Mineral make-up brand aims for global reach

By Simon Pitman

- Last updated on GMT

California-based BellaPierre Cosmetics says it is aiming to turn
its mineral-based make-up line into a global brand through the
development of a worldwide family of franchises.

With representative offices already established in Canada, the EU, Turkey, Australia and Japan, the company says it is casting its net to seek out skilled entrepreneurs to market the newly launched line upon the fast-growing global market for mineral cosmetics. The company says that the franchise, which will also be extensively developed in the domestic US market, is predicted to be given 'an extremely fast return on investment for franchise owners'. "Our belief is that by creating a family of well organized and successful franchises, we will be able to achieve brand recognition and legitimization globally,"​ said company director David Oren. The company is tapping into fast growing demand for mineral-based cosmetics, as consumers plump for color and make-up products that are perceived to be more natural, and lower risk than products that contain synthetic ingredients. The company's product range is made from 100 percent pure mica, a mineral that is said to reflect light from the face and help create the illusion of smoother, brighter skin. The entire range also includes mineral powder foundation, bronzer and blush, together with a range of mixing powders that allow users to add pigment in order to create custom-made make-up products such as lipstick, nail varnish and eyeliner. In a recent study on the color make-up market, Euromonitor said mineral make-up was spearheading growth in the category because it provides natural sunscreen, long-lasting coverage and is suitable for use on sensitive skin. The study also pointed out that another US-based mineral make-up provider, Bare Escentuals, was a pioneer in bringing mineral make-up to the market and has prompted the big name brands and private labels to follow suit. The market research firm said the global color cosmetics industry is currently worth $35.7bn but has struggled in recent years with sales growth between 2001 and 2006 lagging behind the beauty market average. However, the mineral-based make-up category have helped to counterbalance this trend, pointing to predicted annual market growth of 3 per cent until the year 2011.

Related topics: Market Trends, Color Cosmetics

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