Te Wai, Māori for The Water, is a beauty brand launched in the first quarter of this year by the company, New Zealand Fresh Water Limited.
The brand currently offers one product, the Hydrating Fine-Mist Facial Spray which is inspired by CEO Carrick Graham’s extensive travels throughout Southeast Asia.
“When you get off a plane in Thailand, for example, you get hit by this heat wave. However, when you get off the plane in New Zealand, you get this fresh, fresh coolness – that’s what we tried to catch in the bottle. “ person
Despite being launched just as the novel coronavirus (COVID-19) hit New Zealand, the brand has managed to get orders in several markets in Asia Pacific such as Australia, Singapore and China.
“These are early days for the Te Wai brand, but market feedback suggests strong growth potential in the markets we are targeting,”Graham said.
In addition, with the support of New Zealand Trade & Enterprise (NZTE) exploring the UAE and MENA markets where the company believes the product will have broad appeal.
“You can imagine in a city like Dubai, with the weather at 40 degrees, a face with a refreshing mist and cool is like having a bottle of gold,” Graham said.
NZ in a bottle person
Hydrating Fine-Mist Facial Spray is made with pure New Zealand water infused with five natural extracts: Kawakawa, Manuka, Kowhai, Mamaku, and Pohutukawa.
“We recognize that there are many unique ingredients from New Zealand that haven’t been shared around the world. This plant has been used for more than a thousand years by the Māori tribe and has great cultural significance. We realized there was a good story to tell, ” Graham said.
He believes there is growing interest in New Zealand herbs, driven by the demand for natural and clean ingredients.
Kawakawa, considered one of the most important herbs in traditional Māori medicine, is said to have antimicrobial and analgesic properties that reduce inflammation.
Manuka, like the honey derived from it, is known to have anti-bacterial, anti-fungal and anti-inflammatory properties.
Kowhai is known to have natural antimicrobial properties that stop the growth of micro-organisms like bacteria or mold, making it the perfect cleansing and moisturizing agent.
Mamaku is used topically in traditional Māori medicine as a wound dressing because of its soothing and moisturizing properties.
Lastly, the bioactive extract of the Pohutukawa flower is said to be moisturizing, deeply moisturizing, antiseptic, and packed with antioxidants. It also promotes cell regeneration and soft, youthful skin.
“This facial spray gives you the fresh and invigorating feeling that this unique ‘New Zealand’ has. We believe it has broad consumer appeal and benefits that will resonate with many consumers. “ person
Focus 2021 person
In the coming year, the company aims to explore new market opportunities and develop Te Wai into an ‘international brand’.
“When we made Te Wai, we wanted visitors to New Zealand to be able to bring a little bit of New Zealand home with them, but with international travel very limited, we focused instead on sending Te Wai to New Zealand fans around the World,”Graham said.
The company believes the time is right to increase brand awareness internationally.
“One thing is New Zealand’s position in the world. During this pandemic, the country has been recognized for how well it is managing COVID-19. This makes the country more visible in the world and reinforces awareness of its pure and clean environment, “Said Graham.
However, he added that the company will take a measured approach to expansion in light of the pandemic.
“This is early days for the brand and we have to be careful in approaching the market, especially in this environment.” person
Graham remains shy about the brand’s product development plans, but confirmed they are working on a number of product iterations.
“We want to expand awareness of New Zealand products. It’s not just about grapes, lamb, or kiwifruit. New Zealand is famous for some of these things and face prayer is not one of them, but it will soon be. “ person