ELLE cosmetics to launch in Oz

Wellness and Beauty Solutions managing director Christine Parkes

The Giving Brands Company is set to launch ELLE Colour Cosmetics in Australia and New Zealand later this year.

The company, a wholly-owned subsidiary of Wellness and Beauty Solutions (previously called Total Face Group) was granted the license to design, manufacture and retail beauty, skincare and related accessories for three ranges (ELLE Colour Cosmetics, ELLE Kids and ELLE Baby) late last year.

Wellness and Beauty Solutions managing director Christine Parkes said the Group “is proud that Giving Brands holds one of only 125 licences worldwide to create and retail products carrying the renowned ELLE brand”.

Established in France in 1945, ELLE is currently published in 45 countries around the world and has around 127,000 magazine readers and a digital audience of just over 262,000 in Australia.

Parks said GBCo is well advanced in the development of the colour cosmetics range which will include more than 50 individual product lines and sell “online, in pharmacy and in department stores”.

Following its launch in Australia and New Zealand, the company will consider exporting the range as it has also just been granted an exclusive license to distribute the products in the UK and Germany and “evaluate the market opportunity” in the US and Canada.

“We are actively evaluating all international market opportunities for our ELLE Colour Cosmetic ranges to fully assess the export potential for the brand,” said Parks.

She said the granting of the international brand licence for ELLE cosmetics and skincare products was a “significant achievement” which “recognises Giving Brand’s expertise and experience in creating and developing outstanding beauty and wellness brands”.

Wellness and Beauty Solutions owns 10 Immersion clinical spas in Australia as well as a range of wellness, beauty and lifestyle brands including Jbronze, Breathe and NailKALM.


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