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Eli Halliwell, the driving force behind the relaunch |
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Jurlique’s Balancing Day Care Cream |
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On-message with fresh, modern packaging |
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Spray away: Jurlique’s new Citrus Purifying Mist |
AUSTRALIA. Alternative beauty company Jurlique has given itself a make-over, as part of a major brand overhaul that has incorporated changes to its products, packaging, logo, stores and image.
The relaunch has been driven by Eli Halliwell, who took on the role of CEO in spring last year. The aim of the revamp is to better capitalise on the brand’s unique roots and origins, to tell the Jurlique story in a clearer way, and thereby attract new consumers to the brand.
There are already strong foundations on which to build – Jurlique is the number one skincare brand in its native Australia and in the past few years has slowly but surely been building its presence in the travel retail channel.
The next step is to focus more forcefully on the brand’s heritage, and particularly its organic origins. The company has been growing herbs and flowers on its own certified organic and biodynamic farms for over 20 years. Biodynamic farming works with the earth’s cycles to produce nutrient-rich soil which optimises the “living energy” in the plants it grows. Importantly, it uses no pesticides or herbicides.
Jurlique’s new packaging reflects this crucial link to nature. In visual terms, it features images of plants and flowers, shot by Australian environmental photographer Adrian Lander. In content terms, it is as environmentally-friendly as possible. For example, the outer carton of the new Citrus Purifying Mist is composed of 80% post consumer recycled fibre and 20% FSC certified fibre.
The outer cartons also explain Jurlique’s “Beauty from Beauty” principle, clearly stating: “Our herbs and flowers are gently tended and harvested by hand on our certified organic and biodynamic farms”.
To complement the relaunch, Jurlique is introducing a selection of new products. Available from November, these include a Balancing Day Care Cream, a Replenishing Foaming Cleanser, a Replenishing Cleansing Lotion and a Citrus Purifying Mist.
The Balancing Day Care Cream is a light, non-greasy moisturiser infused with organic herbal extracts of calendula, daisy, camomile and marshmallow. Other key ingredients include herbal antioxidants and botanical oils.
The cream should be applied daily, and is suitable for use on the face, neck and décolletage.
The Replenishing Foaming Cleanser is described as a non-drying cleanser that soothes and hydrates skin, while gently removing surface impurities with mild, plant-based foaming ingredients.
The Replenishing Cleansing Lotion is a gentle, creamy cleanser that leaves skin feeling soft and moisturised. It features herbal extracts of calendula, viola and spilanthes, which work together with wheat protein, jojoba and avocado oils.
Lastly, the Citrus Purifying Mist is described as a refreshing facial spray that hydrates the face by adding a gentle layer of moisture.
MORE STORIES ON JURLIQUE
Jurlique International lands in Hong Kong – 11/06/07
Organic beauty brand Jurlique celebrates anniversary with rose limited editions – 19/09/06
