GERMANY. German cosmetics company Artdeco, which exhibited at the TFWA Asia Pacific in Singapore last month, has launched a range of summer novelties for the lips, nails and feet.
Founded in 1985 by Helmut Baurecht, Artdeco has a full makeup line, and has also branched out into nail, hand and foot care; skincare (through the Skin Yoga collection); mineral makeup (Pure Minerals); as well as jewellery and eyewear. The end of 2011 will also see the introduction of a new minerals skincare line.
A selection of cosmetics and the care collection were showcased at the TFWA Singapore show – the company’s second time attending the exhibition.
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Designed to meet the summer trend of bright colours and high fashion chic, Artdeco’s Summer Nails collection comes in 18 shades |
Summer Nails
Artdeco has launched Summer Nails in bright colours. The Ceramic Nail Lacquer collection – Mini Edition comes in 18 shades, including sizzling lemon, vivid light or blazing sunburst; bright aqua tones such as hope green, turquoise crush or azure summer; and red-orange colours such as red stiletto or fiercely orange apricot cocktail.
The Ceramic Nail Lacquer contains patented ceramic particles to increase its strength and ensure a lasting shine, Artdeco said. A patented plasticizer keeps the lacquer smooth and makes it easy to apply, while polyester resin reduces the drying time and reduces discoloration and settling of the lacquer. The premium nylon fibers of the brush are specially adapted to the lacquer for an even application.
The transparent, quick-drying top coat Speed Dry Top Coat seals each coloured lacquer and prevents premature chipping. In addition, the top coat leaves a glossy effect on the nails and is also suitable to use alone on manicured nails.
Summer Nails will be available as of mid-July 2011.
All about Lacquers
This new collection includes both lipstick and nail polish, which can be colour combined to match each other. It is available as of mid-May 2011.
The new Lip Lacquer combines the texture of a lipstick with the ultimate shine of a gloss, Artdeco said. The creamy texture allows an easy and even application with the flock applicator. The range of colours available goes from delicate shades of soft pink (no. 10, no. 15, no. 20 and no. 25) to baroque red (no. 30, no. 35, no. 40, no. 45).
The Ceramic Nail Lacquer is available in bold red shades (no. 06 orange tawny, no. 15 rose taboo, no. 18 apple red, no. 19 shocking pink, no. 24 deep red, and no. 27 black red) and bright blue-green shades (no. 137 inimitable khaki and no. 139 impervious blue).
The 2-in-1 Base & Top Coat does double duty by protecting the nail plate against discoloration as a base coat, and sealing the coloured lacquer as a top coat. Additionally, the coloured lacquer is protected against chipping.
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All about Lacquers comprises both lipstick and nail polish lines which can be colour combined to match each other | |
Wellfeet Perfect Pedicure
The Wellfeet Perfect Pedicure line uses aromas and premium ingredients to pamper the skin from the toes to the heels. It is available as of mid-May 2011.
Aromatic Foot Butter with anti-callus effect – The rich massage butter nourishes chapped skin and very dry feet. Simultaneously, glycolic acid reduces the new formation of calluses and supports the shedding of dead skin cells. Shea butter and almond oil soften dry feet while the contained essential oils from grapefruit and almond oil give the cream a vitalizing aroma.
Aromatic Repair Balm – The popular balsam in a limited special size contains a cocktail of ingredients such as cupuacu butter, calendula and jojoba oil, vitamin E as well as lotus, hibiscus and sweet yam root extract. The balm has an orange scent.
Soft Repair Balm – The fast absorbing foot care balm in a limited size contains lotus and hibiscus extract, jojoba oil and shea butter. Fruity mandarin and grapefruit oil give the cream a fresh scent.
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Created for stressed feet, the Wellfeet Perfect Pedicure line uses soothing aromas and premium ingredients to pamper the skin from the tip of the toes to the heels; (L-R) Aromatic Foot Butter, Aromatic Repair Balm and Soft Repair Balm |
Aspirations in travel retail and Asia
Headquartered in Karlsfeld, just on the outskirts of Munich, Artdeco is sold in over 70 countries worldwide today.
“We’re only in selective retail; the brand is the link between the selective (premium) and the “˜masstige’ markets – so we’re semi-selective,” Artdeco International Sales Director Annette Ludwig told The Moodie Report. The brand claims to be the market leader in selective sales in Germany since 2001, competing with international luxury brands such as Chanel, Dior, YSL, and Lancôme. In 2010, Artdeco had 18% market share in Germany in terms of value and 40% market share in terms of items sold. The same year saw ARTDECO grow +17%, outpacing the total selective market growth in Germany, which stood at +4%.
The heart of the Artdeco collection and one of its main success drivers is the Système Mosaique, an innovative eyeshadow refill system that allows consumers to customise their own makeup palettes. The system comprises a magnetic beauty box and a selection of 130 eyeshadow (and blush) colour refills that “˜snap’ into place in the box thanks to the magnet system. Besides standard black boxes, Artdeco also releases limited edition boxes for spring and autumn, featuring specially designed colour themes. They come as part of a set that usually includes an eyeshadow palette, blush, lipgloss/lipstick, and nail lacquer.
Another product that uses the refillable system is the Eye Designer, which features 36 different coloured eyeshadow “˜capsules’ that can be easily screwed on and off a special double applicator. The Double Finish Foundation, Compact Powder and a large number of other products are also refillable.
“Today Artdeco is synonymous with refillable products many of which have become bestsellers of the Artdeco line,” Ludwig said. Refillable products make up 20% of Artdeco’s sales.
The brand made its first foray into travel retail two and a half years ago in partnership with Gebr Heinemann, and has since opened 100 points of sale with the travel retailer. Artdeco is not only present in major airports in Germany, but also in Austria, Switzerland, Spain, Norway, Poland, the Czech Republic, Bulgaria, Malta, Turkey, Sweden, Slovakia, Denmark, Tunisia, and Mauritius. It does not have a presence in the inflight sector yet.
The brand’s travel retail selection numbers about 250 skus, presented in specially designed merchandising units which were presented at the TFWA Singapore show.
Artdeco’s aim for attending the show was to look for other partners in the duty free channel as well as for exclusive distributors in the Asian market, particularly Singapore, Malaysia and Hong Kong, Ludwig added. The brand’s current presence in Asia includes the domestic markets of China (Shanghai and Wuxi), Taiwan (Taipei) and Korea (Seoul), where it is fronted by Taiwanese model Lin Chiling.
In 2008 Artdeco also diversified into eyewear, releasing the Eye Couture collection in collaboration with the Pearle Group. To further expand the lifestyle concept, the company has also introduced the Artdeco jewellery collection to complement selected brand promotions.
For more information, contact Annette Ludwig, International Sales Director, Artdeco; tel: +49 (0) 8131 390-330, or e-mail: annette.ludwig@artdeco.de. Visit www.artdeco.de.
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