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Sweet Tarte: Taking Inside-Out Beauty to Heart

By: Karen A. Newman
Posted: October 2, 2007

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 “Naturals and the whole green movement is a huge trend, and one I believe is here to stay,” she says. “Fortunately for us, we’ve been focusing on natural ingredients from the start.” DiResta says they are ahead of the curve on this one, and are “keeping pace” with their original plan. Sephora was amazed by their ingredient story, and encouraged them to share that information with its customers. “Now, we’re shouting it from the rooftops—or at least from our unit cartons, Web site and gondolas,” says Kelly. “Every one of our products has [our trademarked] skinvigorating key on the back detailing all of the healthy benefits such as minerals, all natural SPF, vitamins, whether it’s dermatologist-tested, etc. That way [the consumer] can make an informed decision about what she’s putting on her skin.”

Trademark Chic
tarte’s main focus is making sure that its products are really demonstrative of what it calls health couture, a trademarked term defined as “fantastic product with great skin-caring ingredients in chic, fashion-inspired packaging.” DiResta and Kelly are adamant that what consumers put on their skin must enhance their natural beauty and actually deliver ingredients that work.

Naturals topped DiResta’s trend list, too, but she rounded hers out with education and finding inspiration in the past. Customers want to know more about the products they buy and she credits that need to know with the success of distribution channels such as QVC. Customers now learn about brands straight from the creators. “I think we’ll just be seeing a huge proliferation of information in the coming years—more detailed Web sites, online videos, more ‘magalog’ type catalogs,” she said. She believes customers will continue to align their personal philosophies with those of a brand.

For DiResta, finding inspiration in the past translates into digging into the beauty archives. Companies with rich, long brand histories, she says, are looking to the past for inspiration to further build up their brands. Newer companies are giving a nod to the past by reinventing classic products, best seen in what she calls the re-emergence of lipstick: better formulas, better packaging, but still the ultimate iconic beauty product.

Multichannel distribution rounds out Kelly’s top trends. Traditional department stores are losing some of their luster, and with mass-market beauty companies putting out more innovative products, CVS and other pharmacies will grow in appeal. Home shopping channels, infomercials and the Internet have also grown in importance.