BEAUTY CARE

King of Shaves to partner with Remington Division of Spectrum Brands in U.S.

BY Antoinette Alexander

MADISON, Wis. British shaving brand the King of Shaves is expanding its U.S. and Canadian distribution under an agreement with Spectrum Brands Holdings, the owner of Remington-branded shaving and grooming products.

Under the multiyear agreement, Spectrum’s Remington division will partner with King of Shaves to launch the Remington King of Shaves Azor system razor into the American market. Spectrum also will distribute King of Shaves-branded men’s grooming products. Spectrum currently has distribution in major mass and drug store retailers across the United States, as well as in all regional retailers and department stores, and will launch King of Shaves in spring 2011.

“Partnering with the Remington brand in the U.S. market is a pivotal moment for our company and brand. We have delivered hundreds of millions of shaves via our award-winning products, loved by millions of men and women, and now we have a highly regarded U.S. brand partner who can truly leverage our products, providing real sales penetration and brand awareness for us in the key U.S. market,” stated British entrepreneur Will King, who founded King of Shaves in 1993.

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Sephora expands across the border

BY Antoinette Alexander

SAN FRANCISCO and MEXICO CITY Sephora, which is owned by LVMH Moet Hennessy Louis Vuitton, is establishing a retail presence in Mexico in 2011 via a joint venture agreement with Grupo Axo.

Sephora and Grupo Axo, a strategic partner with more than 15 years of experience in the Mexican market, will begin operations with two store openings in the second half of 2011, and “significant additional store openings” slated for each year thereafter, according to the companies.

The locations will be a “unique retail experience,” and will offer an extensive selection of new and established global brands, as well as local favorites and new finds, tailored to the Mexican consumer, stated David Suliteanu, president and CEO of Sephora Americas.

The deal further signifies Sephora’s expansion intent in the Latin American market following LVMH’s acquisition of a majority stake in Sack’s, an online retailer of fragrances, cosmetics and toiletries in Brazil, earlier this year.

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Mood motivates fragrance purchases, Mintel finds

BY Antoinette Alexander

CHICAGO A woman’s mood is the biggest motivator when selecting a fragrance, according to recent research by Mintel.

According to Mintel, a consumer research firm, more than half (54%) of female fragrance users decided what fragrance to use based on how they were feeling. The second most popular decision factor (at 31%) was what activity (work function versus personal outing) they were doing. Meanwhile, 26% of users decided fragrance purchase based on the time of day, and 25% decided based on what they were wearing. Women ages 45 years and older tended to wear one fragrance, or a signature scent — so they were less likely to base their choice on their clothing or mood.

Motivations for fragrance purchase also differed, but the clear favorite, according to Mintel, was in-store samples. Sixty-nine percent of fragrance owners said they were motivated to purchase a new fragrance based on samples they tried in store, while 26% cited a recommendation from a family member or friend as the impetus behind a new purchase.

“Women have to experience a scent to make sure it’s appropriate, as there aren’t many objective criteria they can use to test smell,” stated Kat Fay, senior beauty analyst at Mintel. “Female consumers often [said] that a fragrance smells different on their skin than it does out of the bottle, so trying an in-store sample increases the likelihood that they’ll still be happy with their purchase once they get it home.”

For women who don’t wear a fragrance, 28% said they had no interest in using them, 20% said they were allergic and 14% said they had yet to find a scent they liked.

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