific SMM. In collaboration with renowned master perfumer Frank Voelkl of Firmenich, Jason captures a sense of nostalgia with the strong presence of Jasmine Sambac. It brought Jason back to his childhood in Taiwan where he used to pick the flower from his neighbour’s stone wall. The fragrance is fresh, floral and woody. The top note of Pink Pepper and Fig adds movement and vibrancy while the base note of Silky Musk adds texture. Jasmine Sambac, the key ingredient of this fragrance, is of the highest quality of floral extracts in perfumery it is handpicked in India at a certain time to tap into its full vibrancy. “Working with Jason was a true collaboration. Because scent is very personal, we wanted this fragrance to also be an honest expression of him. It is because of this that you have a strong presence of Jasmine Sambac in the fragrance. It took him back to his childhood and experiences in Taiwan. Ultimately though, the fragrance was meant to be a reflection of his brand. Here the feminine floralcy and softness is constructed in a way that is sleek and refined - no frills. It is to the point in the best way - clear and polished, yet inviting and beautiful.” – Frank Voelkl For the design of the bottle, Jason partnered with architect Andre Mellone, who previously designed Jason’s Tribeca apartment and his shop-in-shop at Saks Fifth Avenue in New York. The bottle’s simplicity of form is inspired by mid-century design, Jason’s favourite period, along with his favorite modern artists such as Josef Albers and Ellsworth Kelly. Designed with an architectural approach, the signature gold cap with a touch of blush is a perfect circle and the seamless thick glass base is all polished for a luxurious weight and feel. To balance the masculine base, the juice is a nude tone with a touch of blush, inspired by a 1950s pressed powder compact, which embodies femininity and sensuality. Mirroring the scent, the packaging, designed by Fabien Baron, is elegantly modern in the same hue. RRP 30ml EdP Spray, $75.00 and 90ml EdP Spray $150.00, available at David Jones.
SEBAMED FOR THE SENSITIVE Sebamed - a pharmacy stalwart, founded in Germany in 1957 - is perhaps an unsung hero across Australia. For the millions of reactive skin sufferers it provides the gentle comfort they crave for their condition. Shining the spotlight across the brand’s ranges, the Sebamed team hosted a media briefing with guest speaker, internationally recognised community pharmacist Gerald Quigley. Sebamed product ranges include Classic, Clear Face, Baby Sebamed and Deo, all have a pH level of 5.5. Gerald explains: “Human skin has a natural hydro lipid barrier, known as an acid mantle, which works to retain moisture and lipids while simultaneously blocking germs, toxins, bacteria and other outside factors. The acid mantle has a pH of 5.5. Problematic skin conditions, such as eczema, psoriasis, dermatitis, and rosacea, have impaired barrier functions and can have a pH different than 5.5. The acid mantle serves as a natural skin barrier and protects the skin from dehydration and environmental damage. The pH of the acid mantle is 5.5, and traditional soap, which has a pH greater than 9, can strip this protective barrier”. Distributed in Australia by Frostbland. 01 NICCI HERRERA – ESPRIT GENERAL MANAGER, GERALD QUIGLEY, LYNDALL CORTIS – FROSTBLAND AND DANIEL HALE – SEBAMED, GERMANY
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NIVEA’S BEAUTY SLEEP BOOSTER Like a healthy gut, good quality sleep is a priority to be the best version of yourself. With this in mind, Nivea’s expertise in skincare now extends beyond night creams to a range that works through the night to promote beauty sleep. On waking, skin is energised and then there’s a day cream that continues the good work, including SPF15. Robyn Hutch – Nivea’s skincare expert – presented the R&D to beauty media. Robyn has such a wealth of valuable insights about the nature of skin, how to care for it as well as the benefits of skincare ingredients. The development of the Q10Plus C AntiWrinkle + Energy range was inspired by the insight that one of the biggest skincare concerns for women today is tired and dulllooking skin. These sleeping beauties work with the skin’s biology to support skin regeneration. The highly effective combination of two powerful antioxidants, Q10 and pure Vitamin C, fight skin fatigue and boost skin energy to reduce dullness and fine lines, for healthy-looking skin. Energy is needed by the skin cells to perform important metabolic functions and repair processes. The result – a boost for beauty sleep to wake up to energised, fresh and more healthy-looking skin. For day time, the Q10Plus Day Care Crème with SPF15 continues to infuse skin with the powerful antioxidants of Vitamin C and Q10 to work against dull and tired skin, and protect against ageing sun damage. Robyn says that Vitamin C is considered
an anti-ageing superstar: “Ascorbic acid is one of the most researched forms of Vitamin C when it comes to the skin, and this pure form of Vitamin C is what we have used as the key ingredient in NIVEA Q10PlusC Anti-Wrinkle + Energy Sleep Cream & Eye Cream. Vitamin C works to create younger-looking, firmerfeeling skin by energising dull and uneven skin tone. It is a supercharged antioxidant that slows the rate of free-radical damage – free radicals are unstable molecules that damage collagen and cause skin dryness, fine lines and wrinkles. The combination of pure Vitamin C with CoEnzyme Q10 – an antioxidant that provides cells with energy to build collagen and elastin is a powerful combination of active ingredients for refreshed, brighter, healthy-looking skin.” NIVEA Q10PlusC Anti-Wrinkle + Energy Day Care SPF15 with new, improved formula, RRP $19.99. NIVEA Q10plusC Anti-Wrinkle Energy Eye Treatment RRP $23.99.
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01 ROBYN HUTCH – NIVEA SKINCARE EXPERT 02 VICTORIA CHAPMAN-SMITH - BRAND MANAGER
Skinny Tan, the global vegan self-tanning brand is collaborating with its Brand Ambassador, the all-singing, all-dancing Roxy Jacenko. ROXY TAN brings the best of Sydney’s sunshine to bodies in Skinny Tan’s deepest, bronze shade. Roxy was accompanied by her husband, mother and best friends for the media launch in Olio, Chippendale. The brand, which is sold in thousands of beauty retailers across five continents, has hundreds of thousands of followers who love Skinny Tan for its natural, streak-free, photofinish glow. Jacenko, who signed on as the Brand’s Ambassador in 2017 fell in love with Skinny Tan’s 7 Day Tanner fake tan cream straight away. “I’ve used every tanning product, but Skinny Tan’s 7 Day Tanner is my favourite it’s so easy to use, it never streaks and there’s no fake tan smell!” she says. “I like to look like I’ve just returned from Barbados. I like to be super dark. I usually just apply 2-3 coats of 7 Day Tanner in Dark, but I run four businesses and have two small children, so I don’t always have the time. So I spoke to the Skinny Tan team who said we could launch the same creamy streak free formulation that I love in a darker shade, which was music to my ears…as is anything that will save me time and keep me looking good!” Roxy Jacenko, mother of two and the Founder & CEO of four Australian businesses (Sweaty Betty, Ministry of Talent, Pixie Bows & Social Union) is a popular fashion influencer, often included in social pages and re-grammed on social media for her fashion and beauty choices. “Our Skinny Tan Ambassador Jacenko is highly regarded for her on point style and this includes her tan which always looks perfectly bronzed, glowing and even. To collaborate with Roxy and launch an “Ultimate Dark” creamy WITH MUM, DOREEN JACENKO AND SUE INGHAM.
03 ANA-ELISABETE SANTOS - BRAND MANAGER
02 DANIEL GOLDSTEIN - SWEATY BETTY, ANTHEA
(CLEANSING & LIP)
FLOUDAS - SWEATY BETTY, MONICA TARCA SKINNY TAN AND HOLLY BROOKE - MINISTRY OF TALENT AND ROXY
04 BEAUTY MEDIA BRIEFING FOR NIVEA 05 JULIA BRAUN – GENERAL MANAGER, MARKETING 06 NIVEA Q10PLUSC ANTI-WRINKLE + ENERGY SLEEP
78| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
ROXY TAN ROCKS THE GLOWING LOOK
01 JESSICA INGHAM - CLOSE FRIEND, ROXY JACENKO
(NIVEA BODY, HAND, CREME AND SOFT)
CREAM & EYE CREAM AMONGST THE NIVEA INNOVATIONS
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03 PROFESSIONAL MAKEUP ARTISTS - ARIELA RAMLJAK AND STELLA SHENOUDA
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tanning product for her and the Australian consumers, is super exciting and we can’t wait to hear what our customers think!” says Skinny Tan PR Manager, Monica Tarca. “Our Skinny Tanners love that our formulations are cruelty free, vegan friendly and derived from natural ingredients and we think they are going to love how easy to use this creamy, streak-free formula applies to the skin and how dark the colour is, even more!” Monica adds. ROXY TAN by Skinny Tan is available in Priceline stores now.
