Sponsored article.
Founded in Switzerland in 1958, this year Mavala Switzerland is amping up its presence in Australia in a major way. Along with signing on new distributor and importer, Cosimer, who has plans to extend the brand's availability in store, the Geneva-based brand has also launched an Australian website today.
Here, BEAUTYDIRECTORY chats to Cosimer managing director Remi Bouchenez to find out more about the new distribution model and website, and how they’ll help to increase Mavala Switzerland’s visibility Down Under.
2015 has been a huge year for Mavala. Can you tell me a little bit about what's been happening?
Absolutely! 2015 has been a very exciting year for Mavala, in Australia in particular, where the local distribution responsibility was transferred from Apisant to Cosimer on July 1. After having successfully looked after the brand in Australia for almost 40 years, founder and owner of Apisant Jack Ball decided to retire and hand over the distribution to a new importer and distributer. We’re very excited about what this means for the second half of 2015 as we are preparing to bring to the Australian market a range of great new products recently launched by Mavala in Switzerland, and to grow the distribution beyond its currently mostly Sydney-based footprint.
How will having a new distributor affect the brand?
We have a strong understanding about Mavala’s brand philosophy and heritage and have been working closely with the previous distributor over the past six months to ensure the transition between distributors is seamless for both customers and retailers.
What are the key benefits of gaining a new distributor?
A new distributor gives Mavala a chance to reinvigorate the brand locally. We have great plans for the brand, including product launches and enhancing distribution in department stores, pharmacies and beauty stores and salons. There will also be renewed online and offline investments to improve the presence of Mavala in Australian media.
Will Cosimer continue to reinforce the brand's rich heritage?
Absolutely! Being French myself, I know Mavala well (Mavala has a very strong presence in France) and the brand’s rich heritage and expertise. The quality of its products and its focus on quality and innovation are the key reasons for Cosimer’s interest in importing, distributing and representing Mavala in Australia.
The Australian website is launching today - mavala.com.au. What does this mean for the brand?
This means we can bring more relevant local content to our Australian customers and improve the visibility of Mavala in the Australian market.
What will the website feature?
The website will feature details of the full product range available in Australia and highlight new products and seasonal collections of nail polishes, lipsticks and lip glosses. Visitors will be able to register for our newsletter to stay informed about Mavala’s ongoing product launches, promotions and events. It will also have a store locator to allow customers to easily locate their nearest stockist. The most interesting area of the website will be what we have called MAVACADEMY, an online knowledge centre for all beauty and care needs. MAVACADEMY pulls into the one place all of Mavala's expertise in nail, hand, eye and face care and beauty.
What information will be available in the MAVACADEMY section?
The MAVACADEMY will include:
- Anatomy classes to learn about how the nail, hand and skin function and what may cause problems to arise.
- Beauty advice - where consumers can find solutions to all beauty and care problems, from how to care for damaged, brittle nails to how to best prepare hands and nails to ensure they look their best on their wedding day.
- Beauty techniques - with step-by-step tutorials and videos to help achieve a professional-looking manicure, pedicure or eye make-up look at home.
- Colour match - Mavala’s online tool to help you find harmonious matches between nail polish and lipstick colours.
- A Q&A centre.
What nail products will be featured on the new Mavala website?
Mavala offers the widest range of nail treatment products in the market, each targeting a specific nail problem and delivering an effective solution against it, and more than 300 nail polish colours! In Australia, the full range of nail treatments is already available, as well as 100 of Mavala’s nail polish colours. The website will feature the whole nail range available in Australia. As new products and colours are launched in the future, the website will reflect those new offerings available in Australia. Mavala’s nail expertise has also extended to a rich range of hand care products, complementing each other under Mavala’s Swiss Hand Care Program.
What other Mavala offerings will consumers learn about via the new site?
The eye care and beauty category is another strength of Mavala’s product range. The star product in this category is Double-Lash, a nutritive night treatment for longer and denser lashes, but the range also includes eye contour creams and gels and a large choice of colours of mascaras, eye liners, Khol Kajal contour pencils, eye shadow pencils and powders. Mavala also offers a full line of make-up products, including foundations, powders, blushes, concealers and a large range of lipstick, lip liner and lip gloss colours to complement the large range of nail colours available. In Switzerland, Mavala also offers a range of skin care and foot care products. These are not currently available in Australia, but they might be coming in the future, so stay tuned!