INTERNATIONAL. Organic Apoteke, which made its travel retail debut in December at The Nuance Group’s new flagship store at Stockholm-Arlanda Airport’s Terminal 5, is set to extend its presence in the channel – again with Nuance – at Malta International Airport, on 14 February.
“Nuance is recreating at Malta its innovative “World of Wellness” concept, first unveiled in Sweden – albeit on a smaller scale,” Organic Apoteke Founder Dr Nitasha Buldeo told The Moodie Report. “It will feature a selection of the top-selling brands from Sweden, and we are fortunate enough to be one of them.”
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Organic Apoteke Founder Dr Nitasha Buldeo (far right), experiences Nuance’s World of Wellness at Stockholm Arlanda |
To recap, the World of Wellness concept was created by Nuance to meet the needs of an emerging segment within beauty, namely customers who want to pamper themselves and who show an interest in natural and organic products.
The Swedish incarnation features brands such as Korres Natural Products, Amala, Ole Henriksen and REN.
Organic Apoteke is a young brand, and relatively little known to date in travel retail, but Buldeo has ambitious growth objectives. “We have plans for further roll-outs with Nuance, in Singapore and Hong Kong,” she revealed. “We are also entering the Australian [domestic] market in March, and hope to enter some Australian travel retail doors later this year.”
Buldeo’s ambitions are not limited to ground shops. “We have created some products that have good potential for the inflight sector,” she noted. “We have started speaking to airlines, and while nothing is confirmed as yet, there will hopefully be some news by June.
“In addition, we have been put in contact with the cruiseship sector. Happily 2009 is the year we will introduce our professional spa products, so we see great potential synergies there.”
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Organic Apoteke’s Droseros face and body mist and Rejuvenating Starter Kit | |
Buldeo admitted that Organic Apoteke’s entry into travel retail has been an easy one. “Basically, Nuance found us,” she explained. “We were approached by a buyer, who has been researching brands in the natural/organic sector, and our name kept coming up as one of the best.”
She continued: “We are still only in our third year of operation, so to be honest, our sales and marketing plan had not earmarked travel retail as an area to concentrate on at this stage.
“But the channel represents wonderful exposure for the brand, and now that we are in it, we are very happy with that situation and looking to continue our expansion.”
Buldeo attributes Organic Apoteke’s rapid success to its unique positioning and proven effectiveness.
“We are the first organic cosmeceutical brand,” she maintained. “People today want products that are effective, but if they incorporate the benefit of being organic too, it’s a winning formula. We are giving people what they want.”
In terms of product, early success in Sweden has been enjoyed by the company’s starter kit, which comprises six key products in portable, travel sizes. “This set is also a great way for travellers to trial our products,” noted Buldeo.
“Another best-seller is our Droseros face and body mist; we have even created a special 50ml Travel Size version of it. It’s ideal for holidays, as it helps to balance the body’s response to sun and heat exposure. We think it would be an ideal product for airlines too.”
MORE ABOUT ORGANIC APOTEKE
Organic Apoteke describes itself as a certified organic, effective cosmeceutical range, which features Fair Trade and ethically sourced ingredients, presented in post-consumer recycled packaging. The products are vegetarian, kosher, and alcohol-free.
The entire range is certified organic by ECOCERT. Each formula is made from 95%-100% certified organic ingredients. All remaining ingredients are naturally occurring minerals such as sea salt.
Founder Nitasha Buldeo has a Masters degree in biochemistry and also holds a degree in nutrition. She is a doctory of homeopathy and of ayurvedic medicine, and a trained acupuncturist. She was inspired to create her cosmeceutical range for the face and body by her South African grandmother’s traditional remedies for all types of skin aliments.
Organic Apoteke’s stated goal is to provide the purest and most effective skin care on earth, in the most sustainable way, claiming that its impact on the environment is always top of mind.
Its boxes, brochures and inserts are made from 100% recycled material; all plastic used is 100% post consumer recycled and pthalate-free; and at least 50% of the glass used is post-consumer recycled too.
The brand is committed to fair trade principals, and seeks out disadvantaged communities to engage them in the Organic Apoteke product cycle.
All items are approved by the vegetarian society, and tested on human volunteers. None of the ingredients used have been tested on animals since 1975. Additionally the company uses only ingredients and manufacturing processes approved by the Federation of synagogues.
All Organic Apoteke products are alcohol-free. Alcohol is the suspected culprit in over 80% of individuals with multiple chemical sensitivity, the company maintains.
For more information visit www.organicapoteke.com
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