Dr. Hauschka is leveraging its 50-year heritage in plant and mineral based products to launch a new line of color cosmetics.
“Color was a natural evolution because our retailer partners and consumers are demanding it,” said Martina Joseph, chief executive officer of Dr. Hauschka Skin Care Inc., who joined the company last year from Bliss. “The customer is more informed today and doesn’t want to trade benefits or lose the idea of good-for-you ingredients as she moves from skin care to makeup application – and she shouldn’t have to.”
Industry sources estimate the color extension could add 10 percent to Dr. Hauschka’s annual sales, which are estimated to exceed $20 million in the U.S., the brand’s second largest audience behind Germany. The brand would not comment on estimates. Moreover, the color line is seen as incremental – enticing existing skin-care customers to add color while also attracting new Dr. Hauschka users.
The brand expands its cosmetics range at a time when demand for naturally positioned brands is at a fever pitch, spawning a flood of newcomers. But with its history in the business, Joseph thinks Dr. Hauschka has a competitive advantage over recent entries.
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Further bolstering the potential for the Dr. Hauschka color cosmetics is the fact that prestige color sales expanded 6 percent in the first quarter of 2017, according to The NPD Group, making it one of the fastest-growing segments in beauty.
The 84-stockkeeping-unit collection includes face, eyes and lips. Prices range from $20 for an eye definer or lip liner to $45 for an Eye & Brow Palette.
Dr. Hauschka’s color array launches in August with select retail partners. Those doors run the gamut from Whole Foods, Pharmaca, Merz Apothecary and specialty pharmacies to spas. The company’s own web site is expected play a big role in the launch because it offers a platform to tell the brand’s full story. “That storytelling element is so critical and at retail, especially some of our partners, it is hard to do that. There are some special nuggets the consumer needs to hear about our brand,” Joseph said.
The formulas feature nourishing plant extracts selected for purity and efficacy. Dr. Hauschka products are not tested on animals, are fragrance-free and many are gluten-free. Dr. Hauschka items are certified natural by Brussel’s-based Natrue. To date in the U.S., there are few regulations on what can be called natural, so the company hopes its validation will resonate with consumers.
The foundation and concealer are infused with macadamia nut oil, which is associated with antioxidant qualities and hydration benefits. The nuts are grown by small organic farms in Kenya and processed in-house at the Dr. Hauschka production plant.
The brand’s new mascaras and eye liners are formulated with sustainably harvested waxes, oils and extracts – including organic witch hazel, black tea and shea butter – to calm and nurture the eye area.
Lip colors combine mineral pigments with moisturizing ingredients like organic rose petal, jojoba oil, almond oil and apricot oil.
Karim Sattar, the International Makeup Artist for Dr. Hauschka, singles out a handful of hero items such as color-correcting formulas and an expansion 18-shade range of lip colors.
There is synergy between the skin care and color allowing for layering and blending. For example, the bronzing powder can be used underneath foundation to create a desired finish.
Sattar will play a key role in introducing the color range to the U.S. through a five-city influencer tour in New York, Los Angeles, Chicago, San Francisco and culminating in Austin, Tex., the headquarters of Whole Foods.
The store visits are expecting to encourage more shoppers to “dip their toes” into the category, Joseph maintained. “We’re going against what people think of plant and mineral based cosmetics. We’re smashing the old clichés. It gives us the opportunity to raise the bar in natural and what people think natural cosmetics would be.”