BW Confidential - Issue #7 - July/September 2011 - (Page 50)

Radar Up & coming brands A step apart A profile of six beauty brands with a point of difference Puredistance Headquarters: Groningen, Holland Launch date: 2008 Price: €165-€1,390 Luxury fragrance brand Puredistance’s focus is on quality fragrance ingredients and a short product line. The company, founded by Dutch entrepreneur Jan Ewould Vos, launched its first fragrance three years ago, and introduced two new scents last December. “We see our offer as a well-balanced trio. Less is more, especially in today’s fragrance market where there is too much choice,” explains Vos. Puredistance only works with master perfumers; the first two scents, Puredistance I and Puredistance Antonia, were created by US nose Annie Buzantian. Puredistance M, meanwhile, was composed by British perfumer Roja Dove. The brand’s fragrances contain at least 25% perfume oil and are not gender-specific, Vos says: “Gender is a sliding scale, so we don’t label our scents as being for men or women”. Why it’s interesting: Beyond perfume, Puredistance offers a collection of accessories, which Vos believes “conveys the brand’s message more clearly than just the fragrance”. The company designs its own vial-shaped bottles and sells accessories including black leather holders for easy portability. On the upper end of the price scale, Puredistance creates limited-edition Crystal Columns made from a combination of Swarowski crystal and steel; each column is numbered. Strategy & upcoming plans: Puredistance takes an exclusive approach to distribution. Vos believes that in each European market there are rarely more than three retailers who “have the passion” to sell fragrance. The brand is sold in 30 doors in 20 markets, including the Haute Parfumerie at Harrods’ Urban Retreat, and aims to reach 100 points-of-sale worldwide in the next five years. World Wild Men Headquarters: Paris, France Launch date: 2010 Price: €34.90-39.90 While there have been a slew of organic beauty brands launching on the market, certified organic facial skincare for men is still a rarity. World Wild Men, founded in October 2010 by French entrepreneur Nicolas Berdugo, is a facial skincare line certified Nature & Progrès, reputed to be one of the most demanding of certification labels. Why it’s interesting: World Wild Men has a simple skincare regime, with four facial-care items, which can also double as aftershave. “A lot of men’s skincare brands are very technical, and more geared to men with an advanced skincare routine. With World Wild Men I wanted to create products that were organic, that moisturize without leaving the skin shiny and that have a pleasant, but not overwhelming scent,” explains Berdugo. The offer comprises products for different skin needs: Anti-aging contains jojoba and avocado; Dry Skin has evening primrose, borage and argan oils; Oily Skin contains macadamia nut and sage and All Skin Types is with sweet almond and sesame. The packaging is also refreshing for a men’s line—instead of the usual gray, black or brown, each product has a close-up photograph illustrating one of the item’s key ingredients. Strategy & upcoming plans: The brand launched in October 2010 and is now sold in a few independent retailers and pharmacies in Paris, as well as in Switzerland, Belgium and Germany, and it is looking to launch in the UK and Hong Kong in coming months. “Of course we’d like to work with a perfumery chain, but it would only be with a retailer that would support our growth,” explains Berdugo. The brand is launching its first facial cleanser and shower gel this summer. 50 July-September 2011 - N°7 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #7 - July/September 2011

Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- Chalhoub Group co-ceo - Patrick Chalhoub
Insight: Haircare
- Category overview
- Prestige retailing
- The latest trends
Wellness
- Wellness & spas
- Spa case studies
Retail
- New store concepts
Market watch: US
- Analysis: Market overview
- Department stores
- Sephora
- Drugstores
Radar
- Six up-and-coming beauty brands
Packaging
- Make-up market analysis
- Make-up trends
Last word
- G-group managing partner Judy Galloway

BW Confidential - Issue #7 - July/September 2011