Jurlique builds new €24 mn natural beauty plant

By Natasha Spencer

- Last updated on GMT

Jurlique builds new €24 mn natural beauty plant
Australian skin care producer, Jurlique, will establish its $30 mn (€24 mn) natural beauty plant at Mount Baker in the Adelaide Hills, Australia.

On 26th February 2018, the natural brand announced it would expand its production capabilities at a location close to the company’s botanical ingredients farm.

Natural growth

Revolving its brand identity around the “power of nature, the ultimate in skin care”​, the Australian name’s new facility contains contemporary technological advances to manage water and energy usage as it focuses on sustainability.

Moving forward, Jurlique aims to hone its marketing strategy around product development in Australia, instead of expanding to overseas markets in APAC and around the world.  

“Jurlique is over 30 years old and up until now has been operating out of another facility, and we've maxed that out, so to go forward into the future we needed a significantly increased capacity and capability,”​ stated Jon Westover, Managing Director of global operation, Jurlique, according to Business News Australia​.

Made in Australia labels

The Made in Australia label is of high importance when it comes to building the homegrown beauty brand's presence. This is particularly relevant as it explores optimised manufacturing, development plans and capabilities as it strives to harvest its botanical ingredients.

As CDA reported in its three-part article series on the impact of Australia Made/Grown logos, consumers seek products and base their brand selection on trust, loyalty and credibility. 

Digital marketing channels and Millennial social concerns drive the awareness and identity of brands to ensure they achieve a notable and respectable level of authenticity.

Representing a considerable milestone for the beauty brand, the Japanese POLA Orbis Holdings-owned beauty brand will utilise its research and development efforts to optimise the natural status of its items.  

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