by Colleen Morgan
Source: ©The Moodie Davitt Report
31 May 2016
Natural cosmetics brand Kroma is looking to extend its travel retail footprint beyond the Americas with its range of 200 SKUs.
Kroma, named after the Greek word for colour, exhibited for the second time at the IAADFS Duty Free Show of the Americas earlier this year. Brand owner Lee Cristou said new contracts were being finalised in travel retail in New Jersey, Trinidad and St Barts following the exhibition.
“We are also talking with a global distributor and that would be the logical next step for the brand,” Cristou said.
The Florida-based company exhibited its complete collection of some 200 SKUs in Orlando, highlighting its Botanical foundations and lip glosses, Face-Lifting Primer, and Mineral Pressed Powders.
Cristou, who said the brand targets women of all skin tones, believes Kroma is “tailor made” for the duty free channel because of its diverseness and “travel-friendly” packaging.
“For 16 years we’ve serviced travelling women and executives via our Professional Makeup Studio. Being an exclusive, niche manufacturing brand we have the ability to cater to individual customers’ needs and, at the same time, meet the demands of a wide market. Most of the products in our collection are either refillable or in refillable, compact magnetic cases.”
In Cristou’s opinion, Kroma can grow in duty free without compromising the brand’s personalisation and customer attentiveness.
“I plan to introduce our resumé of extensive education and sales training from beauty advisors, all the way down to the end-user carrying our products. We have the right product and are gradually expanding beyond the USA,” she concluded.