SEPHORA AUSTRALIA EXCLUSIVE BRANDS SHOWCASE The year kicked off with the Sephora Exclusive Brands Showcase, one of the beauty media’s favourite events for meeting brand founders, discovering and trialing new beauty products. Sephora (own brand) showed cult products and trend-inspired products. Kristy Gray – Training Executive says the natural ingredients trend of 2017 is only growing. “Customers are more and more savvy about what they are putting on their bodies and want the farm to table experience with their beauty products.” Masks continue to dominate. “They are so instagrammable,” says Kristy, “and they give instant gratification”. More brands are launching the format pushing masks to a different level with infusions of such trigger ingredients as coconut, and rose gold. “FRESH is launching a mask for every concern. Every texture is different – like the Vitamin Nectar Mask … it looks like jam, feels like jam and is delicious to use.” Kristy says it’s the connectedness masks offer – rituals and pampering. Sephora’s Skingoals animation in store aims to engage customers in the conversation about how they are trying to achieve their best skin. “Skincare can be scary. But can also be simple if
you know your goals and have someone to help you. Listening to your friend or seeing social media where a blogger recommends something can be misleading – it’s not necessarily right for YOU. If they don’t get the right service customers can fall victim to a poor experience with a product that was never meant for their particular needs. Good, educated service really helps customers buy the products suited to their specific concerns and goals, which is what we train at Sephora.” Devices are growing in popularity. “Foreo and Skin Inc both have innovations launching. Customers are looking for quick fixes and bringing the dermatologist into their home. Devices appeal to the diligent customer seeking real results”, says Kristy. Another category on Sephora’s radar…and shelves…is ingestibles. It was only a matter of time before people would get seriously into investing in their inner health. Sephora is ranging Kora, WellCo, Beauty Chef and Bodyism beauty foods. Here’s some of esprit’s highlights from the day. drybar launches its entire range of 50 products focusing on the blowdry: liquid products and hair tools. Playing off the bar theme, product names are cocktail inspired – fun names but serious haircare. Peter Thomas Roth – luxury skincare that’s clinically tested, the new Thermal Water Heat Mask and Moisturiser claim ‘Firmer, smoother, younger-looking skin in 7 days’. It’s all about nourishment. Zoeva is focussing on its blush and eyeshadow palettes and professional brushes. The founder, Zoe, creates all the stories – the new Aristo (meaning perfect in Greek) shade palette is inspired by her mother’s home in Greece. Opulence shades are baroque-inspired, heavy shades. Beauty Blender - Rachael Brook demonstrates the new ocean-inspired makeup applicator, called Chill. It’s exactly the same as the original – an aqua-activated material that you dampen to get the best makeup application results, but in gorgeous turquoise. Chill also means – it’s only makeup, just chill! Smith & Cult is the brainchild of Hard Candy founders, Jeanne Chavez and Dineh Mohjer and has been forging a slice of loyalists in Australia for their nail colours. 1972 is their all-time cult shade of metallic champagne. Now the range of cosmetics debuts at Sephora and is described as “the Hard Candy girl, grown up”. Nothing is straight forward about the brand or products – packaging offers surprises and everything has a witty touch: dents in the packaging and off-centre compacts for example. IGK is a haircare brand created with Sephora in mind. It’s all about the hairdressers’ skill set and their tools – bringing that to a product and tool range that makes it easier for the consumer to get the most professional salon look at home.
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Beach Club was an instant best seller giving a salty, beachy, textured effect without the salt or drying. Jet Lag is an invisible dry shampoo. 01 KRISTY GRAY – TRAINING EXECUTIVE, SEPHORA 02 AUDREY LE GUYADER AND PIP CHRICHTON – PETER THOMAS ROTH
02 KIM NATALE – DRYBAR 04 RACHAEL BROOK - DEMONSTRATING THE NEW BEAUTY BLENDER INSPIRED
05 JEANNE CHAVEZ – CO-FOUNDER, SMITH & CULT 06 CHRIS HAMMOND AND TAHLIA PLUCKE – ROGUE BEAUTY BRANDS
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PRICELINE PRESENTS Priceline’s The Beauty Prescription [LIVE] media event is welcomed by the beauty writers for its offer of stats and access to the brand founders, representatives and ambassadors, all under one roof. This autumn the program included: • An exclusive panel session featuring Ian Thorpe for BLAQ , Tim Robards for Handsome Men’s Skincare and Blair James for Bondi Sands • A presentattion outlining the retailer’s best-selling products over the last six months as well as what’s on at Priceline Pharmacy over the next six months • Access to Priceline Sisters Ita Buttrose and Sam Harris. A chat with Priceline Pharmacy Hair Director, Kenneth Stoddart and the new Makeup Director, Sarah Laidlaw who talked through the trends for VAMFF runway • A trade show with 60 of Priceline’s key brands including Face Halo, Models Own, NYX Professional Makeup, Bourjois, Bondi Sands, Luma and Glow Lab Gabby Tully - National Manager – PR, Events & CSR – is the conductor of this multi-touch-point event and kicks off the formalities with an on-stage welcome that always raises a giggle. This time it was presenting a tongue-in-cheek vlog from Priceline Pharmacy CEO, Richard Vincent, clad in a pink towelling bathrobe talking through his favourite products – from lipsticks to nail varnishes to cosmetics brushes. Chatting with the GMs Tamalin Morton – Priceline Pharmacy General Manager and Cathy Seaholme, Priceline Pharmacy General Manager Retail Operations sat down with esprit and talked through key thoughts on the business going forwards. We will continue to focus on the customer through the member-based Sisterclub, says Tamalin. “We leverage our customer understanding to provide a compelling offer. Through our Trend Trips, our Trade Partnerships and our abilities to innovate all pulled together we can offer our customers a true point of difference and we do this with exclusives, fresh brands and favourites, profiling interesting innovations and technologies.” Referencing the critically influential role of the Beauty Advisors, Cathy tells us that many of the Priceline Pharmacy BAs have a background in beauty and love being in the beauty space: “Face to face training through our Beauty Academy and Skincare Academy brings the BAs together to experience the products. We do trade shows with the brand partners. The BAs want to know the background of the brands. With some 18,000 skus there’s a lot to take in, but it’s all part of providing the right level of service”. Incentives for the BAs include playing a role in special events such as VAMFF (Virgin Australia Melbourne Fashion Festival) where they run makeup stations in pop-ups. Broadening the service offer Priceline Pharmacy pharmacists are also being trained in recommending the right skincare for customers. “Top line beauty direction: continuing to focus on differentiation, new, exclusive, latest, first-tomarket and stimulating that appetite in consumers - demonstrating our authority as the place to keep coming back to”, says Tamalin. “Great value, service, advice and/or engagement – driving the understanding in consumers’ minds that ‘there’s going to be something (at Priceline) for me’ we have such a massive amount of skus, they have a reason to return time and again”. New BA incentives are being created to drive the right behaviour – for example: win a trip to Singapore with X brands and visit their innovation centre. 80| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
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TOP SELLERS IN 2017 COSMETICS 1. MAYBELLINE Master Precise Liner in Blackest Black – 94k units sold 2 NUDE BY NATURE Mineral Cover (Medium) 3. RIMMEL Stay Matte Pressed Powder (Translucent) 4. AUSTRALIS Banana Powder 5. MAYBELLINE Fit Me Concealer
SKINCARE 1. SIMPLE Cleansing Wipes Twin Pack 50 wipes – 190k units sold 2. BIORE Deep Cleansing Charcoal Pore Strips 6 pack 3. GARNIER Micellar Cleansing Water 400ml 4. FREEZEFRAME RevitalEYES 5. GARNIER Micellar Cleansing Water 400ml
HAIRCARE 1. FUDGE Clean Blonde Violet Toning Shampoo 300ml – 230k units sold 2. FUDGE Clean Blonde Violet Toning Conditioner 300ml 3. SCHWARZKOPF Extra Care Super Styling Lacquer Extreme Value Size 500g 4. TRESEMMÉ Styling Mini Hairspray Extra Hold 75g 5. TRESEMMÉ Heat Tamer Protective Spray 300ml
FRAGRANCE 1. GUESS Seductive EDT 75ml – 31k units sold 2. BEYONCÉ Heat Rush EDT 100ml 3. KATY PERRY Meow EDP 100ml 4. BECKHAM Beckham Signature Men EDT 75ml 5. JIMMY CHOO Jimmy Choo EDT 40ml
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01 LADY JAYNE’S TEGAN HODDER PREVIEWING THE NEW BRONZEY/ROSEGOLD THEME FOR THE WHOLE NEW-LOOK LEGENDARY HAIR AND BEAUTY ACCESSORY RANGE
0 2 VANESSA FARRUGIA AND ISOBEL BEITH FOR MAUI MOISTURE HAIRCARE (JOHNSON & JOHNSON) EXPLAIN THE BRAND’S POINT OF DIFFERENCE: TROPICAL ISLAND INSPIRED FRUITY INGREDIENTS AND INSTEAD OF A WATER BASE MAUI PRODUCTS HAVE AN ALOE AND COCONUT WATER BASE
03 HANDSOME NATURAL SKINCARE IS A SIMPLE RANGE TO MEET MEN’S SKIN AND HAIR GROOMING NEEDS BACKED BY THE WEALTH OF KNOWLEDGE FROM BEAUTY INDUSTRY ‘VETERANS’ MARK TUCKER AND NEALE JOSEPH PICTURED HERE, FLANKING BRAND AMBASSADOR, TIM ROBARDS
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04 BONDI SANDS LAUNCHES ITS EXPRESS TAN -1-HOUR DEVELOPMENT TIME FOR A GOLDEN TAN. CLARE SLATER FROM BONDI SANDS AND LABRINA LIACOPOULOS PORTOBELLO PR
05 KLORANE LAUNCHES DRY SHAMPOO WITH NETTLE - TINTED, FOR BROWN TO DARK HAIR. WITH OLIVIA HARLAND FROM PIERRE FABRE AND GEORGIE QUIGLEY - DLPR
06 BONNIE G - OZBEAUTY EXPERT HEARS ABOUT THE BURT’S BEES BUZZ FROM GEORGINA BARNES - 6AM AGENCY: THE NEW CAMPAIGN WITH BRAND AMBASSADOR, SALLY FITZGIBBONS AND THE NEW TAG LINE – BE A TRUE FORCE OF NATURE.
