“Sealed with a FernMark”
Karen Murrell lipsticks’ origins are deeply rooted in New Zealand. All of Karen Murrell’s ingredients are designed here and are inspired by our beautiful environment. Their formula includes avocado oil, evening primrose oil, candelilla, carnauba wax, cinnamon and sweet orange and the first shade released over 11 years ago, was inspired by the rich colour of a Pohutakawa blossoming on Takapuna Beach.
Today Karen Murrell’s lipsticks are in ten markets spanning Australia, Fiji, USA, Japan, Korea, Taiwan, Philippines, Japan and the UK, with a huge growth opportunity in China. In 2017, lipstick sales in China almost doubled1 with consumers willing to pay a premium for products that offer them new and richer experiences that align with their values: products made from natural ingredients with a low environmental impact.
It’s not easy cracking the Chinese market though. Buyers look for brands with prestige. While historic brands like Tom Ford and Gucci can leverage from their historic legacies, as a young cosmetics company from New Zealand, there is a story to tell to build that narrative – a story made stronger with a FernMark.
Karen Murrell, CEO and Founder says that in the Chinese market, Government association is well sought after.
“Using the FernMark is definitely seen as prestigious to our buyers. It has helped us gain respect from buyers, for our company and in the authenticity of our products.”
An authenticity, that has remained since the first lipstick was launched in New Zealand. The ingredients, manufacturers and company commitment to using recycled and renewably sourced packaging are unchanged – a strategy, says Murrell, that helps their brand and product speak for itself.
“Part of our success is down to the origins of our product. New Zealand is well known for its natural beauty, and nature and beauty are the essence of our lipstick. The FernMark helps us tell the story about our beautiful environment – a core inspiration for our product range.”
The other crucial factor to success is quality.
The rising middle class in China and growing disposable income has resulted in a new and bigger audience who are less driven by brand loyalty and are more enticed by better quality products and finer ingredients2.
“Our products are competing with the biggest names in the market. Using the FernMark on our packaging demonstrates the excellence and quality that consumers and buyers are looking for and it’s something we are proud to bear.”
1 Reuters Chinese Consumer Report 2019
2 Mapping China's middle-class