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VitaMan won the ‘Inflight Product of the Year – Retail’ award at the 2013 Airline Retail Conference (ARC) Asia Pacific in Hong Kong |
Australian lifestyle brand VitaMan is ready to takes its range of all-natural skincare products for men on to the global market with its first showing at the Duty Free Show of the Americas in Orlando next month (Stand number: 2204). The brand will exhibit through its travel retail sales and distribution partner beauty2market.
VitaMan believes its natural products, including plant and biological extracts found only in the Australian outback, provide a “unique selling advantage”. Named ‘Inflight Product of the Year – Retail’ at the 2013 Airline Retail Conference (ARC) Asia Pacific, negotiations are now under way to list VitaMan products on board a number of Asian and European airlines this year.
VitaMan owner Clare Matthews commented: “Skincare for men – while still small compared to the women’s sector – is growing fast globally, as is demand for natural products. Since its launch in 1999, VitaMan has established itself as a truly innovative and progressive niche brand and, while we are have no plans to enter the mass market sector, we see real potential for the brand in the under-exploited travel retail sector, where an ever increasing number of travellers – men and women – are becoming more discerning and discriminating about the products they buy.”
VitaMan offers an all-natural product range for men, including shave, face, body, hair, age control, sports and travel items. Its top sellers include the Shave and Face Range, Hair Shampoos and Treatments, and Anti-Aging Wrinkle Smoother Serum and Eye/Lip Reviver Gel.
Many items are available in 50ml sizing and packaging to meet the demands of the travel retail sector, and will be launched in Orlando. All 50ml individual items are priced under US$30 and customers are able to mix and match a selection of products for gift packs.
“We believe this channel of distribution will add awareness of the brand, attract new consumers with travel-geared product ranges and sizes, and drive brand loyalty with existing domestic market customers,” Matthews added.
beauty2market Principal David Tillman stressed the timing of VitaMan’s move into travel retail. “The brand has built a solid reputation globally with its fabulous products and increasing product awareness through its global contract with the Hilton Spa group which, with Hilton’s own continued expansion – particularly into Asia and notably China – have a clear synergy with travel retail,” he said.
About VitaMan
Launched in 1999 in Sydney with nine products, VitaMan is available in over 35 countries with strong connections to Hilton Hotels. The award-winning product range uses natural Australian native plant, fruit and herbal extracts.
Based on a new MenSpace TM salon concept, the brand aims to establish its own men’s grooming centres in major cities globally, preferring to remain “a focused rather than mass-market brand”.
Key US retailers include Barney’s NYC and Bloomingdale’s Soho and the brand was added to the online assortment of Urban Outfitters last year. Development of the Chinese market is under way with a distribution partner already operational for China, Hong Kong and Taiwan.
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VitaMan products use natural Australian native plant, fruit and herbal extracts | ||
