Unlike most beauty brands, Nuori has stayed away from vending products on its own website. “I very much believe people need to be able to come in and test the products, and get a sample to go home with,” says Bonnén. “We are a tiny company. We don’t have a big marketing budget. So, we can’t pay for huge advertising in the 24 countries we are present in. We have to be humble and understand the way to launch a new country is in collaboration with the retailers we are in. That’s why we are so selective.”
Offline, Nuori controls its distribution network and doesn’t rely on outside distributors. It’s expanded primarily by targeting leading design, fashion and natural beauty retailers in major cities. Hong Kong is the brand’s biggest market, and the U.S. is its second biggest. Beyond Organic is Nuori’s main retail partner in Hong Kong. The brand is now diving into spa distribution and has developed spa treatments.
“I instinctively felt Asia would be a good market for us and that consumers there would really appreciate a unique concept such as a freshly-blended high-end skincare brand,” says Bonnén. “Asian women are extremely dedicated to their skincare, and they’re willing to invest a lot in it. It’s very nice to see there’s this new type of Asian consumer emerging that’s very conscious of natural, organic and pure ingredients.”
Nuori’s products heed form and function. Airless pumps help ensure formula purity and diminish the necessity of harsh preservatives. Even the Vital Hand Cream is packaged in a tube with an attached airless pump. Nuori’s Supreme-C Serum Treatment keeps the vitamin C separate from the serum base until a user blends vitamin C into the base at home. “You get a 100% pure active ingredient as a result,” says Bonnén. “We ask, ‘How can we use smart packaging to make the product even more fresh and, thus, more effective?’”
Out of Nuori’s 13 stock keeping units, the bestseller is the Vital Foaming Cleanser with Supreme-C Serum Treatment following behind in second. At the opposite ends of the brand’s price range at £29 and £119, Bonnén remarks the success of the two products demonstrate Nuori is drawing young shoppers and their older counterparts. “We are seeing mother-daughter customer acquisition, which is really exciting,” she states, adding male customers have been strong sales drivers, too.
Overall, New York resident Bonnén, formerly a marketing manager at L’Oréal Denmark, reveals Copenhagen-based Nuori is experiencing steady growth at its retail doors. “You can do good business with fresh skincare,” she says. “There were cynics that said it’s a very hard way to run a business, but I’m glad it’s turned out to be a good route.”
For more information VISIT www.nuori.com
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