Decorative cosmetics - the art of success ARTDECO

DECORATIVE COSMETICS –THE ART OF SUCCESS

ARTDECO is a leading European cosmetics company that specialises in supplying high-quality cosmetic products to beauty salons and professionals worldwide. Philip Yorke takes a closer look at a company that is continuing to gain market share with its formula of unique products and strategic targeted marketing support programmes.

ARTDECO was conceived and founded by Helmut Baurecht in Munich Germany in 1985 and has since grown to become a leading player in the global cosmetics industry. Today the ARTDECO Group offers a range of unique products and market opportunities in every area of cosmetics, lifestyle products and skincare. Leading ARTDECO Group companies include such brands as, ARTDECO, American Nails, ANNY, BeYu, Misslyn, Make-Up Factory, MALU WILZ Beauté and the Private Label Cosmetic Company.

The company’s constant focus and commitment to meeting the individual cosmetic desires and needs of its customers, combined with its uncompromising quality and a highly competitive pricing policy, are just a few of the many key components of its success.

All ARTDECO beauty collections and skin care products are designed for use in the world’s professional beauty salons and department stores. Each quality product presentation and their natural ingredients mirror the latest market trends and also enhance the professional status of each salon that sells its products. As a result, every beautician can fulfil any client’s cosmetic wishes in an instant and with confidence.

ARTDECO products provide the finishing touches that make the difference when it comes to individuality. The company also stands for trends, whether creating them, or whether they are created by celebrities or by consumer magazines. This marketing strategy enables the ARTDECO customer to obtain the newest, must-have products at affordable prices at all times. Today ARTDECO products are sold in over 10,000 beauty salons, 6000 perfumeries and more than 350 exclusive department stores worldwide. In 2011 the Group achieved consolidated sales of more than €162 million excluding private label products, with export sales reaching an all-time high of over €86 million.

Building on success

The remarkable success story of the ARTDECO Group can be put down to a variety of strategic decisions, and apart from the entrepreneurial skills of the founder, the company offers a unique range of products and services that are designed to maximise the success of its customers. For example, ARTDECO provides a wide range of support opportunities for its beauty salon customers, including individual display solutions and marketing support, which are all tailored to suit their individual needs. What is more, it is the only significant brand in its price class to focus completely on exclusive, select retail outlets, such as perfumeries, leading department stores and beauty salons. The company also offers a truly unique

range of products that cover every aspect of colour cosmetics. These products are also designed to complement and complete the product ranges of other international premium brands. In addition, ARTDECO offers a wealth of special products and re-fillable beauty boxes, which not only guarantee repeat additional sales, but ultimately fulfil all its end-user’s individual wishes.

Pure mineral perfection

Whether it is high-quality lip liners, nourishing lipsticks, inspirational eye make-up or mascara for perfect lashes, ARTDECO quality is unsurpassed and has a built-in secret. Since 2007 ARTDECO’s research into how to achieve the most natural and most comfortable cosmetics resulted in a new collection being created with pure minerals. ARTDECO’s products are all designed to offer a truly natural appearance and optimal skin compatibility, achieved with products infused with premium minerals and novel, natural textures. The use of such mineral foundations, leaves the skin with a natural, perfect complexion without clogging up the pores or leaving the finished result looking like a mask. Many of ARTDECO’s products consist of more than 98 per cent of pure high quality minerals, which means that they are particularly well tolerated by the skin and most products contain no talcum, wax or oil.

At the heart of the ARTDECO cosmetics range is its premium collection ‘Systeme Mosaique’ which comprises a unique range of eye-shadows and blushers in magnetic boxes in five different sizes. It is possible for a customer to combine all their favourite colours as they please, and with this unique refillable system, they can replace their old brushes too. With this concept, it is also possible to add new trendy colours, as well as integrate different brushes and applicators whenever the customer feels like it.

Introducing Glam Deluxe

ARTDECO has recently unveiled an exclusive product for the festive season. Glam Deluxe is a new collection which allows the user to create unique and eye-catching looks every time. The colour-neutral eyeshadow base has a soft, creamy texture to

Helmut Baurecht, founder and owner of ARTDECO

make it the perfect base for eye make-up. It contains Bisabolol which soothes reddened eyelids, which Vitamin E protects the sensitive eye area. The accompanying Glam Couture Eyeshadows, meanwhile, have a unique 3D fan design and are available in a wide range of tones to make the eyes radiant. The eyeshadows are silicon and paraben-free and turn into a soft, creamy powder when applied.

The Glam Stars Eye Designer Refills with fine glittering particles are a practical alternative to long-lasting eye make-up. The colours range from soft to bolder shades to create individual combinations. The spring-loaded applicators take up the eyeshadow powder when the Eye Designer Refill is twisted open, creating the look of a professional application. Glam Stars Liquid Eyeliner is a transparent silvered gel strewn with fine glitter particles.

Another member of the Glam Deluxe family, Glam Stars Blusher, is free of mineral oil and comes in three soft pastel tones with a luxurious sheen. It is perfumefree and containers Vitamins C and E for rich colour intensity. Smooth Glam Stars Lip Gloss ensures visually fuller, shiny lips and contains delicate glitter particles embedded in the transparent gloss to make lips sparkle.

Perfume-free Glam Stars Shimmer Cream, available in warm beiges and bronze, creates luxurious accents on eyes, cheeks and décolleté and is easy to store in the limited edition Beauty Box Duo. Finally, Glam Stars Glitter Spray in silver or gold adds the finishing touches to a festive look. It is sprayed on at a distance of around 30cm from the skin and the delicate glitter particles create striking highlights.

Not simply cosmetics, more a lifestyle brand

In order to ensure that all ARTDECO products reflect the mood and trends of the moment, its designers go ‘trend-scouting’ at the world’s most important fashion shows and trade fairs for the newest looks and latest market trends. Their range of top model optical and sunglass frames are created from ideas inspired by the latest trends every season.

At ARTDECO, premium materials and elaborate details all play an important role in the company’s eye couture too, and to further expand the lifestyle concept of the company, a new ARTDECO jewellery collection is bringing exclusive pieces of jewellery onto the market in collaboration with other top fashion promotions. n

To find out more about the unique cosmetic and lifestyle products of the ARTDECO Group visit: www.artdeco.de