April 2007 AUSSIE BRANDS What Makes Australian Beauty Products So Special? By Leah Jayasanker Australia is a magical place that as the sixth largest nation in the world consists of 20 million people throughout its eight states. Interestingly enough the life expectancy for men and women is a few years longer than the United States.¹ Perhaps there is something in the food and water that these folks consume. One thing is certain, concerning beauty from the land down under, are the massive explosion of Australian products hitting the United States market. In order to understand more on this fascinating country, the origins of its cosmetic companies, and why their brands are so widespread in U.S. retailers, we chat with Lucy Baldock of Lucy B Cosmetics. LJ: Tell me more about the ‘magic’ of the Australian botanical apothecary that you use in Lucy B Cosmetics. Lucy B: In Australia, we live on unpolluted lands with truly amazing botanicals, oceans and mountains. Australia's eco-system has such powerful, yet gentle healing elements such as the Australian Bush Flower essences that we have incorporated into our collection, that way the rest of the world can experience and feel what we do living here. There is a natural energy in Australia, which we add directly to our products. LJ: Did something in your culture or environment inspire you to create Lucy B, and work in the cosmetics industry? Lucy B: In regards to cultural and social influences, I feel that they definitely have shaped our products. I’m very dedicated to yoga and meditation practices and feel that people in our world have inspired us to take care of the planet as well as others and ourselves, like the Dali Lama, and Mother Theresa and products such as Aveda and the Body Shop. Australian Botanical Apothecary has enhanced many people’s lives and I feel compelled to continue contributing with our philosophy and magical ingredients. We are a family business that incorporates balance such as yoga, meditation, prayer, flower essences and crystal feng shui so we can be instruments in this earth and make daily choices that can benefit both the world and our family. There is a saying ‘Wherever you go, there you are.’ LJ: Is there something different about beauty and spa in Australia versus the United States? Lucy B: There are many elements that determine how Australia and the United States are different, yet at the same time similar. For instance, the population is the same in both LA and Australia. Yet Australia is spread out, natural and filled with amazing clear oceans, healing flowers, and people tend to stay true to what matters most, family, friends and people. Australia contains fewer franchises compared to the United States, but when any traveler steps on our homeland, they have the same reaction, ‘Wow! I can live here in a minute.’ LJ: What is different from Australia to the United States as far as living life? Do you see variances in what we people put in their bodies (i.e., the water we drink) and how they consume (retail wise)? Do Australians invest a great deal of money in cosmetics? Lucy B: In Australia I believe that we do covet the more natural organic creams, lotions and makeup, as we are probably one of the world's pioneers of these products, which is why we have a healthier lifestyle. Worldwide people are striving for a more balanced healthy life. I believe it is the energy here in Australia that passes through our products, directly to the customer. LJ: Several Australia brands spearheaded the trend to include UVA/UVB protection in their makeup—do you plan to incorporate sunscreens into your newer products, and, if so, why? Lucy B: We are definitely designing products that include SPF. You cannot go one day without hearing how damaging the sun is to our skin and we have one of the highest statistics in the world of skin cancer, thus I feel it is so important to offer products with protection. LJ: Do you feel there are cultural influences that affect your branding and marketing? Lucy B: Culturally, we are telling a story of beauty and inner-well being. We’re able to offer a beautiful opinion to engage in Australian culture and lifestyle with our products. We ultimately aim to inspire everyone to feed him or herself by rejuvenating their bodies and minds, which can also encourage a more united, positive future. Lucy B Cosmetics is launching a new collection soon available at Anthropologie and Bliss Spas. Other Aussie Brands Jurlique Interested in herbal extracts and natural therapies Dr. Jurgen Klein, a scientist and naturopath and his wife Ulrike, a horticulturalist, developed the line Jurlique in 1983. To ensure the purity and quality of Jurlique's ingredients, the Klein’s produce most of the herbs and plants on their own organic herb farm at Mount Barker in South Australia. Sue Devitt Studio Creator Sue Devitt identified a niche in the market in which she offers unique formulations using very high-end ingredients, one being organic seaweed, “That when applied directly to the skin offers supreme healing and nurturing effects.” Additionally she carries foundation for all types of skin in eight shades. BECCA Cosmetics What makes BECCA unique is the 30 plus concealer colours and foundations that caters to all ethnicities. Founder Rebecca Morris Williams began with a quest to create the ‘perfect foundation’ that several years later she did. Today BECCA includes a wide range of cosmetics that contain UVA/UVB SPF of 20 or higher. ¹ Australian Trade Department of Foreign Affairs and Trade |
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