By Elisabeth King
Christmas in July, cosy log fires and rugging up is fun for a few months in the chilly weather but winter conditions are really tough on skin. Temperatures drop, while itchy, sensitive and irritating skin conditions such as eczema increase..
Dry, cracked and sensitive skin affects people of all ages, especially the elderly, office and home workers exposed to indoor heating all day, babies and young children, says Tijana Desancic, Sales and Marketing Director for Core Metrics. “The Goat Skincare and Baby Goat Skincare ranges are among our top-selling brands. They are natural choices to ward off loss of moisture in the skin caused by chilly winds and low humidity. Winter also worsens existing skin problems such as eczema and our new Eczema Cream offers one of the best natural alternatives to treat inflammation and itchiness”.
Not too alkaline and not too acidic, historically goat’s milk has tried-and-tested moisturising and therapeutic properties and has long been used to target painful, dry skin conditions such as psoriasis and eczema. But it also has a long heritage for its beauty and anti-ageing benefits and many mainstream cosmetic brands are launching goat’s milk cleansers, moisturisers and lotions for the face and body.
Australian-owned and family-run, Core Metrics has been one of the local beauty industry’s success stories since it was founded by industry veteran, Sally Desancic, and her husband Ray more than 20 years ago. Naturally-based, affordable skincare is our strength, says Desancic. “Our parents have years of experience, based on their European background, in being aware of the soothing properties of goat’s milk. The sort of insight and in-depth knowledge you don’t get with many of the other goat’s milk brands on the market today. We believe nothing is more nurturing than family and nothing nurtures family before than the wisdom of tradition and nature’s simplicity.”
It’s a powerful message that translates well when it comes to eczema. An estimated one in five Australian infants suffer from the frustrating-to-manage problem and mothers are the main buyers of therapeutic products. Australia also has one of the highest incidences of eczema in the world, affecting 10 to 15 per cent of the population. Winter often causes flare-ups because eczema-prone skin has a weaker natural barrier and can’t protect itself from irritants or retain moisture as well as normal skin. That’s why it is extra-sensitive to chilly winter winds.
There are a lot of eczema creams and lotions available, but The Goat Skincare Eczema Cream has a natural formula, is non-greasy and provides 24 hour hydration, says Desancic. “Lots of consumers have used the word - finally - to us. The anti-microbial effect of goat’s milk helps to protect and soothe the eczema faster. If you don’t treat eczema promptly, the urge to scratch is strong and skin can become inflamed or raw, leading to potential infection. Over-washing can also lead to eczema on the hands in some people. Simply smooth on The Goat Skincare Eczema Cream before going to bed and pop on a pair of cotton gloves for a fast-acting overnight treatment”.
With skin sensitivity an increasing problem, people have become more aware of what they are putting on their bodies and are seeking safer, more natural alternatives, says Desancic. “Our customers love The Goat Skincare range because it’s authentic and natural ingredients are used as much as possible. The major point-of-difference is the use of sustainable palm oil and fresh, permeate-free, ethically-sourced goat’s milk from a farm in Victoria. Our best-selling goat’s milk soap, for example, comes in eight variations - original, lemon myrtle, manuka honey, oatmeal, chia seed oil, chamomile extract, coconut and pawpaw - and contains no harsh detergents or potentially harmful chemical compounds”.
According to research, 40 per cent of Australian women have a preference for natural skincare products. The protein and fatty acid composition of goat’s milk is unique and not easily replicated, offering vast potential for further product innovation. The demand is huge as more and more women become aware of its soothing and hydrating effects, says Desancic.
The biggest retailers of The Goat Skincare range are Priceline, Terry White Chemmart and Coles, she adds. “Earlier this year, we launched the “Goats Care More” campaign. It appears fortnightly in leading national newspapers and magazines and focuses on the real concerns consumers have about their own and their family’s skin. It’s humorous and features talking goats. An approach that’s both attention-grabbing and authentic because it underlines the source of this wonderful natural ingredient”.
Core Metrics has built up a formidable reputation for its strong support and back-up to retailers. The Goats Care More campaign has allowed us to advertise special promotions with some of our leading retailers, says Desancic. “For example, we have implemented a promotion in the widely-read Body + Soul pull-out in News Corps’ leading national newspapers highlighting Priceline in mid-July. Social media is also a major focus. In addition to print advertising, we are working with many of Australia’s leading mummy bloggers who have been instrumental in attracting authentic attention to The Goat Skincare and Baby Goat Skincare ranges. This has been a major catalyst for online sales which have doubled over the past year”.
The Baby Goat Skincare range was launched just over a year ago in Coles supermarkets, says Desancic. “It is sold nationwide in over 700 Coles stores and the first year has hugely exceeded our expectations. There are four SKUs - Wash & Shampoo Gel, a Lotion, a Cream and a Soap. We have attracted a lot of interest from pharmacy groups and will be launched in Direct Chemist Outlet later this year”.
The skin is like blotting paper and everything we put on it penetrates to the lower layers. Many consumers are turning to natural products, not only for themselves but even more so for their children. Hair also becomes dry in winter. The pH level of goat’s milk also promotes healthy hair because the proteins soothe the scalp and hair follicles. Regular application of The Goat Skincare Shampoo and Conditioner and The Baby Goat Skincare Wash & Shampoo Gel significantly soothes a dry and/or itchy scalp while also improving the softness and health of the hair, says Desancic. It’s this sort of commitment and the fact that Core Metrics is a long-established family business that set The Goat and Baby Goat Skincare brands apart. Goat’s milk has always been a hero in our family, adds Desancic. “My twin sister Ivana and I have grown up with the family business. She used to suffer from eczema and my father used some goat’s milk soap from Europe to ease the problem. We didn’t know how trendy it would become, but we knew it really worked”.
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