BW Confidential - Issue #10 - May/June 2012 - (Page 12)

Update Companies on the move Acca Kappa makes Asian push Italian luxury brush and toiletries brand Acca Kappa is focusing on building its business in Asia this year. The company will open its fourth standalone store in Hong Kong at the Harbour City Ocean Gallery in May; Hong Kong is one of the brand’s biggest markets. It will also open a standalone in Manila in the Philippines at Rustan’s in the Shangri-La mall in May and will launch a new flagship store in Indonesia and another boutique in Thailand this summer. The brand also plans to enter the Korean market this year. Asia now represents 30% of Acca Kappa’s sales. “Asia is a very important market for the brand and while we want to develop there, we are a niche and a family company and need to do it carefully and for the long term,” says Acca Kappa ceo Elisa Gera. Also in terms of new markets, the company plans to open the Middle East this year. On the product front, Acca Kappa has developed its first fragrances, which began to roll out in April. The fragrance line consists of a increasing demand for quality product with a perfume for women called Giardino Segreto, ‘made in Italy’ label. The company, which does inspired by flowers in Gera’s garden with €7m in sales, expects to see growth of around notes of rose and jasmine, and a men’s scent 10% for 2011. called Giallo Elicriso with white pepper, cedar wood and vetiver. Both products retail at €130. “We have had a line of eaux de cologne for a very long time, and there is such a strong demand for them that we decided to launch into fragrance,” explains Gera. The fragrances come in square glass bottles, with the women’s scent sporting a pink label, while the men’s is dark gray. In terms of its product portfolio, Accca Kappa’s core business of brushes accounts for 60% of sales, while toiletries make up the rest. The company claims to be a leader for brushes in its home market s Acca Kappa has launched its first line of of Italy and says there is now an fragrances for men and women O Boticário celebrates 35th anniversary with strong growth cosmetics franchising company worldwide. The company’s expansion in recent years has been impressive: it has doubled sales from its 2008 level of R$2.8bn ($1.53bn). “The year 2011 was excellent; we grew above the market average and took advantage of the increased consumption of cosmetics and perfumes in Brazil. We also put into place important projects that contributed to this result, for example our new logo and a new positioning of our stores, as well as considerable investments in marketing,” explains O Boticário executive director of marketing and sales Andrea Mota. For 2012, the group expects a similar level of growth and plans to open 250 new stores in Brazil. It also wants to th s O Boticário is celebrating its 35 anniversary with a push forward strategies that traveling exhibition devoted to the history of fragrance were implemented two years Brazilian cosmetics franchising company O Boticário is celebrating its 35th anniversary this year with encouraging growth. The company reported sales of R$5.5bn ($3.0bn) in 2011, up 19% versus 2010 and ended last year with 3,260 stores in 1,650 Brazilian cities, making it the biggest perfume and 12 ago, namely its move into the direct-sales channel. It entered this channel with a pilot project in partnership with franchisors in 2010. It also expects to open more Nativa SPA stores, which sell only the Nativa SPA brand and put a focus on services. The first Nativa SPA store opened last year and there are currently five of these boutiques in four cities. In addition, O Boticário is looking to add more value to its brand through new types of marketing initiatives. It was the main sponsor of São Paulo Fashion Week, the biggest fashion show in Latin America, where it carried out a number of strong promotional activities with its premium make-up brand MakeB. To celebrate its 35 years, O Boticario will organize a traveling exhibition called Essencias de O Boticário in partnership with fragrance house Firmenich, where visitors can learn about the history of fragrance and how scents are created. The exhibition will take place in five cities in Brazil. n May-June 2012 - N°10 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #10 - May/June 2012

- Brand & retail news recap
- Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Clinique global brand president Lynne Greene
Insight: Skincare
- Category overview
- Retail technology
- Retail viewpoint
- The latest trends
- Spas & healthcare
- Spa case studies
- Inspiration from Apple
- Store concepts
Market watch: China
- Country overview
- Industry viewpoint
- Prestige retailing
- Taobao & the internet
Digital focus Social media strategies
Strategy spotlight Case studies to inspire
Travel retail: Asia Pacific
- Regional overview
- India
- Interview: Delhi Duty Free Services coo Arun Barathi
Radar Six up-and-coming beauty brands
- Make-up packs
- Innovation showcase
Last word Metis Insights director Stéphanie Morou

BW Confidential - Issue #10 - May/June 2012