By  on December 22, 2000


"The whole influence of Japan is here to stay," Michael Eggerton, Brodie & Stone's chairman, said of his line MyMy, which was launched in the U.K. this fall and is targeted at 15- to 30-year-olds. "I wanted to create a line a 20-year-old Western woman would perceive to be Japanese but that actually was made here."

Eggerton, who travels extensively to the Far East, carried the idea through to every detail of the products. The name came about because Eggerton thought a Japanese woman would go into a store and ask for "my cleanser" or "my shampoo" rather than a particular brand -- thus MyMy. Almost all Japanese products have some sort of icon, so Eggerton created the MyMy girl, a figure that is on all the packaging.

The packaging is inspired by Japan's fascination with anything techno, from curvy shampoo bottles shaped like a sail, to the see-through plastic pouches used in the shower and bath foams.

As for the products, Eggerton wanted to develop a line that was focused and easy to understand. The skin care includes body souffles, eye pads containing vitamin A or vitamin C, a Fine Line Treatment Stick, body spritzers and body sparkles. The skin care was followed by hair care and a bath and shower line.

All the products use ingredients identified with the Far East. MyMy includes Yuzu Fruit with Cucumber shampoo and conditioner, Waterlily and Apricot Shower Crush, Green Tea and Ginseng Bath Foam and Cucumber Slice Eye Pads with vitamin A.

"I decided not to go the technical route but the smell route because that's what a lot of consumers base their purchases on," Eggerton said. "I wanted to develop something that would be colorful and fun and would stand out on the stores' shelves."

Retail prices for the 37-product line start at $1.60 for a Tired Facial Skin Buff to $7.25 for Body Souffle with Green Tea and Ginseng. (The figures were translated from local currency using current exchange rates.)

MyMy is now carried in almost 1,500 Boots, Asda, Tesco and Superdrug doors. Eggerton said the brand is on course to do about $7.25 million at retail within the next year. His goal is to double that within the next two years, both by expanding distribution and adding new products. MyMy will launch a line of hair styling products next spring followed by color cosmetics within 18 months.

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