Crea-m Cosmetics makes debut at Urban Outfitters UK
The Spanish cosmetics brand makes its global entry in London, with a physical point of sale at the Westfield Stratford City shopping centre.
Crea-m offers “different cosmetics”. The cosmetics startup is backed by the know-how of Laboratorios Lipotec which has been in the cosmetics and pharmaceuticals industry for more than 25 years. Founded in Barcelona by economist Àlex Claramunt and consultant Bea Cant, Crea-m was launched in January 2014 on a vintage-look website with a vocation to “grow with help from everybody”.
With a website inspired by old-style collage, this 2.0 brand started out with 100% online distribution. Now it offers a compact family of eight face and body treatment products that come in recyclable packaging and prove that cosmetic rigour and efficacy are not at odds with optimism and a sense of humour. With a view to setting off a genuine “Cosmetic R-evolution”, Crea-m actively listens to its target, the ‘Creambabes’, women familiar with the digital environment who are up on all the latest lifestyle trends.
The aim is to develop new product lines based on users’ tastes, needs, proposals and opinions. To do that, the brand has set up different communication channels in the ‘Create-me’ section of their website and promotes daily interaction on all its social networks. It also turns to ‘Creamers’, chosen from the Spanish blogosphere to act as prescribers.
After expanding in Spain across a range of online platforms, Crea-m has now gone into physical retail. And for its global debut, it couldn’t have chosen a hipper location: its treatments are now available from Urban Outfitters in London’s Westfield Stratford City shopping mall. Next Crea-m is looking to grow across Europe and is putting the final touches to its United Arab Emirates debut.