Spice Island a growing brand
Spice Island product range which is aggressively marketed in USA is
looking for opportunities in Europe. Spice Island has a loyal following
in the US and is currently carried through the most prestige retailers
in the US such as the iconic Fred Segal New Beauty, Beauty Collections,
Ritz Carlton, Clyde’s, Omorphia, and Thompson's, and leading online
retailers such as Dermstore.com, madkat.com, iherb.com.
CEO of Spice Island
“Since our main focus remains the highly lucrative US market, Spice
Island has all the FDA approvals which is very critical level of product
testing and manufacturing through Nature's Beauty Creations gives us the
most accepted International manufacturing Certifications such as GMP and
ISO as well, said Ashan Malalasekera, CEO of Spice Island.
“Spice Island is primarily an export brand that caters to our
customers in North America; we do have a very small presence locally
through few exclusive retailers that carry our brand. Marketing the
brand to an enormous market like the US requires significant marketing,
promotions and PR campaigns.” Also, it requires being up-to-date with
the latest product trends and ingredients.
Almost 90 percent of new brands fail when they come to the US market
due high investment costs, product testing demands and costly promotions
to build up brand recognition.
As you can imagine, all this requires enormous investment but the
critical factory in our experience is if the customer come back for a
repeat purchase, then you sense that the brand can go the distance.
Excerpts of the interview with Malalasekera
Q. What makes the Spice Island product range unique?
A. Spice Island is a high-end, premium herbal and Ayurveda
inspired personal care brand that uses active base ingredients that are
endemic or well-known in Sri Lanka to create a brand offering that
brings a unique blend of exotic active ingredients to our customers
around the world.
Q. Spice Island is part of the Nature's Secret family, why did
for an up market quality designer branded products emerge?
A. Actually Spice Island has a unique and wonderful
relationship with Nature's Secret.
While not being owned by Nature's Secret and Nature's Secret is the
exclusive manufacturer of Spice Island in Sri Lanka, and is a critical
partner in our brand's success.
As Spice Island is a premium brand that retails mainly in North
American markets, it was accepted that the brand would need to be
manufactured as what can be described as the best, state-of-the-art
manufacturing plant for cosmetics in South Asia - Nature's Beauty
Q. What are your goals of market share and future aspirations
pertaining to Spice Island?
A. obviously we will continue to focus on our key market
strategy and drive revenue growth through those channels.
We aim to have our online store up and running this year too. We
already have a Marketing office in Las Vegas and Centralized product
warehousing, pick and pack and delivery through our partners in Texas.
The US personal care business is a USD 10 billion and industry, so if
you can survive and build a loyal base of customers, then your market
share translates into significant amount of revenue.