Built on a foundation of corporate activism, Haan is part of a new generation of brands that go beyond simply selling product. 20% of Haan’s profits are donated to projects that fight the global water crisis.
With four wells already built in water-deprived communities in Africa (and one more on the way) Haan aims to change the world — one well at a time.
In this candid interview, Haan Co-Founders Eric Armengou and Hugo Rovira talk us through the company’s impressive ‘Turning Care Around’ philosophy and how this ethos drives the company’s growth even during these difficult times. Despite the challenges of the COVID-19 pandemic crisis, Haan forecasts sales of €3 million for 2020 with plans to expand its presence in North American travel retail by 2021.
Armengou and Rovira want to inspire more ‘Water Creators’ to purchase Haan’s products and support its mission of making water accessible for all.
https://youtu.be/BNthdjQiLZA
The Moodie Davitt Report: What is the major focus for your company or brand at the Virtual Travel Retail Expo? What lines, launches or campaigns will you emphasise and showcase?
Eric Armengou and Hugo Rovira: Following our attendance at TFWA Cannes last year with our travel retail distributor partner BETER, this year we wish to further enhance our visibility in the channel at Virtual Travel Retail Expo.
As an international and multi-channel brand, we want to play a special role in travel retail thanks to our trendy and portable hand sanitiser. Our DNA is directly linked with travel and our product categories will have a special growth in next years.
Tell us about Haan’s ‘Turning Care Around’ philosophy – and why social commitment is so important to the ethos of the company? Why did you choose the water crisis as a point of focus for your CSR efforts?
Haan is part of a new generation of companies that want to be part of the game & the solution. We always think of the two sides of the coin: Ready To Care which focuses on our products; and Ready To Change which represents our social commitment. When we set up our company, we couldn’t envisage building brand that only looked for economic benefits and wanted to commit to social goals from the very beginning.
The water crisis is an unknown cause but with huge global repercussions. It is difficult to understand how there are still so many people without access to water or food. Sometimes, this is caused by a country’s poor resource management. In other times, because the surface water has been contaminated. Bringing safe water to developing communities turns problems into opportunities. Access to clean water improves health, increases school enrolments and fosters economic prosperity. For us, water is life and every single Haan sanitiser is giving 134 litres of safe water to developing countries.
Tell us more about your debut personal care product, the Haan Hand Sanitiser. From formula to packaging and delivery, what makes it different from other hand sanitisers currently in the market?
We are disruptive within the category of hand sanitisers because of our DNA: trendy, portable, easy (and soon refillable). From a design point of view, Haan is cool and eye-catching, with a ‘rubber’ touch bottle that consumers love. Our formula contains moisturising aloe vera and we worked with a perfumer to create amazing fragrances. We are a spray product, which means that the product is easy to use and lasts longer too.
The global pandemic crisis has elevated awareness of the personal care industry, led by sanitisers and other health-related products. How do you see the market evolving after COVID-19?
There will be an increase in everything related to personal care and hand sanitisers are here to stay. On a trip to the US years ago, we saw that people were only using hand sanitisers as a commodity and the gels were sticky and didn’t smell very nice. We wanted to create a new kind of hand sanitiser and produce a cool hand sanitiser gadget you can use in your everyday life.
Because of the crisis, we believe people have realised the importance of keeping their hands clean to prevent infections and diseases. Because of this, we expect the personal care category to become segmented with varying offers and changing consumer behaviours.
Tell us about your latest Haan well in Changoma, Malawi and how this has created a direct positive impact on the local community.
Our social commitment to water well development in Malawi is in constant development. Our first social activity took place in spring 2019 in Changoma, which is a school with more than 800 children. It was one of the best experiences of our lives, because we saw first-hand how consumers, retailers, distributors and partners have joined as water creators to get a better future for all.
We are currently finishing the fifth well in Ndodo, a village with extremely difficult access. We are waiting for the situation to improve in order to travel to Malawi again for its opening and find more areas to build new ones. Our objective for next year is to work on more water projects in South America and Asia.
What are your major targets by geography, channel or retailer type as you seek to tap into a recovering market?
Our aim as an accessible brand — covering several audiences and segments — is to be in different channels such as fashion and beauty retailers, pharmacies and travel retail. We are already developing more sanitisers collections and new products as a personal care brand.
Geographically, after Europe, Asia and the Middle East, our next goal is to launch in North America, an important market to consolidate our company worldwide. We also want to keep increase ecommerce and direct to consumer sales, through our online store, social marketplaces and pop-ups.
How do you view the continuing impact of COVID-19 on the wider industry?
On one hand, many companies are evolving and changing their products and services to adapt to the new market situation. We also expect more brands to capitalise on the natural trend, to show affinity for the planet and the eco-conscious consumer.
On the other hand, the COVID-19 situation has also made a lot of companies to rethink and redefine their role in society. Now more than ever, there is a greater interest on brands with purpose. In fact, we can say that companies should exist to create value for the society. It is not about the ‘what’ but the ‘why.’
Virtual becomes reality for Haan Haan is a Silver Partner at the inaugural Moodie Davitt Virtual Travel Retail Expo. The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Registration is free for buyers, exhibitors and preferred media partners. (Click here to register) |
