Avenue

More documents

Recommendations

Info

$-AC\LE$

(continued from page 28) REBORN 2. Providing a beautiful, relaxing and naturally renewing environment in all of our online channels. We will be going beyond “launching” new products and instead inviting our visitors to really experience our latest innovations in a visual way; from unique ingredient stories to engaging in daily tips, we want our customers to be a part of our journey with each new product. BF: What is the brand’s social media strategy? EDS: Our social media strategy is really just one thing: listening. We want to hear what our fans and followers have to say and act on it. And act quickly. If what we’re saying isn’t resonating, we want to bring the conversation to them by asking questions and engaging in what they want to talk about right now. Along with our overall digital initiatives, we want to bring a sense of beauty, renewal and relevance into our social media channels. BF: In what countries is AHAVA currently available? Which markets might be the right fit for expansion? EDS: AHAVA is currently sold in 33 countries worldwide. We are the leading local brand in Israel and have 9 freestanding stores there, in addition to an exclusive distribution agreement with the retailer Super-Pharm, a Shoppers Drug Mart like concept where all Western Prestige Brands are sold. We are sold throughout Europe and can be found at Sephora, KaDeWe and other leading European chains and independent retailers. Outside of North American expansion, key growth markets for the brand include several Eastern European countries. We are currently also planning our further Asian expansion—today the brand has six stores in Singapore and a presence in Japan. BF: What are some of the plans for the future development of the brand? EDS: Let me answer that in four parts: BRAND Our first goal is to ensure that we are continuing on the path we set out on last year, which is elevating our position in North America and strengthening the brand’s story to communicate our point of difference. We maintain dedicated to stay on this course and as part of that quest will be continuing to explore new communication vehicles—especially in the second half of the year. We have incredible opportunity to raise our brand’s awareness and want to make sure that, as we raise awareness, consumers walk away understanding the brand and its unique story and performance based on point of difference, focused around the unique skincare properties of the minerals from the Dead Sea. DISTRIBUTION What goes hand in hand with our growth strategy is the need to increase the business in both our current distribution and seek some new distribution. Our priority channels are specialty and department stores and direct-to-consumer— ahavaus.com; direct TV and beauty dot-coms. TEAM As part of our North American growth strategy, we will be adding additional staff to our current team—nearly doubling our number of employees by the end of 2012. PRODUCT While we have a full range of face and body products, we will be strategically rounding out the product line where gaps occur and forging new ground with unique technological discoveries. For example, this spring, we are introducing a new eye cream in the Extreme line, which was launched in the fall. Extreme Eye Cream addresses lines, wrinkles and firming around the entire eye area from brow to under eye. For body, we are bringing to market something that consumers have been asking for, for years—scented body lotions to accompany our ever popular Mineral Botanic Cream washes. In addition, we are launching a new men’s line—first with key influencers and then as an exclusive with Beauty Brands. Future developments include additions for sensitive skin, one of our technological expertise, and body firming. In addition, this spring we have worked with the very hot accessory Designer Rebecca Minkoff on a major late spring/early summer co-branded promotion. Look for it in our key accounts like ULTA, Lord & Taylor and Nordstrom. BF FEBRUARY 2012 / 44 / BEAUTY FASHION
