Australia’s Mecca, a top-selling SPF cream, will launch in Europe

by | Jun 16, 2023 | BEAUTY | 0 comments

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ENGLAND — With the release of its number-one bestseller, a multifunctional SPF cream from its in-house label, Mecca Cosmetica, Australia’s leading premium cosmetic retailer, Mecca, is making its maiden move into Europe and the Western market.

On Monday, To Save Face, SPF50+ Superscreen will go on sale in the United Kingdom. This is a significant development for the retailer, which Jo Horgan launched in 1997.

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The Australian-made sunscreen will be sold directly to consumers for 35 pounds on Mecca’s new website in the United Kingdom.

In the upcoming six to twelve months, the company intends to release complementary SPF goods, such as a serum and body care, according to Marita Burke, the “chief Mecca-imaginations officer” of the organization.

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Burke stated in an exclusive interview that To Save Face is Mecca’s best product and that they want to enter this market with their best foot forward. We are all well aware of the harm that the sun can inflict, thus SPF is starting to gain quite a bit of momentum.

Burke continued by saying that the modern active skin care products people use are increasing their skin’s sensitivity to the sun.

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In the UK, Mecca Cosmetica is releasing To Save Face SPF50+ Superscreen, one of its all-time best-sellers.

A single sunscreen will be offered at first, giving Mecca a “really good sense of how well our product can stack up against the needs of the U.K. customer, who is very similar to the Australian customer in many ways,” according to Burke.

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It’s a crucial time for Mecca.

The company celebrated its 25th anniversary last year, and this year marks the tenth anniversary of Mecca Cosmetica, a line of upscale necessities created in collaboration with customers and in-house experts.

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It controls 25% of Australasia’s 4.2 billion Australian dollar prestige beauty market and operates 109 outlets in both Australia and New Zealand.

Horgan stated to Ozifox Beauty Inc. in late 2017 that Mecca aims to be “the world’s most loved beauty destination.”

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If Mecca has a promotion, she continued, “that appeals to customers and that customers love, which seems to be the case, then it is our responsibility to take that more broadly.”

In his call for greater hemispheric exploration, Horgan singled out Europe as a “thriving market. Obviously, it would need to be taken into account alongside other markets. We are currently in that stage, she remarked.

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Broad spectrum SPF50+ UVA and UVB protection is provided by To Save Face. The lotion, according to Mecca, is “practically weightless” and has no whitening effect. According to the business, it was created with people who wear makeup in mind and can also be used as a moisturizer because it is practically invisible on the skin.

Vitamin E, glycerin, the antioxidant Maritime Pine Bark extract, and sodium PCA, a skin hydrator, are important constituents.

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In the UK, Mecca Cosmetica is releasing To Save Face SPF50+ Superscreen, one of its all-time best-sellers.

“SPF is a way of life in Australia. Similar to how you clean your teeth in the morning. We use it every day as part of our skincare regimen, and we wear it for the rest of our lives, according to Burke. We all got very sick of the clumpy, slimy, gluggy creams we were using on our skin, which is why we started [To Save Face].

She continued by saying that To Save Face was developed as a result of extensive internal research and several meetings with Mecca customers who had been requesting an SPF that could function more effectively and blend into the skin like a moisturizer.

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Therefore, as time went on, we discovered that we were creating a product that was actually more than the SPF. Burke explained that because it can sit behind makeup, it makes for the ideal primer.

Burke declined to discuss Mecca’s sales goals for the UK but pointed out that the SPF market is growing by double digits in this country. She stated, “I do believe that there is a need for SPF that can genuinely deliver on the benefits of skincare.

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Burke responded that Mecca views the U.K. as a testing ground and wants to determine the product’s popularity here before expanding into other regions when asked about a future expansion in Europe. She continued, “Ultimately, we see this as a launch across the U.K., and the EU,” adding that the strategy is to gradually feed more Mecca Cosmetica products into Europe.

Mecca Marita Burke

“I believe the U.K. would enjoy a number of Mecca Cosmetica products that are top sellers in Australia. I believe this is a significant potential,” she remarked.

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One of Europe’s most competitive beauty markets is the United Kingdom. It ranks among the top 10 global beauty markets and is the second-largest in Europe after Germany, according to Euromonitor.

While Harrods has introduced a brand-new, independent cosmetics concept called H cosmetics, which has locations in towns including Edinburgh, Bristol, and Newcastle, Sephora returned to the market with a long-awaited opening in March.

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Boots, meantime, has expanded its cosmetics selection in key shopping centers, and Space NK is also on a growth drive after opening its largest location at Westfield London earlier this year, close to Sephora.

Customers of all ages are swarming the beauty floors of stores like Harrods, Selfridges, Fenwick, Harvey Nichols, and Liberty in search of novel goods and tailored experiences at various price points.

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Burke responded, “Never say never,” when asked if Mecca would ever create a physical location in Europe, despite the fact that the company is now concentrating on direct-to-consumer, online distribution.

Mecca has established a regional website and fulfillment facilities to assist with the launch. The new Australia-UK Free Trade Agreement, which went into force on May 31, will also be advantageous to Mecca. More than 99 percent of Australian items exported to the UK are free of tariffs.

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It won’t be a big launch for To Save Face. In order to “bring the product to life” as soon as it lands next week, Burke said Mecca intends to rely on a group of brand alumni living in London who are “perfectly placed to be able to bring the product to life.”

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