‘When did body care get so boring?’: Head of Coco & Eve says category is primed for disruption

By Amanda Lim

- Last updated on GMT

Coco & Eve has expanded its body care range. ©Coco & Eve
Coco & Eve has expanded its body care range. ©Coco & Eve

Related tags Body care Asia

Beauty brand Coco & Eve has expanded its body care range to offer consumers less ‘serious’ body care products.

Glow Figure is a contouring and anti-ageing line-up that consists of three products: Bali Buffing Sugar, Bounce Body Mask and Body Moisture Whip.

Tom Reynolds, head of brand at Coco & Eve told CosmeticsDesign-Asia​ that the company hoped that its new products would help consumers see body care as more than an everyday chore.

“When did body care get so boring? It got so claims-heavy and so serious as brands tried to bridge the gap between facial skin care and body care,” said Reynolds.

“We are a brand built on fun. We saw a gap for true sensoriality, unique textures and the best fragrance you've ever smelt driven by supercharged tropical ingredients for an experience like no other on the market,”​ said Reynolds.

Reynolds believes consumers are now paying more attention to their bodies as part of the self-care and wellness movements.

“In a world that moves faster, everyday people are searching more and more for a moment of self-indulgence and pleasure… we think that body care is the best way to get out of the urban jungle and transport your skin to paradise,” ​he said.

As such, the company believes it is the perfect time to explore the opportunities in what it sees as a relatively stagnant segment.

“We see body as a category ripe for disruption. With Glow Figure we want people to stop thinking of body care as a boring chore but to a satisfying moment of pleasure that allows them to escape their daily grind with real beauty benefits, surprising textures and memorable fragrances.”

Breaking the ‘rules’

Another factor that makes Coco & Eve stand out on the shelves is that it marries ideas of other beauty care categories.

For instance, the Bounce Body Mask uses green tone technology typically found in CC products to counteract red tones and pigmentation on the body.

“There are lots of great ideas for innovations by crashing together different categories. Many benefits that have been positioned for one category or destination are also highly relevant for another. Once you take your head out from 'the rules of the category' that you are taught at the bigger beauty groups it opens up so many opportunities,”​ said Reynolds.

Like the rest of Coco & Eve products, the range is inspired by the tropical island of Bali, with ingredients it believes will resonate with Asian beauty consumers.

“We take inspiration from our home in Bali with unique ingredients like volcanic pumice, coconut flower sugar twinned with tropical skin superstars like virgin coconut oil, mangosteen, papaya and mango,” ​said Reynolds.

“We want to bring these ingredients whose beauty benefits have been raved about by those in the know to a much bigger, global audience.”

He added that the scent of the products would be especially appealing to Asian beauty consumers.

“The fragrance of this range is particularly interesting considering the olfactive preferences of Asian consumers. Its floral-fruity top notes of lychee and dragon fruit are particularly popular with this audience who prefer a lighter, more delicate scent.”

Glow Figure is set to hit the shelves from March 2020 and will be available via its official website and retailers such as Sephora.

Moving forward, Reynolds hints that the company will be bringing out new products and expanding into new markets.

He noted that the company is particularly interested in the Indian beauty market.

“The growing middle class, high penetration of hair care products, twinned with a heritage of traditional use of natural ingredients in beauty make it particularly relevant.”

In terms of retail, the company will continue to expand into brick and mortar stores as part of its 360-marketing strategy.

“As a digitally native brand having a physical presence allows us to reinforce credibility and enhance our brand experience by offering a hands-on moment to discover our products.”

“2020 is all about newness for Coco & Eve. New products, new territories, new experiences. With Glow Figure we're just getting started.”

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