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Radar Up & coming brands Thinking differently A selection of brands sporting new approaches to fragrance and skincare Parfums de Marly Headquarters: Paris, France Launch Date: 2009 Price: €166 - €186 Parfums de Marly draws inspiration from the 18th century Château de Marly, where fragrances were created for King Louis XV, who had a passion for pure-bred horses and fragrance. Why it’s interesting: In a market where massifcation has dominated the industry, founder and president Julien Sprecher’s ambition is to revive the ‘passion and respect for tradition in perfumery. Inspired by King Louis XV’s passion for horses, the brand takes on an equestrian theme with each fragrance created as a tribute to a horse, such as the mythical Pegasus or Sedbury thoroughbred. The brand offers 18 EdPs, scented candles and accessories, including silk scarves and bracelets made from horse hair. Strategy & upcoming plans: The brand is positioned at the high end of the market and is sold in 350 doors in 50 countries in Europe, the US and the Middle East. In 2014, the company opened two standalone stores—in Paris and in New York—and it plans to open boutiques in the Middle East and Russia. The big focus is on developing the US and Asian markets, says Sprecher. The expansion of its own store presence will help the brand promote a lifestyle positioning, which it is looking to establish, according to the company. Human+Kind Headquarters: Cork, Ireland Launch date: 2012 Price: €6.95 - €29.95 Human+Kind is described as natural ‘skincare with a conscience’ and offers multi-tasking products for the face, body and hair for the time-pressed woman. The products are meant to be simple, natural and dependable, says the brand. Why it’s interesting: The brand is seeking to challenge the idea that women need a lot of products for different skin ailments and different skin types. It believes in a pared down approach to skincare with simple, dependable, multi- tasking formulas that save money and time, like a Hand+Elbow+Foot Cream, Day+Night Cream, and In-Shower Body Moisturiser. Strategy & upcoming plans: The company’s ambition is to become a household name. It is currently distributed in 1,000 doors in pharmacies, health stores, supermarkets, fashion chains, department stores, and airports and airlines. Key retail partners include Boots, Sephora, ICI Paris XL (Belgium, Netherlands), David Jones (Australia) and Clicks (South Africa). The brand is distributed in Europe, the Middle East, South Africa, South Korea, and Australia. 110 November-December 2015 - N°24 - BW Confidential