MILAN — Australian makeup artist brand Becca Cosmetics has signed a distribution agreement with a new Italian skin care marketer named Bakel Technology.
This story first appeared in the August 27, 2008 issue of WWD. Subscribe Today.
The deal calls for the Bakel brand to be merchandised alongside Becca products at the brand’s counters and in Becca’s London flagship.
Becca will begin rolling out Bakel to its 120 counters worldwide — starting with Harvey Nichols’ Knightsbridge location in London — next month. Becca has yet to confirm which U.S. retailer it will introduce the Bakel line with next year.
Steven Schapera, managing director of Becca, discovered Bakel at Cosmoprof in Bologna, Italy, earlier this year. He said Becca’s founder, Rebecca William, had been on the lookout for a skin care brand with which to pair up.
“We don’t subscribe to the theory that we can do skin care. We are expert at makeup, and this deal is an honest way of doing [skin care] for customers,” added Schapera.
Bakel’s six antiaging serums, which utilize high concentration formulations of active ingredients, was the type of line for which Becca had searched, according to Schapera.
“We had been watching the technology Bakel uses for quite some time,” said Schapera, “but we have never seen it achieve the level of results like Bakel does. We believe [it] will be the next Crème de la Mer.”
Schapera noted that, for Bakel’s formulations, founder Raffaella Gregoris had a hyaluronic acid extracted from fermented soybeans in extrafine molecular particles, which may be easily absorbed by the skin.
Gregoris, a biochemist who previously developed skin care products for private label lines, conceived the idea for Bakel 10 years ago. Her aim was to create an antiaging skin care line free of ingredients that irritate the skin.
“Becca Cosmetics really understood my products and the idea behind them,” said Gregoris. “Together, we are entering into a collaboration.”
The Bakel serums contain one or two principal ingredients meant to address the appearance of aging. The Lactobionic serum employs lactobionic acid, an antioxidant, which also is said to fade fine lines, and another serum, called Malic, is formulated with high concentrations of alpha hydroxy acids to lighten age spots and make the skin appear smoother and more uniform.
Each Bakel serum comes in a 30-ml. pump and is bottled at a laboratory in Udine, Italy. The line ranges in price from $110 for Malic to $195 for Lactobionic.
Gregoris said she is in the process of formulating cleansers to add to the Bakel line for March.
“This is a convergence of traditional creative fields of makeup and traditional scientific areas of skin care,” Schapera said of the union with Bakel. He wouldn’t rule out Becca and Bakel developing products together in the future, saying: “We need to have a lot more science in makeup.”