Cosmetic

La Perla Beauty prepares to launch in the US

After the arrival of La Perla Beauty in the brand’s select La Perla Stores, the luxury brand is gearing up to release its collection in the autumn. It will enter the region through key luxury and prestige retail partners as well as its new North America e-commerce site.

“The US is very much a key market for La Perla, being the biggest cosmetic market in the world,” ​Lisa Jackson, Chief Commercial Officer, La Perla Beauty, told CosmeticsDesign-USA. “It is a market that our distribution network looks to and wants to understand our plans within it.”

Detailing the brand’s hopes for its move into North America, Jackson added: “La Perla Beauty is Haute Beauté, without doubt, luxurious and true to the La Perla Heritage while also being conscious, mindful, sustainable and ethical, which are trends we are seeing a move towards, from both retailers and consumers.”

Timing is everything

As it emerges into the cosmetics scene, La Perla Beauty will present its entire inaugural fragrance, color cosmetics and body care ranges to US shoppers.

Despite the challenges of launching a new brand during a pandemic, La Perla sees opportunities in all three beauty categories.

  • The fragrance category in the US is experiencing double-digit growth versus 2020, but also versus 2019. As consumers have looked to fragrance to enhance their moods, Jackson noted: “We feel the timing is great to enter the US fragrance market with luxury fragrances from one of the world’s most well-known brands.”
  • “Body care is very relevant now, especially as consumers have prioritized self-care during and post-pandemic,” ​said Jackson. La Perla Beauty has created its body care collection with prebiotics infusion and plant-based ingredients, which it claims provide superior skin treatment and moisturization.
  • Cosmetics as a category was hard hit during the pandemic, as consumers were masked and stayed at home. Yet Jackson believes in its promising return: “This is poised for a comeback as consumers return to work and begin to return to social get-togethers.”​ With a nod to the clean beauty trend, La Perla Beauty anticipates that brands made from sustainably sourced and clean ingredients are likely to outperform the category.

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