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07 ALL-NEW COVERGIRL - DIANNA MANNION FROM COTY SHOWED THE FULL VITALIST HEALTHY COLLECTION OF FOUNDATION AND LUMINISING LOTION
08 ARDELL FAMOUS FOR ALMOST 50 YEARS FOR ITS FAUX LASHES, LAUNCHES MAGNETIC LASHES AND NEW FAUXMINK FALSIES. WITH RUTH DIACHENKO – PORTOBELLO PR
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09 A NEW BRAND ON THE BLOCK FROM THE MAKERS OF SUKIN. BWX HAS DISCOVERED US-MADE, ANDALOU - ANTIOXIDANT DEFENCE USING FRUIT STEM CELL SCIENCE. HIGH PERFORMANCE, HIGH EFFICACY NATURAL COSMECEUTICALS. WITH LAUREN OETOMO AND TINA RANDELL - BWX
10 ANDREA FERRARI (LEFT) AND NICCI HERRERA (RIGHT) WITH PRICELINE PHARMACY’S GMS, TAMALIN MORTON AND CATHY SEAHOLME (RETAIL OPERATIONS)
11 ROXY TAN JOINS THE SKINNY TAN LINE-UP WITH A DEEP,
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GOLDEN CREAM TAN. WITH MARCUS CHISHOLM AND MONICA TARCA - INNOVADERMA, THE MAKERS OF SKINNY TAN
12 INK ME UP: RIMMEL LONDON INTRODUCES ITS NEW INK ME COLLECTION: CREATE TEMPORARY FACE & BODY ART. WITH RIMMEL/COTY’S CLARE CARLTON
13 GET PRECISE, EXACT LINES THAT WEAR UP TO 24 HOURS WITH REVLON’S FIRST TO MASS INNOVATION, COLORSTAY EXACTIFY LIQUID LINER. THE EASY TO USE WHEEL TIP AND COMFORTABLE CONTROL HANDLE MAKE IT SIMPLE TO ACHIEVE A PROFESSIONAL-LOOK, SMOOTH, STRAIGHT LINE EVERY TIME. WITH JESS MILNE - COOTE CONNEX AND ALYCE MCDONAGH - REVLON
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14 CALLED NOUGHTY FOR ITS ‘NOUGHT NASTIES’ FORMULA,
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THIS “CHEEKY, PLAYFUL” 97% NATURAL HAIRCARE BRAND PERFORMS WITH HIGH-END RESULTS. WITH HANNAH THOMAS AND KELLIE ROBERTS – BEAUTY CONNECTIONS
15 NATIO’S LOVE BEING YOU COLLECTION BRINGS LUMINOUS SHADES OF NUDE, BRONZE AND ROSE FOR PRETTY AND NATURAL EFFECT. WITH LAUREN THOMPSON - NATIO
16 PRICELINE’S EMMA HOGAN - COSMETICS BUYER AND LINA HANNAWE - BUSINESS MANAGER SHARE THEIR EXCLUSIVE MODELS PREFER BRAND PALETTES - FOCUSING ON THE AUTUMN SHADES OF RUBY NUDE, A 10-SHADE PALETTE
17 LA ROCHE POSAY’S NO.1 SELLING FACIAL SUNSCREEN, ANTHELIOS WAS FORMULATED FOR OILY SKIN LEAVING A GAP FOR DEVELOPMENTS: TODAY A NEW MATTIFYING FINISH LOTION LAUNCHES, CALLED DRY TOUCH. EASY-WEAR FOR DAILY USE. ALSO PROMOTED WAS THE LRP COSMETICS COLLECTION – ALL SUITABLE FOR SENSITIVE SKIN
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ADVERTISING FEATURE
I wanted to feel good about myself, particularly around the hair loss – and learn how to draw on eyebrows! It was also a good chance to be in a room with other women who are going through similar experiences VANESSA, LGFB WORKSHOP PARTICIPANT
LIFE FEELS BETTER IN COLOUR Look Good Feel Better offers skincare, make-up and headwear tips and tricks to help cancer patients like Vanessa face their diagnosis with confidence. Vanessa shares her experience …
For Vanessa, 40, a routine health check resulted in the worst kind of surprise – a breast cancer diagnosis. “Immediately my thoughts went to my three boys, and doing whatever I had to do to be there for them,” she says. “After the initial shock, I just decided to take this as I take everything else – with positivity and energy.” Vanessa sought out a Look Good Feel Better workshop in the hope that it would help her regain control and a sense of positivity. “I would absolutely recommend Look Good Feel Better to others going through treatment,” says Vanessa. “It’s informative, it’s fun – what have you got to lose?”
BELOW: Vanessa learns how to draw on her eyebrows. RIGHT: An artist creates a water colour painting of Vanessa.
VISIT LGFB.ORG.AU OR CALL 1800 650 960
LOOK GOOD FEEL BETTER WORKSHOPS
Over two hours, volunteer beauty professionals share helpful tips on skincare and make-up application, scarf styling and wig selection. Participants also receive a complimentary Confidence Kit full of products to use throughout the workshop and to take home with them.
INFLUENCER
INFLUENCER esprit’s collection of industry friends share their strategies on networking, selling, product knowledge and job-related growth to build your career as a beauty assistant, beauty influencer.
M A R Y Z AVAG L I A MICHEAL BROWN MELANIE BURNICLE AIMÉe Wice
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MARGOT ROBBIE
HOURGLASS ILLUME SHEER COLOR TRIO
LANCÔME ADVANCED GENIFIQUE HYDROGEL MELTING SHEET MASK SKEYNDOR GLOBAL LIFT
LA PRAIRIE CELLULAR 3-MINUTE PEEL
Trend WATCH
TOM FORD PEACH ABSOLUT
Hollywood’s Secret to Paparazzi Ready Make-up
JENNIFER LOPEZ
Tinseltown is glowing – literally! Celebrities like Jennifer Lopez, Cate Blanchett and Margot Robbie know that getting their glow on is what gives them star power on and off the red carpet. Highlighting your cheeks and high points instantly brightens skin and makes you look youthful. By Mary Zavaglia
REVIVE MOISTURISING RENEWAL CREAM
THE FIRST STEP…PREP! STEAM AND CLEAN
THEN GET GLOWING WITH... A-LIST MAKE-UP STRATEGIES
Proper cleansing is essential. Start by steaming the face for three minutes with a mix of aromatherapy oils such as lavender and bergamot to relax and calm big night nerves! Then, use a cream or milky cleanser for sensitive /dry skin and a gel cleanser for oily/combination skin. Rinse skin thoroughly and pat dry.
These star tips will get you looking gorgeously radiant in a blink!
EXFOLIATE AND TONE
• For bright eyes, smooth an illuminating concealer into the inner and outer corners and on the inner bridge of the nose. Then, trace inner lashlines with navy blue kohl, then sweep silver or gold shadow around lashlines and apply mascara.
Exfoliating revitalises circulation and leaves skin fresh and clean. Using hands, mix exfoliant with warm water before applying to face. Rinse thoroughly, then apply an alcoholfree toner to minimise large pores and bring skin’s naturally protective acid mantle back to the surface.
• For translucent skin mix flesh-toned shimmer cream with rosy blush, then use fingers to blend and apply over cheekbones, brow bones and temples to add a glowy finish. Or, dust a light-reflecting powder on top of the cheekbones for some sparkle.
• For barely there lips, brush on peach and coral lip tones which team perfectly with this look.
MASK & MOISTURISE
HOT MAKE-UP BUYS…
Apply a mask to give skin a quick pick-me-up. Use a clay – based mask to deep cleanse oily complexions or a moisturising mask to revive dry skin. For combination skin, use the appropriate mask for each area. After thoroughly rinsing off mask, apply moisturiser and eye cream.
Hourglass Illume Sheer Color Trio, $90 – Contour, highlight and glow with this little pocket rocket that celebs just love! Chantecaille Future Skin, $114 – Glides on effortlessly to give you a super smooth and translucent finish. Tom Ford Peach Absolut, $70 – Universally flattering, this peachy pink lip-gloss is a must-have make-up bag staple. Chanel Le Signe Du Lion Illuminating Powder, $70 – This silky powder is flying off shelves at rapid speed, so if you get your hands on it, buy 2!
POWER PACKED SKINCARE… Skeyndor Global Lift, $135 – Packed with ProGen technology to restore facial volume. La Prairie Cellular 3-Minute Peel, $295 – Indulge yourself for a smoother, silkier skin. Revive Moisturising Renewal Cream, $195USD – Get the legendary ReVive glow with this international cult-favourite night cream. Lancôme Advanced Genifique Hydrogel Melting Sheet Mask, $110 – Formulated with probiotic extracts to strengthen and hydrate skin. 84| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
CATE BLANCHETT
CHANEL LE SIGNE DU LION ILLUMINATING POWDER CHANTECAILLE FUTURE SKIN
ESPRIT ’S BEAUTY ASSI STANTS
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.
