Bellaboo has expanded rapidly out of Australia on its hip and natural positioning, which it claims fills "a much-needed niche within teen skin care."

According to founder and former beauty editor Snezna Kerekovic, "[initial] feedback from U.S. buyers has been phenomenal. They clearly recognize us as filling a large gap in the skin-care market," she told "The Rose Sheet" Oct. 20.

"They love our whole story - the pure formulations, the fact that we are Australian-made, our bold and funky packaging and our overall brand platform around helping young girls feel good about themselves," Kerekovic added.

Bellaboo launched in recent months in 2,000 Rite Aid stores; the brand also is available at Giant Eagle groceries and is coming soon to Justice clothing stores for young girls, parent firm Launch Pad Enterprises notes in an Oct. 14 release.

In just two years, Bellaboo has "exploded onto the world scene," from Australia to South America, Canada and the U.S., the company says.

Over the next 12 months the brand plans to introduce its natural, teen-oriented products in the UK, Middle East, Japan, China and Taiwan.

Company Touts 99.5% Natural Formulations

The appeal of Bellaboo reflects the fact that "tweens and teens are totally into green," the company says, citing a survey of 500 girls that found 98 percent prioritize "pure and natural" when it comes to skin care.

"When I started to look at skin-care choices for my own daughter, I realized there was nothing specifically for young girls that was pure and natural. All I could find were a bunch of products containing a cocktail of chemicals that took a hard-line approach to young skin," Kerekovic states.

Her solution: a 3-step treatment system consisting predominantly of natural ingredients (99.5 percent). The remaining 0.5 percent is the preservative and emulsifying component, Bellaboo says.

Jill Jameson, president of Los Angeles-based JJ Retail Solutions, which assists Australian brands seeking U.S. market entry, highlighted the company's use of organic-certified sea buckthorn berry.

Sea buckthorn is an increasingly popular choice among natural/organic formulators due to the ingredient's high vitamin C and antioxidant content (¹ Also see "Sibu Beauty Anoints Skin With "Holy Fruit Of The Himalayas"" - HBW Insight, 19 October, 2009.).

"It makes sense to start young, sensitive skin going through major hormonal changes with a gentle, nurturing approach," Kerekovic asserts.

The Faces Of Bellaboo

In designing and marketing the line, Kerekovic has received insight and help from a crew of six girls - winners of a contest the brand held to identify young individuals with the drive and creativity to develop a skin-care brand that would have a positive impact on their peers while addressing the demographic's specific tastes and needs.

The six girls who were chosen expressed a desire for natural, gentle formulations, Bellaboo says, as other products they had used proved irritating and only exacerbated their skin complaints.

Spokesgirl and acne sufferer Jess, age 18, lauds the effectiveness of the Bellaboo regimen, which "helped me clear up pimples and blackheads, without irritation, leaving it fresh and flawless," she says in the brand's release.

Bellaboo's teen team also was involved in designing the products' "funky" packaging. Jameson noted that the packaging "doesn't scream green," but the company is making adjustments to ensure that the natural element is not missed - by "putting bigger stickers on it," for example, she said.

Bellaboo's skin-care system consists of All That Facial Wash ($14.95), Buff Skin Facial Exfoliator ($16.95) and Gorgeous Skin Moisture Dew ($16.95).

The firm's E Z Blitz Serum, designed to clear blemishes and balance skin, retails for $16. For $14.95 each, Bellaboo also offers Clear Skin Smoothie, a skin-care drink; Berry Nice Face Fix; and Sweet Sin Chocolate Indulgence Mask.

Since Bellaboo's conception roughly four years ago, the brand's Web site has evolved into an "online magazine," described as "a vehicle to promote positive and inspiring content around self-esteem, body image and ... the issues facing girls today."

The site features sections on style and fashion, celebrity interviews and age-appropriate advice in addition to a listing of the brand's products, which can be conveniently placed in a shopping cart.

Bellaboo's site has been receiving around 800,000 hits per month, according to Jameson.

"I am absolutely passionate about us being a guiding light to young girls. We are there for them to help them be more confident and comfortable in their own skin," says Kerekovic. "We are all about helping girls realize their true worth based on their total self versus a shallow focus on appearance only."

Good For You Girls is another brand, founded by two Connecticut mothers, offering young girls a natural alternative to "harsh," mainstream personal-care products (² Also see "Marketing In Brief" - HBW Insight, 10 August, 2009., Marketing In Brief).

In February, Mintel released results from a survey of 687 girls ages 12 to 17.

The research firm noted that "female teens are more likely to use products designed for sensitive skin, as well as those with sunscreen or sunblock." Thirty percent and 23 percent of respondents reported using moisturizers, creams and/or lotions of those types, respectively.

Among 725 teenaged girls surveyed, Bath & Body Works , Aveeno and Jergens were the brands of moisturizer most commonly used.

- Ryan Nelson ( ³ r.nelson@elsevier.com )

Bellaboo Brings U.S. Teens Natural, "Funky" Skin Care, Filling Niche

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