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On the World Stage: California-based Beauty Brands Step Up

Posted: December 20, 2012, from the January 2013 issue of GCI Magazine.

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Okawa also shares why it was important to exhibit with the California Pavilion, saying, “The entrepreneurial spirit is reflected in the California Pavilion. All of the small businesses come together to display what California has to offer to the beauty industry, both domestically and internationally. If small businesses are truly the economic engine of the U.S. economy, then the California Pavilion is a great device that showcases these small businesses that, in many cases, would not otherwise be able to attend these international trade shows.”

And CITD–Long Beach continues to curate small- and medium-sized beauty brands for the international stage. Current brands participating in 2013’s California: A State of Beauty Pavilion include Biotone, CellCeuticals Skin Care, Chrislie Formulations, Daily Concepts, Dermaesthetics, Beverly Hills Formula, Inc., Diamond Wipes, Fresh N’ Fruity, Ineke Perfumes & Colognes, Ioni Cosmetics, It Factor, Johnny B Haircare, Jon Davler, Laguna Candles, La Fresh, LashEm, LASplash, Me! Bath, Millionaire, Mirabella, Nailuv, Nubar, NYX Cosmetics, Roots Organics, SeneGence International, Whet Nails, Yosh Fragrances, and Zerran Hair Care.

Five Export Tips for Going Global

Even if your company is not based in California, CITD–Long Beach offers a few helpful tips on going global with your beauty brand.

  1. Don’t be afraid of expanding overseas: Industry partners and government assistance exists to help businesses enter new markets successfully. Check out organizations such as the Professional Beauty Association and International Cosmetic Manufacturers and Distributors (ICMAD) to help your brand grow, the U.S. Commercial Service for buyer matchmaking, the U.S. Small Business Administration for export financing, and the CITD to help put transactions together.
  2. Pricing: Your foreign price should be somewhere between 10–15% of your U.S. retail price. If not, you run the risk of consumers buying directly from U.S. channels.
  3. Distribution: Do your due diligence. Don’t give away entire regions to one distributor without knowing how well they can service the region and represent your brand correctly. Offer your buyers promotions to move slow-selling products.
  4. Regulations: Educate yourself and your staff on foreign regulations for beauty product importation.
  5. Marketing: Create an honest brand with a superseding purpose that your customers and team can champion anywhere.