Niche Cosmetics: When Small Is Best

Cosmetique News Forum Moscow October 2006

What is « niche » ???

Dictionary:

An open hollow in a wall (as for a statue)

A place, a job or use for which a person or a thing is best fitted (you’ve found your niche)

Marketing:

It can be a niche market, a niche product, a niche player...

A small part of...target, need, distribution etc. which has not been filled out

According to many business dictionaries, a niche is defined as any small specialized business market.
Unfortunately, small is defined in many ways and often used to avoid pursuing a given segment of the
population.

The real question here is “When is a niche not a niche”? and “What really defines small”? Is it:
• 1 million?
• 5 million?
• 15 million?

NICHE : TO BE OR NOT TO BE Cosmetique News Forum Moscow October 2006

What is « niche » ???

A niche brand is

rare

exclusive

Expensive (?)

gets its specificity from its originality,

target a very well-defined public

convey an image governed by its own very special special story,

with a unique and innovative concept.

A niche brand's distribution is limited to rare,
selective sales outlets, where prices are high.

A niche is something that you offer that sets you apart from other businesses.

It is what makes you special in the minds of current clients and it is what attracts potential new clients to
you.


Some niche examples: fragrances

IUNX
48-50 rue de l’Université, 75 007 Paris

l’Eclaireur, 3 ter rue des Rosiers, 75 004 Paris

Belongs to Shiseido Group.

After l’Eau Juste, l’Eau Aztèque or l’Eau Baptiste, IUNX
launched l’Eau Sento,

Beautiful bottles, but very high (more than 20cm)
Very high prices

The project Iunx didn’t meet the consumers…



Editions de Parfums Frédéric Malle

The market, which has become too large, no longer offers
perfumers (noses) the opportunity to create rare scents.

The Editions de Parfums Frédéric Malle is a platform from
which these artists may demonstrate their talents.

It is also the occasion for the public to obtain access to an
artists’ perfumery, created without norms or limits of any
kind.

The Editions de Parfums Frédéric Malle today gives birth to
eight exceptional fragrances, each invested with an assertive
personality.

These authentic artistic creations are all presented in the
same bottle, whose form evokes a laboratory aesthetic. Only
their quality betrays a luxurious minimalism.


Editions de Parfums Frédéric Malle

Different Stores

At 37, rue de Grenelle, scientific techniques and laboratory
instruments in a house of curiosities.

Our secondary parisian store. 140 Avenue Victor Hugo

Located 21 rue du Mont Thabor, Frédéric Malle’s atelier is now
opened to the public.

The brand is expanding in
Europe, Asia and US



Parfumerie Générale
Parfums Pierre Guillaume

Exhale your difference

Beautiful fragrances and names:

Coze
Iris Taïzo
Brûlure de rose
Intriguant patchouli
Cuir venenum etc.

Eaux de toilette, eau de parfum
Scented candles

The store had to close
A website still exists



Les Salons du Palais Royal

A house of perfume designed by
Serge Lutens for Shiseido

A world of unique perfumes that
reflects the imagination of their
author

A attentive and discreet service



Les Salons du Palais Royal

A collection of 23 fragrances

Each year for Christmas, since 1996,
Serge Lutens designs a new and original
engraved bottle

Moorish leather



Serge Lutens
or the Fine Art of Fragrance

Serge s created his own range of fragrances, sold in
a very limited and selective distribution.

The most recent ones: Chypre rouge, Gris Clair,
Miel de Bois, Daim Blond…

Sleek bottles, beautiful and exquisite fragrances
High priced



Crazy Libellule and the Poppies

A brand imagined and designed in Paris in 2005.

Pretty boxes containing fragrances of every olfactory
kind, in the form of concretes,

They are manufactured on the South of France, in
the Provence and distributed among the best French
and English retailers.

Crazy Libelulle is a very Parisian brand, which
opens the market for solid perfumes.


Juliette Has A Gun,

A New French Fragrance Line

Romano Ricci of A&R Parfums announced the
creation of a new French fragrance brand, Juliette
Has A Gun, inspired by a modernized vision of the
Shakespearean universe.

It was recently presented for competition at the
Beyond Beauty Cosmeeting.

Ricci said he wanted to create a new line of
fragrances for women who “pursue today, more than
ever, an intense desire for freedom”. The brand
plans to develop five fragrances which will be
distributed internationally.

