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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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For the Mirénessse partners, the challenge in growing in the U.S. is the sheer size of the market. While marketing tactics may be similar in the two countries, the major difference is market size and potential. “It is much easier to reach consumers in all of Australia than it is to reach many of the consumers in the U.S. Obviously, partnering with a major retailer would be the ideal situation to gain the most exposure and would be of the most benefit to both of us,” says Patsalides.

Natural and Organic
Australia has a long history of using natural/organic ingredients, according to Jain, and because that history now coincides with the growing U.S. trend toward natural and organic products, beauty products from Australia have had a great reception. “Australians have a strong preference for natural products, and this has been a driver in the direction of the Australian cosmetics industry. Several of the brands participating in this program contain unique native ingredients,” says Jain.

LM Naturals’ Stretch Mark Oil, a blend of essential and cold-pressed oils that is said to be 100% natural, has been shown to reduce the appearance of stretch marks in just weeks, according to Fariba Fanaian, marketing director for the company and whose mother developed the oil. “When I gained a lot of weight and developed dark stretch marks while carrying my beloved son, my mother set out on a determined mission to find a solution that would help me,” says Fanaian.

After years of research and testing, the product was born. The patent-pending product comes in two formulations—for pregnant women and mothers. The brand is sold in the U.S., Ireland, Taiwan, South Korea, Australia, the Philippines, Hong Kong, China, Mongolia, Cambodia and Malaysia. According to Fanaian, Stretch Mark Oil was distributed in Emmy Awards gift baskets, presented to “some famous mommies like Heidi Klum, Debra Messing and Jaime Pressley. We have also appeared in Mariska Hargitay’s baby shower guest gift bags.”

Says Fanaian, “I am truly proud of my mother’s achievements—it simply illustrates that with love and determination, anything is possible.”