Standing Out in a Saturated Market

Cosmetic News Weekly, 14 February 2011

Savane Skin is a new organic skincare range from South Africa, created by Jennifer Peters and Stephane Helary, who share a passion for conservation and the protection of the environment. Launched last October, the brand currently comprises six products, all of which feature plant-based ingredients culled throughout the African continent, such as rooibos, marula, aloe ferox and moringa, known as effective moisturisers and antioxidants.

The organic skincare market is a saturated one. Everyday, a new “organic” beauty brand seems to be launching. What makes Savane Organic Skincare different from the rest, and viable commercially?

The plant and oil combinations present in your products seem to differ from other bush-inspired lines. How did you come up with the formulations, and how do you maintain quality and effectiveness?

We’ve spent over four years in research and development to come up with high performance, premium quality formulations with a unique luxury scent and feel.

Our ingredients are rich in some of the most powerful natural antioxidants and deep penetrating essential fatty acids (omegas 3, 6 and 9). Savane’s skin care range restructures, regenerates, and revitalises your skin, protecting it against premature aging and restoring its natural balance.

We also use cutting age natural preservatives to maintain the stability and quality of our products. Savane products are packed in 100 per cent recyclable aluminium bottles to protect the organic formulations against UV light.

What are the challenges you face in marketing and distributing your line? What business model, if any, serves as your inspiration?

The biggest challenge we face in marketing our brand is “greenwashing”. Because organic and responsible consumerism are now big trends in the industry, many brands claim to be responsible, confusing the consumer about what is really organic or responsible. We believe the certifications and accreditations we have (ECOCERT, PytoTrade, Beauty Without Cruelty) and those we hope to receive soon (FLO-cert, UEB) will help consumers know that Savane is an authentic, honest brand.

You are starting from a very small and limited base. How do you see Savane growing? Do your plans include international expansion? What kind of stores would you like to see your line in?

In the short term, we are focused on the South African market and growing brand recognition through targeted PR activities while we begin to establish a retail presence in high-end boutiques, luxury safari lodges, and online. Wherever we can, we strive to collaborate and work with other local brands and companies who share our vision – good business practice, a love of Africa, and a desire to give back to Africa.

In the longer term, we aim to reach the US, EU and Asian markets where the demand for premium organic responsible skin care is considerable and still growing. Alongside Ecocert and PhytoTrade, we will be showcasing our products at Biofach Germany, Cosmoprof Bologna and Beyond Beauty Paris later this year.

Bambina Wise