“This brand has huge potential, for example, in certain areas and regions where women are not as free as they are in developed markets.” The branding will be all “about self-expression,” he said. But the potential is there for a broader global presence, said Houdayer. Lip plumper has seen a resurgence in recent years as an alternative for fillers, which especially appeals to ingredient-conscious U.S. market, for now, “our little baby Buxom” is ready for its international debut, Houdayer said. International expansion will be a big focus for the brand, which launched in China last August.īuxom: Leaning into the plumper resurgence It will also focus on modernizing its product lineup and focusing on products and promotions “that resonate better with the millennials,” said Houdayer. The brand will continue to build its business in the U.S., which is its biggest single market with 50% of all its sales. Laura Mercier’s branding is “all about the artistry and the education we use for makeup artists and influencers around the world,” he said. Laura Mercier: Makeup artistry and international expansionįor Laura Mercier, the new strategy will be less about revamping and more about “modernizing, digitizing and rejuvenating a bit,” said Houdayer. “We want to move the brand from beauty to wellness to health, which will be pretty unique in a makeup and skin-care environment,” said Houdayer.ĭigitally, the brand will focus on a new customer relationship management (CRM) system focused on targeting a customer it calls the “healthy purist.” And while the brand has been working with Hailey Bieber as a brand ambassador, Houdayer said there are plans being developed to introduce “a collective of influencers,” with diversity in mind. New products developed will “replace the existing non-performing SKUs” in the brand’s future product lineup. The formulation process will be overseen by Orveon’s newly hired chief science officer, Mike Wong. This will include the incorporation of wellness concepts into the branding, as well as the addition of skin-care ingredients into new products. Orveon plans to do a brand revamp, with a focus on “modernizing, digitalizing and internationalizing” the brand. “We basically want to go back to the initial positioning of the brand and move away from a very non-distinctive clean beauty positioning, because everybody and nobody’s clean,” said Houdayer. and Japan, and it has plans to further expand in North American countries and Asia.īareMinerals: Back to its clean beauty roots, with the addition of wellnessĪs the “inventor of clean beauty,” according to Houdayer, makeup label BareMinerals is doubling down on the branding it started with in 1995. Overall, the company’s top markets are the U.S., the U.K. Direct connections with consumers will be important. According to new Orveon CEO Pascal Houdayer, who previously served as the CEO of Bioderma parent company NAOS, the brands will each undergo their own transformations, when it comes to identity, international expansion and digital development.
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