BW Confidential - Issue #10 - May/June 2012 - (Page 74)

Radar Up & coming brands Shaking it up A snapshot of six beauty brands with an innovative twist Helix D Headquarters: Las Vegas, US Launch date: 2011 Price: €70-€99 Helix-D is a new anti-aging skincare brand co-founded by Dr. Louis Rinaldi, who was behind the creation of the Strivectin brand. Helix-D launched in 2011 and now offers two skus: Face and Neck Serum and Eye Serum. Why it’s interesting: Helix-D features a peptide and liposome-rich formula that is said to impart anti-aging and skin remodelling properties, while treating discoloration and providing a more even skin tone. The product’s delivery system is said to be unique as the active ingredients, which form the double helix shape, are stored separately from the rest of the formula. Upon application, the two are mixed, a process which is said to provide greater penetration of the formula—twice that of other creams and serums, according to Rinaldi. “Consumers are focused on the ingredients in a product, rather than on the delivery system. Yet for the money they spend on a product, they are only getting a 60% efficacy because the product loses its potency over time,” Rinaldi explains. Strategy & upcoming plans: In the US, Helix-D has an exclusive partnership through May 2012 with TV shopping network Shop NBC and is also sold at niche beauty boutique Skins 6\2 in Las Vegas. The brand is currently in talks with prestige retailers including Bloomingdale’s, Macy’s and Sephora. Internationally, Helix-D launched in South Korea in March on TV network CJO Shopping and is also distributed in pharmacies in Turkey. “We aim to adapt our retail presence to each individual market. This year, we are aiming for around 5,000 doors in 10 markets worldwide,” says Helix Beauty chief international officer Joseph Gilbert. Helix-D is to debut a product for hands and a facial cleanser this year. A haircare line is also in development. Ekia Headquarters: Paris, France Launch date: 2009 Price: €22-€65 Ekia founder Carine Mudry, a former L’Oréal executive with a background in anti-aging skincare, set out to create her own brand tailored to mature women. “I felt there was a need for a more specific facial anti-aging offer, as mature consumers are generally not well treated by the market. They are lumped together in a single category, which we see as an injustice as mature women also have a range of varying skin needs and types,” she explains. Why it’s interesting: Ekia’s 11-sku range offers three creams targeting different types of mature skin: Crème Initiale is for consumers showing the initial signs of aging: Crème Intense is formulated for more damaged skin and Crème Extrème is for deficient skin. The range also includes two serums with either firming or radiance properties. For the eye-contour area there is a balm and an eyelid gel that is said to have lifting properties. Ekia’s cleansing range features four items including a make-up remover in a gel-oil texture that can be rinsed with water. All formulas are certified organic and include Dragon’s Blood as a star ingredient—a sap sourced from a tree in the Amazon basin that is said to have cellular regenerating properties and to boost the number of fibroblasts in the skin. Strategy & upcoming plans: Ekia is distributed in around 80 pos in France, including perfumery chain Beauty Success, organic beauty retailers, such as Mademoiselle Bio and Nopeg and the brand is slated to enter a handful of Biocoop stores this year. The brand launched in five department stores in Japan in June 2010 and also has a presence in Canada and Belgium. A new “age prevention” line targeting consumers between the ages of 35 and 45 is to launch in October. 74 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