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Bonamour grows its export markets in Asia with addition of Malaysia

By Simon Pitman+

25-Feb-2014

Texas-based anti-aging skin care player Bonamour has expanded its focus on the Asia Pacific market with certification of export registration in Malaysia.

The Certificate of Free Sale (CFA) for export into the country was granted by the Personal Care Products council (PCPC) and adds to certification secured at the end of last year that allows it to export to both Vietnam and Singapore.

The company is targeting significant growth opportunities in the Asia Pacific market for anti-aging skin care products, and is aiming to secure export registration in more countries in the region.

Targeting growth for cosmeceuticals in Asia Pacific

It says it wants to target growing demand for US-produced, technologically-advanced luxury skin care products by using both direct and mixed retail distribution channels throughout the Asia Pacific region.

The move comes following the pilot launch of the company’s leading brand in the Hong Kong market, which was said to be well received, motivating the company to expand the roll out into other markets in the region.

“We are pleased to announce the addition of Malaysia to our CFS Certification list and we are currently working to receive approval for Thailand as well,” said Nathan Halsey, CEO of Bonamour.

“Malaysia and Thailand have similar consumer demographics to Hong Kong where we enjoyed great success during a test market launch of our Rejuvenating Trio product line.”

Made in the USA, exported to Asia

Bonamour currently manufactures its products in the United States in compliance with state and Federal regulations, together with US FDA regulations governing cosmetics, and the CFA certification is a validation of compliance to the technical guidelines that are laid down by the PCPC.

The company’s skin care products are marketed as cosmeceuticals, mainly on account of the fact that they incorporate pharmaceutical type ingredient technology, specifically in the form of plant stem cells.

According to a report published last year by research firm RNCOS about the global cosmeceutical market, on the back of strong foothold among the Asian countries, it is anticipated to grow at a CAGR of over 9 percent during 2012-2014.

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