Interview: Augustinus Bader unveils The Light Cream and outlines big plans for travel retail

Introduction: Luxury skincare brand Augustinus Bader has extended its range with the launch of The Light Cream across travel retail and domestic markets globally on 14 June.

The Moodie Davitt Report Brands Editor & Digital Marketing Manager Hannah Tan-Gillies caught up with Founder Professor Augustinus Bader and CEO Charlies Rosier in an exclusive interview to discuss the new launch and the brand’s big travel retail push this year.

Even for a brand virtually synonymous with innovation, its new launch – The Light Cream – Augustinus Bader represents a big and inventive step forward.

The Light Cream takes the use of  TFC8 (Trigger Factor Complex), Augustinus Bader’s patented cellular-renewing technology, to a new level. TFC comprises natural amino-acids, vitamins and synthesized molecules to offer adaptive skincare solutions.

Travel retail will play a key role in the new line’s roll-out. As reported exclusively by The Moodie Davitt Report, Augustinus Bader made its travel retail debut with DFS Group in 2021. This year, beauty house is substantially expanding its network in the channel by leveraging the brand’s super-premium positioning.

Speaking about the brand’s travel retail movements in the past year, Augustinus Bader CEO Charles Rosier says: “We launched in DFS in Macau, then opened in Hainan, followed by King Power in Bangkok Airport and downtown. We also launched with KrisShop – which is very exciting as they said that 70% of their traffic is back.

“Our retailer partners have been so happy with the performance so far,” Rosier adds. “In fact, we are opening two more doors with DFS Group soon.”

Augustinus Bader plans to launch with Dufry, Gebr. Heinemann, Qatar Duty Free and Dubai Duty Free over the next 12 months. It has also revealed a new logo which it hopes will appeal to more travel retail consumers, specifically in the Asia Pacific region.

While the brand’s travel retail expansion is going into overdrive, Rosier says that the growth is highly strategic. Speaking about geographical priorities, he comments: “Dubai has been booming recently because it has applied more freedom than neighbouring countries. It’s a real hub. While they are not fully back, I think the growth and dynamic in Dubai is impressive. It is a place we really want to be.”

In terms of expansion, Augustinus Bader has taken a different approach compared to most other beauty brands. “If you look at the profile of our brand, where we really took off is the US,” Rosier explains. “In travel retail, this approach is reversed. For most of the big beauty players in travel retail, Asia Pacific is their biggest region. For us, the US is the biggest engine, followed by EMEA and then APAC. We are in the process of recalibrating a more natural balance in our approach and we think one of the drivers can be travel retail.”

Rosier insists that travel retail can become an important growth engine for Augustinus Bader. “We’ve only scratched the surface of our potential in some of those regions,” he notes. “Our proof of concept is our successful US launch. We have emerged as one of the fastest-growing luxury beauty brands there, with growth over 100% year-on-year. This shows that once we focus on the APAC region, our potential for growth will be tremendous.”

Augustinus Bader started with just two star products; a range which has been extended to incorporate a complete skincare routine. Asked what comes next, Bader responds, “We are a technology platform which addresses the point of self-healing whether that’s in the skin or hair.

“Food supplements will be the next frontier for us. We have eight products in preparation, stemming from the original wound treatment, but the clinical trials are still ongoing. Hopefully in one to two years, those products will be launched to help people with different medical needs.

“Self-healing is an all-encompassing idea and the time for it has finally come,” Bader adds. “Twenty years ago, people may not have been ready for it. Today, you see this concept even in construction when they make concrete with self-repairing enzymes.

“Steve Jobs predicted that there would be a time when biology and technology would come together. The current interpretation of stem cell biology was to process it outside of the body. Our approach is different. We are developing this concept as an internal process enabling our customers to fix their our own bodies. In terms of products, we’ve only explored about 5% of what we can do with this technology.”

“We want to be problem solvers,” adds Rosier. “The beauty industry doesn’t need new shampoos. However, if you look at the haircare industry, there are no existing solutions to tackle overall hair health with no side effects. When you look at the clinical trials of our haircare range, our products are more effective at treating hair problems without containing any nasties or side effects.”

Collectively, perfume & cosmetics represents travel retail’s biggest category but also its most competitive. Speaking on what sets the Augustinus Bader brand apart, Rosier responds: “The creation of a brand is like a magic recipe that no-one can control. We have been very privileged, thanks to our disruptive technology platform and combined with the public support of a lot of influential voices, that our brand has been propelled to global success.

“Now, customers can see for themselves that we deliver results,” Rosier adds. “There is an important trust relationship between us and the consumer. We have a voice and so we need to look at segments where that voice is relevant.

“We are constantly thinking about how we can use our technology platform to provide more efficient, healthy solutions to our customers. We don’t want to just create a product for the sake of it. Consumers don’t need new products, they need solutions. We are a solution-driven brand.”

For Rosier and Bader, travel retail is a way to drive brand awareness in regions Augustinus Bader has yet to unlock. “We’ve never done things in the normal way. Usually, you build brand awareness on the onshore market before launching in travel retail. We have been so lucky that buyers and industry experts tried our brand and understood our potential,” Rosier says.

“We are a different company every three months because we’re growing over 100% year-on-year. Now that we’re reaching a certain level of size and growth – each quarter is different. Some partners like DFS Group put their faith in us early on, and while it’s too early to say, we believe that we can prove that their faith in us was well-placed. I believe that by the time travel returns to normal, we will already be outperforming their expectations.

“Although it’s slightly early, I am confident in making this statement because we don’t have normal growth,” Rosier adds. “Other brands may be growing +25% and that’s a positive thing, but when you are growing +100% to +200% year-on-year like we are, things will accelerate very quickly.

“In the non-traditional way, travel retail and airports are places where people can discover our brand in those regions. We are a product that can demonstrate our point of difference and I think that will really resonate in the channel.” It’s a strong and clear message. As simple as AB – see.