The partnership, which takes effect immediately, will see Azelis distribute silicone innovator Momentive’s specialities for the personal care market in Australia.
Partnership details
Through utilising its high-performance ingredients range, Azelis strives to provide Australian personal care consumers with increased access to, and enhanced applications in a wide collection of items including “silkier lotions, drier antiperspirants, more spreadable sunscreens, brighter and smoother cosmetics”, the company commented.
“Our personal care team is convinced Momentive’s product line will become an important cornerstone of the whole product line for personal care applications,” emphasised Camiel Huisman, Managing Director Australia, Azelis.
Commenting on how Azelis is aligned with the goals of Momentive and the wider personal care industry, Camiel Huisman, Managing Director Australia, Azelis added: “The strategic choice was made to focus on personal care and home care. Therefore we are willing to invest in strengthening the team and building an application laboratory to support this in APAC.”
Focusing on its position in Asia-Pacific, the new strategic alliance was made based on Azelis’ double-digit growth over the last three years, and its strong plans to support Momentive.
ANZ top trends
Speaking on the current trends leading consumer choices in Australia and New Zealand in 2018, Camiel Huisman, Managing Director Australia, Azelis pinpointed natural, multifunctional and customised beauty as leading the way.
As the “search for a more natural and ethical approach” dominates, socially-aware and conscious consumers are also focusing on these products' efficacy as they care strongly about results.
“'Time-savers' for the active consumer” are also key items entering the cosmetics space as consumers “look for a life balance with products that allow time-saving, yet are still highly efficient”.
As specialised products continue to be on the up, “bespoke beauty is becoming popular as products are moving away from the ‘one-size-fits-all’ and an increase in demand for the trend of customisable and DIY products can be seen”.
Silicone’s role
When it comes to these three leading trends in Australia and New Zealand, silicones are proving important in optimising the effects of these beauty items.
“Silicones can play a very important part for those searching for products that can deliver time-saving results, especially in hair care, as the immediate results can change substantially through the use of silicones,” outlined Huisman.
“Quicker drying, improved condition, easier to style and better combing are just some results through the use of silicones, all helping to save the active consumer time.”
“Slower” regulatory change
Focusing on Australia and New Zealand’s regulatory landscape, Huisman specified how: “Regulations in Australia tend to move on a slower pace than in other places, however, because the industry has a strong focus on exports, it is essential to keep an eye on what is happening in Asia and Europe.”
Positively, “recent changes in the regulations of silicones in Europe are already raising awareness in the local market in ANZ,” he added.
2018 expectations
Looking at what we can expect from the personal care market in Australia and New Zealand in 2018, Huisman commented: “Most of the growth will come from niche and natural brands as these become popular within the market.”
With digital investment and upgrades a priority in the industry, it “will continue to be driven by new product innovation”.
“More than ever, digital influencers will help dictate the direction the market will take, therefore innovation is key," Huisman concluded.