The perfumes are created by Francis Kurkdjian. The
two first fragrances slated to come out are Lady
Vengeance and Miss Charming. The first one
features notes of Italian rose absolute, vanilla and
patchouli. The second one is composed with
Moroccan rose, wild strawberry and lychee.
They sound, to me, like the right fragrances to wear
while re-watching Baz Luhrmann's adaptation of
Romeo and Juliet!



Issey Miyaké and Jean Paul
Gaulthier fragrances were niche at
launch…

And became real successes…



In 2001, TERRY ended her collaboration with Yves Saint Laurent
in order to devote herself entirely to the development of her brand
and the design of new concepts in beauty care.

The concept

When TERRY talks about beauty, luxury is the first thing, which
comes to her mind, because "luxury is what is rare, what is made
conscientiously and consistently. It is made with care and based
on know-how".
by Terry adopts a new concept of luxury applied to the world
of makeup and cosmetics, in which rarity and creativity are the
essential raw materials.

"I found the world of luxury slipping into standardization. The idea
was to take the same structures and the same standards of
perfection, know-how and luxury as those of Haute-Couture. But I
had been feeling this need for personalization for a very long time.
After the over-consumption of the Eighties, the trend toward
minimalism and the revivals that marked the first half of the
Nineties, I was convinced it was inevitable that we would
swing back to a thirst for elegance and personalization".


Some niche examples: make up

Complexion
So far away from methods and restraints, by Terry’s complexion
products are the perfect frames of a luminous beauty. An extreme
technology to reach a perfect glow

Lips
A total care of your lips’ beauty: precise contours, a sublimated
mouth between a “colored care” and a “careful color”. Multiple-
variations’ shades for ultra-shining or chic satiny effects.

Eyes
Elegance of a line, which enhances the pupils: lashes are
stretched, eyelids are glazed with silky eye shadows, professional
gestures for an intense or natural look.

Nails
Beautiful to your fingertips. Radiance, sensational lacquers, in
motion mother-of-pearl for a vivid glamour or nimble fingers

Very selective distribution, from Bon Marché in Paris to Barneys in
New York, Tsum or own shop in Moscow


Some niche examples: cosmetics

The creator

Caroline Wachsmuth, an ex-journalist, who has always been
passionate about cosmetics, got the idea of "Doux me" when
she presented an aromatherapy seminar based on the theme
of natural cosmetics to the students of the Aveda Institute in
New York.

She devoted herself to the study of essential oils
(Aromatherapy and Massage Therapy - South African College
of Natural Therapies - Johannesburg, Massage Therapy and
Spa Esthetics - Aveda Institute - Minneapolis).

When she came back to Europe, she fulfilled her dream and
gave birth to a unique skincare line that truly meant
natural skincare : "Doux me".

Her company, Daylily, is a member of Cosmebio, the
Professional Association of Ecological and Organic Cosmetic
in France.



The "Doux me" skincare ritual: launched in November
2002, the new line is a pioneer and has proved to be,
from the very beginning, a new cosmetic brand infused
with both ethical and sensorial values!

"Doux me" allows each client to create her/his own
skincare ritual by choosing among eight delicate and
specific products: it is a true organic food for body
and face

two floral mists,
two flower milk cleansers,
three day and night face creams,
and one eye contour.

Formulated according to the ethical values of the
brand, all the products are made of 100% organic
essential oils, floral waters, and vegetable oils.

They are adapted to all skin types, even the most fragile
ones.



Adding value to the living forest... Endless green...the
earth... The river...

A very strong claim...

Cristina Gomes Ferreira has worked in the Brazilian
Perfumery and Cosmetics segment for over 15 years now.
Having a great passion for the Amazon, 3 years ago, she
began an in depth study of the active ingredients present
in the rich biodiversity of the forest for use in cosmetics:
trips to the Forest, to the Marajo Island, visits to universities
and research centers, a pursuit of state-of-the-art knowledge
in cosmetics.

The Amazonia Viva brand was born.

Amazonia Viva is a Botanical Cosmetics line, placed in
the prestige segment of the market.

The products are formulated with fewer synthetic ingredients,
they use no petroleum byproducts, and have a high
concentration of 10% renewable botanical actives from the
Amazon working in synergy with other botanical actives.


Amazonia Viva Cosmetics: a complete body and
hair care range, completed with Eaux de Toilette
and candles.

Cristina Gomes Ferreira works exclusively <with
forest actives that are 10% renewable, obtained
according to sustainability standards and with full
social and environmental concerns and fair trade.

