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Article Text: Having won over New Zealand consumers with its high quality, natural based skincare range, Skinfood is now going global, with the UK market providing a successful international launch platform. Skinfood is a New Zealand owned and manufactured skincare range with seven high quality, environmentally friendly, unisex products, containing no artificial colours, perfumes or paraben preservatives.
The Skinfood Cleans All product recently was the winner of the Best Green/Natural Product in the 2008 New Zealand Woman’s Weekly Beauty Awards, voted for by the magazine’s readers. New Zealand Woman’s Weekly is one of the county’s best-read women’s titles with a circulation of 98,000.
Skinfood was founded in 2002 and is now sold in over 220 stores throughout New Zealand. With an initial launch into the UK through supermarket giant, Tesco, Skinfood is now making further inroads, with listings at other stores throughout the UK including Lloyd’s Pharmacy, Morrisons, John Lewis, Waitrose and through amazon.co.uk.
Other offshore markets are now being investigated including Australia and France. Both local and international research shows strong growth in the “natural” skincare category. Many consumers are moving to natural based products after being made aware of the possible dangers of many products that contain a higher level of synthetic compounds like parabens and petrochemicals. Skinfood has been well positioned to capitalise on this trend, and along with its strategy to provide unisex products which appeal to both genders, Skinfood has seen a 30% growth in sales across the range.
A lot of time and research goes into product development to ensure the ingredients will deliver optimum results and the smells and textures are appealing. The Skinfood Cleans All is a good example. It is a soap free facial cleanser that is so gentle it is safe enough to be used on the eyes to remove eye makeup! But it’s not just for the girls; men appreciate the simplicity of this product.
Because Skinfood products are naturally based, any reactions to the products are extremely rare. The range is made from the most pure, natural ingredients, most of which come from plants including coconut palm, avocado oil, witch hazel and manuka honey. These unique ingredients soothe and refresh in addition to being high in protein vitamins and minerals; they are products that do not just focus on the skin’s surface, but also what’s underneath. Where possible, Skinfood tries to source its ingredients locally with the Skinfood Mud Masque using mud from Rotorua which is rich in nutrients.
Skinfood products are stocked in New World, Foodtown, Countdown, Pak’n Save and selected health stores nationwide. With consumer demand for natural-based products continuing to grow, the future for Skinfood looks bright.www.skinfood.co.nz or contact us on 09 970 6266 or sales@skinfood.co.nz