The small cosmetics producer will now be catering to a total of 54 markets, including the recent move into the US with a sunscreen range, SolScents.
The range is also being launched onto markets in Costa Rica, New Zealand, Japan, Chile and Nigeria for a trial period.
Around 80% of its products are marketed to women, and in addition to making its own products, Concept II Cosmetics manufactures and packages personal care items for other brands.
According to managing partner Maxim Weitzman, the brand's strategy has been to expand and deepen its' presence in existing markets and penetrate the U.S., mainly through the new sun care line.
“We saw opportunities to expand our product line and market reach, and since then we’ve invested over $1 million to add new production lines, increase our workforce from nine employees to 30 and boost the number of individual products from less than 10 to over 50,” he says.
Going up against the big guys
To develop markets in the U.S., Concept II is using a Florida-based distributor, and will sign deals to put the SolScents range through retail outlets like Dermstore, Walgreens and Drugstore.com.
With this new sunscreen range, the company is competing against global personal care giants like L’Oreal, Neutrogena, Coppertone, Hawaiian Tropic and Energizer.
However, the line consists of premium products and goes up against other top-of the-line competitors. SolScents sunscreen lotion, for example, retails for $12.95 while its SPF lip balm sells for $3.95.
The sun care line, which is central to growing new sales in America, features U.S. made raw materials such as antioxidants, vitamins, beeswax, Aloe Vera, sunflower oil and SPF from 15 to 50 and includes fragrances like Cucumber Melon, Raspberry Dreams, Flower Blast and Piña Colada
As well as the sunscreen products, Concept also produces bath and body products sold under the CII and hype labels.