July 2016 - Mavala USA

July 2016
We continue to make progress with our largest retailer Ulta
Beauty. This month we will see "shelf talkers" placed on the
shelves in all 500 plus stores we are now in. This is a first in the
Nail Treatment category with Ulta. We have also agreed to a
National print, radio and commercial campaign beginning late
August.
This summer we have instituted a strong push with our mom
and pop chains stores to provide brand support, samples,
brochures, GWP programs and continuing education for
owners, sales staff and affiliates.
Throughout the monthly news letter you will find informative
categories such as "What's New", seasonal collections, beauty
blogger’s "Spot Light", Company updates, "In the Media",
news and event worthy "Mavala Forum", "Industry Pulse" and
Discontinued items.
Welcome to our first USA edition of the MAVALA Switzerland Newsletter.
We would like to personally thank everyone for their exemplary efforts,
contributions and commitment to the Mavala brand.
Over the past 24 months we have worked diligently to build an
infrastructure to support and grow our brand recognition. Management
has worked tirelessly to implement and monitor our MAP policy in an
effort to protect our brick and mortar retailers from discount online
sellers. This process will continue to evolve in the months to come.
To date, we are extremely proud of our sustained quarterly growth and
have recently signed 80 northeast stores with Bed Bath Beyond/
Harmon's division, to carry our Nail Care line. A special thanks to Atlas
Supply Chain for your support!
Please take the time to read these monthly News Letters as
they are informative and well prepared. The Newsletters will
keep everyone abreast to all things MAVALA Switzerland.
We are always excited to hear from you, if you have questions,
comments, suggestions or would like to request additional
support, please email us at info@mavala-usa.com.
Warmest regards,
Managing Partners
MAVA-STRONG
10 ml / .3 fl oz.
Item # 90990
MSRP $19.50
Fortifying and Protective Base Coat for soft, thin and breaking nails.
Selling points
nutirent
Nails are subjected to repeated dehydrating external factors (water,
detergents,
surfactants, inadequate nail polish removers), causing loss of shine, soft and
splitting nails. MAVA-STRONG Fortifying Base allows splitting, soft, breaking
nails to regain their normal, healthy and strong aspect. It combines two actions
working in synergy: fortifying and protecting. It is a colorless and shiny nail
polish that incorporates, in a unique way to quickly improve nails’ quality,
reinforce structure and make them healthy, resistant and thicker.
• Technological expertise: efficient active
ingredients incorporated in a nail polish.
• Triple action: clear nail polish or base coat
and fortifying nail base.
• Double efficacy: fortifying and protecting.
• Result: strong nails that grow longer,
improved nail surface.
.
Key ingredients
How to use
.
Remove polish or any oily traces. Shake before use to homogenize the
dispersion of micro beads of active ingredients in the product. Apply on clean
nails, twice a week, on the whole nail surface. Then, space application to
maintain the hardness required. This base can be used on its own or followed
by your usual manicure (nail polish and top coat). Remove with nail polish
remover, best without acetone to take care of your nails.
Mava-Strong vs. 002
002 Base Coat is only a mechanical protection to be combined with the adapted
penetrating nail care product while Mava-Strong is a nutrient fortifying nail base.
• A complex formula of micro encapsulated
active ingredients: tea tree essential oil,
vitamin E, hydrolysed keratin and arginine
(amino acid). Restructures
and improves quality of nail surface,
by reducing micro-flaking and harming
dehydration.
• Crystal resin tears produced by the
pistachio mastic tree (native from the island
of Chios, in Greece). The gum extract
reinforces keratinisation, the anucleate
epidermal cells that form the nail plate,
which will be richer in keratin, thus harder
and thicker.
NEW 40 Piece
Cotton Pads
Crystal Nail Polish
Promotional item
only and available
(92620 and 92621) ...replacing
pink 50 ml and travel size
upon request.
( 91220 and 91221)
For nail polish and
make-up
removal.
These cotton pads
are double sided.
One side is more
absorbent for using
with
nail
polish
remover, the other
side is finer for
removing both eye
and face make up.
Made of the finest
quality, 100% extra
soft cotton.
Same price as pink.
(90661)
Pink is being discontinued in
the Fall
MAVALA COLOR-MATT is a
top coat that provides a totally
matte and velvety finish. It also
protects against chipping of the
manicure, if applied over the
entire nail surface.
Color Matte (99701)
MSRP $16.00
Collection will be available beginning of
September 2016
The world of art and fashion combine to create an out-of-this-world look for the
Fall/Winter 2016/17 season.
Creativity and diversity are the master words for this trend, giving total freedom to embark on an adventurous mix
of styles and desires. Adopt any style – Victorian, antique, rock art or graphic design – as long as the senses are
reawakened !
