Beauty -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
ARTDECO has become a well-known cosmetic brand not just in Ireland, but across the world too, launching several new collections and products throughout the year. Brought to Ireland by Chleo Enterprises, we take a look back at how the brand broke into in Ireland and the future in store.
The ARTDECO brand was originally launched in Germany in 1984 by Helmut Baurecht, owner and founder of the ARTDECO Cosmetic Group in Karlsfeld, Germany.
Helmut quit his job as Marketing Director and Deputy General Manager in a cosmetics company to pursue new challenges. “He had many ideas for new products and concepts and wanted to realise them in his own line,” says Nicola Mealia, owner of Chleo Enterprises, who distributes the ARTDECO brand throughout Ireland. “After a lot of research, he discovered the name ARTDECO was still available. Art, decorative cosmetics, the art of make-up – this was the perfect fit for his visions.”
So where was the niche? “For him it was the specialised trade. In the beginning the focus was on beauty salons with the objective to expand to perfumeries in time. For salons he wanted to offer an
TheARTDECOFactFile
• The brand is currently shipped to 78 countries.
• There are 175 categories (excluding brushes) and approximately 1,600 colours that make up the ARTDECO brand.
• In 2011, 20,750,000 products were sold.
attractive make-up line. Various skin care brands were already available for this channel, but there was no make-up line tailored to the needs of the salons. This was the niche he wanted to close,” continues Nicola.
“Additionally he wanted to offer the perfumery a make-up collection that complemented and completed the offering of the established premium brands. So he designed the initial concept – strictly using the highest qualities combined with appealing packaging and at the heart of the collection, the refillable Beauty Boxes, a system that allowed women to combine colour as they pleased.”
This led to a story titled ‘Prince of the Niche’ which fit the philosophy of ARTDECO perfectly. In the years since, they have outgrown the niche and have established themselves as a market leader in Germany.
The ARTDECO brand began with its very first products, the magnetic box system, which was where the brand found its niche. Since then the brand has expanded not only its cosmetics and make-up line, but branched out to offer skin care in the form of SKIN YOGA, hand, nail and foot care, and a mineral make-up line known as Pure Minerals. Nicola believes that the best selling product from the brand today is the Eyeshadow Base, which she describes
1985 ARTDECO products are launched into beauty salons in Germany. The very first ARTDECO products were the magnetic systems, where users could mix and match colours to make their perfect compact.
as a little pot of magic, which, she says, brings out the pigments in any eyeshadow, as well as making it water proof and smudge proof.
Travelling the world
After initially being launched in Germany, Sweden followed as distributors of the ARTDECO brand, along with other European countries, including Ireland. In 1989 Katharine Hurley, founder of Chleo Enterprises in Ireland, discovered ARTDECO at a trade show in the UK and contacted the headquarters in Germany. A partnership was formed.
NicolaMealia and her husband David took over Chleo Enterprises fromKatharine - Nicola’smother - almost 10 years ago and have distributorship of ARTDECO for Northern and Southern Ireland.
“Like ARTDECO in Germany, we launched ARTDECO in the beauty salon distribution initially,” says Nicola. “The beauty salon is a really important distribution for us and we have excellent salons working with ARTDECO all around the country.
1986 The brand grows and extends within Germany to perfumeries.
1989 Chleo Enterprises discover ARTDECO at an exhibition in the UK and bring the brand to Ireland.
1990 ARTDECO is amongst the top ten in specialist outlets.
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Helmut Baurecht
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