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ModelCo’s bullish expansion plans

Shelley Barrett

Off the back of making its first foray into the skincare category last year, ModelCo now has its sights set on further product development and new international markets.

According to the Australian beauty and cosmetics brand’s founder, Shelley Barrett, who started the company in Sydney in 2002, “innovation and smart marketing” is what sets ModelCo apart from other traditional beauty brands.

ModelCo launched its first natural skincare range in August 2014 following customer research that found more than 89 per cent of the 8000 respondents from a ModelCo survey wanted to see a natural skincare line added to the ModelCo range. This month, ModelCo launched a new product, Lash and Line Superlash Mascara and Liquid Eyeliner, which combines mascara and liquid eyeliner in the one tube.

It will also be releasing new self-tanning products for Spring/Summer 2015/2016, including a new ModelCo One Hour Tan, ModelCo Exfoliate Double Sided Body Wipes, and a new and improved version of its top selling ModelCo Tan Mousse Light-Medium. ModelCo is also focused the digital space, after revamping its e-commerce platform in 2013, and a new ModelCo app is also in development.

“Our long term expansion plans are to focus heavily on the digital online space – we are constantly updating our website, introducing more interactive elements; and a ModelCo app is in the works,” Barrett told Inside FMCG.

“The need for progressive and active digital marketing and the influence of the blogger requires brands in this industry, particularly brands such as ModelCo whose primary audience is 18 to 35 year olds, to be adaptive and connected to this important medium.

“ModelCo has a specialist digital and social media inhouse team responsible for driving traffic to the ModelCo website and engaging with its customers on all levels. ModelCo’s rapidly expanding social media following has allowed it to build a strong, modern brand  identity that engages with its customers and community 24/7, a focus which is a critical priority for the  brand.”

According to Barrett, the business is also currently concentrating heavily on expansion in Asia, including Malaysia, Singapore, Indonesia and Japan.In the retail space, ModelCo earlier this year trialled its cosmetic products in digital touch screen vending machines at Sydney Airport.

The digital vending machines, created by Melbourne-based washroom vending company, Powder Room Interactive Media (PRI Media), in partnership with Sydney Airport, stock travel size toiletries and beauty and grooming products from some of Australia’s biggest consumer brands, and are located in the washrooms in T1 International (T1) and T2 Domestic (T2) Sydney Airport.

The ModelCo products launched as part of the trial include ModelCo Lip Lacquer (in Morocco), ModelCo Shine Ultra Lip Gloss (in Fairy Floss), ModelCo Double Ended Fibre Lash Brush on False Lashes, and ModelCo Eye Define Eye Pencil. 

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