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autumn

2013Welcome to Fuel’s Autumn/Winter Newsletter.

We discuss the new EU cosmetic regulations, emerging beauty trends,the importance of industry awards and showcase our favourite productlaunches. We are delighted to welcome contributions from Jo Fairley, beautyauthor and journalist, and Emily Miller, editor of leading trade magazinePure Beauty.

Fuel PR is an award winning leading UK agency, specialising in driving mediainterest and commercial success for our clients. Our high profile, results-drivencampaigns for our UK and international clients, can help you ‘Fuel Up’ forgreat PR success. We’d welcome the opportunity to meet, listen and talk.

Gillian Waddell, Managing Director

From Karen Fewster, Fuel’s Regulatory DirectorNew cosmetics regulations are now in place. Brands, businesses and retailersare having to address the new rules which came into play on 11 July 2013.

• The changes will be directly applicable in every country of the EuropeanUnion including UK, with no room for different interpretations, and willcover all products in both retail and clinic settings, so no-one is exempt

• Everyone will be affected by this new set of rules, whether you manufacture,sell or import cosmetics and beauty products in UK and Europe orplan to do so in the future

• Product safety and regulatory compliance will be the responsibilityof the Responsible Person, whose name must appear on theproduct label. Distributors too have more responsibilities underthe new regulations

• For shop keepers, clinics and distributors the impact of 11 Julyis the same: all products must be compliant. Not knowingthe law is no defence and there will be severe penalties,with heavy fines and even imprisonment open to thecourts, for serious non-compliance. Trading Standards willpolice this as they do now.

winter

TOP TIPS • TOP TIPS • TOP TIPS • TOP TIPS

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Nail Art Versus The ClassicsCould Autumn herald the death ofblingy nail art? Nail products haveenjoyed a dramatic increase in bothsales and innovation in recent years,but this growth seems to be slowingdown. According to WWD, sales ofprestige nail products were up by19% from May 2012 to May 2013,compared with an increase of 42%in the previous year and 67% theyear before that. These lower figurescould represent both a lack of interestand a change in the way we nowshop for nail polish and a return toa simpler style. Could the Frenchmanicure be back in style?

Boost Your Confidence With Blusher,Bronzer & Beautiful Brows

According to a recent study byMintel, 26% of women feel makeuphelps them look more professionaland 55% say it’s a confidence booster.Sales of colour cosmetics are likely tobenefit with the increase of womenin the workforce

Colour cosmetics with long-lastingclaims appeal to value seekers asproducts which require less applicationand hold for longer, appearing toprovide better value for money

Age Gracefullywith Anti-AgeingSkin CareConsumers aged 55-64 are mostlikely to use anti-ageing facial skincare, making them a key consumergroup. Facial skincare brands whichare formulated specifically formature skins and target the visiblesigns of ageing will benefit from theageing population, as one in fouryoung adults (aged 16 in 2012) willlive to be 100!

The Valueof AwardsIndustry awards, both trade andconsumer, are invaluable for brandswithin the beauty industry. Award winsoffer a multitude of benefits such asincreased brand awareness withretailers and consumers, whilst the useof branding on POS, social mediaand marketing materials helps toincrease the impact of the accolade.Industry awards such as the CEW(UK)are highly regarded amongst bothbrand owners and retailers, who viewthe illustrious awards as a mark ofprestige and recognition. Fuel entersand wins many industry and mediaawards for our clients to raise profilewith professionals, retailers andconsumers. For example, 23 Fuelclients have been shortlisted for thePure Beauty Awards this year, morethan any other UK agency!

The Hair CareEvolutionThe way we view hair care is changing,according to a recent study by Mintel.Manufacturers are trying to convinceconsumers to adopt a hair care regimeto match their skincare regime. Oilsare a great example of how brandshave evolved to add an extra offering,equally serums, balms and intensivetreatments. The media seem to bereceptive of these new offerings aswell, regularly dedicating beautyspace to hair oils and treatments toaddress consumer demand.

TOP TRENDS • TOP TRENDS • TOP TRENDS

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Launches We Love…

Morgan TaylorFuture Dreams Trio

• SPOTLIGHT • SPOTLIGHT • SPOTLIGHT •Jo Fairley, Award Winning Author & Journalist

• LAUNCHES • LAUNCHES • LAUNCHES •

Vidal Sassoon InfraRadiance Collection

Sleek MakeUpRomance Collection

Palmer’s Cocoa ButterFormula Limited EditionPink Lotion

Our reading land-scape is changing.(If Google has theirway, we’ll probablybe putting on glassesto read ‘magazines’

before long.) But despite the recent‘bloodbath’ ABC circulation figuresfor magazines, I still believe that theglossy magazine has a future – notleast because after spending a longday staring at a computer screen,flipping through actual shiny pagesis sweet relief for tired eyes.

