The importer and distributor of German brand ARTDECO cosmetics, United Brands Australia, has announced that the brand grew by 37 per cent in Australia during the 2008/9 financial year, compared with the previous 2007/8 financial year. Excluding new retailers, the brand still grew by very healthy 21 per cent.
Company Director, Brent Strong, said: “We are delighted that our new direction for ARTDECO is paying off”.
“Since taking over the distribution of ARTDECO three years ago, we have re-positioned the brand to be exclusive to hair and beauty salons in Australia and New Zealand,” Mr Strong said. “More importantly, we have expanded the ARTDECO product range to now include a complete pure mineral range of cosmetics, as well as anti-ageing skincare.”
ARTDECO’s mineral cosmetics range, which was progressively launched during the past nine months, now accounts for 22 per cent of ARTDECO’s total sales. The company says it will continue to offer and innovate with new products in both traditional and mineral cosmetics.
“Offering both mineral and traditional cosmetics has been a massive differentiating factor to our competitors,” Mr Strong said. “Whilst mineral cosmetics will continue to play a key and increasing role in the cosmetics industry, there will always be a strong functional need for traditional cosmetics.”
United Brands Australia is planning for 54 per cent growth in the 2009/10 financial year, based on new distribution, an increase in colour stories, an expansion of the anti-ageing skincare range, on-going new products launches, a complete new professional nail range and more value offers to target new customers.
Mr Strong added: “At the end of the day, our job is relatively easy, as we have a professional quality brand that is affordably priced, so the brand sells itself. Our only job is to find the right retailers to help us sell the product!”