BEAUTY CARE

Maesa Group acquires European beauty brand

BY Antoinette Alexander

NEW YORK, PARIS and VIENNA — Maesa Group, a designer and manufacturer of private label and exclusive beauty products, has acquired European beauty brand P2 Cosmetics, which is found exclusively at DM, Germany’s largest drug store retailer.

P2 Cosmetics joins Maesa Group’s portfolio, which includes such brands as Flower for Walmart, Circa for Walgreens and Elle for Monoprix, further strengthening Maesa Group’s expertise and position in the exclusive beauty brand market.

Founded in 2004 as a division of Palmers Textil, an Austrian lingerie retailer, P2 Cosmetics has become a mainstay in the German beauty industry. Known for its extensive product portfolio, P2 Cosmetics products feature formulas available at an affordable entry price point, with an average retail price of €2.75 per product. Sold in 1,800 DM stores across Germany, with more than 350 SKUs, P2 Cosmetics products are manufactured in Germany and France, and are paraben free and fragrance free.

P2 Cosmetics will continue to operate out of Vienna, Austria under the brand’s current leadership team.

"P2 Cosmetics has a proven track record of bringing innovation to the cosmetic category," stated Gregory Mager, founder and CEO of Maesa Group. “This brand has piqued a strong interest for expansion in the US United States and Canada through an exclusive distribution model. I am excited for one of the most successful exclusive beauty brands in the world to join Maesa Group, and I look forward to continuing to grow the partnership with DM.”

Maesa Group’s total revenues are expected to reach $185 million in 2015, post-acquisition. Through this acquisition, Maesa Group is affirming a strong growth ambition for the next five years, with the goal to reach $350 million in revenue by 2020.
 

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BEAUTY CARE

Marula Pure Beauty Oil to increase retail presence

BY Antoinette Alexander

LOS ANGELES — Marula Pure Beauty Oil has announced that it is poised for growth in the North American market thanks to a string of ongoing and impending retail launches.

Pure Marula Facial Oil is now available at all North America Sephora locations, including Sephora inside JC Penny. The full skin and hair care collections are available on Sephora.com as of May 1, with the hair collection entering 70 select Sephora doors in June.

Thanks, in part, to in-store merchandising support the brand continues to see success. The 30mL Pure Marula Facial Oil is highlighted on Sephora's Skincare Favorites wall, while the Pure Marula Facial Oil Travel Roll-On 7mL is also highlighted in “Beauty to Go” at Sephora inside JC Penny.

Adding to its growing distribution portfolio, the full skin care line is available on Nordstrom.com. It will also begin rolling out into Nordstrom retail doors in September, starting with a launch at Canada's Vancouver flagship location.

Furthermore, the brand is implementing new strategies to expand upon its current international presence in the United Kingdom, France, Canada and Malaysia, adding distribution in the Netherlands, Belgium and Luxembourg, with more launches soon to come for Germany, the Philippines, Japan, Hong Kong and Macau, Singapore, Thailand, Vietnam and China.

"We are thrilled to have the opportunity to bring this brand to more people around the world and to share our story about what it is that makes our Marula oil so special," stated co-founder, Jonathan Kendrick. "Marula Pure Beauty Oil has maintained a loyal following since its launch, even in the very competitive environment of Sephora because the products truly deliver on both the results and the experience. They also provide a fair trade living to thousands of women in Africa with whom we are privileged to work to harvest this rich and wonderful natural resource."
 

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What’s Next: ‘Your brows, but better’

BY Lonni Delane

What’s Next is a new feature of DSN written by consumer beauty blogger Lonni Delane. The goal is to help give beauty merchants the cutting edge they need to stay ahead of the latest and greatest beauty trends. Feel free to share your thoughts either here on drugstorenews.com or email senior beauty editor Antoinette Alexander at [email protected]

Most of us may not be pained by some of the things we see women do to their faces, but when you are celebrity makeup artist Wayne Goss and your professional philosophy is to enhance your clients’ beauty through better makeup techniques and fewer makeup products, it can be quite frustrating.

In fact, it can be so frustrating that you create a Youtube video imploring your fans to rethink their makeup. Goss’ video rant against the trend of thick, unnatural, heavily-drawn brows has struck such a chord with the online beauty community that it has attracted well over one-quarter million views.

Trends in the way that women style their eyebrows are almost as much of a marker of the times as women’s hairstyles. The 90s gave us literally pencil-thin brows; brows that had been tweezed within an inch of their lives and then replaced by a highly arched line drawn on with pencil. Stars like Gwen Stefani and Drew Barrymore were among the worst offenders. Once women realized how aging this was and that full brows were youthful, the pendulum swung in the other direction.

This year is set to take us in a kinder, gentler direction with brow grooming. Goss message is catching on and other beauty gurus have begun to adapt new routines for their brows. Jaclyn Hill, one of Youtube’s most popular beauty vloggers with more than one million subscribers, has recently updated her brow styling to favor a more natural look. Supermodel Cara Delevingne is the new trendsetter, and Google reports a strong uptick in searches regarding her full, luscious brows.

Now that natural brows are becoming the thing, the market is shifting toward products designed to help women achieve fuller brows that won’t require so much makeup. Nilam Patel, founder of HD Brows, reports a huge increase in the sales of her growth serum Grow Baby Grow, as well as her brand’s brow pencils that create super-fine, hair-like strokes for the illusion of a full, natural brow.

High-end brow product line Anastasia of Beverly Hills has been Sephora’s best-selling maker of luxury brow products, but NYX Cosmetics has released a slew of new offerings for brows in its 2015 line that are direct competitors with the Anastasia products for half the price. One example is its Micro Brow pencil, which is considered by many to be similar to the ultra-fine point Anastasia Brow Wiz.

In 2015, we should expect to see increasing sales in brow growth products and fine-point brow pencils, as well as pomades and brow gels. As Goss said, heavy, unnatural brows must go. “It doesn’t enhance the picture," said Goss. "It just is a scary thing."

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