Australian cosmetics line launched in UK

By staff writer

- Last updated on GMT

Related tags Product lines Cosmetics Uk

The BYS Cosmetics (BeYourSelf) cosmetics line is being
launched in the UK and France as a stepping stone into
the European market, following on from its success in the
Australian market.

Created by in Australia, the range now includes over 200 innovative cosmetic products that are sold in select retail outlets throughout the country as well as the company's own dedicated and self-named online portal. "The global cosmetics business is highly competitive and big brands dominate the market. It is a testament to the BYS product range that it out-sells major competitors where it is sold through large retail outlets such as Australia's K Mart and has gained over 7.5 per cent market share by volume,"​ comments Darren Jones, managing director, The company markets its products under 11 different categories, which include: lip make-up, eyeliner, foundation, concealers and even an ethnic shades range. All the products are formulated based on naturally derived ingredients and none of the ingredients have been tested on animals. The range was launched and developed in Melbourne and through the online portal the company has developed a worldwide export market. However, the move onto the UK market will see the launch of a dedicated UK website, selling the product lines in Great British Sterling. The company is also planning a major high street campaign in the course of the next 12 months, aiming to get its products on the shelves of leading retailers through the country. Likewise the product lines will also be competitively priced, with an introductory rate of £1.99 (€2.90) per item for UK internet customers. The France-based website shows a selected range of the more popular product lines and redirects consumers to E-bay to make their purchase. The fact that the company has chosen the UK and the France markets to launch their products in Europe reflects both the importance of the personal care markets there. France and the UK being are the leading markets for personal care in Europe general and have also shown particularly high growth for natural-based personal care products. However, the company's campaign is particularly concentrated on the UK market, where similarities in the target Anglophone community are expected to give its campaign added impetus.

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