Cupuassu, a native Amazonian tree 20 to 30 meters
tall, whose giant fruit bears seeds that offer a
wonderful butter of high moisturizing, nutritional and
restorative powers...

Buriti, palm that grows along the banks of the Negro
river and is known as the tree of life, one of the
richest known natural source of vitamin A precursors

Brazil nut... Whose oil is rich in vitamins A and E
and presents highly moisturizing properties

Guarana, whose extract has toning and astringent
properties

Copalba, a tree whose resin is employed as a
natural antibiotic...



Amazonia Viva has also a range of Eaux de Toilette
and scented candles.

All fragrances were developed with natural
essential oils native to the Amazon.

Moving against the current trend of the perfumery
industry, Amazonia Viva have high concentrations of
natural essential oils.

Roots, leaves, barks, resins, balsams that release
smells of earth, woods, forest, sun.. Unveiling an
entirely new universe of aromas.



Voyage des Thés has been presented at Cosmeeting in
September 2006 in Paris, in the niche program.
Voyage des Thés was the winner for innovation.

Sandra Gasmi created Voyages des Thés: a universal
elixir formulated thanks to the incomparable active
ingredient of green tea.

Voyages des Thés is a range of unperfumed and
organic care products made out of fair trade
ingredients and respectful of the person and nature.

The Voyage des thés project is created as the cosmetic
facet of a hotel-spa concept on the roads of tea.

Because the numerous and interesting virtues of green tea
have been clinically proven and are so benefic to humans,
the idea naturally came through to use it as a base for all
the products of a cosmetic line called “ Voyage des Thés”.
The Voyage des thés products are organic Ecocert
certified.
They mix the universal virtues of green tea with the
aromatherapeuthic virtues of essential oils.



Voyage des thés
naturally beautiful with made-to-measure cosmetic
products

Voyage des thés cosmetic line: a synergy of 4 approaches
beauty, well-being, care and nature

1) Beauty: A cosmetic approach The virtues of organic
green tea keep you younger longer

2) Well being: An aromatherapeutic approach the 100%
natural and organic Voyage des thés
perfumes relax the mind

3) Care: A therapeutic approach: The benefits of Voyage
des thés essential
oils act upon the specific needs of the body

4) Nature: An ethical, environment and person friendly
approach: all the ingredients contained in
Voyage des Thés products are organic and Ecocert
certified and Voyage des Thés urns are all
made of ceramic and refillable.



MIRACLE

Even now, it is not entirely clear how Crème de la Mer
works.

For us schooled in logic, it is something of a jolt to the
imagination.

But facts are facts and certainly the proof can be seen on
the faces of those who use it.

In a short time, skin becomes softer, firmer, looks
virtually creaseless. Aging lines and pores are
noticeably less visible. Even the driest of complexions
are healed.

Now La Mer is a complete range of skin care: face, body.


A very special niche: love and sensuality

When cosmetics become a little naughty and
sensual… the result is a silky soft, refreshing
cream with aphrodisiac active ingredients.
Skin care for intimate use

Oh! Sensual Health Cream
A cream for women for sensual stimulation

Oh! Sensual Hot Lips Up to 40% more lip vo



SO

So is a sumptuous range of products
dedicated to love and sensuality. A
subtle alliance of sensual tastes and
fragrances.

A delicate blend of natural, unique and
aphrodisiac ingredients: the SO product
line is the result of a collaboration
between professionals and has been
created to make you want to stop time
and to celebrate the game of love.

SO la caresse: bodypowder

SO le baiser: massage oil

SO l’étreinte: man balm

SO l’étreinte: woman fragrance



Translated literally, the Japanese word SHUNGA means "Image of Spring". But SHUNGA,
as it is more commonly known, is actually a word for Japanese works of art, specifically
Japanese erotic paintings that were made from the 16th to 18th centuries, by reputable
painter of the Ukiyo-e (floating world) period.



The SHUNGA Erotic Art collection has been created first and foremost for genuine lovers, who
conceive of their embrace as an art form.
Inspired by Japanese erotic art works from the 16th to the 18th century, and by the history of the
SHUNGA, these products act as a medium between lovers as they are about to meet in
order to increase their peak of sexual arousal at their most intimate union.


Trend takes off

Demand for niche brands puts pressure on the mainstream industry.

Even big brands are trying to capture a new audience. The trend is definitely more toward niche brands,
giving more of a personal touch on the products in general.

For many in the niche business, the challenge is getting their products known.

