Malin + Goetz champions retail partners with two new exclusives
Director-to-consumer (DTC) is booming for many beauty brands and retailers, as this sales channel allows businesses to control all aspects of the customer journey, but it doesn't come without its challenges. To succeed, brands need a strong point of difference to cut through the market. This can be costly due to the marketing spend needed to drive awareness.
An attractive option is the third-party retailer route, which can offer the hallow effect of the retailer's brand and already established customer base, not to mention marketing support.
Malin + Goetz is championing its retail partners by producing exclusive products, and investing in experiential activations to acknowledge and maintain these important relationships.
Exclusive to Space NK, two new editions to the Malin + Goetz eucalyptus range – the hand + body scrub and eucalyptus smoothing body gel - are designed to bring the body cleansing and moisturising experience to skincare standards".
The hand + body scrub retails at £32 and boasts the following clinical results:
- 97% of subjects showed improvement in the appearance of pores after immediate application.
- 81% of subjects showed improvement in skin brightness and radiance after two weeks of use.
The eucalyptus smoothing body gel retails at £38 and boasts the following clinical results:
- 100% of subjects showed over two times improvement in hydration immediately after application.
- 88% of subjects showed improvement in skin texture after two weeks of use.
To drive engagement around this launch, Malin + Goetz is inviting customers to its yurt at Battersea Power Station to experience the exclusive eucalyptus body collection, in collaboration with Space NK, from 9-25 February.
Visitors can experience a hand and arm massage with the new eucalyptus hand + body scrub and smoothing body gel, as well as "calm their mind" with a selection of meditative sounds and a soothing tea blend.
The brand has also created an exclusive Bergamot Supercandle exclusively for luxury department store Liberty. The 780g, three-wick candle is housed in a bespoke glass vessel designed by acclaimed industrial designer and longtime friend of the brand, Jonas Damon.
"The design of our super candle was inspired by both the soft geometry of a Bauhaus lamp and the traditional apothecary mortar and pestle. An elegantly proportioned bowl, it is an object unto itself and can be used long after it has finished infusing your home with our uplifting and energising scent," said the brand's founders, Matthew Malin and Andrew Goetz.