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NVEY MAKE-UP TURNS ITS ATTENTION BACK TO AUSTRALIA AFTER SUCCESSFUL GLOBAL DISTRIBUTION TAKES HOLD

This season green is the new black! More than just a colour, NVEY ECO launches the new ‘green’ in make-up – a true Organic Make-up line that fuses fashion and nature in perfect balance.

After years of expansion internationally, NVEY Make-up [pronounced n-vay] launches the latest in true organic make-up to the Australian market. NVEY ECO has been created through six years of stringent research, testing, and access to the expertise that comes with 46 years of experience in the beauty industry. With the launch of the new ECO Organic Make-up line, NVEY is now positioned at the cutting edge of the colour cosmetics sector, being one of the few make-up brands globally that produces an organic line.

NVEY ECO explodes the myth that ‘going green’ reduces the performance and application of make-up, with the development of unique production methods that retain the organic profile, while delivering the high performance colour and long lasting characteristics that NVEY Make-up is known for internationally.

The origins of the NVEY brand dates back to 1958 when Helene Abicair founded the acclaimed Melbourne beauty therapy college. From an early age Abicair’s son, Rohan Widdison, was entrenched in the cosmetic industry and grew to understand the importance of high performance product formulations. Fast forward to 1999 when Widdison started researching the development and production of an organic cosmetic range and NVEY ECO was born!

The high performance characteristics are achieved without the use of chemical ingredients such as parabens, petrochemicals or synthetic fragrances, and ECO comes with a guarantee that the brand is not tested on animals. According to Widdison, “NVEY ECO is also on the cusp of final organic certification that will enhance consumer confidence in our true green organic make-up”. “This certification separatesNVEY ECO from all other brands”, he added.

Manufactured in Australia, NVEY ECO contains a harmonious blend of plant and mineral ingredients fused with natural botanical extracts and powerful antioxidants. The end result is a pure, gentle and highly effective makeup solution! ECO’s fusion of nature and colour nurtures the health and beauty of the skin for a radiant and revived complexion. Ease of application was a priority when developing the range. “The NVEY range was born with a fuss free, ease of use philosophy”, said Widdison. “It is this feeling that resonates throughout the brand, from the simple clean lines of the packaging through to the refined and well-chosen colour palette that our team has created”, Widdison added.

NVEY is not dictated by runway trends, and instead provides wearable colours for a variety of skin tones and occasions, allowing the user to create any look they desire, be it natural, directional or high glamour.

NVEY ECO PRODUCT RANGE - NVEY ECO Crème Deluxe Foundation, NVEY ECO Compact Powder, NVEY ECO ERASE (concealer), NVEY ECO Moisturising Fluid Foundation, NVEY ECO Lipstick, NVEY ECO Compact Bronzer, NVEY ECO Powder Blush, NVEY ECO Eye Shadow (available individually and in seasonal palettes), NVEY ECO Moisturising Mascara

Established in 2003, Nvey Make-up has forged ahead with an impressive global distribution strategy that bucks the typical expansion path of local first, and is now refocusing its attention back onto the Australian market where the brand was first realised just three years ago.

Nvey is a high quality, high performance range of colour cosmetics formulated to blend exquisitely on all skin types and deliver a perfect finish every time - as demanded by professional make-up artists - yet with a fuss free and ‘ease of use’ philosophy that also makes it an ideal choice for consumers.

In an age where the cosmetic market is flooded with global brands and mammoth product choice, new entries can be easily overlooked or even difficult to qualify. Nvey, however, comes from a proud Australian heritage which traces its roots (and expansive industry knowledge) back several decades to the Helene Abicair Foundation, a leading beauty therapy college founded in Melbourne in 1958 and which continues to this day.

The quiet achiever of the Australian cosmetics industry, Nvey has forged ahead since brand inception and made significant inroads into extremely diverse international markets including India (where a joint venture has been created) Italy, UK, South Africa, Hong Kong, Holland, The Middle East, Canada, New Zealand, Vietnam and Azerbijan (former soviet state). In each of these countries specific marketing partnerships have been formulated - rather than simply establishing distribution networks via agents. It is a strategy which has highlighted the brand’s long term market vision, and eventually proven a winner despite lengthy negotiations.

“Our initial success lies in the fact that we targeted Nvey at niche level with a commitment to customising products and colours to suit local demand” explained Nvey founder and managing director, Rohan Widdison. “However, it has taken great patience, deep pockets, and a firm belief in the brand to persevere, and where dramatically different business customs or practices has meant several years of negotiation before a single sale to secure partnerships in some countries”, Widdison added.

Nvey also has the distinction of creating Australia’s first 100% certified organic make-up collection known as Nvey Eco which sits proudly alongside the Nvey main line. This strong point of difference, where organic status has been OFC certified by the leading global authority (not simply a claim) has also fuelled Nvey’s market penetration, and particularly in environmentally conscious markets such as the US.

In a recent publicity coup, Nvey Eco was profiled as the hottest organic make-up range, and the only make-up brand to be featured in one of the world’s most influential magazine title’s - Vanity Fair - forthcoming ‘green edition’ out this May 2006. This editorial clout will no doubt trigger further and powerful interest at both trade and consumer level, particularly in the US and UK.

“The global cosmetic market is becoming increasingly experimental and discerning, with consumer knowledge fuelled by the globalisation of information”, said Widdison. “We believe that with education will come increased demand for the Nvey brand, and particularly the Nvey Eco line as consumers seek to better their ‘place’ with respect to product choices”.

Here in Australia the Nvey range currently remains available in leading salons and professional beauty academies only, a positioning that is set to expand to more traditional retail outlets as the brand - with solid yet ever expanding global distribution now in place - focuses its attention back within the Australian market.

Formulated to blend exquisitely on all skin types and deliver a perfect finish every time – as demanded by professional make-up artists – Nvey is founded on a fuss-free and ‘ease of use’ philosophy that also makes it an ideal choice for consumers.

The Nvey brand traces its heritage back several decades to the Helene Abicair Foundation – a leading beauty therapy college established in Melbourne in 1958 and which continues to this day.

A family owned and wholly Australian company, Nvey’s formulations come from expansive knowledge of ingredients and their unique properties, as well as the science of skin and its interaction with cosmetics.

All Nvey products are stringently and extensively tested to ensure premium performance in terms of both application and hold factor, however, Nvey upholds a staunch philosophy of no testing on animals at any stage of development.

The Nvey mainline incorporates a superb range of complexion enhancing products including Oil Absorbing Powder, Cover Perfect Corrector and Crème Deluxe Foundation to ensure flawless finish with true staying power.

The Nvey colour range includes lipsticks, blush, eye shadows and eye pencils, alongside a premium collection of brushes for truly expert application.

Positioned proudly next to the Nvey mainline is Nvey Eco, Australia’s first make-up range that 100% organic, and certified by the leading global authority (OFC). Like the Nvey mainline, Nvey Eco consists of complexion and colour products that have proven a boon in markets around the world, and particularly for those with sensitivity problems associated with some cosmetic ranges.

Proudly Australian based, Nvey has expanded in spectacular fashion since inception in 2003 and is now available in global markets as diverse as India, The Middle East, Italy, UK, South Africa, Hong Kong, Holland, US, Canada, New Zealand and Vietnam.

With ever expanding global distribution now in place, Nvey is currently refocusing its attention back on the Australian market with a view to securing distribution in major department stores nationally throughout 2006. Currently Nvey is available in leading professional beauty salons and skincare academies across Australia.