Small perfume makers and niche cosmetic brands don't have the advertising budgets of their big
competitors. A lot of their business comes through word of mouth. A lot also comes from being online.
Blogs are another way to get your products out there!


Niche products continue emerging

Cosmetics and toiletries is expected to see rather uneven development in current value terms. Across
cosmetics and toiletries, a trend towards more expensive products is expected to take place, albeit to
varying degrees.

At the same time, niches of more sophisticated products are expected to form visible sales for the first
time. This trend seems to indicate that undeveloped areas cosmetics and toiletries will also emerge in the
forecast period.

Although the cosmetics industry is dominated by well established and successful global giants,
such as L'Oreal, Revlon and Estee Lauder, there is still room for launches of newer, more targeted
brands to compete for their share.

However, when these niche brands create such an impact on the market, that the larger
companies spend millions of pounds acquiring them, just like Estee Lauder acquired Aveda, it
begs the question: How can a new product establish itself and ensure its offer is unique and
attractive in such a crowded marketplace?


What should be the strategy for a niche brand

How do you create your niche? How do you separate yourself from others in your area?

Here are some steps to take to separate you from your competition and grow your business.

• Study your competitors.
• Look at who is in your area and find out what they are doing that makes them special.
• Research what services are most commonly done in your area and look for the gaps.
• Find those services or value adding amenities that you can offer that no one else is doing. For
example, red, rosé and white wine is being offered on all TGV trains in France by the glass: These
little value added amenities go along way in serving the customer and has business and service
become special in their mind.

• Offer services that separate you from your competition. As you research your competition look
for what you can offer as a service that separates you from the rest. Be the only one in the area
offering a special and expensive service und use it to attract new business and set herself apart from
the rest.

3) Research your demographics. Look at who lives in your area and find out what they like.
Demographics can be found by visiting your local Chamber of Commerce website. They can support
you by identifying vital statistics such as the average income, the average price of homes, what
percentage of your potential client base is female, male, what age groups and ethnic groups are
represented in your area, etc..


What should be the strategy for a niche brand

4) Lastly, create your niche internally using your own philosophical approach to how you run your
business, i.e., your values.

• How do you want to be recognized as a company, what message do you want to send as an
organization, what imprint will you leave, what level of customer service do you want to be known
for?

• It all starts with your philosophy, values and vision. Meet with your team and get everyone on
the same page concerning your goals and values and the ways and methods you deliver customer
service. Deliver a WOW customer service experience that exceeds the customer's expectations
(as often the case in the US)

• In closing, you can see there are many different factors at play when setting yourself apart from the
competition and there are many segments of your business where you can create a customized
niche. Take the time, do the research and set yourself apart from the rest.

• Lastly, once you start the process don't stop there. Creating your niche is not something you
do just once, it continues to evolve. Always look for opportunities where you can improve to
separate yourself from the competition and be known as the place to go!


What means organic?

Organic and ecocert certified (In France), it means that the products are natural. They respect the skin
and the environment.

The quality of an organic cosmetic product can be found in the selection and quality of its ingredients.

An organic cosmetic is only made out of natural ingredients (vegetal oils, flower waters, natural
waxes, essential oils).

Without any mineral oils or synthetic ingredients, an organic cosmetic can be made out of 100% active
ingredients.

Ecocert organic label certify that no parabens, phenoxyhanol, stainers, synthetic perfumes, animal raw
materials, petrochemy issued mineral oils or OGM are used in the composition of a cosmetic product and
that no test on animals in done.

And to respect environment conditionings can be recycled.

Why is nature a trend...???


Consumers: growing interest

WELL BEING



HEALTH



Nature is essential



The nature brings
Freshness



BEAUTY


Consumers are drawn to natural products

One of the main drivers of growth in natural cosmetics has been the consumer trend towards healthier
lifestyles.

Rightly or wrongly, good health is often associated in consumers’ minds with all things natural,
while chemicals are considered by some to be the root of all evil.

Consequently, these perceptions have given rise to demand for natural additives and ingredients used in
cosmetics.

Certain synthetic ingredients used in cosmetics have also faced considerable negative publicity,
which has only solidified consumers’ negative perceptions of chemicals. Media coverage of the possible
carcinogenic effects of phthalates and triclosan, used in hair care, oral hygiene and colour cosmetics,
have especially had an impact on consumers, encouraging them to shop for alternative products
containing natural ingredients.


Nature is very hot in consumers goods

Trend specialists are all of the same opinion: nature is very hot in
consumer goods now.

