Physicians Formula is playing its game well
The US firm based near Los Angeles will have performed well in 2014 and this in spite of a particularly tense business environment in the United States, due among other things, to constraints imposed by the US distribution focused on inventory control. Main reasons, a particularly tonic marketing strategy, which will have proven its efficiency, the marketing of new successful products, the desire to be successful on all digital platforms and a high responsiveness in the development and marketing of products. Overview with Ingrid Jackel, President.
Physicians Formula, who has recently moved into new administrative and commercial premises, is therefore more than ever one of the trump cards of its new owner for the past two years, the Markwins International Corporation Group. Based in City of Industry, California, this group is a global company in color cosmetics, cosmetic accessories and beauty collections. Founded by CEO Eric Chen nearly 30 years ago, this privately-held company is recognized as a top 20 purveyor in the global cosmetic industry. With over 3,000 employees, Markwins brands cater to and reach consumers of all ages, ethnicities and skin tones. The Markwins brand portfolio includes wet n wild®, The Color Workshop®, Black Radiance®, The Color Institute® and POP® amongst many others. Markwins brands can be found in over 42,000 retail outlets including Department, Specialty, Mass, Drug and Food stores, and are available in more than 60 countries, spanning 6 continents. For their part, the Physicians Formula products are sold in over 25,000 stores including those operated by Wal-Mart, Target, CVS and Rite Aid.
Health and Glamour!
“It’s true, confirms Ingrid Jackel, we have every reason to be satisfied with this past year. Especially as our progress was achieved in a particularly difficult environment in the US retail sector, where, clearly, financiers now have the upper hand in distribution groups. Luckily, the work conducted on our products, the efficiency of our marketing campaigns, the desire to show a coherent picture of our product lines, a greatly increased visibility within digital media platforms and the placing on the market of innovative products, made the difference. Our “health and glamour” positioning continues to work wonders.” As a result we are pleased to see solid growth of our brand with a high single digit growth rate year over year by the end of 2014 and continued strong POS results as we’re beginning another exciting year”.