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Turn Your Passion to Profitability PURSUE YOUR CAREER DREAM, EARN YOUR WINGS AND LEARN TO FLY. NO NEED TO IMAGINE LOVING YOUR WORK, CREATE THE RIGHT OPPORTUNITIES FOR YOU, PLACE YOURSELF IN THE RIGHT WORKPLACE AND YOUR DREAM WILL BECOME A REALITY. THE MAGAP CEO MELANIE BURNICLE SHARES WITH YOU HOW SHE CREATES A CAREER THAT SHE LOVES.
L OV E W HAT YOU DO, F IND YOUR WHY ! The joy of loving what you do, means you’ll never feel like you’re working another day in your life, well almost! It’s all about being excited about your day ahead and knowing what’s to come is a day of happiness and you’re excited for Monday to come around rather than a case of Monday-itis. For me, I couldn’t imagine going to work and not loving what I do. I don’t take that luxury for granted EVER as I know it’s not the case for everyone. I also acknowledge the fact that I have created many of the opportunities that have come my way rather than waiting for someone to hand them to me. It can be daunting, sometimes terrifying, being outside your comfort zone to create your career-path dream. The fear of failure can be paralyzing. The option to not follow your heart makes for an unhappy person. This is where I truly believe understanding and knowing your “why” will really help you follow your career dream as it is generally so strong it will have your back and be your motivational driver to move forward when fear has your feet concreted into the ground. My “why” always gives me wings. My achievements, taken one step at a time, allow me to expand my wings. The trust I now have after years of taking giant leaps and jumping in, allows me to fly. I always say to myself worst case scenario…will it kill me? NO. Will I be disappointed if I fail? Will I feel a little broken? YES. What’s my option? To stay in the current situation and not take action? I know as a person I just can’t do that when my “why” is so strong. The knowing that what I am about to pursue will benefit so many people on many different levels and make a difference, I can’t stay on the sideline. I need to pursue it.
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 (MAGAP) has your back. It will strive to nurture and grow the makeup artistry community through education, communication and networking. And to empower makeup artists, the Makeup Artist Guild Asia Pacific (MAGAP) will celebrate their achievements through the Makeup Artist Guild Asia Pacific (MAGAP) awards program, launching in 2018. Join our community of makeup artists to learn more about how to make your makeup artistry business thrive. Head to www.themagap. com sign up to receive up to date information on your industry. 86| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
UNITING D NURTURINGRAINNG EMPOWE S ARTIST
EV ERY C O UPLE O F Y EAR S R E- AS S E S S Just because you love what you do now doesn’t mean that won’t change over time. Re-assess every couple of years. What was previously important to you may have changed and that’s ok. You just need to set the co-ordinates of your internal GPS in a new direction. Once you feel comfortable and safe within your job, workplace or role this can sometimes seem a little challenging. Few of us like not being great at what we do. Knowing that when you are taking on a new role or learning it will take a little time to feel back in your comfort zone. Fear is there to protect you, really. But acknowledge it, appreciate you are looking out for yourself and step forward away from it.
Q UESTI O NS TO ASK YO UR SELF Break down your work, prioritising what it is that makes you feel great during your day. Write a workplace-focussed journal for a month and take note of when you really feel happy, proud and excited about what you’re doing. Is it when you have achieved something, the simple pleasure of doing a task; the completion of the task? Or are you a creator where brainstorming, making something, bringing an idea to life blows your mind? Is it working for someone else, having tasks to achieve, being a superstar team member. Or do you want to pave the way founding and creating your own business? Whichever path you choose you need to know your “why”. Knowing and understanding this is your driving force. For me work doesn’t feel like work because I know that I am journeying towards a goal that is going to give me great satisfaction. Take the time to work this out as it really is different for each individual. Once you have worked it out keep adding more of the ‘good stuff’ moments into your day. Is there a way your role within your job can be streamlined to bring you more happiness? It never hurts to ask the question. Be the person in charge of your career and create more happiness in your every day. The joy, happiness and experience my career has offered me really has me excited and fulfilled even on the more challenging days. I really do love what I do and I hope you find your inner courage to follow your journey Your career, your path – what will you choose to do today to add a little extra love into your work day.
INFLUENCER
M I C H A E L’ S T O P T I P S T O
Tools of the Trade... I know for a lot of you, I’m going to sound very old, BUT, before social media, visiting your local beauty counter was really the only way to know about new products and new application tips with makeup… Women would come to learn the latest trends, techniques and the new season colours first hand in store. Today most consumers already have an idea of these things from following a blog, watching YouTube and of course seeing trends pop up from around the globe on social media. What once seemed very high class to sit in a makeup chair and have cosmetics applied to the face, is now the norm. Most women apply at least one beauty product daily and it’s still our job to educate on what is best for them, not just because it looked good on a vlogger on YouTube. A great salesperson builds trust with their clients, respects them, educates them, but most importantly talks with them, not to them. Everything about your approach while working on counter should be positive yet educational for best results when it comes to gaining sales. Because consumers think they know what they want before they get to you it’s even more important to go above and beyond in service to gain brand and customer loyalty - something which has slipped slightly over the years.
BY MICHAEL BROWN @MBROWN_BEAUTY WWW.MICHAELBROWNBEAUTY.COM.AU
It feels good to have regular clients who come to you because they trust you. A great way to grow their trust is to share your professional skills with tools of the trade, in a prescription tailored to each individual.
Giving references is such a great way for your client to understand what you mean when describing techniques which they can tailor to their own needs.
BRUSHES & APPLICATION TOOLS
I cannot stress enough how much these helped me with sales and customer loyalty when I worked on the cosmetic retail floor.
So many women look at Instagram for trend and beauty-look ideas and may come to you for advice on how to get the look…Product is one thing, but how you apply is so much more. We focus so much on product, but if you don’t educate on the application and the tool to do it with, they will never get the look they are after. COLOUR CHARTS
A lot of brands showcase their shade selections in chart form, especially foundation, as it makes up a big part of the beauty business. Yes, you can show shades at the colour/makeup bar, but the charts are usually filled with extra information, such as undertone for example – is the shade Cool, or Warm? Is that then better for a fair or olive skin?
FACE CHARTS
Once a makeup is completed and the customer is happy with the result, it’s easy to forget how we got there. Spend the extra two mins discussing and showing application - shades and products on a face chart. To be fair, if they don’t feel they can recreate the look at home, why would they purchase? Sometimes your own voice is just not enough, no matter how skilled you are…when parting with money, consumers should feel confident they have bought the right products and they know how to use them for the best results.
As makeup artists, brand experts or beauty advisors, we can get complacent that we know these answers, but does your customer? Showing them a branded chart with this information, as well as you telling them about the difference it will make, gains trust immediately and goes on to instill customer confidence in their purchase. BRAND VISUALS
Every cosmetic house has their own identity, their own look and feel. Always reference your brand visuals to show the look of the skin, or a new makeup look or trend.
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Aimée Wice amouraimee.com info@amouraimee.com FOLLOW ME ON TWITTER + INSTAGRAM
A beauty junkie’s guide to who to follow on
Instagram BY AIMÉE WICE
If a picture is worth ten thousand words, Instagram images’ worth is beyond infinity, and we’re here for it. As beauty lovers, junkies and experts alike, there’s nothing quite like feasting your eyes on a visual when it comes to indulging in a little beauty banter. Whether you’re scouring your socials for a specific style, taking notes from a tutorial to replicate a look or merely mindlessly scrolling for sheer eye candy appeal, here are our fave accounts to follow for all your Insta inspirations.
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ouraimee@amouraimee
Tom Pecheux
@tompecheux There are hardly any sartorial musings more enticing than those of the French; they seem to ooze effortless glamour, sex appeal and understated elegance in equal measure. Encapsulating those qualities is the iconic Parisian fashion house Yves Saint Laurent, with their beauty division scoring top marks. The brand’s Global Beauty Director and insanely talented Makeup Artist Tom Pecheux embodies these characteristics through his work, and made a name for himself with the belief that makeup should enhance, not transform, beauty (how very French, non?). With a career spanning over three decades, gain some seriously legendary insight through Pecheux’s snaps.
Soko Glam
@sokoglam If skincare had a global headquarters, it would inarguably be Korea: home of the 14-step skincare routine and facials so intense they literally shift bone structure. Unsurprisingly Koreans are renowned for their impeccable complexions. But it’s a jungle out there: a wildly demanding routine can often leave us mere mortals wondering which serum is superior, and where exactly it fits in between the slew of other products in your AM/ PM routine. Lucky for anyone (um, everyone) keen on upping their complexion’s luminosity, texture and overall glow that Koreans are so well known for, New York City-based Korean aesthetician and author of The Little Book of Skin, Charlotte Cho fills your feed with gorgeous products that’ll have you taking that #glassskin selfie in no time. Bonus: images are all shoppable, thanks to her online IG store.
