Cossma1611_GB

the latest technologies, exclusive packaging and premium designs to celebrate the many facets of a modern woman: sensuality meets performance, femininity upon strength. In addition to the choice of colours and the high demands on texture, the packaging is also extremely important to us. Not only are the packaging designs totally new and exclusively de- veloped for the brand, they often include applicators and a mirror so that the products comply with an on-the-go lifestyle. The price positioning also differ- entiates our brands: with an aver- age price of approximately EUR 2.00 for Essence and approxi- mately EUR 3.50 for Catrice, both brands are in the entry-price category. With an average price of EUR 8.50, L.O.V is positioned in the upper price segment of the mass market – the Masstige. What is the target group and why was it chosen? L.O.V is aimed at self-confident and strong women who love to indulge and pamper themselves with highly sensorial textures. It stands for a luxurious cosmetics experience that meets the high quality and design demands of the consumers. Also, the colour selection perfectly fits the de- mands of this special target group. What were the biggest challeng- es in creating this brand? Besides establishing the brand’s identity, one of the main chal- lenges was to find the right part- ners. Not only in terms of distri- bution, but especially in regards to various suppliers, i.e. for pack- aging and displays. In what way is the design of the brand different from the estab- lished brands? All 195 products in the L.O.V range are united by a classic black product design, partially with rounded edges inspired by the feminine curves of a woman. We deliberately decided on pack- aging elements that consumers are already familiar with from the premium segment. For example, the LipAffair Lipstick has a mag- netic cap and a metal case. The EvenElixir Serum Foundation is presented in a glass flacon with a pipette applicator and the LO- Vinity Long Lasting Nail Lacquer has a dual-cap system. In order to provide a flawless product expe- rience for the customers, all of the products are sleeved and can be tested in stores using the pro- vided testers. What are the brand’s most innovative products? LOVtender Cuticle Treatment with panthenol, urea and monoi oil is a rich care product designed to instantly regenerate dry and stressed cuticles, available at the price of approximately EUR 9.99. The EvenElixir Serum Foundation is an airy, light and oil-free tex- ture with a pipette applicator for an accurate dosage designed to ensure a smooth and radiant complexion all day long. In a study carried out with 20 women over a period of 8 weeks of daily application, the moisture content and elasticity of the skin was im- proved in just 2 weeks. Small lines are reduced so that the com- plexion is smoother and more ra- diant. The product is available at a recommended retail price (RRP) of EUR 14.99. PerfecTitude Translucent Loose Powder is an airy and light loose powder in a universal colour that becomes transparent upon appli- cation for instant perfection and long with pow ciall vety at a TheG crea shap effe The EUR whe LOV ing gan dou fits han ing RRP Nail lacquer with a dual-cap system Foundation with a pipette applicator PERSONALITIES & PROFILES 56 l COSSMA 11 I 2016 L.O.V implements the latest technologies, exclusive packaging and premium designs Catr “An int The cosmetics market thrives on the diversity of each brand The new brand celebrates the mass cosmetics market in the upper price segment COS1611_54_INT_Cosnova.indd 56 27.10.16 07:39 COS1611_54_INT_Cosnova.indd 5627.10.1607:39

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