New look readies homegrown UAE ayurveda-based range for regional expansion
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UAE Natural personal care brand, Herbline Essentials, has rebranded in readiness for regional expansion beyond its UAE-based pharmacies.
Launched in 2008 by Harmony Cosmetics, the ayurveda-based range is made from 100 per cent natural ingredients sourced from the Himalyas. It is also halal certified and enrolled in PETA’s ‘Beauty without Bunnies’ programme, as well as occupying the space between supermarket FMCGs and department store ranges.
During its short history, Herbline has grown from eight SKUs to 30-plus and from eight pharmacies to 140, including Dubai Duty Free pharmacies at Dubai International Airport, says Aly Rahimtoola, owner and managing director of Harmony Cosmetics.
“As a general rule we’ve had a 33 per cent year-on-year growth since last year against overall category growth of 14 per cent.”
He attributes the ‘phenomenal’ performance to education, largely through its social media. Facebook fans to date total 25,000, along with a strong twitter following. “My belief, as a company, is that we have natural solutions to people’s problems, and in the course of educating them, you convert people. They understand.”
The new look, highlighting the range’s organic credentials, was created by UAE-based, Brandworx and is a natural step in the company’s evolution, says Rahimtoola.
“With this image change comes a renewed focus on enhancing and expanding our presence in the region and internationally,” he adds.
Roll out beyond the UAE has started in Kuwait and Pakistan, with Turkey, Saudi Arabia, Iraq and South Africa slated by the end of Q1 2014.
Repeat purchase requests from non-UAE residents prompted an overseas shipping service. Marketing plans include in-store activation and a print campaign. The rebranding also segues Herbline into wider distribution and the introduction of a premium positioned, certified organic variant later this year, to be priced at least 20 to 25 per cent more than the original.
Natural beauty: Herbline’s new image
Education: Aly Rahimtoola