Essano, New Zealand’s number one natural skincare brand, launched in the US in 2020. Certified organic and a signatory to the New Zealand Plastic Packaging Declaration, the brand’s packaging is on track to be entirely re-usable, re-cyclable or compostable by 2025.
Essano is now available in 5500 doors in the US, including leading drug store chains CVS Pharmacy and Rite Aid.
Last August, Essano rolled out three concentrated serums in the US – Wrinkle Rescue, Intense Hydration and Advanced Brightening – in select drugstores.
The over-50s market has become a coveted demographic worldwide as brands race to cater to the skincare needs of the so-called “forgotten generation”. Essano has now debuted three SKUs in its Visible Repair range across the Pacific through Rite Aid – a serum, day cream and night cream – to target those aged 50-plus.
The trio are billed as pro-ageing rather than anti-ageing. The accompanying campaign emphasises ageing fearlessly.
Essano’s global sales reached US$36 million last year and Australia is the brand’s largest market. Its US sales now total US$2 million.
From a consumer perspective, there’s amazing success with the brand across Australasian markets, particularly our home territories Australia and New Zealand, and we’re looking toward where we can bring products to additional consumers, adds Katarina Scrimshaw, senior marketing manager for Essano.
“The US market is the biggest natural skincare market in the world, so there’s lots of synergies in terms of consumer preferences.”
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