BW Confidential - Issue #2 - May/June 2010 - (Page 50)

Radar Beauty brands Up & comers A profile of six innovative niche brands Name: Agonist Parfums Headquarters: Gothenberg, Sweden Price: $373-$2,873 Concept & positioning: Agonist takes the concept of prestige to another level. The brand’s first two fragrances were limited editions, with only 20 produced for the first (Kallocain at €854), and two for the second, (The Infidel, which comprises a pair of fragrances, at €2,873). The brand’s latest launch, The Infidels, is more affordable, at least compared to its predecessors, at €373. Agonist is sold in Swedish department store NK, Lucky Scent in Los Angeles, and at Russian retailer Duna. The company is in talks to expand distribution to mainland Europe. Why it’s interesting: Agonist has a high-end design approach to fragrance—products are housed in glass sculptures created by Swedish glassmakers Kosta Boda. While the ingredients are not native to Nordic climes, the brand claims that the fragrances, created by perfumers in Grasse, evoke the spirit of Scandinavia. Name: Mineral Flowers Headquarters: Lod, Israel Price: €7-€16 Concept & positioning: Mineral Flowers takes its ingredients seriously. Product formulas contain Dead Sea water, trace elements, micro-algae and camel milk, and are said to have anti-bacterial, anti-oxidant and moisturizing properties, according to founder Uri Ben Hur, who also co-founded the Yes to Carrots brand. The 21-sku line includes facial and bodycare products. Why it’s interesting: The brand’s price points are lower than the average niche skincare brand. Formulas are not certified organic, which Ben Hur believes just passes on an additional cost to the consumer. Mineral Flowers also takes an unorthodox approach to ecology—the brand donates 1% of its retail sales to fund community gardens worldwide. 50 May-June 2010 - N°2 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #2 - May/June 2010

- Brand and retail news recap
Take note
- Market facts, figures and trends
The latest fragrance, skincare and make-up launches
Best of BW
- Market highlights
- Clarins Fragrance Group president Joël Palix
Insight : skincare
- Category overview
- Industry viewpoint
- Trends
- Training in spas
- Spa case studies
Market watch : Asia
- Regional analysis
- Japan
- China
- South Korea
Focus : Fragrance creation
- Fragrance regulations
- Perfumer roundtable
- Six up-and-coming beauty brands
Travel retail
- Asia regional roundup
- Interview with Korea duty-free
Last word
- Morning Star equity analyst Erin Swanson on beauty’s threats and opportunities

BW Confidential - Issue #2 - May/June 2010