What is your headline for the show?
Mineral Radiance – Energy/Radiance/ Protection skincare; addressing the need for energy-boosting products; a main megatrend in personal care, also anti- pollution. Ultimately at the show, we showcased the breadth and depth of our expertise (nearly 30 years) in the revitalizing effects of minerals on the skin – from our Clineral Brand – which leverages minerals to relieve chronic skin disorders, to Elemental Beauty from the Dead Sea – in our flagship AHAVA brand.
What were your outstanding items?
Mineral Radiance (4 skus) – Energizing Day Cream SPF 15, Overnight Destressing Cream, Instant Detox Mud Mask, Energizing Cleanser; on Body Care: Mineral Body Shaper for Cellulite Control 200ml with massage applicator; and Body Firming Duo kit – the shaper 200ml + Firming Body Cream.
What were the hot categories?
Travel size; prestige skin care; natural products (muds, salts – which make up our brand identity/DNA) – those categories continue their meteoric rise across the global beauty world. Face masks are booming.
How would you judge the overall skincare market?
Healthy overall, +5% global growth last
year; personalize skin care, natural textures/ ingredients (clays,muds,oils)are continuing to rise; K-Beauty’s influence continues to spread. The rise of the ‘New Naturals’ continues to be prominent: nature that adds science (ultimately AHAVA Is a paragon of this meeting point); authenticity – brands that have legacy/heritage/a home/origin
What are your regional good growth markets?
US – namely Ecomm; Germany, looking to grow in Southeast Asia
For more information about Ahava, visit their website.