Sarah Bland-Barbuto
@sarahbland If your childhood memories aren’t fondly filled with the likes of Hard Candy’s fun-filled nail polishes and matching candy rings, it’s not too late: founders of the brand introduced the grown-up version in the form of mega-cool brand Smith&Cult a few years back. Crazy cool colours that are trendy and yet timeless at once are packaged in edgy bottles, and feature some of the most giggle-inducing names in the beauty industry, like Feed the Rich (a deep teal) and Plastic Beach (a punchy pink). Brand Ambassador Sarah Bland is equally as clever and talented, and paints the most perfect manicures imaginable - just ask Beyoncé, one of her many A-list clients. Majorly impressive nail art inspiration here.
INFLUENCER
Pat McGrath
@patmcgrathreal With a whopping 1.6 million followers on Instagram, you know this account is definitely one to watch. Inarguably one of the most iconic names in the beauty industry (Queen Elizabeth II made her a Member of the Order of the British Empire for services to the fashion and beauty industry) McGrath has been painting the faces of the backstage elite for over twenty years. Creating countless cosmetic conceptions, McGrath has been behind many, many major editorial spreads, runway shows and campaigns alike. Launching her own insanely well received line, Pat McGrath Labs, this trailblazing talent posts allllll the wants and wows.
Anh Co Tran
@anhcotran Laidback tousled Aussie beach waves never waver, and LA and NYC-based top hair stylist Anh Co Tran definitely seems to agree. Coowner of the Beverly Hills Ramirez | Tran Salon, Tran has tended to the tresses of plenty of Hollywood’s most discerning heads of hair. Renowned and revered for his quintessentially cool and sought-after “lived in hair”, he cuts hair dry, as “it allows me to see cowlicks and how her hair behaves. I can also see split ends and if there are any, this allows me to trim them down,” Tran explains. Expect a feed filled with plenty of relaxed, undone styles in a myriad of colours and lengths, and enough #hairspo to last a lifetime.
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I have to tell you… Oh how we love a bad service. JOKING! But since time immemorial the most memorable service is not good customer service – it’s poor customer service. Twice to two-thirds of people will tell others about a bad experience rather than good. Bad service is easy to imagine: rudeness, indifference, a forceful approach. But what is a good service that goes over and above the pleasantries of a one-on-one encounter that the customer would expect?
Here we ask Beauty Advisors on the shopfloor why their customers would sing their praises and influence, ie: recommend them, to their friends.
H ay l e y H a r m a n Company: Revlon Store: Myer Joondalup, WA My personal objective as a Beauty Advisor is to do more than just suggest products. Honesty and warmth helps me engage with the customer and ensure she is going home with products she’s going to love and use confidently. I endeavour to follow my brands’ sales pitch guidelines, but ultimately, it comes down to understanding each customer’s wants and needs. I have experienced being a customer that feels out of her depth and intimidated by a sales person in an unfamiliar environment and it can ruin my whole day. I want each customer I come in contact with to feel like they can
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ask me for anything, whether it’s advice or a demonstration, and they won’t be judged or sold something that’s going to roll to the back of their drawer and be forgotten about after two uses. Revlon is an ever-evolving brand with a broad demographic. Therefore, I need to be educated and understanding of the different wants and needs of my customers. Asking carefully worded questions and listening attentively to the answers assures my customers that I am giving her advice tailored to suit her age, skin type or any concern she has.
Aggie Korsak Company: La Prairie Store: David Jones Bourke st, Melbourne, VIC I believe it all starts with passion and the success will follow. It’s very important to build trust with my customers so they feel comfortable and at ease with me. At La Prairie we pride ourselves on diamond service with every customer interaction. This is the perfect way to connect with our customers and allows me to uncover and relate to their needs. I pride myself on ensuring I explain and demonstrate the correct use of the products for them and always recommend a home routine appropriate to their needs and concerns. It’s important to personalise the programme as you may have a customer who only wants to start with one product and another customer who loves to layer and has more concerns.
Mai Dang Company: Clarins Store: David Jones Queens Plaza Brisbane QLD It’s important to me to stand out and be memorable to my customers for my thorough attentiveness to their needs. I like to welcome my customers sincerely, build a connection so that they genuinely see that I’m there for them and with that comes a trust to allow me to focus on their needs and concerns throughout the consultation. To be customer centric, sometimes you need to stop trying to help, and concentrate on listening, and truly hearing, what the customer is focusing on. That is the way that I identify their needs, giving them my full, undivided attention and personalise my service to them.
Company: Elizabeth Arden Store: David Jones Castlehill NSW
K i m H ay e s Store: Ramsay Pharmacy Coffs Central Coffs Harbour NSW Kim has 30 years’ experience including managing cosmetic counters and beauty therapy. I have to tell you a secret…I love selling cosmetics! You have to enjoy what you do to be able to give exceptional customer service. You can always make a difference to a customers’ day by being cheerful and communicating well, understanding the way they are feeling and meeting their needs by listening with enthusiasm and understanding. Make the customer feel special regardless of how busy you are. Learn as much as you can about the products you are selling, knowledge is such an important tool to have for your customers, it gives you all sorts of opportunities to companion-sell and provide good advice. Understand your customer, so you can provide the best way to meet your customers’ needs. Get your customer excited about new products by telling them about the great benefits, allow them to feel the product, introduce the product like it is gold and finally demonstrate how to best use the product. Make sure your grooming is impeccable, followed by your counter being clean and organised. Always try to take customers’ details so you can follow up from their last purchase or visit to your store. The greatest tool a consultant can have is a smile!
BEAUTY & THE BEST
Simeen Ahmadzada
Every customer is unique and has different needs. I try to make my customers feel very special and valued from the first encounter. The first impression is very important. I ensure that my counter is well presented at all times. I greet customers with a wide smile and try to serve them with class. I listen to them to understand their needs. I then present them with product information and knowledge about skincare that is personalised to suit their needs. I use samples to demonstrate the products. During skin consultations I take good care of them and make them feel comfortable, which I believe helps me build trust and a relationship with the customer. If a customer feels frustrated or not satisfied in any way, I try to be patient so that I can understand their frustration and recommend the most appropriate products. Once a customer leaves my counter, it doesn’t stop there for me. Customer service to me is about maintaining an ongoing relationship with the customer. I contact my customers for follow-up consultations to make sure they are happy with the products. I also invite them for a complimentary makeup session on their birthday as a special gift.
To be customer centric, sometimes you need to stop trying to help, and concentrate on listening, and truly hearing, what the customer is focusing on.
“
I really believe a lot of my long standing customers know I always deliver what I promise, and I am consistent in my approach. As a beauty therapist, I am always available to do their facial, makeup, update their skincare programme and keep them informed of what is happening at La Prairie. Customers love an experience when they visit us and I see their faces light up when I pamper them with one of our Art of Perfection treatments on counter. It is very satisfying when I have repeat business and my customers recommend me, and the brand, to their family and friends. This proves to me that I have connected and I’m doing the right thing by them. I’m very honest with every customer and never judge them or force a sale as I want to build long term relationships with them. I’m very passionate and love my customers. I feel it is important to be a true brand ambassador every day.
I like to recommend and demonstrate together, ensuring my client is involved with my service to the point that they feel like they have designed their own program. I make sure that I educate on application and future needs before I finalise, ensuring that all of the client’s needs are satisfied fully before completing. All of this may not sound different to what other counters do but what I offer is consistency and that is what has made my counter so successful and led me to win the National Beauty Advisor of the Year Award for Clarins for 2017.
