BW Confidential - Issue #15 - September/October 2013 - (Page 60)

Radar Up & coming brands On the up A profile of six brands with an innovative approach Kadalys Headquarters: Martinique Launch date: 2012 Price: €35-€58 Headquartered in tropical Martinique, Kadalys is an Ecocert-certified facial and bodycare brand based on banana actives. Why it’s interesting: According to founder Shirley Billot, the banana ingredient story is the foremost attraction for the consumer. Inspired by traditional Creolian rituals, the brand set out to explore the benefits of the banana in collaboration with France-based tropical plant research body CIRAD and Montpellier University. It came up with the term Musotherapy to describe the benefits of banana-based skincare. The brand claims that banana actives have scar healing, astringent and anti-oxidant properties. The Musoactives are also said to be rich in polysterols and polyphenols, and help the production of collagen and elastin. Strategy & upcoming plans: The brand is distributed in 45 pharmacy doors in France and Martinique, and has a salon treatment, which is offered in one door in France. The brand plans to expand internationally, beginning with the UK, which has a big West Indies population, and the US. CODE Beautiful Headquarters: Bedfordshire, UK Launch date: May 2013 Price: £19.95 ($31) The CODE Beautiful brand’s founders Sarah Cross and Kirsti Shuba set out to create the ideal mascara product. Why it’s interesting: CODE Beautiful stands out for its edgy, sophisticated and urban chic image. The brand aims to forge a genuine relationship with its customers, creating something fun with serious results, says Cross, and has created a social media buzz around the mascara launch. The product’s brush design and formula are aimed to create perfect lash results. CODE Beautiful was a finalist at the UK Cosmetic Business awards for best new cosmetics brand launch in social media and advertising; it also won an award for its packaging. Strategy & upcoming plans: CODE Beautiful is sold in hair and beauty salons, fashion boutiques and online beauty and fashion stores. The brand has a strong social media campaign, as well as a consumer VIP program for sharing tips and advice. It is in discussions with key international retailers. 60 September-October 2013 - N°15 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #15 - September/October 2013

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 Origins, Ojon & Darphin global president and gm Jane Lauder
Insight: Fragrance creation
Category overview
Industry views
Emerging markets
Consumer data
Role of the perfumer
Retail
Store strategy
Store concepts
Digital Beauty apps
Market watch: Chinese consumers
Overview
Shopping habits
Online sales
Radar A profile of six up-and-coming beauty brands
Travel retail: Inflight sales
Sector analysis
Channel innovations
Emerging markets Company profile: Marico
Packaging
Make-up analysis
Make-up innovations
Last word The Young Group’s Karen Young on industry trends and technology

BW Confidential - Issue #15 - September/October 2013