Cellmid expands its hair loss and anti-ageing brand presence

By Natasha Spencer

- Last updated on GMT

Attribution to Matt Robinson
Attribution to Matt Robinson
The company’s popular évolis range of hair care products gears up to move into the premium retail market by entering Bloomingdales in the US.

On 24th April 2018, the Australian bio-pharmaceutical group, which has a strong focus on the health, wellbeing and hair loss sectors, will launch in leading US retailer Bloomingdales.

A luxurious partnership

The ASX-listed company has obtained a new premium retail partnership for its évolis Professional product range.

Bloomingdales is owned by Macy’s and is one of the oldest and renowned department stores in the US. The in-store launch of Cellmid’s évolis range is set to take place in quarter one FY2019.

The store is known for its luxury skin care product range. Évolis Professional strives to communicate its brand messages of effective, sustainable ingredients and clean formulations that are delivered and harnessed through the personalisation trend.

As part of their recent agreement to collaborate, Cellmid and Bloomingdales aim to answer millennial and Gen-X consumer demands for functional cosmetics that are clean, effective and based on science.

Prior to this partnership, through its consumer health business, Cellmid has sold its FGF5 inhibitor hair growth products in Australia, Japan, China and the US.

Entry into Bloomingdales

“Bloomingdales represents the third premium retail group in the US for évolis Professional,”​ commented Maria Halasz, CEO of Cellmid.

“With our successful online business in Neiman Marcus, recent commencement of online sales via US-based Soft Surroundings and now securing a partnership with Bloomingdales, our US distribution strategy is clearly working,”​ added Halasz.

Fillerina treatment

In April 2018, Cellmid also announced that it had added the anti-ageing Fillerina treatment to its portfolio to complement its évolis hair care range.

Alongside its domestic Australian marketplace and the US, Japan is a key growth market for Cellmid. The company decided to reach out to in-store consumers by unveiling its first concept store in Ginza, a premium shopping district in Tokyo.

The Advangen Hair Biology store’s range of products is expected to launch its shampoos, conditioners and activators in late 2018.




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