‘A transition phase’: Mavala targets new and existing market to revitalise APAC presence – CEO

Today, Mavala is available in over 100 countries, including APAC markets such as Australia, New Zealand, Hong Kong, Japan, South Korea, Indonesia, and Myanmar.

Asia represents a major opportunity for the company, and it was currently working to strengthen its foothold and expand its reach in the region.

“Asia has been a good market for us, and we would really like to be stronger. Asia has a culture of beauty and taking care of yourself, more than the rest of the world. The Asian consumer is known to like technical products. They want efficacy; they want product to do what they say and no false promises. This fits with us because we are Swiss and we are serious about our products,”​ said CEO Doris Maute Bobillier, the firm's second-generation leader.

She added that the beauty trends of self-care and wellness are currently well-aligned with the brand.

Speaking to CosmeticsDesign-Asia​, Maute Bobillier said the firm was aiming to reinvigorate its position in older markets like Hong Kong and Japan.

“We’re in a transition phase in Japan and Hong Kong right now,”​ she said.

Founded over six decades ago, the brand is best known for its nail polishes and nail care products like its best-selling Mavala Scientifique Nail Hardener.

Since then, it has expanded into a variety of categories including skin care, hand care, foot care, lash care, as well as colour cosmetics with skin care benefits.

“Our expertise started with nail treatments and hand creams. We then expanded to lash products back in 1967. We later developed skin care and then makeup, which have caring benefits as well. For us, it’s always care first before beautifying,”​ said Maute Bobillier.

Finding new markets

The company is making headway through travel retail, where it was already working with Tigerair Taiwan.

“Travel retail is another way for us to gain back our brand awareness in Asia as Asians love to travel,”​ said Maute Bobillier.

In addition to air travel, the company has also observed opportunities in duty-free channels on cruise ships.

Furthermore, the company also has its eye on promising new markets such as India and Vietnam.

“These are good opportunities. India is a bit like China. But China for us is difficult to enter apart from cross-border because of the regulatory complications. India is a country of beauty and the fasting moving country these days. Vietnam as well is fast-growing. They love colour and the population is very young. We see a lot of opportunities there​,” ​said Maute Bobillier.

Moving forward, the company is set to introduce new products to the market, including new nail colours and new care products.

It is also working to make its products more environmentally friendly by reducing packaging materials such as leaflets and cellophane wrappings.

“We are in the phase of changing a lot of our packaging. The demand for more sustainable products is something we continue to hear a lot about. It’s an ongoing trend and we see that we have to reduce waste for the planet,” ​said Maute Bobillier.