“From a general point of view, it is a very common consumption trend
now to try to rediscover natural codes, probably because inhabitants of
great urban areas are stressed by their daily life and feel a kind of
'green gap', they feel separated from natural rhythms,” explains Maryelle
Allemand responsible of the cosmetic department at the trend forecasting
agency Carlin International.

In western industrialized societies, the quest for natural products
responds to deep societal needs and is therefore bound to be one of the
major trends of the next decade.

“The desire for natural products has two consequences:

first, launches of botanicals-based cosmetics remain plethoric,

and second, cosmetics makers integrate natural symbols and images in
their communication, in the product's packaging and in advertising
material,” Maryelle Allemand continues.


Everything organic?

The organic trend in personal care products emerged in the wake of
the food sector. Boosted by health, safety and environmental
concerns, organic foods and agriculture have grown steadily in
most developed markets.

Cosmetics and toiletries products containing natural ingredients are
reviving growth in maturing cosmetics markets, according to a new
report from Euromonitor International - "The Growth of Natural
Ingredients".

Over the past five years, developed markets, such as the United States,
have been facing stagnating cosmetics and toiletries sales and slowing
growth. In an effort to improve sales, manufacturers have capitalised on
growing consumer interest in health and wellness and have started to
invest in new products containing natural ingredients.

This investment looks to be paying off, with certain industry sources
predicting that the natural/organic skin care, hair care and colour
cosmetics markets will grow by an impressive average of 9% a year
between 2003 and 2008. This growth is expected to provide a boost to
the total cosmetics and toiletries sector, which Euromonitor International
forecasts to grow by only 1% a year to 2009.


Everything organic?

Consumer are drawn to cosmetics containing natural ingredients not just because of their perceived
health benefits, but also because many believe they have higher standards of quality.

This has enabled cosmetics manufacturers to charge higher prices for natural products, thereby
injecting value into the market.

Major manufacturers have also used this perception of quality to drive packaging developments, which
convey fresher, more upscale appearances for natural products. Origins and Aveda, for example,
have achieved success by emphasising the quality of their products, which in turn have prompted smaller
producers to introduce competing products and rejuvenate their packaging.

Over the past three years, natural and organic cosmetics have blossomed on all retail shelves.
Organic cosmetics are no longer confined to organic-specialised channels but have conquered all retail
segments
All drugstores, department stores and even mass retailers offer at least one line of organic or natural
cosmetics and toiletries. With demand and offer growing at impressive rates, many websites have
specialised in the distribution of such products, essenceology.com being one of the most recent.


Labels' jungle
Apart from the Guidelines on Natural Cosmetic Products, approved by the Council of Europe in
2000, there is no official definition of natural or organic cosmetics. Each country, and sometimes,
each association or producer, may therefore propose its own definition(s) and criteria.

GERMANY - BDIH was the first, in 1986, to launch a certification
for natural cosmetics. At that time, the organic trend was still
insignificant in the cosmetic segment and BDIH did not specifically
address this aspect through certification.

In order to be certified, cosmetic products must comply with a list
of general principles and are also prohibited to contain certain
substances such as: organic-synthetic dyes, synthetic fragrances,
ethoxylised raw materials, silicones, paraffin and other petroleum
products.

ITALY - The Italian Organic Farming Association (AIAB) and the
Institute for the Ethic Certification (ICEA) together with a group of
manufacturers, have developed guidelines for natural and organic
cosmetics. Certification and control procedures have to be carried
out by an external independent certification body. Once certified,
products can claim to be “AIAB Organic, environmental friendly
beauty products” (i.e. Bio Eco cosmesi AIAB), and be labelled with
the AIAB logo.


Labels' jungle FRANCE - The main certifier is EcoCert, who started to control
cosmetic products in 2003 and now have an entire department
devoted to these products.

EcoCert has created its own standard for both natural and organic
cosmetics:

“Ecocert ECO”: 95% of total ingredients have a natural origin, 5%
of total ingredients are certified organic and 50% of total vegetal
ingredients are certified organic.

“Ecocert BIO”: 95% of total ingredients have a natural origin, 10%
of total ingredients are certified organic and 95% of total vegetal
ingredients are certified organic.

Furthermore, in order to promote natural and organic
products in France, some companies have formed a trade
association and signed the “Charte Cosmébio”, which recalls
the main principles of the EcoCert standard, and allows them to
label their products with another specific logo.
However, while the EcoCert logo can only be applied on a duly
certified product, the Cosmébio logo may also be used on a
product which is not certified, provided that 60% of the company's
products have obtained the EcoCert labelling.


