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Polaar President Daniel Kurbiel: “We are entrepreneurial and responsive, with a ‘can-do’ attitude.” |
There’s a cool new beauty brand eyeing the travel retail arena. The inventively-named Polaar – described by President Daniel Kurbiel as the first and only brand in the world to harness polar arctic ingredients – will make its debut at next month’s Tax Free Asia Pacific exhibition (Stand: A14) in Singapore.
“We are a unique brand,” Kurbiel declares. “We are not competing with anyone, because we are so different. That means we can bring new customers to the travel retail channel: young, hip, sporty people who are drawn to our type of products.”
He continues: “We are entrepreneurial and responsive, with a “˜can-do’ attitude. We are open and committed to building business in partnership with our retailers.”
The Polaar story is certainly intriguing. The brand’s products are formulated using ingredients found in the Arctic and Antarctic region. “The name itself means “˜polar’ in Finnish,” Kurbiel explains. “And our distinctive logo is deliberately “˜cut off’, to resemble icebergs emerging from the water. The double A stands for Arctic and Antarctic – although it could just as easily stand for anti-ageing, given our fantastic anti-wrinkle line,” he adds with a smile. “Ultimately, it’s a name that means something, and is easily remembered.”
Although Kurbiel has a business background, he hails from a family of polar scientists, who have been exploring the Arctic for the past 35 years or so. “During these explorations, we crossed paths with some of the best scientists regarding polar or arctic flora,” he notes. “They showed us that some of the greatest beauty secrets could lie within the polar circle.”
Polaar was created in 2004; the business began to take off in earnest in 2006. Interestingly, Kurbiel began with a men’s line, featuring the wonder ingredient Thalassiosira Antarctica. “This is a very special micro-algae that helps the skin to heal and fight all kinds of aggressions,” Kurbiel explains. “We thought it would be interesting to use this in products for men.”
The men’s market is an area where Polaar continues to perform well, even today. According to Kurbiel, in France Polaar is the fifth major brand in the men’s market, and ranks number two within Marionnaud. The product portfolio has since been expanded to include women’s products, and a unisex range, which together cover all the key cosmetics categories, including body care, sun care, anti-ageing and whitening.
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The distinctive Polaar logo |
Kurbiel is at pains to point out that what the company omits from its products is just as important as what it puts in. “We are not an organic brand – nor do we want to be – but we make our products as pure as we can,” he explains. “When I started the company, I decided to focus on Arctic and Antarctic ingredients, which are themselves pure and natural. So it makes sense not to add any harsh chemicals; we don’t use parabens, mineral oil, alcohol and so on.”
The Polaar portfolio is vast, but Kurbiel already has a good idea of what might appeal to travel retailers and, of course, travellers. “For example, we have a product called IcyMagic Instant Eye Contour Multi Energizer, and it really is magic,” he enthuses. “It’s very portable, just 5ml, and you apply it to your eyes. It’s instantly cooling, and the roll-on delivers a massage effect, targeting dark circles and puffiness. Even if you have 20-hour jetlag it makes you look amazing.”
Specific products aside, the Polaar look and packaging in general will work in the travel retail channel, Kurbiel believes. “I travel quite a bit, and understand the frustration of bulky products, and/or trying to decant things into small travel bottles; that’s such a hassle,” he observes. “So we worked hard to create products that are simple to understand, easy to carry and unbreakable, what I call a “˜nomadic skincare concept’.
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IcyMagic (above right) is an ideal item for the travel retail channel, Kurbiel believes | |
“That said, we are very receptive, very open to ideas and requests from retailers to build a specific, targeted range for their particular market. Come to us with an idea, and we’ll come back to you with a product, an offer or a service.”
France is Polaar’s home market, but the company is committed to building its international, and online presence. “We are very excited about exhibiting in Singapore,” Kurbiel notes, “because we think clients in Asia will really like our products. We are a new brand, targeting a new customer, and we think the clientele in emerging markets such as Asia, South America and Eastern Europe will be very receptive to this new proposal. We don’t want to steal [share], we want to build.”
So who does Kurbiel see as the key target consumer? “It’s mostly women, either buying for themselves or their (male) companions,” he replies. “Generally, about 80% of men’s products are purchased by women. The age is roughly 25-40. Our customers tend to be pretty educated and travel more frequently than the average retail customer. We do a lot of studies so we know quite a bit about who exactly is buying our products.”
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Every product features polar ingredients |
In terms of travel retail distribution, Kurbiel says he is not closed to any options. “I have appointed Jean Sebastien Deguette [formerly General Manager Europe – Travel Retail and Local Market Distributors at Elizabeth Arden International] to oversee Polaar’s travel retail development,” he reveals. “We will consider all options – airport, inflight, cruise, downtown etc – as long as it makes sense in financial and marketing terms.”
Rising to the Challenge
Polaar might be a relatively young brand, but it has wasted no time in establishing its Corporate Social Responsibility credentials. The company has created an initiative called the Polaar Challenge, aimed at women who wish to realise a dream to turn their ordinary lives into an extraordinary adventure.
“Our Polaar Challenge helps women with normal lives and careers, to do something completely different,” Kurbiel explains. This adventure can be cultural, scientific, environmental or sport-related. If approved, Polaar provides equipment or financial support to make it happen.
“In the past, we have helped a business consultant travel from Paris to Vladivostok by bike, and enabled a group of women to go ice-climbing,” Kurbiel confirms. “This year we are supporting a lawyer who is doing the North Pole Marathon.
“She is not a pro athlete, she’s a regular woman with a career and a family. We are giving her the opportunity to transform herself into the person of her dreams, and to inspire other women to do the same.”
For more information, visit www.polaar.com
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