The ECLECTIC COLLECTION from MAVALA, unexpected and eccentric, unleashes a
passionate quest for beauty, rejecting simplicity while preserving total expressiveness.
The six shades reveal a unity of strength and complexity, promoting a feeling of personal
confidence. With their exuberant splash of vibrant shades, mixed with warmer and gentler
tones, they will accessorize any fashion style of this coming Fall/Winter season.
90237
91238
91239
91266
91268
91270
Basel
Sao Paulo
Barcelona
Singapore
Budapest
Firenze
Warm taupe beige, both timeless and contemporary.
Grey-blue, sign of both modernity and stability.
Vivacious pink, stylish and cutting-edge.
Bold red, confident and bursting.
Gentle and light pink beige, both classic and state-of-the-art.
Earthy russet brown, showing character and eternity.
Collection will be available beginning of
October 2016
Sophisticated and extravagant dress code will reveal a trend which is full of life and energy from dawn to dusk with
wonderful and spectacular details: creative camouflage, oily glow luminescence, enigmatic chameleon effect. A whole
new host of color to create a unique effect, just for fun.
MAVALA Switzerland is excited to introduce this style into our MINI COLOR palette. Make your own iconic fashion
accessory with our new DISCO COLLECTION. Six NEW shades giving a
polychromatic effect from special pigments and tiny glitter when moving in the
light, creating that amazing pearl-esque result.
91197
91198
91199
91208
91209
91216
Celebration
Let’s Dance
Imagination
Dancing Queen
Limelight
Night Fever
fusion of yellow gold and pink gold.
anodized wine red revealing a golden shimmer.
green-grey platinum like butterfly wings.
galvanized chic and dressy pink.
dazzling luminescent fuchsia.
dark purple blue, like a mythical, magical scarab.
Our Beauty Industry Experts were asked to come up with three words that best describe all four of
the MAVALA products they tried. The three words we chose were marvelous, mesmerizing, and magical.
Starting from head to toe, we tested and loved the Eye
Lash Curler. The curler itself does not contain any
metal, but instead contains flexible plastic, making it
easier to hold and manage with its suggested light
opening and closing movements.
No matter the season, chapped lips happen faster than
you can blink. This lip balm is a Mavala Best Seller,
and you will soon understand why. Other balms just
moisturize your lips and then eventually disappear
throughout the day due to talking, licking, and
touching. This Mavala Balm moisturizes and protects.
You want that protection because your lips are very
vulnerable and cannot protect themselves from
dehydration and UV exposure so this Balm does the
work for you. Now do you see why this one is a Best
Seller? Then to top it off, it’s vanilla scented! Other
Balms smell or taste like medication, but this velvetytextured Balm does not. Our experts use it daily or as
desired and now they are crack and chap free!
This Nail Hardener is another Mavala Best
Seller! The tip of your nail is the most fragile
and most unprotected. It easily breaks and
easily clings on to articles of clothing, easily
causing rips or chips. This hardener puts that
unbearable tragedy to a stop! It hardens,
protects, and does not stop the natural growth
process. This nail hardener is perfect for your
holiday nails, and works best after shellac or
nail extensions. Be your own manicurist with
this Nail Hardener!
Looking and feeling good are easier done than
said with each of the spotlight products. Our
experts loved them all and we recommend each
one especially for you and your customers!!
All Mavala MINI's
are FREE of: Paraben's,
Toluene, Formaldehyde,
Camphor, Cellophane,
Phthalate, Animal
Ingredients and Nickel
Mavalia Lipsticks
contain botanical
extracts of Shea butter
and Aloe Vera which are
moisturizing, film
forming, smoothing and
regenerating.
Margarita Lip Gloss / Mini #47 ٠Izmir
Mavalia 553 Tulip / Mini #328 Rose
٠Beirut
Mavalia 550 Nectarine / Mini #23 ٠Beirut
Pair your favorite Summer fashions with Mavala Summer favorites!
Characteristics
- Eyes - Make-up
Its formula, containing silk and moisturizing
ceramides, make it a totally revolutionary
product
combining
beauty
with
care.
Iridescent shades to use individually or to
blend together and highlight your look with
passion, discretion, boldness or simplicity.
Outstanding hold and totally waterproof, the
SILKY EYE SHADOWS may be used in any
occasion. They do not smudge and preserve
their brightness.
z
Key ingredients
Silk amino acids that maintain the moisture by
binding themselves to the water of the skin’s
superficial layers and give a beautiful silky and
slightly iridescent aspect.
Ceramides, small molecules that act
sponges with moisture regulating effect.
Colors
Pastel Shades
For
Summer 2016
93702
93703
93704
93705
93707
93709
93713
93716
93720
93724
93728
BLEU LAGUNE
GRIS ACIER
ROSE PECHE
BRUN CHATAIGNE
BRONZE
VERT EMERAUDE
GRIS PERLE
BLEU CIEL
MAUVE FUME
PERLE
GUIMAUVE
like
What’s happening on the web?
