02.09.11
Made in the USA
A niche product and the right supply chain have Skindinavia not just surviving, but thriving.
The appeal to outsource beauty packaging and related components overseas is undeniable, particularly in light of this most recent recession. Cost savings is on everyone’s mind, as brand owners – both new and established—try and stay afloat in the competitive beauty market. But there’s something to be said for not going overseas in search of suppliers. And Skindinavia, a relative newcomer, and a brand with a niche product, makes the case for keeping things local to its base, and the proof is in the numbers – the company grew by 400% in 2010.
Skindinavia, based in Boston, was founded in 2005 with the sole purpose of creating products that would keep makeup looking fresher. It developed a unique product and trademarked it a number of ways: Makeup Finishing Spray, Makeup Finish, and Original Makeup Saver. The concept was launched in 2007 and Skindinavia’s products were originally used on movie sets in Hollywood, so the makeup artists could have fewer touchups throughout long days of filming. After being featured on NBC’s “Today” show as a “genius product” in 2008, the Makeup Finishing Spray was introduced to the consumer market.
Skindinavia has filled a void within the beauty industry while using the strategy of having one consistent message—one category, and one tightly edited product line. So, just what is it? The product is defined as a near weightless, breathable, over-makeup mist that keeps makeup perfectly applied for up to 16 hours. Today, there are five versions of the makeup finish that are geared to specific skin types, climates and events.
A recent launch with Urban Decay has placed product in over 1,500 stores including Sephora, Ulta and Macy’s, with additional points in the UK, Singapore, Ireland and France. Skindinavia also struck a deal with David’s Bridal (specifically with the Bridal Makeup Finish formulation) and will soon be carried in all of David’s Bridal’s stores nationwide.
Domestically Sourced
The efficacy of Skindinavia’s products is due to not only the formulation, but also the application. “With a finishing spray like ours, the spray has to come out in a perfectly fine mist,” says Allen Goldman, Skindinavia’s founder and CEO. “And after extensive testing, the quality of our mist is second to none.”
With spray quality being such a key feature, having the right supplier is of the utmost importance. And with a new product—and a very successful one at that—your chosen suppliers have to be able meet the demand in a most timely manner. “It’s wonderful to get orders,” Goldman says, “but once you get them, you have to be able to deliver the product. We’ve been able to meet the demand because we’re sourcing right here in the U.S.”
Goldman says that while sourcing packaging and application components in say, China, can save you a few cents, the lead times of up to 16 weeks are not very good for business. “By sourcing in the U.S., lead times are no more than four weeks. The short lead times, and the highest quality supplies have allowed our business to grow the way it has,” Goldman says.
For the bottles, Skindinavia chose Alpha Packaging, and Emsar provides the all-important sprayers. “With a finishing spray like ours, it has to come out as fine, light mist. And the product has to land just perfectly,” Goldman explains. “The quality of our sprayer is really one of our key features. Sourcing domestically also allows us to touch, feel, and test the product. Because if the mist is not perfect, you’re in trouble.”
Growth is continuous for Skindinavia, which makes the supply chain so important. “As our orders keep going up, that delivery time is just so critical,” Goldman says. “We’re growing like a weed, but we don’t know how much exactly from one month to the next. And I don’t want to do anything—to save two cents—that’s going to sacrifice quality.”
Far East Success
When it comes to quality, there may not be a more discerning beauty customer than the Japanese consumer. Skindinavia counts 5% of its business as coming from Japan, and it’s a number that’s on the rise.
“We launched about a year ago in Japan, and have had good success. They are fanatical about quality. It’s hard to get a more sophisticated customer than the Japanese. There’s just a slight U.S. presence over there, especially among indie brands. But we went over there and thrived. We’re very proud of that,” Goldman says, adding that the products are also sold at a higher price point in Japan.
Skindinavia will be launching in China beginning this year and will be expanding the line to include products that will symbiotically co-exist with the existing line. Domestically, Skindinavia will be focused on web and direct-to-consumer channels through a newly optimized website and the repositioning of key bestsellers through revamped branding and a sleek, modernized look.
