Orveon Global is overhauling its heritage make-up brands Laura Mercier, Bare Minerals and Buxom in a bid to reclaim their position as market leaders.
The plan to transform these legacy lines to be more relevant with younger consumers involves a modernised marketing approach, fresh NPD that taps into current trends and greater brand presence in the Asian market.
More digital avenues have been opened up too, such as social selling and a retail partnership with online giant Amazon, with the goal of increasing e-commerce sales from 20% to 30% of the entire business.
All while keeping the history of these long-standing prestige make-up brands at the forefront of the messaging – Laura Mercier’s focus on ‘flawless face’ beauty, Buxom’s playfulness via its iconic plumping lip glosses, and Bare Minerals mineral-rich offering.
It is a big, but necessary, move for new-to-the-scene beauty company Orveon, which was created by private equity firm Advent International in December 2021 when it purchased these brands from Japanese conglomerate Shiseido.
With any heritage brand, there is always the danger that people already know what you are about, so we have to give customers reasons to come back
Former CVS Health and Tesco executive Neela Montgomery, who joined Orveon as CEO in January, is leading the charge, understanding that a strong legacy story is not enough to survive in today’s competitive landscape.
“Since its inception, Orveon has focused on expanding internationally, with our US sales now up strong double-digits this year – ahead of the overall prestige beauty market’s growth at 9%,” says Montgomery.
“But staying ahead is a priority, and we have these great make-up brands that are beloved globally, but we need to make them more relevant and loved by a new audience.
“We have to touch the cultural zeitgeist, which means tailoring the way we market and talk about our brands and products.
“And with any heritage brand, there is always the danger that people already know what you are about, so we have to give customers reasons to come back – to do what they do not expect.”
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