Over the past several months Mavala USA’s operations, marketing and
development teams have been working tirelessly on our new corporate website.
The RESULT………a beautifully redesigned platform and knowledge base for
our sales reps and retailers nationwide. Enhanced features include:
 Real time “find a location” feature
 Complete products, pictures, descriptions, problems and treatments
 Enhanced search engine optimization capabilities to capture marketing
trends, retail inquiries, contact performance and management, lead
generation and direct integration with our new CRM system.
We are always interested in your feedback so please let us know if there is
anything you would like to see added.
www.mavala-usa.com
June Issue
March Issue
Check out our latest features in
the March and June issues of
MODELISTE!
www.modelistemagazine.com
Mavala USA is pleased to introduce
our new Reps!
Kate Arnold – Kansas/Missouri
Clark Gulliford – New Mexico
Cate Johnson – Arizona
Christina Guebelle/Andria Simpson
Colorado & Utah
Rhonda McPhail – Michigan
Melody Tracy - Nevada
news
Events
Mavala USA Launches
national ULTA Beauty
print campaign
Fall 2016
Western Buyers
Conference
January 16th and 17th 2017
Mavala USA enters agreement to
supply 80 Bed Bath & Beyond’s
Harmon Stores located throughout the
northeast.
Harmons will be carrying 8 SKUs in our
Nail and Hand Care line.
Naturalbeautybrands.com
First authorized online
retailer to carry entire
Mavala product line.
Dr. Stern told The Huffington Post that she generally isn’t a fan of nail
enhancements such as acrylics for several reasons:
Allergies to chemicals (resins and formaldehydes) in the product can
Why You Should Be Cautious Of Getting Acrylic Nails
cause nail separation, burning, pain or swelling. Not to mention, you
Acrylic nails have been around for ages. Whether you sat down for the lengthy
ventilated.
may inhale significant and potentially harmful fumes if the salon isn’t well-
process to look picture perfect for your prom or to flaunt the perfect mani in a
wedding party, these artificial nail enhancements are a rite of passage for so
Acrylic nails are traditionally stiff, without any give. Nails are meant to
many women.
have flexibility. Stern adds, “If the nail hits a hard object, it can more easily
separate from the nail bed (onycholysis).”
“Good-looking” nails aside, nail artist and industry expert Jessica
Washick believes a lot of individuals still wear acrylics because they provide “a
Artificial nails may heighten risk of infection. “Bacteria that is not
quick fix to achieve a temporary nail goal.” This may include increasing strength,
completely removed from a nail plate prior to the application of an
adding length or repairing splits or gaps. But at what cost to the overall health
enhancement can lead to Pseudomonas (bacteria that produces a green
and condition of your nails?
pigment, hence the term ‘greenies’) to grow in the space between the nail
plate and the enhancement,” says Stern. “Also, damaged nails that have
We asked Washick and board-certified dermatologist/nail specialist Dana
areas of separation can predispose a salon-goer to this issue.”
Stern to break down the potential hazards of acrylic nails. Read on to find out
what we learned, and why you should probably reconsider getting acrylics the
Are there healthier or safer alternatives to acrylic nails?
next time you’re at the nail salon.
Stern believes there really are no healthy alternatives to adding a false “coat
.
What exactly are acrylic nails?
of armor” to your nails. Instead, she suggests taking a break from polish and
acrylics in order to achieve strong, youthful nails.
According to Stern, acrylic nails are a combination of a liquid monomer and a
powder polymer that creates a hard protective layer over your natural nails. She
When shopping for nail polishes that aren’t loaded with harmful chemicals,
adds, “The acrylics harden from exposure to air. The material is transparent and
Washick recommends those that are are free of resins and formaldehydes.
a nail polish is applied after.”
“You’ll usually be able to spot them because the product will boast
something along the lines of “3-Free” or “5-Free.” That means that those
The acrylics will gradually grow out with your nails, and you will need to return to
polishes are free from known harmful chemicals,” she says.
the salon or a nail professional in order to “fill” in the space. Keep in mind, this
usually requires soaking your nails in acetone for 10-15 minutes in order to fully
remove.
Dana Oliver Executive Fashion and Beauty Editor, The Huffington Post
LOOSE POWDER
51901 HOGGAR
51902 ARIZONA
51903 LESOTHO
51904 SAHARA
51905 BAFFIN
51906 GOBI
51907 PUNA
51908 VICTORIA
LIPSTICKS
50564 DEVIL ORANGE
MINIS
91036
PLATINE
NAIL POLISH REMOVER
91220 EXTRA MILD (PINK)
91221 EXTRA MILD (PINK) TRAVEL