Wellington
The notion of 'natural' is becoming more and more important in the makeup/beauty world, andthough earth 174° boasts is has no synthetically madechemicals, one other attribute is extremely important in appealing to potential customers.
"The key is the products have to smell good, as well as being good for you," says earth 174°(Wellington's longitude) director, Kareen Holland. "Smell is an essence of who you are , andgenerally, people love the smell of our products."
The movie industry make up artist veteran became increasingly interested in the formulation ofproducts during stints in Zena, Hercules and 'The Strip'. Some of these actors, and stunt stand-ins,spend all day, every day in what is often heavy make up. Many of them were finding reactions to theproducts Holland says.
In the early 2000's she started investigating make up based on naturalingredients, and also attended a six month course in 2003 on natural therapies in Queensland.
Coming back to New Zealand in 2007, Holland put together five make up and bodyproducts.
In June 2009 she also took part in
A thwarted attempt to get her initial line into supermarkets resulted in her opening a retailoutlet in central Wellington, to complement the Tawa shop (where she has a small manufacturingestablishment).
"The retail store has been a fantastic ground for test marketing," she says. "We've grown fromfive products to over 30. That's based on customer feedback, and we can custom-make asrequired."
Her products are made from natural minerals and oils, and colouring is from natural oxides. Thelabeling simply lists these ingredients, "and clients just read for themselves," she says.
Her vision is to export, which, from her local base, is slowly beginning to happen. In what isalmost a 'coals to Newcastle' scenario, earth 174° products are soon to be supplied to China, who"just seem to love New Zealand products," says Holland.
Her two stores and website generate ongoing sales, with attendance at local market days being oneway she generates new sales. Party plans, or home demonstration parties, are another way to convertusers to her fold.
The online presence is particularly useful for people who have discovered earth 174° while on acruise ship stopover in Wellington, and want to re-purchase.
Holland also encourages the reuse of containers, and customers receive a discount for bringingthem back for refilling later.
"That's why we use glass," she says. "It would be easier using plastic, but amazingly, people dobring back a lot of their bottles."
The major growth for earth 174° will come from overseas sales. She sees in-home demonstrations(party plans) as an area to be targeted.
Holland says while there's no lack of competition in the make up and beauty products marketspace, her company's advantage has been in "being able to adapt quickly to suit the market."
"We have, and have the ability to change quickly to cater for what is happening at the time."