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HEALTH & BEAUTY FROM PAGE 55 four-plus, and is available in Woolworths, Coles and Chemist Warehouse.” Looking ahead, Ms Hilleard says that “with such a strong focus on immunity and general wellbeing, it’s hard to see the health and beauty category doing anything but thriving”. “VÖOST has a few more products planned for the coming months,” she said, adding that “it wouldn’t be VÖOST without something exciting in the NPD pipeline.” “After an unusual AFL season in 2020, VÖOST is excited for another season with our brand ambassador \\\[Richmond player\\\] Dustin Martin and a few games on home ground.” Ms Hilleard says the company is committed to further developing its partnerships with retailers in Australia, as well as expanding into new markets in 2021. Branch to bottle pride Wellgrove is the “wellness arm” of what is claimed to be Australia’s largest olive grower, Boundary Bend Limited, says General Manager Wellness Sarah Gray. Boundary Bend Limited, which produces Cobram Estate Extra Virgin Olive Oil, began in 1988, with the Wellgrove brand launched in 2019 “as part of our sustainability mission”, she says. “Sustainability is achieved through providing care for more than 2.5 million olive trees through every step of their lifecycle journey, from nursery to planting and the annual harvest,” Ms Gray said. “We aim to capture all the natural goodness from the olive tree, enabling us to deliver superior quality, naturally sourced and fully traceable Australian grown products to our customers.” Wellgrove, she adds, while being a new brand in the health and beauty category, is “slowly gaining traction in the market” and aims to “innovate and develop trusted olive-based products from our own groves” – in a mission to “improve people’s health and wellbeing, delivering effective, natural and sustainable wellness solutions”. According to Ms Gray, trends that “seem to be dominating at the moment” include plant-based products, sustainability and traceability or “knowing where the product comes from”. “Wellgrove products are fully traceable from branch to bottle, and we have a fully transparent production and supply chain,” she said. “We pride ourselves on developing consistently high-quality products.” Ms Gray predicts the rise of natural, plant-based products will continue, and sustainability will play “a huge role in consumer decision-making processes”. She says this makes Wellgrove a perfect player in the space with its “diverse range of high-quality, natural products that have specific benefits for overall health and wellness”. She adds that Wellgrove products “give consumers options to support their health and wellness naturally”. What’s in store for Wellgrove over the next few months? Ms Gray says the brand will launch Keto Super Powder in May 2021. “We’ve developed a unique process to turn our premium quality Cold Pressed Australian Extra Virgin Olive Oil into a convenient powder that contains healthy fats and prebiotic fibre, with zero carbohydrates,” she said. “A plant-based, zero-carb fuel source for your body and brain, carefully formulated to deliver sustained energy and help promote ketosis ... it can be used before or after exercise, in your morning coffee or afternoon snack, or at any time to fuel your body and brain.” The brand also plans to launch new olive health and wellness supplements this year. “However, after several years of growth, the mass beauty market was flat, which was impacted by a decline in make-up, which suffered because of state-wide Covid-19 lockdowns and consumers using less make-up overall,” she said. “Conversely, home hair colour saw exceptional growth after a long period of no growth as consumers shifted their behaviour during an extended period of salon closures. “In skin care, we saw huge growth in serums and moisturisers, but segments like BB cream and facial wipes declined in line with reduced make-up usage.” Despite these trends, Ms Hanger says make-up is expected to recover and skin care to return to more buoyant levels of growth in 2021. Despite the challenges of Covid-19, Ms Hanger says Garnier as a business “continues strong growth across key segments including micellar water, sheet masks, hair food treatments and Olia hair colour”. “The brand is well positioned to capitalise on current trends,” she said. “We’re seeing consumers looking for more natural beauty products than ever before and nearly half of all \\\[surveyed\\\] beauty consumers feel it’s much more important to buy from beauty brands they trust, which speaks well to our sustainable and ethical commitments of offering ‘greener beauty’.” Ms Hanger says “sustainability and clean beauty” will drive trends and “play a huge role” within the health and beauty category in 2021 and beyond. “Clean beauty is becoming increasingly important to not only brands such as Garnier but also retailers, which I believe will continue to grow and become more prominent in the online and offline retail space,” she said. “Community will also be integral to the industry as we continue to see the 56 RETAIL WORLD APR, 2021 Going for greener beauty Launching in France in 1904 as a “hair and skin expert”, Garnier’s goal, according to Marketing Director Jane Hanger, is “healthy-looking beauty that connects to nature and community”. “Garnier is a brand that’s committed to producing natural, convenient and accessible beauty solutions for every day, she said. “Sustainable and innovative products infused with natural ingredients are at the core of Garnier’s brand DNA.” While many categories have taken a hit during the pandemic, Ms Hanger says “the beauty category overall has been incredibly resilient”.