Labels' jungle

USA - There is no specific standard applicable to non-food
products in the US. In its memo dated August 2005, the USDA
clearly allows cosmetics and, although not specifically mentioned,
dietary supplements and other non-food products to bear the
USDA organic seal, provided they comply with organic standards.

Three different types of labels and claims may be used:

“100 percent organic”, where the product contains 100%
organically produced ingredients

“organic”, where the product contains at least 95% organic
ingredients

“made with organic ingredients”, where the product contains
less than 95% organic ingredients, but in that case it is not
possible to use the USDA Organic label.


Labels' jungle

AUSTRALIA - The
National Association for Sustainable Agriculture Australia (NASAA)
is the leading organic certifier.

So far, NASAA's standards were only applicable to food products.
However, in response to the growing range of cosmetics, health
and beauty products in the marketplace claiming 'organic' or
'natural' status, NASAA has developed a draft series of
Health and Beauty Care Standards

UNITED KINGDOM - The Soil Association Health and Beauty
Care Standard was launched in 2001 and the Soil Association also
proposes certification services through the
Soil Association Certification Limited.


NICHE BRAND'S CREATION AND LAUNCH

Margherita Ghel

Cosmetique News Forum Moscow October 2006

The natural gesture: Margherita Ghel

Margherita Ghel is an etiopath and eye yoga therapist. After years of practice, she decided to launch her
own beauty brand after having developed products to accompany her therapies.

Her idea was to create an organic skincare line, associated with the right applications inspired by Chinese
and Indian traditions, such as eye yoga.

Bellis Fabula is an eight unit antiaeging face and body care collection, inspired by Chinese medicine, the
environment and diet, wose formulas include not only the Bellis, but also include jojoba oil and Chilean
Rose Musk

The line targets older women and is competitively priced.

Margherita Ghel: A French organic skincare brand which is also glamorous!



Keep as you are, be yourself!

To the women who dare to cope with the energetic aspects
of their maturity, together with the emotions resulting from the
Psychological, physical and esthetical changes,

To those who wish to « blossom out » in full harmony
with themselves

To those who choose to look natural and fully attractive

To those who « do their best » everyday to get a healthy-
looking and beautiful skin, who are sensitive to their personal
story and who are willing to be free with their utmost intimacy,
their bodily uncertainties



The story of Margherita Ghel is first of all the story of a small
flower, the daisy (Bellis Perennis).

The Bellis oil has been used for skin beautification since
renaissance times.

It is known for having a toning effect on the skin. This effect
is due to its toning effect on one’s blood vessels.

In addition to general skin toning and tightening, the Daisy oil
has been used for firming and tightening the breasts.



BellisThe Margherita Ghel body care products refer to the
main component: the Daisy (Latin word « Bellis ») which
was up to now used in pharmacopoeia for skin problems, and
the Chile Musk Rose, which, due to its anti-oxidizing active
principles, was used for the face.

Margherita Ghel selected the daisy, quite unknown in beauty
care, or its precious virtues the main of which is a great toning
power, the skin is then more toned, radiance-boosted and
dynamised.

The BellisFabula range for the body and its specific zones, is an authentic Daisy-oil based anti-ageing
product. It is better used by mature women who have to cope with the physiological change when they
reach their fifties, since the ageing process damages particularly the zones of the body which loose their
density such as the zones locate under the chin, the inside of the arms, tights and breasts.



The products are pleasant to apply. Their rich and nourishing texture
makes the skin more toned and smooth.
The Margherita Ghel products are great quality beauty products
extracted from biological agriculture and natural plants.
They are ECOCERT certified, registered under number 32600

The products are presented in airless bottles for a complete
protection against oxidization effects and are thus absolutely fresh.
Thanks to the glass bottles, the product preservation is excellent:
7 months (2 years if kept in the refrigerator)

The packaging is enriched with lively little daisy flowers,
symbolizing energy.



POS and distribution strategy

Brochures , samples and a DVD on eye yoga at points of
sale explain the philosophy.

In terms of distribution, Margherita Ghel is focusing on
department stores to reach the maximum of consumers.

The line is sold in 14 doors in France, including the
Printemps department store and the Resonance chain of
home and beauty products.

BellisFabula is to enter Belgium, Italy and Luxemburg this
fall and the US (New York) for Christmas.

Prices rum from about 25€ for a face balm to 87€ for a
moisturizer.


Niche Cosmetics: When Small Is Best

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