Nathalie Pijcke, COO of INTERSOURCING, Europe’s leading goods sourcing for products that are sold through television, is a member of the jury of the Beauty Challenger Awards 2010. A few weeks away from the awards ceremony, she gives us her views on niche brands and the competition.

How do you perceive the role of niche brands in the cosmetics market?

They are very important! Consumers are always looking for novelties, but they also would like someone to guide them and sell them a fantasy. At my level this is even more important – television cannot sell something that one can find everywhere else, it has to be different.

What is your positioning?

Besides the product itself, we initiate a complete telemarketing package: demonstration film, location of witnesses, finding a specialist, 3D animation, highlighting the results of efficacy tests, etc.

We supply M6 Boutique, TF1, and also QVC in Germany, the UK, El Corte Ingles in Spain, Shopping TVA in Canada, and several other broadcasters worldwide.

The beauty category is a flagship category in telemarketing!

What advice would you give the main niche brands?

Show the results obtained on the packaging, market products differently, clients should see the results.

What are the main strengths of the Beauty Challenger Awards?

This competition helps to talk about new brands, competition is always good, brands will surpass themselves; it also means visibility for all the sales channels.

The Beauty Challenger Awards ceremony will be held on 13 September 2010 during the Beyond Beauty Paris exhibition.

www.beyondbeautyparis.com

Kristel Milet – Editor-in-Chief, Blog