Bellatorra is getting started with just three anti-ageing skin care products, two of which feature the company’s trademarked time-release ingredient delivery system. These will be available online to US consumers next month, and there’s talk of an anti-ageing eye cream being added to the line before the end of the year.
The company’s global expansion will begin in Asia. The Health Sciences Authority of Singapore approved distribution of Bellatorra skin care products in late October. "Receiving our first international distribution approval is a critical step in our overall global expansion strategy," said Nathan Halsey, CEO of Bellatorra.
The company will find real competition in Singapore’s luxury skin care market, from companies like L’Oreal, Estee Lauder, LVMH and Shiseido. Not surprising, as the island state is known for its high spending on luxury goods.
"Singapore was a natural choice for our first entry into the Asian market because of its consumers' strong demand for international luxury products and its status as an integral country in the region. We plan to use Singapore as our distribution hub for eventual expansion into Indonesia, Brunei, Malaysia, Hong Kong and China," Halsey said.
Anti-ageing product strategy
Bellatorra’s trademarked ingredient system, called Torra48, has been developed to deliver beneficial anti-ageing complexes to the skin over a period of 48 hours. This sort of technology may well be in high demand.
The global anti-ageing skincare market was valued at $122.3bn early this year, according to a report from Transparency Market Research. And, brands are finding more consumers over the age of 65 worldwide.
An international trend toward ageless beauty is underway, and the Asian marketplace is adjusting accordingly. Shiseido, for example, uses social media campaigns to connect with older consumers.
To help lead BellaTorra’s global expansion and align the business with international retailers, Anthony Pinho has been appointed VP of international sales.
Pinho previously held a similar role with ReVive Skincare and brings the perspective of cosmetics retail management experience to Bellatorra as well. He left ReVive around the same time in 2008 when that company was purchased by Laura Mercier cosmetics for around $50 million.