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MY JOURNEY Alphie Sadsad is a master of illusion. With just a few strokes the National Artistry Lead for SEPHORA Australia can make any face more beautiful. Makeup isn’t just a lifelong interest, it’s a craft he’s worked to perfect since he helped his high school classmates with their lippie and hair. “Coming from a Filipino background, I learned a lot about the importance of a good appearance from my mother. She’s not only an inspiration herself, she really took care of me when I developed acne in my teens”, he adds. Sadsad enrolled in a Bachelor of Design degree at the University of Western Sydney when he left school. “I thought the course would suit my creative side because it involved graphic design and visual communications and for the first year I liked it. But as time went on, I decided to defer. Crunch time came when my parents came home and I was watching TV in the middle of the day. They asked me to find something I really wanted to do. I have always loved photography and I had dabbled in makeup, so I decided to do a short course at the Sydney College of Makeup Art”. After attending the college part-time for six months, one of Sadsad’s mentors advised him to sign up for a full-time course for a year. “My parents agreed as long as I paid my own HECS fees. I still had the same wonderful tutor and she guided me towards makeup retail because it was the best way to develop my skills and build a future career”. Sadsad quickly found a job with Elizabeth Arden after graduation. “I worked at one of their main counters in Bondi Junction before being promoted to the position of National Makeup Artist. I had only worked for three companies prior to joining SEPHORA at the end of 2017 and I stayed with Arden for seven years. I loved the fact that skincare was very much part of the beauty mix at Elizabeth Arden and my job spec included flying all over the country to support major counters and instore events”. 92| ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018
FACE TIME Face Time - Alphie Sadsad Tracks His Brilliant Career by Elisabeth King
The time had come to take a break of sorts and indulge his wanderlust, so Sadsad decided to move to London. “I really wanted to add to my CV. Within a month, I got a job at Selfridges in Oxford Street working on the Giorgio Armani counter. It was an amazing experience being on counter in one of the world’s busiest beauty departments, doing shows and meeting Mr Armani himself. I mastered the abstract smokey eye and red lip and I became truly independent as a person. London attracts different nationalities at different times of the year and many Arabic customers came to the Armani counter. It was great to discover their attitudes and approach to makeup and beauty”. Sadsad worked in the UK for two years. “When I came back to Australia, one of my friends was working for Bobbi Brown. He called to say - I need your help - and I signed on as a freelancer for a few months. One thing I learned here was the strength of the brand culture. You really feel like you are part of the family. Everyone knows your name throughout the organisation. You aren’t just a number and everyone holds each other in high regard locally and globally. I stayed with the brand for nine years even though I had initially signed on for a short gig”. Quickly rising to become National Makeup Artist, Sadsad says: “My role was very diverse from doing PR to heading up shows at Fashion Week. Bobbi Brown literally helped to create the person I am. I really grew in a business, as well as an artistic, sense because I had to manage budgets and ensure that all activities were cost-effective. Part of my job was also to make sure that customers were really being taken care of and I loved the pow-wows with BAs all over the country”. Becoming a skilled people manager is crucial to building strong teams. “Some people are easy and some are more difficult”, says Sadsad. “My role was to make sure that everyone was
aligned with the brand message and that there were no surprises for customers. A strategy that also involved adapting to the location of a given store. Customers who live on the NSW North Coast have different wants and needs to those in the capital city CBDs. Sadsad was appointed as the brand’s first pro artist in Australia. “Regularly travelling to New York was wonderful and I became more involved in the Asia/Pacific region as a whole. The major takeaway for me was - if you apply yourself you can do just about anything”. In December last year, one of the most exciting opportunities of Sadsad’s career opened up. “SEPHORA offered me the position of National Artistry Lead and it was the perfect move after working for the same brand for nearly a decade. I loved the idea of working across so many brands - 141 in total. For me and the store assistants, it’s wonderful to be brand agnostic and to see how each brand appeals to different customers. SEPHORA has had such a powerful effect on the cosmetics market and has become such an important part of beauty communities - here and overseas. My job is to help customers see what’s possible and to make their choices easier”. Sadsad had just returned from Singapore when he spoke to Esprit. “SEPHORA is doing incredible things through social media and in-store design and technology. But personal contact remains very important and my job is to educate store assistants and provide everything they need to do their jobs more effectively. With all the excitement and new developments in the beauty industry, understanding and meeting the wants and needs of customers is one of the most important ingredients of success - now and in the future”.
Brand
NEWS 100% natural LUX AESTIVA is a beautiful brand that is mindful about the use of beauty and haircare products as part of people’s daily lives. Lux Aestiva creates 100% natural and highly effective artisan skin and haircare products from original formulations that are bursting with omega fatty acids, antioxidants, vitamins, proteins and minerals. These botanical, handmade, small batch products are created using only the finest, ethically sourced raw ingredients which means there will never be any nasties in any Lux Aestiva products and never any tests on animals, with all products created from scratch, using natural ingredients, tested on, and by, their in house team. Lux Aestiva is available through various stockists around Australia.
A brush with beauty EcoTools, leading the way in authentic eco beauty, introduces its latest brush collection, the Bukis. The three Bukis, specialising in face and body application, are designed for maximum control over creating any makeup look. Completely ecofriendly and vegan, EcoTools Bukis feature a full head of dense and uniquely cut bristles for ultimate product pick up and application. Both EcoTools and Real Techniques have released a new range of mini tools to match the travel sized trend for tools that don’t compromise on quality of application with full sized brush
Kate Somerville Tight’N-ing gel Inspired by cryogenic technology, Kate Somerville’s Tight’N Cryogenic Tightening Gel combines advanced skincare ingredients with a unique and innovative delivery system to visibly tighten and firm the appearance of skin. Cold when applied, this lightweight, ‘crackling’ gel delivers a refreshing burst of coolness to instantly tighten the surface of skin, while providing long-term improvement in the appearance of firmness, fine lines and wrinkles. RRP 100g $183.00, available April 3rd exclusively at Mecca Cosmetica and Mecca Maxima.
GET THE NONI GLOW Kora Organics’ Noni Radiant Eye Oil is an organic eye treatment formulated to smooth, tone and brighten the eye area for a youthful and radiant appearance. Certified Organic Noni, Tomato Fruit and Marine Bamboo Extracts combine with Kahai and Coffee Oils to awaken and brighten the delicate undereye area. With all the benefits of firming, toning, minimising dark circles etc of any self-respecting eye treatment, this one is for the client looking for an organic and powerful anti-ageing eye treatment. Brand founder, Miranda Kerr, says: “This eye oil makes me look like I had a full 8 hours of rest the night before – even if I didn’t! The rose quartz roller ball feels so soothing and uplifting around my eyes”. 10ml RRP $49.95.
MAISON FRANCIS KURKDJIAN SCENTED HAND CREAMS Aqua Universalis Eau de Parfum extends the line with a scented hand cream which moisturises the skin, leaving a fragrant aura. Sustained by a bouquet of lily-of-the-valley, mock orange and jasmine blossoms, light, musky woods warm up the citrusy notes of bergamot from Calabria and lemon from Sicily. RRP 70ml $57.00, available April 3rd, exclusively at Mecca Cosmetica.
Goldfaden MD detox facial wash Goldfaden MD Detox Clarifying Facial Wash is a detoxifying cleanser specifically designed to address the appearance of problem skin, by reaching deep into pores and boosting out stubborn dirt and oils. A combination of two Alpha Hydroxy Acids - Lactic and Glycolic - it works to dissolve the appearance of excess oil and dead skin that builds up inside pores while the technologically advanced Detox Complex, comprising potent fruit extracts and active plant cells, provides anti-pollution benefits to improve the appearance of flawed skin. Skin will feel fresher, look cleaner, and appear smoother for an overall rejuvenated complexion. RRP 120ml $55.00 available April 3rd exclusively at Mecca Cosmetica.
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Clairol’s colour convenience Clairol Color Crave Semi-Permanent Hair Color makes it easy for customers to experiment with colour to make a broad spectrum of expressive looks, at home. It delivers a range of shades that are visible and vivid on blonde, brunette and bleached hair. Lasting fifteen+ shampoos, Color Crave Semi-Permanent Color gradually fades on tone. The creamy, no-drip dye coats the hair’s surface, and unlike permanent oxidative colour, there is no altering of natural hair pigments. Clairol Color Crave Semi-Permanent Color RRP: $14.99 available from 1st April 2018 at Priceline, Chemist Warehouse, Woolworths, Coles and selected pharmacies.
RIMMEL INK ME COLLECTION
Bourjois’ latest! Tapping in to the trend for contouring, draping and strobing, Bourjois Le Duo Blush (RRP $20.00) and Le Petit Strober (RRP $20.00) are a fast, fail-safe way to achieve a potentially tricky look. Le Duo Blush contains two complementary shades of blusher – the darker one to sculpt, the lighter one for a rosy glow and is available in three shades. Le Petit Strober is a universal highlighter to illuminate the tops of cheeks, temples and brow bone. Nude Matte Shades of Velvet the Lipstick (RRP $24.00) and matching Lip Pencil (RRP $15.00) provide a nude for every skin tone. Velvet Lipstick Nude Collection features a wide range of on-trend nude hues - every colour is designed to suit every woman’s complexion. Inspired by French elegance, these universal shades have been created by Bourjois’ colour experts to look modern and lively but never dull or grey. For a flawless finish, match with new shades of the Contour Edition Lip Pencil. Available May 2018 from Priceline
Rimmel’s introduces its new Ink Me Collection, a fun range of temporary tattoos, stamps, and eye and body liners to create edgy, festival-ready looks. Wherever. Whenever. Rimmel London Metallic Sticker Tattoos RRP $9.95 – there are two designs in gold and in black. Inspo: Bracelet, Knuckes, Anklet, Choker and Back. Rimmel London Stamp Tattoos $9.95 in Star, Moon, Heart and Diamond shapes. Inspo: Face, Shoulder, Neck. Rimmel London Eye & Body Liner $12.95 comes in Black and Gold shades. Inspo: Lip Art and Eyeliner. Available 1st May 2018 from Priceline, Priceline Pharmacy, Chemist Warehouse, and selected pharmacies.
A night with Sally Hansen Sally Hansen Gel Rehab™ Overnight Nail Mask is a bedtime boost that treats nails with a multi vitamin mask that revitalises and repairs nails after the use of UV gel polish. Bbrush two coats of the mask onto bare nails. Wait until it’s dry before going to sleep to improve nails in between gel manicures or after improper removal. In the morning, simply wash it off to reveal refreshed, healthier nails. For maximum results use at least three consecutive nights. This latest addition to the ultra-caring Sally Hansen Rehab franchise, is available May 2018 from Priceline Pharmacies, Terry White Chemists, Chemist Warehouse and independent pharmacies nationally.
