BOLOGNA, Italy — Cosmoprof was percolating with emerging brands bubbling up from around the globe.
This story first appeared in the April 10, 2009 issue of WWD. Subscribe Today.
Keb Swedish Formula, a new unisex natural-ceuticals skin care line, whose name comes from the highest mountain in Sweden, was introduced by ex-models Louise Dufwa and Daniel Sand. The products, including topical treatments and supplements, are billed to be chockablock with natural and high-tech ingredients. There are 11 units in the collection, ranging in price from 29 to 45 euros, or $39 to $60 at current exchange. The line is sold in about 40 doors in Sweden.
Another dynamic duo — Lindy Klim and her husband, Australian swimming champion Michael Klim — is behind the natural Milk skin care brand. The eight-month-old men’s line includes five products, whose formulas include marine-based ingredients, that go for 15.95 to 35.95 Australian dollars, or $11.30 to $25.60. There’s also an organic baby treatment collection, introduced last month. Prices for that range from 22.95 to 28.95 Australian dollars, or $16.30 to $20.60.
For its part, Bakel’s products are touted as being made entirely of active ingredients, with a tag line of “0 Useless Substances. 100% Active Ingredients.”
To that end, the six antiaging products have only between two and nine ingredients. Collagen Firming Formula contains vegetal-derived collagen, panthenol and glycerin, for example, while Lactobionic Antioxidant Formula contains lactobionic acid, gluconolactone and glycerin.
“We use just ingredients that have a real effect on skin,” said Raffaella Gregoris, co-founder of the brand. Bakel’s products are available in Australia, New Zealand, the U.K., France, Switzerland, Germany, Italy, Spain and Poland; a line of cleansers is launching in Australia. In its home market of Italy, Bakel opened 55 doors in two months and reported extensive sellout.
Showing its natural liquid soaps, sans additives and preservatives, was Fattoria di Belcanto, an Italian brand started three years ago. Its packaging is sustainable, thanks to an innovative dramming program with refillable, recyclable plastic containers. Distribution for Fattoria di Belcanto, whose products range in price from 7.80 to 8.90 euros, or $10.40 to $11.80, domestically, is primarily in Italy’s pharmacies, perfumeries and some Coin department stores, plus in the U.K. and in France. Product packaging includes photos from the Sixties of young children. Alongside liquid hand soaps, soaps with a creamy consistency are available and shampoo is possibly on the docket in the next few months.
Pictures of children are on the labels of the Australian organic kids line Eco.Kids, as well. “We look at children as holistic consumers,” said Peter Francis, product development chief and director of the brand, who trained as a trichologist. “We understand children are not little adults.”
To wit, the company — whose products started being retailed internationally three years ago and are now in about 16 countries, including most recently the U.S. — fashioned products with essential oils especially for the needs of children’s skin, which produces less sebum than adults’ skin. All products in the line are safe if ingested, and are priced at less than 9 pounds, or $13.20.
The Purist Company of Australia was highlighting a spate of new products, including a baby line and a men’s collection. The Purist Company retails in numerous countries and various channels. In the U.K., for instance, it’s available in health stores, pharmacies and through QVC. Some product packaging is recyclable and made from sustainable substances.
“The sales growth is exponential,” said Catherine O’Keefe, general manager of the brand that started with shampoos.
Greece’s Apivita hopes for strong sales from its new made-to-measure skin care products and repackaged products now grouped under one umbrella brand, rather than the four that existed previously. The do-it-yourself treatment includes seven basic products, costing between 25 and 35 euros, or $33.30 and $46.60, which can be customized according to a company-created book with a slew of recipes.
Apivita’s focus is in five countries, including its home market, where it has clocked 20 percent sales growth in the first three months of this year, according to Nikos Koutsianas, Apivita’s pharmacist and managing director.
Italy’s Parfums Mavive introduced some of its newest products, including women’s and men’s scents for Borsalino, at a cocktail party in Bologna.