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Australia’s Beauty Initiative

By: Karen A. Newman
Posted: January 10, 2008, from the January 2008 issue of GCI Magazine.

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Kelly finds some similarities between the Australian and U.S. markets. “In particular, I find that retailers in both markets are quite adventurous and are willing to try new brands,” he says. “However, the biggest challenge in the U.S. is standing out from the crowd due to sheer competitiveness of the markets.

“By concentrating on a niche market and focusing on both the uniqueness and superior quality of the Urban Rituelle brand, I believe we can firmly establish Urban Rituelle in the marketplace.” The firm already deals directly with Anthropologie, and Kelly said he believes boutique independent retailers and select specialty retail chains best suit Urban Rituelle’s image and marketing philosophy.

Mirenésse, a cosmetics company operating under the motto “Make up your own mind,” was started by Irene Patsalides, a pharmacist, and her partner Andrew Naumoski, who characterize their company as a personal venture into creating products that performed to their expectations, not hype. And, with “skin treatment benefits that deliver the results that other brands promise,” Mirenésse has been a top-selling makeup brand on HSN in the U.S. since 2004. Patsalides reports that U.S. sales have been growing at a rate of more than 300% annually. “We now feel it is time to enter the retail arena, due to public demand,” she says. “And growth indicators from our Web traffic also indicate this is the correct time.”

Patsalides says Australian brands are being recognized for their innovative products, creative design concepts and expert marketing, as well as the purity of the products.

“After seven years, when we have seen thousands of brands come and go, we are still winning awards for our products and formulations, and accolades from our loyal customers,” she says.