Covergirl complexion Covergirl Vitalist Healthy Collection infused with vitamins e, B3 & B5 is described as ‘makeup on a health kick’. It is a full line of skin loving products designed to create the best possible foundation for any style of makeup – nude or full-on glamour. The collection comprises: foundation, cream concealer, mattifying powder, moisturiser and highlighter all formulated to work together to promote beautiful healthy skin. Hero of the range is Vitalist Healthy Foundation. The hydrating formula has buildable coverage that glides on smoothly providing SPF20 protection. The formula corrects, protects and perfects the look of the skin, providing continuous 24 hour hydration that attracts and holds in moisture for nourished and refreshed skin. Vitalist Healthy Foundation $23.95; Vitalist Healthy Powder $20.95; Vitalist Go Glow Luminsing Lotion $18.95; Vitalist Go Glow Highlighter $16.95 and Vitalist Healthy Concealer $16.95. Available from 1st April at Priceline, Big W, Coles and selected pharmacies.
BENEFIT GIMME BROW+ Benefit Gimme Brow+, volumizing fibres for instant brow fullness is an updated formula of Benefit’s best-selling brow product. It contains tiny microfibers that adhere to skin and hairs for naturally full-looking brows with the wave of a microwand. Easy application, long wearing and water resistant, Gimme Brow+ is for women ready to dip their toe into the magical world of brows as well as long-time brow fans. Instant, foolproof, fuller brows without the fuss. Available nationally in three universal shades from May 7th 2018.
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SEPHORA ADDS DRYBAR TO ITS ARRAY Sephora Australia is launching cult US blowout bar’s products DRYBAR. In 2010, entrepreneur and professional hair stylist Alli Webb launched the brand out of a passion for the perfect blowout - blowdry - and a “No Cuts. No Color. Just Blowouts!” philosophy. With studios that are disrupting the traditional salon industry, to the ultimate hair dryer, to a lineup of hair styling products and treatments, DRYBAR was created for the perfect blowout, using professional know-how. Products available exclusively on Sephora.com.au and in stores now.
Vida Glow ingestible for holistic beauty Ingestibles are gradually growing their sliver of the beauty industry pizza pie. Powders for this and that are appearing regularly and new on the shelves is Australian Vida Glow. The scientifically backed, extensively researched range of Beauty Powders is targeted at everyday health, wellness and beauty needs. The brand’s philosophy, guided by Australian beauty and wellness entrepreneur and co-director, Simon Hill, is to offer beauty supplement ingredients in their purest, yet most potent form, to work in synergy to benefit and enhance healthy skin, balanced immunity, mental clarity, stress release and increased energy. The Vida Glow formulators believe in the power of collagen for healthy skin, nails and hair. It is the most abundant protein in the human body, but as we age, we naturally produce less of it, which is when we start to see wrinkles, fine lines, sagging skin, thinning hair and brittle nails. The collagen powders in the Vida Glow range aim to reverse these ageing factors by replenishing the protein stores. Founder Anna Lahey credits marine collagen with improving the look of her hair, skin and nails, as well as helping her to sleep, reducing her cellulite, banishing her sugar cravings and boosting her exercise results. Simon Hills says: “We aim to deliver products that you can trust, using only the best, most researched and purest ingredients for maximum efficacy. Our blends contain over 95 power ingredients and 72 trace minerals, all of which are 100% natural, veganfriendly, non-GMO and free of gluten and dairy, so everyone can experience the Vida Glow difference. We understand the importance of feeding your cells with the necessary nutrients to encourage a more youthful, energetic and vibrant version of yourself. Combining your topical beauty regime with our ingestible beauty powders offers you a complete approach to slowing down, managing and even reversing the signs of ageing.” Vida Glow Beauty Powders are available in six all-new powerful and effective formulas; each designed to focus on a different area of wellbeing, supporting Vida Glow’s multidimensional approach to beauty. For example: Beauty Skin - a nutrient-dense blend for cell protection from free radical damage, to repair and maintain healthy hair, skin and nails. In a Cacao Maple flavour, Beauty Skin contains 16 powerful organic nutrients including prebiotics and probiotics to support digestion. Australian Certified Organic. 210g - $59.95.
Natio’s natural beauty Natio’s new range of colour cosmetics includes innovative products to define and enhance features naturally while letting everyone’s unique beauty shine through. Precision Liquid Eyeliner, RRP $14.95, is long-lasting and smudge proof. The ultrathin tip can be used to achieve a simple or bold line with ease. Two new mascaras join the line-up; the speciallydesigned fan shaped brush of the Amplify and Separate Volumising Mascara, RRP $16.95 will separate and curl lashes for a fuller look, while the Waterproof Mascara, RRP$16.95 is water, sweat and humidity-proof. The lightweight and blendable formula of the new Under Eye Cushion Concealer, RRP $17.95, evens out the complexion, conceals under eye darkness and disguises blemishes in an instant. Priced at RRP $9.95 each, the new range of Intense Colour Lip Crayons is available in five hydrating and long-lasting shades from Earthy Nude to Red Cherry. While the perfect nude lip is made easy with the elegant new Naturally Nudes Lipstick range. Available in four wearable and deeply nourishing shades, RRP $14.95 each. On counter from June 4, 2018.
Palmer’s gets firm Palmer’s Coconut Oil Anti-Oxidant Firming Lotion is the latest expansion of the Palmer’s Coconut Oil Formula range and has been designed to firm and tone skin naturally, using plant-based ingredients to improve the appearance of skin texture, ease fluid retention and stimulate circulation. The formula utilises highly efficient ingredients including Marine Seaweed extract, Organic Extra Virgin Coconut Oil, Caffeine, Sweet Almond Oil, Shea Butter, Tahitian Monoi Oil, Sunflower Oil and Natural Vitamin E, to assist in correcting the skin’s loss of firmness, elasticity, smoothness and tightness. These raw ingredients and potent botanicals work together to provide 24 hours of moisture and visibly firmer skin in two weeks. Additionally, this new Lotion maintains Palmer’s commitment to using natural, 100% pure ingredients within its entire product portfolio, with the Lotion guaranteed to be free from Parabens, Phthalates, Mineral Oil, Gluten and Dyes. The 250ml bottle is available instore now for $9.99 RRP. ESPRIT AUSTRALIA APRIL/MAY/JUNE 2018 |95
Cire Trudon launches Estérel Cire Trudon, the world’s oldest and most revered candle manufacturer, has unveiled Estérel, a new candle in Les Belles Matières Collection which evokes the wild flowering mimosas and elegant gardens of the Cote d’Azur. Crafted by Emilie Bouge from renowned perfume-house Robertet, Estérel centres on the note of Mimosa Provencal, imported from Australia by British botanists at the turn of the 19th Century. First flourishing in the sumptuous gardens of the wealthy British families holidaying in Nice, the solar bushes blossomed on the hillsides of the Mediterranean coastal mountain range of Esterel Massif, ultimately becoming the signature floret of the Côte d’Azur. Available at Libertine Parfumerie, and niche boutiques perfumeries in Australia and New Zealand.
Shady brows Brows and Benefit. Benefit and Brows. Synonymous. So what’s new? 3D BROWtones. An instant, fun cosmetic that brings a range of seven colours to the brows. In essence it’s the Brow Highlighter… gone playful. Soft, sheer, buildable colour that’s long-wear and water resistant is applied along the brows. The idea is to complement the natural eye colour and appeal to customers who are just a little bit out-going with their look. The shades are: Copper, Magenta, Rich Purple, Deep Tea, Deep Blue, Light-medium and Medium-deep. RRP $42.00. Available May.
Benefit’s going for gold Benefit Gold Rush Blush is a richcoloured blush that gives a luxe look. It’s a new member of the Box o’ Powder line and is infused with delicate, golden flecks for a subtle, sophisticated sheen. The names alludes to the 1848 Californian Gold Rush, of course, evoking artwork on the packaging that’s shows sexy Western stiletto boots adorned with spurs and Americana stars. The surface of the powder is customembossed with a special ‘gold-nugget’ design and golden overspray. The signature scent features notes of citrus, vanilla and sandalwood. RRP $51.00, on counter April.
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Davines Love Curl expands Luxury Italian haircare label Davines has expanded its Love Curl family from the Essential Haircare line, with some new additions to the collection dedicated to satisfy the specific needs of wavy or curly hair. Professional haircare products for daily hair care, representative of the brand’s core principles for innovation and sustainability, the Love Curl collection epitomises the Davines ethos of Sustainable Beauty. An elasticising and controlling collection for wavy or curly hair, it is rich in proteins, B-group vitamins, vitamin E, unsaturated fatty acids, magnesium, iron, potassium, copper and phosphorus, to be elasticising and volumising. Each formulation is enriched with high percentages of the finest active ingredients that are rapidly biodegradable and of natural origin, developed with the environment in mind to minimise impact and combine sustainability with high level professional results. Seven curl control products: primer, curl cream, curl controller and curl revitalizer, complemented by the existing shampoo, conditioner and hair mask, each offers a targeted response to curly hair while nourishing, moisturising and preserving structure to contrast dryness and fragility and guarantee health and beauty.
Floris Fragrance Journals British family perfumers Floris have launched The Fragrance Journals as part of their Private Collection; a series of three unique scents inspired by the years 1962, 1976 and 1988, each capturing the heart and soul of London, with key moments, districts, and cultures of the time reflected in the scents, showcasing a city with the ability to both adapt to change yet remain deeply rooted in its heritage and identity. Here’s the story and notes behind just one of the perfumes: 1962 is a fragrance of affection to an era of love, modernism and evolution depicting the Summer of 1962 where music, art and colour drove Soho into a world of its own and coffee bars and rock clubs held court, as fragrant smells of spices, herbs and fruits filled the air of the city’s bohemian quarter. Cool, hey?! The collection is designed by internationally renowned photo illustrator Darren Hopes, each fragrance is housed in individual sleeves inspired by faded memories of the era through the eyes of those who were there. Each EdP is RRP $299.00. Available at Libertine Parfumerie and exclusively through selected niche boutiques perfumeries in Australia and New Zealand.
