W O R L D B U S I N E S S

5 Cosmetics International No 863 5 DECEMBER 2014 www.cosmeticsbusiness.com

With the recent opening of its firststandalone store and a move to new andsignificantly larger headquarters, California-based skin care brand Murad is poised tolaunch into the next phase of growth overthe coming 24 months, much of it focusedwithin the United Kingdom. “Within the nexttwo years, we plan to expand our retail

footprint in existing and new channels,including our national retail andprofessional accounts, directresponse through infomercials andQVC, digital efforts and internationalexpansion,” said Richard Murad,General Manager of Murad Inc.

A new distribution agreement inthe UK “is going to give us the

opportunity to directly manage our rapidlygrowing business in the prestige andprofessional channels,” he added.

Murad said that the company will befunding strategic expansion in itsestablished prestige channels, such as JohnLewis, Debenhams, House of Fraser andUrban Retreat at Harrods.

Murad reveals expansion plans

Products positioned as enhancing beautyfrom within will see dynamic growth over the2014-2019 period throughout Europe, saidmarket analyst Euromonitor. The buzzwordfor such products will be ‘natural’.

“In terms of innovation, a certaindegree of caution is advised,” said EvaHudson, Head of Health and WellnessResearch at Euromonitor.

“European consumers are traditionallyquite sceptical of ‘beauty enhancing’ foodand beverage products, although the linkbetween health, healthy eating and beautyis firmly accepted.”

Fancy beauty ingredients may workwell in cosmetics and nutritional

‘Beauty from within’ sector to takenatural angle over next five years

supplements, said the analyst, buttransferability to food and beverages, atleast in Europe, has so far been fairlylimited. It is expected that natural beautyfrom within products will flourish.

Hudson said: “This is where the proteintrend, which is finding much resonance inEurope, comes into play.” High protein willhave a pronounced impact in this age ofobesity, as protein is believed to promotesatiety, moderate cravings and maintainmuscle tissue, which helps to burn fat. “Thetrend is being most eagerly adopted acrossEurope,” she added. “European consumerslove their protein and any excuse to eatmore is welcome.”

MAC’S MODEL HUNT: MAC haslaunched a new campaign that will seefive consumers selected as the facesof its 2015 fall colour collection. TheMACnificent Me campaign invitesconsumers to submit a photo and a mantra of 140 words or less thatspeaks to them on a personal level.When submitting their mantra,entrants have the option to customiseits look visually to reflect their style.Entrants are also asked to submit a100-word write-up about what makesthem ‘MACnificent’ and why. Thecontest runs on macnificentme.comand will close on 5 December.

Dry shampoo category set to boom in 2015Dry shampoos – typically powders thatclean the hair without the use of water – areon track to become among the fastestgrowing hair care categories in the US,predicted to increase at least 10% in 2015.

“[Sales of] dry shampoos will grow atten times the rate of normal shampoos,”said Cyrus Bulsara, President ofProfessional Consultants & Resources, a Texas-based trend analyst in theprofessional salon industry.

Popular new offerings in the categoryinclude Bumble and bumble’s Pret-a-Powder, Toni & Guy’s Cleanse Dry Shampooand Pantene Pro-V’s Original Fresh, BlowoutExtend and Root Reboot.

The latest iteration of dry shampoosincorporate new delivery systems as well,being packaged in a fine aerosol mist form,compared to the clunkier powders ofdecades past. “The trend for dry shampoobegan with a powder application from niche

AmorePacific set to withdraw from JapanWhile Korean cosmetic brands’ sales soaredacross Asia, AmorePacific unexpectedlyannounced that it had decided to withdrawfrom the Japanese market. The weakeningyen has been causing AmorePacific’sproducts to become steadily moreexpensive, while Japanese consumersincreasingly opted for lower priced products.

The company said it has already closeddown operations at three of its four locationsin Japan last month and plans to shut theremaining one by the end of the year.

and indie hair stylist brands,” said AmyMarks-McGee, founder of Trendincite LLC,a New York-based company that consultson trends in flavour and fragrance.

Discussing the popularity of aerosols,Marks-McGee added: “With the entrance ofmass market brands, the trend seems to beshifting to aerosol sprays. Another reason forthe growing popularity of aerosols is that theapplication is easier to use and less messythan traditional powders.”