Los Angeles-based Lancer Skincare announced its plan to extend its retail offering and presence to Australia as it accelerates its move to create a global brand.
Lancer Skincare, which specialises in hydration, brightening and anti-ageing, hopes its latest collaboration will enable it to expand beyond its existing partnership with omnichannel name, Luxasia, to boost its presence in Asia.
Through forming a strategic alliance with Cosmax, Lancer Skincare will see its brand’s dermatology experience and knowledge enter the Australian face care and beauty landscape with an exclusive launch in Myer Department stores.
After receiving his board certification in 1983 and setting up his Lancer Dermatology practice in Beverly Hills, Dr. Harold Lancer now has a worldwide patient base of over 30,000.
A year of expansion in naturals
For the past 20 years, Cosmax has geared its sales and marketing strategy towards the Australian domestic and travel retail markets. It has utilised a selective distribution approach to create personalized marketing messages that communicate the benefits of its skin care, fragrance, hair care, make up, functional cosmetics and sheet masks to its target consumers.
To reflect natural and botanical skin care trends, in May 2018 Cosmax partnered with Seoul’s National University in South Korea to develop native plant resources. After a period of research and development, the duo announced its aims to create Korean Beauty and Health (B&H) products.
Reaching out to consumers following another dominating global cosmetics trend: vegan beauty, Cosmax also achieved vegan certification for its Hwaseong facility in October 2018, enabling it to focus on ethical cosmetics.
This August, the cosmetic heavyweight’s CEO, Lee Kyung-soo announced the company would be open to the idea of building a factory in North Korea. Born in North Korea himself, Lee believes the country has substantial potential for its future beauty business.
Why the Australian marketplace?
In Australia, Lancer Skincare will apply its practice-to-product methodology to provide Australia's beauty buyers with dermatologist-developed products that seek to answer various and bespoke skin care needs.
"We own a unique positioning in the marketplace, with the innovations of a practicing and world-renowned dermatologist at our helm and emanating from our ultra-prestigious medical practice Lancer Rx Dermatology,” Tracey Sameyah, CEO of Lancer Skincare, enthused.
Drawing upon the impact and influence that popular culture has on enabling Dr. Lancer Skincare’s success, Sameyah went on to say that: “Fueled by the global cult-following of A-list celebrities and the world's most famous faces, Lancer Skincare delivers real-results powered by ingredients and technology they can trust.”
Opting to hone in on Oceania as its next key growth market, Sameyah added: “The Australian market is a key expansion region for Lancer Skincare and we believe strongly that partnering with Cosmax will help us build an elevated, innovative and solid path for Lancer Skincare in the region."
As Australian consumers seek premium and multifunctional skin care, Cosmax Prestige believes its omnichannel distribution approach and support of relationships with Australia key retailers will resonate with shoppers.