Amyris describes Neossance Squalane as a high-performance emollient and is playing up the sustainable, natural ingredient angle with its Biossance Brand Products. Natural products are increasingly popular across the globe, and select South American countries are eager to see their own plants contributing to the beauty economy in and beyond the continent.
Sugar rush
Amyris launched its Biossance products online with a moisturizer called The Revitalizer. That item will be on the market in Brazil, thanks to Contém 1G, by the end of this year.
“Amyris also plans to introduce an additional five Biossance products through 2016 and a hair care line by the end of 2016,” according to a press release about the deal with Contém 1G. The Revitalizer moisturizer and all forthcoming products in the line will include the squalene derived from Brazilian sugar cane.
Sales strategy
The deal, laid out in a memorandum of understanding, is that Contém 1G will be the exclusive distributor and reseller of Biossance products.
“This is a significant step for our Biossance brand where we see an opportunity for sales to Contém 1G in the range of $8 million to $12 million in the first year of the relationship, as well as a rapid expansion of the brand in a ‘direct to consumer’ sales model where consumers can try and buy our product immediately,” says Caroline Hadfield, senior vice president of personal care at Amyris, in the press release.
“After the initial launch of our first product, Biossance The Revitalizer, on our branded website (www.biossance.com), this agreement marks our first step toward growing retail sales and distribution channels for Biossance with companies like Contém 1G, which enjoy leading positions in the markets they serve,” she adds.
Leading the business
Hadfield is new to the company, having worked previously with LVMH, The Body Shop, and most recently in the San Francisco area as a personal care industry retail consultant.
The company foreshadowed this new deal when she joined. “Caroline brings significant experience to Amyris in the skin care sector, branded product development, merchandising, and a strong track record of profitable business growth, which will support our new direct to consumer products in the skin care segment, where we recently launched our premiere Biossance product,” said John Melo, CEO and president of Amyris, in a statement to the press at the time of Hadfield’s appointment.