Renate Klass of Futurethis South Africa has launched her very own skincare range, Rites, which is targeted specifically at the teen market.
Says Klass: “I first started talking about developing this range back in 2012 and last year in January, I began putting my ideas to work. During the development process I worked closely with a doctor who had acne as a kid and who understood exactly what I wanted.
“Because the range is for teens, I seconded my niece, who is now 19, to advise us through all avenues and processes of the product. She is responsible for the look, feel and scent of the products, the design of the packaging, our website and social media. We worked closely with an agency who accepted her brief seriously, despite her only being a teen.”
The Rites range is 100% locally manufactured and packaged. All products were endorsed by a dermatologist before the brand and product names were decided on.
Klass, who is also the innovator behind the Skinny Green brand of tea and coffee, was inspired to create Rites because she wanted teens to have a quiet confidence in themselves.
“Our faces are the first things people see and the first thing that we see when we look in a mirror,” she comments. “So, I decided to start with skincare. Our range is small, effective and ethical. I have dotted every ‘I’ and crossed every ‘t’ and am very proud of Rites.”
She points out that because Rites is for young skin, harsh ingredients have been avoided. “In our repairing moisturiser, for instance, we include copaiba as it is one of the safest oils to use on the skin and is an anti-inflammatory. In another moisturiser, we have used aloe vera, a popular skin treatment to reduce acne. Some of our other ingredients include marula oil, as well as vitamins A and E.”
Part of Klass’ strategy was to make the range very affordable. “I wanted a product that looked and felt expensive so that the affluent market would want it, but I needed the price to be discerning so that a large segment of our market could afford it. The bottom line is that there is a bigger picture here – Rites is about our passion to help teens gain confidence in themselves.”
At the time of writing, the Rites range was already being stocked by several beauty salons. (Report by Joanna Sterkowicz)