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The appeal to outsource beauty packaging and related components overseas is undeniable, particularly in light of this most recent recession. Cost savings is on everyone’s mind, as brand owners – both new and established—try and stay afloat in the competitive beauty market. But there’s something to be said for not going overseas in search of suppliers. And Skindinavia, a relative newcomer, and a brand with a niche product, makes the case for keeping things local to its base, and the proof is in the numbers – the company grew by 400% in 2010.
Skindinavia, based in Boston, was founded in 2005 with the sole purpose of creating products that would keep makeup looking fresher. It developed a unique product and trademarked it a number of ways: Makeup Finishing Spray, Makeup Finish, and Original Makeup Saver. The concept was launched in 2007 and Skindinavia’s products were originally used on movie sets in Hollywood, so the makeup artists could have fewer touchups throughout long days of filming. After being featured on NBC’s “Today” show as a “genius product” in 2008, the Makeup Finishing Spray was introduced to the consumer market.
Skindinavia has filled a void within the beauty industry while using the strategy of having one consistent message—one category, and one tightly edited product line. So, just what is it? The product is defined as a near weightless, breathable, over-makeup mist that keeps makeup perfectly applied for up to 16 hours. Today, there are five versions of the makeup finish that are geared to specific skin types, climates and events.
A recent launch with Urban Decay has placed product in over 1,500 stores including Sephora, Ulta and Macy’s, with additional points in the UK, Singapore, Ireland and France. Skindinavia also struck a deal with David’s Bridal (specifically with the Bridal Makeup Finish formulation) and will soon be carried in all of David’s Bridal’s stores nationwide.
Domestically Sourced
The efficacy of Skindinavia’s products is due to not only the formulation, but also the application. “With a finishing spray like ours, the spray has to come out in a perfectly fine mist,” says Allen Goldman, Skindinavia’s founder and CEO. “And after extensive testing, the quality of our mist is second to none.”
With spray quality being such a key feature, having the right supplier is of the utmost importance. And with a new product—and a very successful one at that—your chosen suppliers have to be able meet the demand in a most timely manner. “It’s wonderful to get orders,” Goldman says, “but once you get them, you have to be able to deliver the product. We’ve been able to meet the demand because we’re sourcing right here in the U.S.”
Goldman says that while sourcing packaging and application components in say, China, can save you a few cents, the lead times of up to 16 weeks are not very good for business. “By sourcing in the U.S., lead times are no more than four weeks. The short lead times, and the highest quality supplies have allowed our business to grow the way it has,” Goldman says.
For the bottles, Skindinavia chose Alpha Packaging, and Emsar provides the all-important sprayers. “With a finishing spray like ours, it has to come out as fine, light mist. And the product has to land just perfectly,” Goldman explains. “The quality of our sprayer is really one of our key features. Sourcing domestically also allows us to touch, feel, and test the product. Because if the mist is not perfect, you’re in trouble.”
Growth is continuous for Skindinavia, which makes the supply chain so important. “As our orders keep going up, that delivery time is just so critical,” Goldman says. “We’re growing like a weed, but we don’t know how much exactly from one month to the next. And I don’t want to do anything—to save two cents—that’s going to sacrifice quality.”
Far East Success
When it comes to quality, there may not be a more discerning beauty customer than the Japanese consumer. Skindinavia counts 5% of its business as coming from Japan, and it’s a number that’s on the rise.
“We launched about a year ago in Japan, and have had good success. They are fanatical about quality. It’s hard to get a more sophisticated customer than the Japanese. There’s just a slight U.S. presence over there, especially among indie brands. But we went over there and thrived. We’re very proud of that,” Goldman says, adding that the products are also sold at a higher price point in Japan.
Skindinavia will be launching in China beginning this year and will be expanding the line to include products that will symbiotically co-exist with the existing line. Domestically, Skindinavia will be focused on web and direct-to-consumer channels through a newly optimized website and the repositioning of key bestsellers through revamped branding and a sleek, modernized look.
