successful case partner: skinethics polar care business: cosmetics for men
TRANSCRIPT
Successful Case
Partner: SKINethics Polar Care
Business: Cosmetics for men
Technology: POLAR MICRO ALGAE
Story: Polar Exploration
Ethics: Exceptional purity of the formula
Look: Packaging differentiation and elegance
Positioning: Premium
Target: Expert user
Channel: Selective distribution
Unique Concept
Few Milestones
A promising start: n°1, n°2 or n°3
A mastered distribution: 50 POS
A burgeoning export: 7 countries
An enthusiastic media coverage:
1 paper per week
A future in the works: 3 new products
A few steps on the road to internationalisation
Internationalisation as a core strategy
Exhibition at international cosmetics fairs
Choice of highly visible partners
Shift from passive to active outlet seeking
Company size and reputation
Small male market size
Limited knowledge of international distribution
International regulations and cultural differences
Becoming international … easier said than done
International minded staff and managementGrowing international male market
Concentrated retail sectorStrong concept
Challenges Actions
Limited knowledge of international distribution
Extensive time spend researching partners. Valuable help from UbifranceBuilding of niche brand network
International regulations and cultural differences
Recruitment of a chemist. Compliance with international regulation as a development policy
Company size and reputation
Extensive press coverage.Choice of high visibility outlets.Reassuring early wins
For every action there is an impact
Solid links with the regional infrastructureJobs and media coverageLasting advantage to Paris’ cosmetic reputation
Behind impacts hides a partnership
Partnerships established with others brandsquatre S cosmetics, Institut Tres Bien,
Innovation partnersCRITT, Scientipôle, Oseo
Daniel KURBIEL
SKINethics Polar Care
Paris - France
33 (0) 6 63 05 48 5533 (0) 1 45 54 29 79