German natural skin care brand breaks into US market

By Simon Pitman

- Last updated on GMT

Related tags Personal care Cosmetics

Lavera Naturcosmetik is targeting the US market by launching its product range at a major retail chain in the state of California.

The company’s natural and organic certified skin care, make-up, hair care and sunscreen lines will all be available at CVS stores throughout California, as well as being made available nationally through the retailer’s online shopping facility.

Targeting the biggest personal care and cosmetics retailer in the US, the company, which is already an established player in Europe, is hoping that it can achieve mass market distribution throughout the nation.

Expanding market reach

“It is our goal at Lavera to make truly natural skincare and beauty products more accessible to customers,”​ said Ulrike Jacob, CEO of Lavera USA.

The company is aiming to tap into one of the biggest driving forces and the area with the most growth potential - natural and organic cosmetics and personal care – a phenomenon that has continued to develop despite the global downturn.

A recent report by Packaged Facts values the existing market for natural and organic products in America at $ 4.3 billion and predicts that this could rise to $6.6 billion in 2010. This would represent a growth of 50 percent in two years.

“Consumers are starting to realize that the products that they put on their skin are just as important as the food they put in their body. The purer, the better,”​ Jacob said.

Lavera products are formulated according to guidelines by the German regulatory body, BDIH, which specifies that products are manufactured to a high standard, are all-natural and ecologically friendly.

The BDIH is reputedly one of the strictest regulatory bodies in the world, specifying that personal care formulations must be totally natural and that they must correspond to the 690 different ingredients that it categorizes as being natural.

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