VMV Hypoallergenics eyes the travel retail channel

Tag : card fragrance
PHILIPPINES. In travel retail terms, VMV Hypoallergenics might nothave the global brand recognition of the beauty sectorsbig-hitters, but thats unlikely to be the case for too muchlonger.

The company, which describes hypoallergenicity as a lifestyle, hasbeen around since 1979 and offers a complete range of products thatare proven hypoallergenic. All of its products are 100%fragrance-free, preservative- and paraben-free, dye-free,non-comedogenic, and usage, patch and clinically (in vitro and invivo) tested.

Broadly speaking, VMV offers seven product categories, to addressevery possible skin requirement of male and female consumers of allages. It classifies these as Active Treatment Cosmeceuticals(Glykeros, Id, Illuminants); Sun + Light Protection (Armada);Skinitial Regimens (SuperSkin Care); Body + Bath (Essence);Skintelligent Beauty (Makeup + Color); Mom + Baby (Grandma Minnie);and Shaving (1635).

Its credentials are impressive. Its hypoallergenicity is validated(through a proprietary rating system, like an SPF); most of itsproducts are free of all allergens listed by the North AmericanContact Dermatitis Group; its studies appear in dermatologicalsymposia and publications; and it is included as a safe productalternative in CARD  a database that members of the AmericanContact Dermatitis Society can access to generate a list ofproducts without allergens and cross-reacting chemicals, sosufferers can track down products they know will be safe to use.

Moreover, if customers need products that VMV dont already make,the company will customise formulations based on their particularpatch tests results.

VMV dipped its toe in the travel retail water by exhibiting at thisyears TFWA Asia Pacific show in Singapore. CEO and CreativeDirector Laura Verallo de Bertotto described it as a good learningexperience.