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Pure Poppet Natural Play Makeup & Face Paint (SA) — 2014 SMART 100

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

1. THE BEGINNING

This innovation came to life when…

I was sick of throwing away gifts my daughters received that contained children’s play makeup and face paint. When reading the ingredients that these products contained there were many toxic listings. My girls always gravitated towards the play makeup, glitter, dressing-up type toys and so I thought if kids loved using this type of product then there should be a natural option available. If adults could use natural products on their skin then so should children and so I commenced the research into developing a range of natural, nontoxic play makeup, face paint and water-based nail polish.

2. WHAT & HOW

The purpose of this innovation is to…

The purpose of this innovation is to allow children with big imaginations who love dressing up and role playing to add extra fun to their games with natural, nontoxic and Australian-made products that are safe for precious skin. Fun for the kids, relief for parents.

It does this by…

It does this by only using natural, nontoxic ingredients that are developed into a range of dressing-up products. Products are certified nontoxic by Safe Cosmetics Australia, further reassurance they are a safer option for children to use. Products are colourful, easy to use, easy to wash off, packaged well and all-natural or nontoxic, to enable lots of safe fun.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Ingredients have been considered for their safety for children’s use and are natural and nontoxic compared to the mass-produced, cheap play makeup alternatives. The products are easy to apply and easy to wash off, something the toxic options aren’t good at. Products enable children to have their fun without parents worrying about what they’re putting on their skin.

Its various benefits to the customer/end-user include…

Natural, nontoxic, safe ingredients in products that are Australian-made. Easy to use to achieve colourful, professional looking results but easy to wash off. Suitable for children with sensitive skin, allowing everyone to join in the fun.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Producing play makeup and face paint options that were made as cheaply as possible using often toxic ingredients because of their low costs. Creating products that looked enticing to children but without consideration for the quality or safety of the product.

Its predecessors/competitors include…

Mass-produced, non-natural, play makeup and face paint toys usually developed by large toy companies or businesses wanting to put something on the market that brings them the most profit at the least cost.

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5. TARGET MARKET

It is made for…

Children who want to use face paint and play makeup but is aimed at the parents, relatives and friends of these children who want to purchase products that are safer options, who understand the importance of choosing natural alternatives for use on children’s skin. The range is also made for groups who care for/work with children, e.g. kindergartens, day care centres, dance schools, professional face painters, etc. All these groups often offer play makeup and face painting type activities and are often interested in finding a safer alternative to use.

It is available for sale through…

Through a dedicated ecommerce site, www.purepoppet.com, as well as via a number of retail stores around Australia. Approximately 85 brick-and-mortar and online stores stock the Pure Poppet products. Distributor relationships have been developed internationally to wholesale the products too.

Our marketing strategy is to…

Build brand awareness as much as possible so the target audience knows there is a safe alternative to choose from. The target audience spends a lot of time online so social media is a key marketing tool. Sending samples to key ambassadors, securing editorial and reviews are all vital to spreading the word and showing customers what is available.

Your Turn — VOTE!

The Readers’ Choice Index was created to provide an opportunity for Anthill readers to vote on SMART 100 applications, in one of three ways:

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We’ll use your vote to create the 2014 SMART 100 Readers’ Choice Index.

FINE PRINT
This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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