BW Confidential - Issue #17 - March/April 2014 - (Page 74)

Radar Up & coming brands Newness to the fore A showcase of six brands with an original approach to beauty Undergreen Headquarters: Paris, France Launch date: 2012 Prices: €135 (EdP 100ml) to €300 (Elixir de Parfum 100ml) Undergreen is a high-end natural perfume designer house based on natural chemistry, created by Patrice Cardenoso and Jérôme Bonnet. Why it's interesting: Described as the 'new generation' natural perfumery, Undergreen was created to offer a contemporary and elegant alternative in a market where the range of natural fragrances available is limited, says Cardenoso. The idea behind Undergreen is to play up the relationship between nature and chemistry, drawing inspiration from nature and magnifying it by using environmentally-friendly extraction methods and modern-day technologies. The company says the result is 100% natural EdPs, which are signed by Fabrice Olivieri. Strategy & upcoming plans: The brand is present in select outlets in France, Germany, the UK, Italy, Spain and the US, and is concentrating on expanding its export business, particularly in the US. Undergreen is also looking to enhance its visibility at the point of sale through workshop events with the perfumer, where consumers can learn about the process of natural perfume making. Friedemodin Headquarters: London, UK Launch date: 2012 Prices: £69/$114 (30ml) to £155/$255 (3 x 30ml trio collection) Friedemodin is a London-based niche fragrance brand founded by German and Swedish duo Nina Friede and Elisabeth Modin. Why it's interesting: Friedemodin calls itself a Combination Perfumery house, which, according to Modin, means that "each perfume in the collection plays its own special role and all the perfumes together tell the whole story". The fragrances, signed by French perfumer François Robert, are created as standalone scents that can be blended to create bespoke fragrances. Strategy & upcoming plans: Friedemodin is sold in 25 exclusive boutiques and department stores in Germany, Sweden and India, as well as online, and it is focusing on expanding into the UK, US, Middle East and Eastern Europe. Product development includes a new collection due out in mid 2014, new discovery sets and an amenity line for hotels and airlines. Sales are supported by personal appearances, events, store displays and sampling in stores. 74 March-April 2014 - N°17 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #17 - March/April 2014

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 Guerlain ceo Laurent Boillot
Insight: Make-up
Category overview
Budget brands
The latest trends
Retail
Innovative strategies
Retail
Vending machines
Store concepts
Digital Social media content
Market watch: Latin America
Regional overview
Mexico: country analysis
Mexico: prestige retailing
Colombia: country analysis
Colombia: prestige retailing
Argentina: country analysis
Argentina: prestige retailing
Radar A profile of six up-and-coming beauty brands
Emerging markets Company profile: Mahogany
Travel retail: Brazilian travelers
Analysis
Industry viewpoint
Packaging: Decoration techniques
Trends analysis
Innovations
Last word Diagonal Reports analyst Jacqueline Clarke

BW Confidential - Issue #17 - March/April 2014