But it’s interesting: in order to delivera different experience to on-line –which as we all know has gone intooverdrive (websites, blogs, Apps, allfighting for our limited free time –and competing with those twin timebandits Facebook and Twitter for ourleisure hours) – there seems to be areturn to what I can only call ‘properwriting’: the sort of long featureswhich magazines have always doneso well. Chats with fellow beautyeditors recently have revealed thatwhereas the ‘bite-sized’ chunk hasbeen the way of the beauty-writingworld in recent years, magazine editorsare realising that meaty, fact-filled

features are what print can offer thaton-line really can’t.

And it’s got to be a good thing. I thinkreaders are on overload, when itcomes to teensy snippets of productinfo. But there’s still a thirst for the‘long, cool drink of water’ type ofwriting, showcasing well-researchedinformation, drawing on experts andindustry insiders, brand creators andprofessionals – and accompanied bythe glorious, exquisitely-styled imagerythat remains the exclusive signatureof magazines.

I’ll be blunt: in the past few years, youcould get away with being a (junior)beauty editor without so much asunscrewing a jar of face cream – solong as you knew who to ring to findout which celebrity uses that product.But that’s surely not helpful for thereal-life beauty-shopper. (Don’t knowabout you, but my skin’s not likeGwyneth’s, my eyes aren’t like Cheryl’sand my derrière certainly isn’t like

Kylie’s!) In future, beauty writers risingthrough the ranks will once again needto start asking umpteen questions,and scratchingwell beneath the surfacefor their research, and building theirLittle Black Books of contacts to turnto for the meaty quotes their editorswill be calling for.

And I certainly look forward towomen’s magazines – where I honedmy journalistic craft on pieces thatwere decidedly longer than aparagraph – getting back to theirliterary roots. Unless they do, on-linewill surely take over. And much as Ilove my iPad, I don’t want it tobecome my sole bedtime readingoption, thanks...

Fuel clients feature with quality coverage inall leading consumer magazines.

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For more information please contact Gillian Waddell, Severina Grozeva or Nadia Travers at Fuel PRon +44 (0)702 498 8211 or +44 (0)7831 661 411

The Fuel Team

Severina GrozevaAccount Manager,Beauty & Hair

Gillian WaddellManaging Director

Karen FewsterDirector of RegulatoryAffairs

Barbara HodgsonMarketing Director

Nadia TraversAccount Manager,Beauty & Hair

Much has beenwritten about thechallenging econo-mic climate overthe past few years.With less disposable

income, consumers are still spendingon beauty products but they wantmore bang for their buck. Coupledwith the many ways in whichconsumers now learn about beauty– blogs, Internet retail websites andTwitter – people are now morebeauty savvy than ever. As a result,store staff are increasingly crucial forrecommending the right products thatwill really work for their customers.

This is where trade magazines likePure Beauty can act as a conduitbetween brands and sales consultants,getting key product and brandmessages across to the end consumer.Last year we relaunched the magazineto make it more visually appealing toour sales staff readers, knowing thatthis would encourage them to pick itup and have a read in their lunchbreak. We focused on getting asmuch product information in themagazine as possible: the basics ofeach product and the consumers itwill work for, plus expert tips forstaff to pass onto their customers.It’s a tough time out there for all

media, including B2B titles, and withbig advertisers cutting ad spend,trade media is often the first to suffer.But smaller brands with innovative,effective products, are in a greatposition to use Pure Beauty toadvertise at a fraction of the rate ofconsumer magazines, getting theirkey brand messages across both tosales staff and also beauty buyers atretail outlets who have the power toget them stocked in-store. Trademedia is increasingly recognised as acrucial way to ensure standout fromthe saturated beauty market, andlong may this continue.

Add Power,Passion & EnergyTo Your PR?Fuel helps you develop and driveexciting, effective and value-addedmedia campaigns by:• Crafting compelling key messagesand story lines

• Showcasing your unique andindividual products and services

• Positioning you and your companyas leaders

• Creating intriguing press packs toinspire media and consumers

• Briefing media & keeping them upto speed with your news and views

Dates For YourDiary 2013/14• Salon InternationalLondon, 12-14 October

• Professional BeautyBirmingham, 23-24 February

• Natural Products Expo WestAnaheim, CA, 6-9 March

• CosmoprofBologna, Italy, 4-7 April

• SPOTLIGHT • SPOTLIGHT • SPOTLIGHT •Emily Miller, Editor of Pure Beauty Magazine