Penhaligon’s launch Elisabethan Rose British fragrance house Penhaligon’s welcomes Elisabethan Rose, a new feminine scent inspired by the iconic eponymous fragrance launched in 1984. Redesigning the sensory experience, moving from an aldehyde floral to the celebration of an olfactive union of a double rose, Elisabethan Rose is described as “regal, demanding, imposing and yet so perfectly at ease”. Inspired by England’s War of the Roses, a 30-year period of sporadic warfare and constant political intrigue between rival houses who laid claim to the throne, a double rose lays at the heart of the scent creating a balance between freshness, strength and delicacy. Reminiscent of the gravel underfoot as one peruses the rose garden and takes in its scented air after rain, a Hazelnut lead summons the outdoors with bite, freshness and crunch. Woven with all the precision of a tapestry, cinnamon and almond oil whirl like raw, edible silk. Revealing a softer side, red lily unfolds alongside rose absolute and centifolia rose oil to create a luminous and round heavenly scent. Embossed with a wax seal of a red rose symbolising intense power, Elisabethan Rose is housed in a traditional Penhaligon’s glass flacon and encased in the purity of a fire-white box. Available at Libertine Parfumerie, selected David Jones stores, Galerie de Parfum boutiques in Myer Sydney and Melbourne and niche perfumeries and boutiques across Australia and New Zealand. 100ml EDP – RRP $279.00.
L’Artisan Parfumeur launch Champ de Fleurs and Champ de Baies Inspired by the freshness of nature, French niche fragrance house L’Artisan Parfumeur have enriched their Cologne Collection with two new interpretations by French perfumers Anne Flipo and Evelyne Boulanger – Champ de Fleurs and Champ de Baies, two airy compositions evoking a luminous walk through the fields. Reminiscent of the beginning of Spring when the air is still fresh, and the first bud begins to open, Champ de Fleurs, is a soft white bouquet. Delicate and fruity, the scent opens with a refreshing pairing of the bitterness of grapefruit and the brightness of juicy pear. Jasmine petals merge with moist lily of the valley which gently melts away allowing white cedar to give way to a warm amber and musk blend, for a refreshing cologne that leaves the skin with an infinite sweetness. Capturing the light of dawn in the countryside, Champ de Baies depicts the aerial footprint of a mulberry tree in the early morning, enticing fleshy fruits soaked in dew, just before a heatwave. With wild blackberries and unexpected raspberries, Champ de Baies encapsulates the refreshing sensation of water, the relief of being drenched in the middle of the heat. Fresh sorbet notes of Japanese nashi pear intertwine with rose rhubarb and bergamot bark, mimicking a fresh glass of iced tea. Berries wrap around a jasmine bush while white musks and amber bring comfort to the skin. Both are 100ml, RRP $189.00. Available at Libertine Parfumerie, Myer’s Galerie de Parfum and select niche perfumeries in Australia and New Zealand.
FIRMING AGE REVIVE PR ESSED POW DER
Designer Brands have coupled two key cosmetics for May launch. FACE: OH MY BROW concealer and brows. Master Illusion COLLECTION high coverage concealer RRP $12.99 is enriched with Vitamin C & E, Shea Butter, Aloe Vera and a Peptide Infusion to perfect skin and mask pigmentation. Longwearing and crease-proof, with a demi-matte finish, this concealer comes in a sleek tube with a fine nozzle for precise application. To set the face, Firming Age Revive pressed powder RRP $14.99 creates a flawless finish – now in new packaging. BROWS: Brow Power tinted brow gel RRP $10.99 is a gelto-powder finish brow tint in buildable formula that does not stain or smudge. It applies with a dual-density spoolie brush to coat and give texture and colour to each individual hair. Brow Master creamy brow pomade RRP $10.99 fills and defines brows with its longwearing, creamy, non-oily, buildable formula. Dip the point of the brow brush into the pomade and feather fine strokes into any gaps, then use the broad side of the brush to shape and enhance the brow line. NEW
Sculpt and shape your look with NEW brow products and a masterful concealer.
ON COUNTER: MAY 2018
DB Cosmetics Bags
Designer Brands
Designer Brands introduce some new cosmetics bags for the season. COSMETIC Keep It Classic collection includes: BAGS Train Case RRP $19.99, Beauty Case RRP $14.99 and Pencil Case RRP $9.99. New fresh designs and sturdy zips in easy-to-wipe, hard-wearing fabric. There are four new designs in the Wanderer Collection. Luxe Beauty Case RRP $14.99 is a medium size, stand-up case with a sturdy flat base and a solid zip closure. Textile pouch RRP $9.99 is made from a hardwearing canvas material in two striking styles. Trio Set RRP $24.99 is described as an essential collection of super-portable cosmetic bags, with three unique styles in each set. Each trio includes a large stand-up transparent case for big items like hairstyling tools, palettes and makeup brushes, a medium rectangular beauty pouch for compacts and liquids and a mini beauty case for smaller items. Ultimate Pouch RRP $14.99 is a two-sided large clutch-style pouch. NEW
Simple, stylin’ and in all shapes and sizes.
ON COUNTER: MARCH /APRIL 2018
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Essano Radiance Certified Organic Facial Oil Award-winning natural skincare brand Essano introduces Radiance Certified Organic Facial Oil, formulated to improve skin tone, texture and brightness while delivering healthy, glowing skin. Enriched with BioEssential Complex, a blend of oils clinically proven to fight the signs of tired skin, this light, non-greasy facial oil is packed with essential antioxidants and vitamins that quickly absorb into the skin delivering a radiant glow. Ingredients include Bilberry, an antioxidant that helps prevent and reverse damaged skin cells, Lingon Berry to promote healthy, hydrated skin and Pracaxi Seed Oil to brighten skin and help alleviate redness and itching. Essano’s Radiance Certified Organic Facial Oil is proudly ECOCERT approved (the largest certification in the world and the first certification body to develop standards for the natural and organic beauty industry). RRP 20ml $29.99, from Priceline and Woolworths nationwide.
Himalayan Charcoal soap
Elizabeth Arden Drama Defined Color Collection The new Drama Defined Color Collection from Elizabeth Arden is designed for creating unlimited looks. Achieve statement eyes with the Standing Ovation Mascara (RRP $42.00), High Drama Eyeliner (RRP $32.00) and limited edition Eye Shadow Trios ($56.00 for 2 trios and palette/$28.00 for each interchangeable trio). Create a flawless complexion for a no-makeup, makeup look using the High Performance Blurring Loose Powder (RRP $60.00) applied with the High Performance Powder Brush (RRP $50.00). Correct imperfections with the Stroke of Perfection Concealer (RRP $36.00) completing the look. On counter now.
The Body Shop is adding to its Bamboo Charcoal cleansing line. For millennia and around the globe, people have been using charcoal for its effective detoxifying properties. Himalayan Charcoal Purifying Facial Soap will sit as the first step in the cleansing routine, to clear skin from impurities. Jennifer Hirsch, Beauty Botanist for The Body Shop says: “For me, it’s the prefect fusion of tried and tested traditional remedy and contemporary science. Bamboo is also an environmentally friendly resource – it’s a very fast growing plant that belongs to the grass family so when you cut down the stalks it will just regrow from the existing root structure – making it a very sustainable harvest”. With each purchase, customers are helping the Red Panda Network save endangered red pandas in the Himalayas. RRP $10.00, on counter now.
PURITY PORE MASK philosophy is growing its purity family with the introduction of purity made simple pore extractor exfoliating clay mask. This soft and creamy multi-action mask instantly purifies pores and extracts blackheads to reveal skin’s deepest clean. philosophy stands as the wellbeing beauty brand that wants every woman to feel happy and comfortable in her own skin. The new mask creation was inspired by its bestselling, multi-tasking facial cleanser that melts away dirt, oil and makeup in one step. purity made simple pore extractor helps draw out impurities, helping to gently scrub away blackheads and shrink the look of pores. RRP $48.00.
Lush perfumes Lush perfume collection has received a sleek makeover, with 15 new scents added to the range. The entire collection is gender neutral. Each is made from essential oils and inspired by art music, and the memories, emotions and experiences of LUSH perfumers. Cruelty-free, all ingredients and the final perfumes are free from animal testing. The perfumes are described as strong, concentrated, heady fragrances due to large percentage of essential oils. Others points of difference: small batches are hand mixed and hand poured in Sydney; the fixatives include sandalwood, to help fragrances adhere to the skin for longer. Instore now.
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© 2018 Estée Lauder Inc.
FROM THE NIGHTTIME SKINCARE EXPERT:
The revolutionary power signal that reinvents beauty sleep. Advanced Night Repair The only serum with ChronoluxCB™ to signal and help maximize skin’s own nightly renewal. REPAIRS for a fresher, youthful look. RENEWS skin’s radiance – instantly. HYDRATES to strengthen and smooth. Patented until 2033. Proven for all ethnicities.
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