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Australia’s Beauty Initiative

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

page 5 of 7

Also in the natural product arena, Botany Essentials recently expanded beyond the booming Asian aromatherapy market into the U.S. due to the increased demand for natural, plant-derived skin care, according to the company.

“Botany manufactures 100% natural plant aroma product ranges specifically targeting the smart consumer,” says Celestine Hade, president. A new line of aromatherapy products marks the next generation of natural fragrance, skin and body care products for the company.

Also in the naturals arena, Advanced Natural Skin Care incorporates new scientific formulations with natural ingredients to offer intensive corrective treatments and products specially formulated for eyes, face and body. The products are hypoallergenic, include natural ingredients, contain no petrochemicals, are rich in antioxidants, contain natural colors and aromomatics and are not animal tested.

Other Niches
AUSTRADE’S Jain acknowledges that most Australians are raised with the knowledge of the sun’s harmful rays, and are, therefore, health- and beauty-conscious from an early age. “The drive to protect the skin with natural products is not seen as an extravagance but a way of life,” she says, and sunless tan specialist SunFX offers an alternative to the sun’s burning, damaging rays.

Men’s products still seem to offer an area for potential growth around the world, but Jain says Australia may be ahead of the game, and that’s good news for VitaMan. “As a result of Australian men’s naturally ruggedly handsome image, the men’s brand participating in the program has received extra attention from men’s retailers.” VitaMan holds nothing back in its marketing: “Capture all the finer points of natural Australian magnetism, magnify them, then bottle [or tube] them and you’ve got VitaMan.” The product range appeals to men, according to the brand, due to its nonthreatening and clearly masculine packaging, as well as through its fragrances and ingredients.