Wednesday, February 8th, 2012
A new Queensland company established to create rare ultra natural perfumes and skin care products has carefully crafted a business model which has already attracted the attention of a number of high-profile supporters.

Manifesto of Light International Ltd, the brainchild of businesswoman Deirdre Light and perfumer Clive Newland, is targeted at the luxury market and will offer limited edition ultra natural perfumes in bejewelled vials, the first to sell for $100,000, to an exclusive invitation-only clientele as part of its range.

The company has appointed Melbourne based Wayne Reid OBE, a Hall of Fame Wimbledon tennis player and director of former luxury store Georges of Melbourne, to chair their board.

Mr Reid’s depth of experience includes serving on a number of boards and extensive work in Hong Kong and Europe in the international finance arena.

He is joined by ex Sydney based Graeme Johnson, whose 25 years in finance include appointments with the Macquarie Group and as Westpac head of group finance, and advisory board chairman, Paul Dunn, known globally as the marketing “Wizard of Wow” and chairman of the social change organization, Buy1Give1, based in Singapore.

Ms Light says there are a number of opportunities with the current natural perfume, cosmetic and skin care market, and introducing a luxury brand allows the company to define and develop a whole new niche in the ultra natural market.

“The natural beauty market often uses poetic license and products can be seen to be natural by association with green packaging and implied advertising,” Ms Light says.

“Providing an ultra natural luxury product range that aims to accurately educate, inform, and inspire intelligent consumers looking for a point of difference is only one part of our offering.

“We also want to ensure that our business model can be held to account to ensure investors and consumers alike are part of something truly unique.

“Part of this approach is to gather a team of experienced and professional business minds, as well as world renowned jewellers and our perfumer, to ensure the integrity of the brand and its products remain intact.”

The company, whose primary focus will be Asia, is about to launch its products under three brands; Manifesto of Light, which will produce the ultra natural perfumes; The Gorgeous Revolution, elite rose skin care and ultra natural perfumes; and Avatar Air, tailored essential oil blends for air diffusion in the corporate, health and retail environments.

Ms Light and Mr Newland are no strangers to the industry, both working together for 22 years and establishing an internationally renowned apothecary in Noosa in 1998.

The company has already achieved success with its products in Asia, including its precious rose cream and serum introduced to the Chinese market via exclusive Hong Kong retail outlet Joyce Beauty.

The first limited edition perfume vial, designed by master jeweller Kenton Joyce who decorated the Pope’s Australian gold chalice in 2008, is already in production, with two more master jewellers ready to commence design of the next four vials to be released later this year.

Having worked in brand development with advertising giant Ogilvy and Mather, Light is aware the company has the capacity to develop no less than three iconic brands.

“Manifesto of Light’s three brands all fit firmly under the ‘incomparable’ marketing category,” Ms Light says.

“These are products and services that are of such high quality, so unique, so authentic, so personalised, or so immediate that consumers won’t be able to or even want to look for reviews, price comparisons, discounts or deals.

“This definition will underpin the entire business model for Manifesto of Light.”

The company’s immediate next steps are finalising the first limited edition perfumes, rebranding and repackaging of their Gorgeous Rose Collection skin care collection, and launching a substantial marketing and education campaign by way of private showings, stage presentations, internet education, social marketing as well training their team of retail aestheticians.

Manifesto of Light is working with corporate advisory firm BlueMount Capital to investigate a number of finance options for further expansion.

Contact Profile

Bruce Nelson

P: 0423 403 449
M: +61 (0) 423 403 449


Manifesto of Light, Deirdre Light, Clive Newland, perfume, essential oils, Kenton Joyce, vial, BlueMount Capital



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