WORLD NEWS
IN BRIEF
AVON Avon is shuttering its Research & Development (R&D) operations in Suffern, New York, and will instead plow its resources into R&D sites in Brazil and Poland. Avon anticipates the move will allow it to build ‘seamless’ communities with its supply chain operations, as well as with Natura & Co stablemate Natura Cosméticos in Brazil, with Avon and Natura co-locating R&D at Natura’s site in Cajamar, Brazil.
DR. BARBARA STURM Dr. Barbara Sturm has launched an interactive, virtual skin care shopping experience. The 3D virtual store offers customers a spa-like environment, broken down into four different ‘rooms’. These include a main hall; anti-ageing lab; a next-gen microbiotic room; and an anti-inflammatory area, which offers direct access to a tropical beach.
AMOREPACIFIC South Korean beauty brand Amorepacific has released an official animation music video starring its virtual influencer G.G. The production is the first introduction to the ‘G.G.Universe’, the fictional world in which the digital influencer lives. The video, titled ‘Find My Color’, depicts the journey of G.G. as a model who suddenly disappears from a commercial filming set. She finds herself scattered to various places in time and space, with the video focusing on the character finding her “own beauty and individuality in each world”.
OMOROVICZA Omorovicza is opening its first-ever London flagship and institute in June 2023. The Hungarian skin care brand’s 2,000sqft store in Mayfair will feature two treatment rooms, a retail area and outdoor relaxation space.
cosmeticsbusiness.com
Kylie Cosmetics & Rare Beauty
‘nailing’ influencer marketing US Kylie Cosmetics, Rare Beauty and Fenty Beauty are among the beauty brands succeeding in influencer marketing in 2022. All three have seen growth in social media engagement this year, found a report by Traackr. Many have used dupe- focused content and have worked with influencers of varying sizes to drive the growth.
Vitality Score (VIT) metric to measure the “visibility, impact and trust” of influencer content mentioning a brand.
Kylie Cosmetics came out as the top scorer with a 928K VIT scoring for that period. Kylie Cosmetics’ top creators all came from within the Kardashian family, with brand founder Kylie Jenner leading the way.
The influencer marketing platform uses its Brand
Singer Selena Gomez’s Rare Beauty came in second
Kristin Ess sues long-term partner Maesa over contract breach
US Celebrity hairstylist Kristin Ess has filed a lawsuit against brand incubator and long-term partner Maesa, in a bid to reclaim the rights to her business. The filing claims Maesa has deprived Ess of both the creative control over and ownership of her brand. Maesa is also alleged to have threatened to prevent her from pursuing new opportunities for herself. Ess said the private label manufacturer had originally sold the idea of its business
model to her based on its ability to launch and grow her hair care brand with the end goal of eventually selling the company. According to Ess, the parties agreed that once Maesa and Ess grew the business to a value in excess of US$40m, it would position the brand for a sale to ensure continued success. However, the complaint accuses Maesa of refusing to sell the company, despite it being valued at more than $40m.
CLARINS BOOSTS GREEN CREDENTIALS
WITH BLOCKCHAIN INVESTMENT FRANCE Clarins has launched a blockchain-based platform that allows consumers to trace the brand’s supply chain. When entering a product batch number, the T.R.U.S.T. platform will bring up the geographical origin and harvesting method of the plant-based ingredients used in the formula. It will also provide information on the French luxury skin care brand’s sourcing certifications and manufacturing process. Details include where a product was formulated and packed, ranging to the quality and safety controls used throughout. “It represents a new step for Clarins, and more globally
for the traceability and transparency of our industry,” said Virginie Courtin, Managing Director of Clarins. “Clients have the right to expect secure, tamper-proof and reliable systems to ensure our CSR commitments reflect our actions. With Clarins’ T.R.U.S.T. platform, everyone can feel sure about Clarins products.”
DSM & Firmenich greenlight exchange offer for merger
EUROPE DSM, the nutrition, health and biosciences company, and flavour and fragrance manufacturer Firmenich have launched the exchange offer as part of their merger process. The acceptance period began 23 November and will run until 31 January 2023, unless it is extended, said the companies.
Firmenich shareholders have already approved the transactions and the DSM board has recommended that its shareholders likewise accept.
“We are entering the exciting next phase as we look to bring together DSM and Firmenich’s complementary
capabilities, likeminded and passionate people, and unite the heritages of two great and historic companies,” said Geraldine Matchett and Dimitri de Vreeze, Co-CEOs of DSM. Gilbert Ghostine, CEO of Firmenich, called the merger a “transformational moment” for both businesses.
December 2022 11
place with a 456K VIT score. The brand’s top creators were Selena Gomez, NYC- based content creator Sol Pena and make-up artist Mikayla Jane Nogueira.
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