Desirable and different: Augustinus Bader outlines high ambitions with new lines that will debut at the Virtual Travel Retail Expo
The prestigious skin care brand Augustinus Bader has expanded its skin care range to include The Serum and The Eye Cream. Both innovations will be launched in global travel retail in October.
Coined as the “ultimate troubleshooter” The serum with TFC8 is a powerful new concentrate that combats dehydration, aging and environmental damage. The serum combines the brand’s exclusive TFC8 technology with nature’s most effective problem solvers: vitamin C, rice bran oil, pomegranate seed concentrate, resveratrol and edelweiss extract.
The serum offers intensive moisture and antioxidant protection against free radicals. It also strengthens the skin’s natural radiance and reduces signs of aging, fine lines and wrinkles.
TFC8 is Augustinus Bader’s characteristic complex of natural amino acids, high-quality vitamins and synthesized molecules. The complex brings natural ingredients to the skin cells, creating an optimal environment for the body’s own repair and renewal processes.
The eye cream with TFC8 has been described as “the ultimate wake-up call” and combines TFC8 with French algae, pennywort, arjun tree extract and other rejuvenating ingredients. The eye serum reduces puffiness in the eyes, eliminates dark circles, increases skin firmness, increases radiance and reduces the appearance of fine lines and wrinkles.
As an additional element of sustainability, both The Serum and The Eye Cream are bottled in eye-catching packaging made of 100% metal and a recyclable glass holder and packed in a 100% FSC-certified cardboard box. To promote circular economy practices, both products are available in sustainable, travel-friendly aluminum refill nomad metal tubes.
Augustinus Bader has also been hailed as the greatest skin care brand of all time by 300 beauty insiders from WWD, Vogue and Beauty Inc. In this exclusive interview, Charles Rosier, CEO of Augustinus Bader explains what sets The Serum and The Eye Cream apart from other luxury skin care products and what makes them ideal for the travel retail channel.
The Moodie Davitt Report: The TFC8 Serum Has Been Called “The Ultimate Skin Care Troubleshooting”. Can you tell us more about the leading skin care innovations that are driving this breakthrough version?
Charles Rosier: It is a very active serum. The clinical trials have been shared and the results from the serum are incredibly strong. When it becomes known that Augustinus Bader is launching a serum, the bar is set very high. So we had to do something very powerful. As you know, hyaluronic acid is widely used by various products – and the main differentiator of The Serum is the combination of hyaluronic acid with TFC8.
Another key differentiator is the Nomad Central unit. We designed the nomad unit with the goal of people filling it up and recycling it. The bottle itself is very beautiful, so it associates sustainability with an object that you are proud of in your home.
Why was now the right time to launch The Serum and The Eye Cream? What other product innovations are you researching?
The exact timing is determined by the completion of the products rather than a schedule. Our goal is to create the best skincare routine ever. We now have a cleanser, moisturizer, serum, eye cream, face oil, and body product.
Our DNA is different from other companies. Augustinus Bader is a technology platform leveraging our breakthrough skin care discovery through cellular communications. We are now developing a hair care line that is the next step in this core offering. We believe that this is not a skin care company that gets into the hair, but rather a technology platform that switches from skin to hair.
Research and development for our hair care line began 18 months ago. We are currently going through clinical trials with very impressive results.
Tell us more about the eye cream and what makes this product different from other prestige eye products on the market today?
We decided to bring the eye cream to the market like any other product in our range, based on queries from our consumers. We are just formulating something that we believe will contribute to the conversation.
Our customers were looking for more elasticity, less dark circles and less puffiness and that is exactly what our eye cream does. While our Cream and Rich Cream contain enough TFC8 to be super effective, they don’t have a specific goal. Our two new products are more specialized in helping people get specific results.
In our original plan, we wanted to release the serum and eye cream in February, but we’re a little delayed. This is due to the fact that we have optimized the recipe, designed bespoke packaging and made special efforts to design a beautiful object with sustainability in mind.
Tell us more about the sustainability features of The Serum and The Eye Cream?
Both The Serum and The Eye Cream are bottled in aluminum for the nomad and ceramic for the main object. The glass holder can be reused as a vase, pen holder or glass jug. The fact that you only need to buy the Nomad Unit when you want a refill also reduces waste. Our next step is to enable customers to purchase the centralized cartridge refill. In addition, most of our new packaging uses a minimum of plastic.
What do you think makes The Serum and The Eye Cream ideal products for the travel market?
What makes these new products ideal for the travel retail channel is that they will be the best products in their respective categories. The second reason is that they are works of art. They stand out and I believe no other skin care brand can match that.
When the consumer in travel retail sees and touches our product, they will quickly understand that it offers in terms of formula and premium experience. The Serum and The Eye Cream combine high-end appeal with skin cell expertise and top notch sustainable design and we believe they will be very desirable.
You will be part of our rollout with the DFS Group and some other dealers who have relied on Augustinus Bader. For us, they are a great example of what we can create and how different our brand is.
Which product innovations and digital features can visitors expect at your #Virtual booth during the second Virtual Travel Retail Expo?
Expo attendees will see that we are a high-end, premium technology platform with uses beyond skin care. Today we’re expanding into hair care and nutritional supplements, and I think people understand that we stand for beauty inside and out.
We believe that the premium scalp care and hair treatment category is also growing in travel retail and we are investigating this on this channel.
In the past we understood that our brand identity with only two Hero products made us less attractive to some retailers. In 2021, however, we will have a full range of skin care products that will showcase our brand potential in travel retail.
We firmly believe that the world doesn’t need more products, so we want to confirm that our products come first in every category. Our voice will stay consistent no matter what we bring to market and that is all about science and quality.