Designing a new range of skin care products has been the most significant milestone for Bethany James’s cosmetics company, Bethany Cosmetics, since its establishment in 2002.
Designing a new range of skin care products has been the most significant milestone for Bethany James’s cosmetics company, Bethany Cosmetics, since its establishment in 2002.
Ms James, managing director of Bethany Cosmetics and a former 40under40 award winner, recently launched her unisex range of 17 natural skin care products under the ‘pennington’ brand.
The company’s existing distributors in Japan and the UK have signed on for the range, which is expected to be in 1,000 pharmacies around Australia by Christmas.
Ms James said she was inspired to develop a skin care line about 18 months ago.
“I certainly looked at the trade in cosmetics and knew what consumers were looking for, but the guts of it came from my own research.”
Ms James said the new line marked a departure from the more luxurious Bethany range and its selective distribution.
“pennington was always designed with the idea that it would have mass distribution and be available in a lot of stores,” she told WA Business News.
“It has a much broader distribution, which is exciting for us, and means we can reach a lot more retailers.
“The trend in cosmetics is changing to products that have a very clinical feel to them. Consumers are leaning away from ornate packaging – they want natural products.”
One of Ms James’s existing stockists, David Jones, signed on for the pennington range before it had been produced, on the basis of a presentation by Ms James outlining her intentions for the brand.
“I put it down to the fact that I proved myself with Bethany,” Ms James said.
“It’s always stressful finding the right distributors and raising capital. I’m very lucky to have supportive board directors.”
Ms James said she made a point of attending all meetings with the company’s stockists in order to ensure a consistent brand image.
“We get approached by distributors all the time wanting the brand. We just want to grow at our own pace and control growth, taking each on board as we see fit,” she said.
Ms James intends to continue to explore international markets, beyond the UK and Japan, for both product lines.
“We already have plans for the US, with meetings to commence there in April 2007. Things will be happening over there in a large way, and we’re also looking at other Asian countries.”
• Nominations are now open for the 2007 40under40 Awards. The awards are open to WA business owners and executives, working for a WA-based company, who are under the age of 40 as at December 31 2006. To nominate, visit http://www.40under40.com.au/ Applications close on Monday December 11 at 5pm.
