GREECE. Natural beauty company Korres is aiming to give the travel retail perfumery sector a make-over. The company, which exhibited at this year’s TFWA World Exhibition in Cannes, has already secured its first listings in the channel, for example, at Athens International Airport with Hellenic Duty Free Shops, and in World Duty Free’s Cocoon Beauty Sanctuary, located at London Heathrow Airport Terminal One.
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The Wild Rose Colour collection, new from Korres for winter 2008 |
Now the brand is looking to build on that exposure, by expanding its ground, airline and cruiseship presence. “Europe is our first priority, to be followed by the US, and then Asia,” Senior Consultant Pantelis Velentzas told The Moodie Report.
The company already has an inflight presence onboard Asiana Airlines, and has created amenity kits for TAM Airlines.
Korres owes its name to founder George Korres. Korres Natural Products emerged in 1996 out of Athens’ first ever homeopathic pharmacy, where George used to work. The first skincare product was the Wild Rose 24-hour cream, which is still a best-seller all over the world.
Today the comprehensive Korres portfolio – which spans skincare, body care, sun care, hair care and make-up – includes over 500 products. The brand also offers herbal preparations and nutriceutical products.
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Korres’ new Formula Facts education initiative |
All products are based on four groups of natural ingredients: herbs with pharmaceutical properties, Greek flora herbs, food ingredients and high-efficacy natural ingredients. The company avoids using specific synthetic compounds such as petroleum derivatives, silicones, propylene glycol, ethanolamines and ammonia, in line with its core values which advocate using herbs and high-quality natural ingredients to create skin- and environmentally-friendly products with clinically tested effectiveness, which are affordable for everyday use.
From January 2009, Korres will introduce a new skincare education initiative, which aims to counter the overload of information, and the level of misunderstanding, surrounding natural ingredient-based cosmetics.
Each product will feature on the side of its packaging a “Formula Facts” table, which will not only reference the formula itself, but also address FAQs about animal testing and vegetarian/vegan-friendly use.
The new packaging will also promote a “skincare by ingredient approach”, which will be further enhanced by the visuals and colours of the artwork.
In geographic terms, Korres has flagship stores in London, Beijing and New York Soho, with other outlets in Athens, Paris, Geneva, Vienna, Madrid, Shanghai, Glasgow, Helsinki, Istanbul, Frankfurt, Barcelona, Nicosia, Varna and La Chaux-de-Fonds in Switzerland.
Korres Natural Products can also be found at exclusive department stores in Tokyo, Los Angeles, Milan, Berlin, Sydney, New Delhi, Johannesburg and Hong Kong, and in over 5,500 pharmacies in its Greek homeland.
In March 2007, Korres was listed on the Athens Stock Exchange. That year its international business grew by +73%, while sales reached €36m. It estimates sales of around €49m for 2008, which would represent a +35% increase.
“In terms of product categories, within travel retail our focus will be on skincare, body care, and men’s products,” Velentzas confirmed. “We have also created a number of sets, which we believe are ideal for the channel.”
For more information, visit www.korres.com, or contact Export & Marketing Manager Vicky Antziletos, tel: +30 226 205 4605; email: vicky.antziletos@korres.com
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