Eveline builds on US presence with range for women of color

As well as being charged with the introduction of the Eveline brand to the US market earlier this year, cosmetic distribution expert Kellie Oliver is also the driving force behind a new line that is being specially formulated and marketed for women of color.

Although there are already several cosmetics lines available in the US specifically targeting this group, Oliver says that this will be the first range of its kind to be formulated using organic or natural materials.

Tapping into two major trends​

The range aims to tap into two significant trends within the personal care market that have not to date been incorporated into one line, the company claims.

“Women want their make-up to make them feel glamorous, but they want it to be good for their skin,”​ said Oliver.

“An Organic cosmetic line for women of color, in fact, combines two marketing strategies: Urban Marketing; the most influential, and Niche Marketing, the most loyal. This is product marketing at its best; both of these marketing strategies are the most cost-effective.”​

Polish cosmetics player Eveline first announced it was making its move on the US market in July of this year, when it revealed it had signed a joint venture agreement with ProConcept, a deal that also included the recruitment of Oliver.

She has previously hosted the Home Shopping Network and the Shopping Channel and is also the owner of the Kellie Oliver Skin Care line, and she will be imparting her experience in the field of cosmetics distribution in her new role.

Already a major player in Europe​

Eveline is a major player in the European market for skin care, hair care and wellness products and is currently present in over 45 markets, where it distributes more than 700 products that help contribute to annual sales of over $500m.

The focus on the US market aims at tapping into growth in the cosmetics market that is predicted to exceed 10 per cent in the next two years, valuing it at $39bn by 2010, according to ProConcepts.

Eveline says that it is targeting a wide spectrum of categories at the US market; both for men and women, as well as lines that will be suited to low-end and high-end stores, together with premium products suited to boutique spas.

Indeed the move also strikes a significant opportunity for ProConcepts to expand its marketing business into the cosmetics and personal care arena.