Moana Skincare teams up to target Europe and the Middle East
Together, the duo aims to distribute and sell Moana Skincare products to the European and Middle Eastern personal care markets.
On 11th January 2017, ABT announced it has expanded its business model. The active ingredient specialists will now focus the majority of its activities on marketing and selling third party skin care products to consumers and professional users, along with the commercialisation of third party technology.
The skin care brand’s recent partnership with Norwegian ABT reflects this new direction and will see the pair turn their attention to building a strong presence in Europe and the Middle East.
Organic appeal
Amassing a product portfolio of 19 skin care products, Moana Skincare’s range is organically certified with AsureQuality, which provides food safety and biosecurity services on behalf of the New Zealand government.
Taking inspiration from New Zealand’s plant selection, traditionally used in the country’s medicines, a large number of the retailer’s products contain potent botanical extracts and rare seaweed from the Pacific Ocean.
Although to date, Moana Skincare has mainly sold its product lines to the Pacific region, it has entered several areas in Europe and so has an understanding of routes to market and consumer demands.
ABT has focused on the development, production and marketing of new active cosmetics ingredients used in the skin care industry, having successfully patented its products.
As skin care is the fastest growing segment in the cosmetics industry, ABT states, it will now seek to communicate Moana Skincare’s holistic wellness approach and natural skin care focus to EMEA consumers.
Two company heads are better than one
ABT— which has been awarded exclusivity for the distribution and sales of Moana Skincare products in Europe, the Middle East and Africa (EMEA) — will strengthen this presence and help to secure the EMEA region as a key market for the brand.
"We have tested Moana`s product on a group of consumers and their response is overwhelming. The products are developed for sensitive skin and target the most demanding customers and professional users. We see a huge potential for the Moana product line in the EMEA markets," said Arvid Lindberg, CEO of Aqua Bio Technology.
Both parties have signed an eight-year agreement, which provides ABT exclusivity to market, distribute and sell all products, including any new items launched.
As part of the agreement, ABT may choose to acquire up to 30% of the company’s shares and also has a right of first refusal, if Moana Skincare opts to sell all shares.
