Australia’s reputation for its clean and green environment and strict manufacturing standards are driving soaring demand for G&M Cosmetics products throughout Asia, especially in Mainland China.
That unbreakable trust and loyalty among customers has led the 29-year-old Australian brand to reformulate some of its products and extend its range of high-quality skin health remedies further this year, capitalising on burgeoning demand from an ageing Chinese consumer base.
“G&M Cosmetics is now a powerhouse in the local cosmetics manufacturing landscape,” explains Peter Bosevski, the company’s global marketing and sales manager. “We are celebrating nearly three decades of stability and continued growth, having established a reputation for gentle, effective formulations which are fantastic value for money.”
The brand’s success is undoubtedly proven by its sale through more than 35,000 retail locations worldwide, with more markets to come.
This year, G&M has hit the ground running, launching a ‘refreshed and upgraded range of Australian Creams with a new gentle formula highly sought after by people suffering from many skin conditions or problems in Asia. A new 70g floral hand cream has drawn such a positive response from consumers that a new Vitamin C Brightening Moisturising Cream has been added.
For example, the company recently upgraded the formula of its lanolin range to become even more suitable for sensitive skin conditions.
Australian Creams is now an internationally recognised brand with its portfolio of Australian-made products highly desirable globally. “Our unique, carefully selected ingredients and enhanced gentle formulations deliver high-quality, effective and affordable skincare to nourish naturally healthy and beautiful radiant skin,” says Bosevski.
Further to this, Bosevski adds: “We are also seeing a rise in demand by local Asian consumers in Australia who are seeking out the G&M Australian Creams brand, especially with international students and tourists and local-born Asian consumers of Chinese origins.
“One of our greatest strengths is our iconic Australian native ingredients. G&M’s recognised point of difference has always centred around our unique ingredients: Scientific formulations developed and refined over many years featuring natural Australian active elements, including premium-grade organic oils and indigenous extracts, such as Kakadu plum, goat milk, Manuka honey, lanolin, macadamia, avocado and emu oil. People of all ages and skin conditions love and endorse these family-favourite products.”
While G&M exports to many international markets, its primary focus now is Mainland China, where its G&M Australian Creams were voted the most-trusted Australian brand in 2018 in Monash University’s Australian Brands in China Index.
“That prestigious award strengthened our international reputation and reinforced our future corporate vision to expand global markets significantly,” says Bosevski.
Cracking the Chinese market took time, focus, and energy, but it has clearly paid off. “China can be a difficult market to enter. However, by following regulations closely and taking the advice of industry heads and government bodies, G&M has succeeded by adopting necessary standards, meeting Chinese customs, labelling, and security sticker requirements, and complying with registration and licensing laws.
“Making the necessary investments has helped G&M in the long term develop and build on our China strategy.”
That strategy has recently been extended into Taiwan. G&M’s Australian Creams are now available at more than 500 stores. The most popular products are the heritage 250g and 500g value pump packs of creams and lotions.
Hong Kong is a new growth focus. Despite the lacklustre levels of recent retail sales there, Australian Creams has expanded into national health and beauty retailer Mannings through more than 200 sites, selling its heritage product, 250g lanolin. Negotiations are also underway with distributors and stockists in Thailand, Vietnam, the Philippines, and North America.
A passion for natural ingredients and sustainability
The company is passionate about its skincare products and chosen ingredients and fully committed to sustainability. “The Kakadu plum used in our new Vitamin C Brightening Cream is ethically sourced from indigenous communities in Australia, ensuring fair trade practices and supporting local economies,” says Bosevski. “This sustainable approach helps preserve the natural habitat and promotes biodiversity.”
Additionally, as a signatory to the Australian Packaging Covenant, G&M demonstrates its commitment to clean energy, sustainability, recycling initiatives and minimising waste on the way to producing best-in-class products.
G&M’s international success stands out at a time when local Australian manufacturing has declined overall. The company’s manufacturing, warehousing, sales, marketing, laboratory, quality assurance, and research and development departments are all located at its modern Taren Point facility in Sydney, NSW.
“We like to think of ourselves as a stalwart of the local skincare industry, thriving during a time when production is moving offshore. While other multinational skincare companies are experiencing stagnant brand and category growth, G&M has remained flexible and adapted to change. We are determined to survive and prosper.”
Growing export sales and international demand underpin the company’s future growth, which Bosevski says is directly attributable to G&M’s reputation for superior manufacturing and product quality.
“We have recently increased our speed to market and manufacturing capacity, and we now have greater control of our supply chain. By using innovation to increase and improve production outcomes, the G&M technical team is constantly upgrading and refining formulations, with initiatives such as removing parabens and petrochemicals, and striving to make the creams more natural, organic and consumer-friendly.”
G&M’s Australian Creams range is designed to provide comprehensive care for all skin types, including dry and sensitive skin. It offers various benefits, including moisturising, hydrating, repairing, nourishing, protecting, soothing, and restoring. Ideal for daily use by the entire family, these creams are lightweight, non-greasy, and fast-absorbing, providing long-lasting hydration and nourishment.
“G&M Cosmetics remains dedicated to providing safe, effective, and high-quality skincare that meets the evolving needs of today’s consumers,” concludes Bosevski.
“As we continue to innovate and improve, we are committed to maintaining our legacy of excellence while offering products that not only nurture the skin but also respect the environment. Our most trusted Australian Creams range is a testament to this, offering gentle yet powerful skin health solutions for the whole family.”