not nearly strong enough for desired results. It was with this realization, and a dedication to his patients, that motivated Dr. Kaplan to create a line of highly efficacious skincare products based on his research and studies as a Dermatologist. “I spent years thinking of every aspect to create the most perfect collection—the combination of ingredients, their potency, the delivery method and overall purity of the formulas,” informed Dr. Kaplan. “Just like a multi-vitamin has all the minerals and vitamins at the recommended percentages, I wanted to create a skincare line that was a complete balanced diet for the skin.” The collection includes the 1 oz. Cellular Rejuvenating Concentrate, 1.7 oz. Daily Moisture SPF 30 Concentrate, 1.7 oz. Night Replenishment Concentrate, .5 oz. Intensive Eye Concentrate, 3 oz. Cell Renewing Microfoliant, 3 oz. Firming Mask, 1 oz. Hydrating Essence, 3.5 oz. Purifying Foam Cleanser and 3.4 oz. Clarifying Toner. The collection ranges in price from $50.00 to $295.00. Anti-aging lip treatments that work to moisturize, protect, repair and add fullness are also available in clear and colored options. The KAPLAN MD Skincare product range contains BioFusion-3S, a signature complex of three plant stem cells, along with 22 USDA certified organic extracts in all of its formulations. Products in the Concentrate Collection, which include the Cellular Rejuvenating Concentrate, Daily Moisture SPF 30 Concentrate, Night Replenishment Concentrate and Intensive Eye Concentrate, also contain Juvinity , a newly patented ingredient using Nobel Prize-winning research to delay the aging of skin cells while forcing existing skin cells to act younger for a renewed vibrancy in the skin, and Matrixyl Synth’6 , a patented peptide clinically proven to boost all six elements of collagen synthesis to visibly plump and smooth wrinkles from within the skin. Dr. Kaplan’s sincerity and his dedication to quality has been paying off—customer response has so far been extremely positive. “Consumers appreciate that these are quality products that were formulated by a skincare authority with over 25 years of experience. All of the thinking has been done for them.” stated Dr. Kaplan. “They can trust and rely on the fact these products are based in science, and Bergdorf Goodman’s Aja Passero, Pat Saxby and Elizabeth Secrest with Dr. Kaplan FACE FORWARD (continued from page 29) they can actually see and feel the change in their skin.” Along with Bergdorf Goodman, the range is available at Neiman Marcus. FEBRUARY 2012 / 45 / BEAUTY FASHION Dr. Kaplan with Kaplan MD Skincare’s Lorna Thomas and Bergdorf Goodman’s Jeanette Drazkowski BF
Page 1: THE NEW FRAGRANCE FOR HER FEBRUARY
Page 4 and 5: www.robertocavalli.com
Page 6: FEBRUARY 2012 • VOLUME 96 • NUM
Page 9 and 10: Experience the excitement of our cr
Page 12: La Prairie has opened a new, state-
Page 16 and 17: CONTRIBUTING editors&columnists CON
Page 18: THEBEAUTYBIZ INDUSTRY EAR Kristen S
Page 21 and 22: futur • fracas • bandit • cra
Page 23 and 24: was always a brand we wanted. It fi
Page 25 and 26: THELATESTLAUNCHES TOP SHELF Recent
Page 27 and 28: La Prairie White Caviar Illuminatin
Page 29 and 30: THEBEAUTYBIZ REBORN AHAVA, the Isra
Page 31 and 32: THEBEAUTYBIZ FACE FORWARD KAPLAN MD
Page 33 and 34: AT-COUNTER Counter Culture BY ALLYS
Page 35 and 36: THEBEAUTYBIZ HOT TOPIC: Natural Ing
Page 37 and 38: AT-COUNTER Counter Clothes Sephora
Page 39 and 40: THEBEAUTYBIZ NPD REVIEWS 2011 BEAUT
Page 41 and 42: FOREIGNCORRESPONDENTS by Andrea Fer
Page 43 and 44: Bobbi Brown Extra Repair Moisturizi
Page 45: Continuous Results by Elayda Achi
Page 49 and 50: François Sabaté Sales and Market
Page 51 and 52: Elizabeth Arden’s Francine Gingra
Page 53 and 54: Give Back Brands’ Debbie Murtha w
Page 55 and 56: FRAGRANCE COMPOUNDS & ESSENTIAL OIL
Page 57 and 58: Systems, Glass Bottles, Vials & Sam
Page 59 and 60: At Dermaceutical Laboratories, we c

Avenue

Create successful ePaper yourself

Delete template?

Save as template?