BW Confidential - Issue #16 - November/December 2013 - (Page 118)

Radar Up & coming brands A new approach A showcase of some of the most innovative brands to hit the market Organic M.A.K.E Headquarters: Copenhagen, Denmark Launch date: 2011 Price: €13-€33 Organic M.A.K.E is a Danish-based beauty brand offering an organic ‘thalasso’ skincare line and mineral make-up collection, created by Charlotte Fnug Munksgaard. Comprising eight skus, Organic M.A.K.E Skincare aims to be a ‘short, but effective ‘ line and features multi-functional products based on algae ingredients. The skincare range is complemented by a mineral make-up line of foundation, eyeshadow and blush, and more products, including a mascara, are on their way. Why it’s interesting: The idea behind the brand is to simplify the beauty routine, and make natural and ecological beauty concepts trendy and enjoyable to use. The eco-friendly brand is affordable and stylishly packaged “so the products stand out on the shelf”, states Fnug Munksgaard. The products exclude outer packaging and each has its own ‘color statement’ and message. Strategy & upcoming plans: Capitalizing on the Scandinavian story and organic positioning, Fnug Munksgaard has been expanding the business and launched the mineral make-up collection in 2012. Organic M.A.K.E is currently sold in Denmark, Sweden and Norway, and has just launched in Germany. The company also markets the natural-based FNUG nail polish brand, which is exported to 19 markets across Europe, the US, Canada, Brazil and Singapore. The company targets selective distribution—including natural stores and beauty and hair salons. Zao Headquarters: Paris, France Launch date: 2012 Price: €9-€30 Created by David Reccole, co-founder of natural-based make-up brand Couleur Caramel (now part of the Thalgo group), Zao is an Ecocert-certified, sustainable makeup brand that features bamboo packaging and bamboo extract as its star ingredient. Why it’s interesting: According to Reccole, the bamboo feature is the most attractive characteristic of the brand. The refillable bamboo packaging emphasizes the brand’s natural aspect, while the bamboo-based formula, which contains high quantities of organic silice, is said to be beneficial to the skin. The brand claims to be 100% natural and uses micronized silver as a preservative, which has anti-bacterial and antiseptic properties, and the company is currently testing its products to see if they are suitable for atopic skin issues, like acne or eczema. “These are the people who need make-up, but cannot wear it because of their skin problems,” says Reccole. Strategy & upcoming plans: Reccole aims to keep the the brand’s distribution limited, mainly targeting institutes where estheticians play a key role in relations with their clients and the brands they work with. In France, Zao is sold in 350 points of sale. Export makes up 50% of sales and includes some 25 countries. Zao offers 100 skus and will launch seasonal collections twice a year. New products include a naturalbased nail polish line and high-gloss lip varnish. 1 18 November-December 2013 - N°16 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #16 - November/December 2013

Cover
Comment
Contents
Update
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 Coty ceo Michele Scannavini
Insight: Fragrance
Category overview
Regional breakdown
Launch strategies
The niche market
Retailer initiatives
Launch roundup
Strategy M&A analysis
Retail
The store of the future
Creative strategies
Store concepts
Digital Innovation strategies
Market watch: Brazil
Country overview
Natura & Grupo Boticário
International brand strategies
Prestige retailing
Trendwatch Upcoming innovation
Travel retail
Channel analysis
The CIVETs
Digital strategies
Interview: L’Oréal Luxe md travel retail worldwide Barbara Lavernos
Interview: WDFG global head of beauty Antonin Carreau
Radar Up-and-coming brands
Emerging markets Company profile: Shanghai Jahwa
Packaging
Luxury packs in the BRICs
Luxury innovations
Industry viewpoint
Last word Euromonitor International senior analyst beauty and personal care Oru Mohiuddin

BW Confidential - Issue #16 - November/December 2013