LONDON — Inika, the natural cosmetics brand from Down Under, is shaking up its offering.
This story first appeared in the December 23, 2009 issue of WWD. Subscribe Today.
Following a July merger with Australian organic skin care brand Mukti, an Inika treatment line is in the works for 2010. Also, the New South Wales, Australia-based brand was relaunched last month with revamped packaging and product formulations.
“We needed to go back to the drawing board,” said Miranda Bond, Inika’s founder, adding while the brand received positive feedback after bowing in the U.K. in 2006, the consensus from retailers was that its packaging and visual identity missed the mark.
“It was not sleek enough,” she said. “Especially in Britain where the consumer is so design-conscious [and there is] fierce competition between makeup brands.”
The brand has been entirely overhauled. Its packaging, for instance, which previously included glossy black containers, now features a soft-touch finish. Inika’s logo has also evolved from one bearing a prominent swirl above the brand name to a more streamlined insignia.
“Our packaging now looks as glamorous and sophisticated as the products inside,” said Bond.
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Product formulations have also been addressed, with a stronger focus on skin care and antiaging benefits. Using technology acquired in the merger with Mukti, additional categories have also been included in the brand’s portfolio, such as organic liquid foundation, bronzing mousse and Lip Whips, an organic alternative to lip gloss.
Product prices range from 11.50 pounds, or $18.38 at current exchange, for a 1.2-g. eye shadow to 25 pounds, or $39.95, for an 8-g. foundation.
In the U.K., Inika is sold online, through beauty salons and at Whole Foods. Also, Harvey Nichols and Sephora in Japan began carrying the brand last month.
Industry sources estimate Inika will generate sales upward of 6 million Australian dollars, or $5.3 million, this year.