But after that time, Liz Earle returns to the US again. And the botanical beauty expert started her Liz Earle globally by relaunching it in the US marketplace on Thursday on Amazon. According to the company website, the assortment has bestsellers, from Cleanse and Polish Hot Cloth Cleanser: "We are thrilled to bring Liz Earle back into the U.S. market with the products that I adored," Melanie Cappella, chief marketing officer of No7 Beauty Company North America, under which Liz Earle falls, said. "Our consumers are concerned not just with what the products are made of but also with where and how those ingredients are sourced and extracted, and we know that more skincare enthusiasts are headed to Amazon for unique botanical formulations and convenience."
More precisely, Cappella explained the fact that washing with a gentle cleanser and a cotton cloth could have made it somewhat advanced for customers back then because, as far as things are today in this area of beauty and trends, she thinks it is the ideal time for Liz Earle to come back into the market. Cappella commented, "It just felt like the best time to drop this back into the U.S." with interest in where ingredients are sourced from, more gentle cleanses. That sort of plant alchemy is a very rich area that consumers are yearning for."
It seems that there are also more emerging contingent ingredients again, as they are increasingly recommended for the wellness-minded consumers with the much-hyped hyaluronic or plant-based ceramide versions, one of which is proud of Liz Earle.
Most of these are complementing trends with respect to the target audience of the Liz Earle team.
"We have a name for our consumer target," Cappella said. "We call her the 'skintellectual,' meaning someone who invests a lot into skin care and looks for and researches the ingredients—not just what they are."
Much experiential is 'hot cloth cleanser': the warm cloth steams up, the eucalyptus oil, the texture of the cocoa butter," she added.
Now that the brand is back in America, the team is testing for many things to happen regarding retail distribution, their eyes set on more potential emerging markets like Asia.
"It's a way for us to get exposure to it as we move more into brick-and-mortar," said Cappella. "We will figure out over time what the rollout looks like beyond Amazon."