On the heels of the release of a bold campaign in collaboration with the All Woman Project, Babor is gearing up for U.S. expansion.
Even before CVS got the conversation going about airbrushed beauty images, Babor created a campaign featuring untouched photos of AWP cofounders Charli Howard and Clementine Desseaux, along with a diverse group of women including models, activists, mothers, editors and others. It follows last year’s partnership with Aerie and AWP, a nonprofit dedicated to helping girls and women feel good, empowered and confident about themselves regardless of age, shape or race. Babor is donating 50 percent of the sales from a seven-piece AWPxBabor Beauty Ampoule Set, available at AWPxBabor.com for $40.
“We’ve always stood for empowering women,” said Tim Waller, president of Babor Cosmetics America Corp., noting the company helped women start-up beauty institutes in Germany more than 60 years ago. The campaign, he added, brings the company’s ethos to life. “This is our coming out party in the U.S. Even though we’ve been around for 60 years, we’re still a niche brand in the U.S. Our communication has primarily been to spas and we need to build and invest in consumer marketing to drive demand.” The Germany-based parent company registered beauty sales in 2016 $185 million, an increase of 12 percent over the prior year, earning it a spot in WWD’s Top 100 ranking. The assortment spans 225 retail stockkeeping units, primarily in the skin-care category with a select group of color cosmetics with skin-care attributes.
The tailwind from the buzzworthy campaign is expected to help Babor not only further penetrate the luxury spa market in the U.S., but also attract more online and physical store retailers. “We need to transform into a multichannel platform company,” Waller said. He sees ample opportunities with 20,000 spas in North America. Babor is available in 500 locations in the U.S and another 200 in Canada. The company’s vision is to reach 1,500 doors by 2020 in North America, as well as gain retailer space, too.
You May Also Like
To do so, the company is shifting from a business-to-business model to build up consumer marketing. Influencers play a big role in that push and Babor hopes to double the number of content providers who organically tout its products. The latest campaign, noted Benjamin Simpson, senior vice president of marketing for Babor, helps the company reach the important Millennial audience and “begin a conversation with that demographic.”
After that, the luxury skin-care brand plans to ramp up innovations around its three hero segments, oil cleansers, the beauty ampoules and cosmeceuticals under the Doctor Babor umbrella. The latter, the company said, has potential for med spas.
The company sees a secret weapon in its ampoules, a category it believes is poised to be “the next big thing in skin care.” Explained Simpson, “Ampoules come in glass and they play to the medical space and the demand for bespoke products. They yield faster results than you would see with traditional skin care.” In the next few months, the company plans to relaunch its 14 sku’s of the glass ampoules and add two new formulas. One is Perfect Glow, formulated for instant glow and radiance. The other is Matte Finish, created to hydrate yet leave skin matte smooth and photo-ready. Other launches are slated to debut as the company looks for growth in the U.S.