Ilona: An American Success Story

Through the efforts of two generations, European tradition has combined with modern American technology and science to create a brand that represents the best of both worlds.

By Janet Herlihy, Editor

How growing as a luxury skin care and color cosmetics brand, Ilona first began in 1965 when Ilona Makari and George Meszaros, two emigrants from Hungary, married and established Salon Royal. Located in Chatham, NJ, the beauty salon catered to an upscale clientele with European-style skin care services. Still active today as president of the company, Makari-Meszaros is ded­­icated to the principles of high quality and service that were the foundation of that first business.

In 1971, the founders moved the company to Denver, CO, and renamed it Ilona of Hungary to underscore its old world tradition. Within a few years, it had outgrown its original location and moved to a four-story building in Cherry Creek North, a prime shopping area in Denver.
Originally, a service-centered pro­vider, Ilona’s first skin care line was discovered in Europe when the founder met an Hungarian pharmacist who had developed a group of products. The company acquired the formulas, which quickly became popular back at the Institute in Colorado.
From the original Institute in Den­ver, the company grew, eventually owning and operating seven locations around the country in New York City, Chicago, Dallas, Houston, and Costa Mesa and Palm Springs, CA.

As demand for the products expanded, the company began a direct-mail service for consumers who could not come to Denver to buy its products. Ilona also enlisted a group of scientists, chemists, and biotech laboratories to research and develop new products. The original formulas were gradually phased-out in favor of new, biologically superior ones, according to Robert Makari, chief executive officer of Ilona and son of Ilona Makari-Meszaros.

In the early 1990s, Ilona began to shift its focus from a skin care services company that also sold products, to a brand marketer with a national line of beauty formulas, according to Makari.

To focus on marketing its brand, in 1996 Ilona began closing its satellite locations, and by 1999, only the Denver Institute remained. In 1996, the company also began to simplify its corporate identity by doing business as Ilona, as well as Ilona of Hungary. “We felt a gradual transition was necessary for clients to know that management wasn’t changing and that the company was still firmly under control of Ilona herself,” noted Makari. The official change to Ilona was recently completed.

Packaging Reflects Brand Identity

Understanding the role of packaging, Ilona’s line is carefully presented to reflect a sophisticated, luxurious image. Along with being repackaged, some products in the classic skin care collection have been renamed for a more contemporary tone. Buoyancy is a ReOxygenating Moisture Complex, while the firming cream is called Clock Wise and paired with Clock Wise Eyes. Creams and lotions are packaged in glass containers, topped off with gold caps. The line is packed in sage green, pearlized paperboard cartons. The boxes feature gold stamped and white copy outside and extra liners inside for a high-end presentation.

Color Cosmetics Line Grows

The color cosmetics line, including foundations, pressed and loose powders, lip sticks, mascaras, lip liners, eye pencils, eye shadows and blushes, is also expanding. Overtones Silky Sheer Color launched in summer 2003. It is an iridescent cream-powder for lips, cheeks and eyes in three shades that is presented in a slim compact with mirror.

Within Is More than a Fragrance

“Always look within for the answers in life,” is Ms. Ilona’s message behind Within, the name of the company’s first fragrance. Ilona had trademarked the name “Within” in 1990, because she had wanted to create a fragrance with that name for a long time.
The company turned to IFF to create the fragrance, which includes emerging floral top notes of pink cyclamen, african rose petals, pink peony, passion flower and clementine. Middle notes consist of white iris, high mountain jasmine, blue hyacinth and gardenia, while the dry down hints at australian boronia flower, teak and musk.

The company took as much care with the packaging as with the fragrance formula. The overall package uses a graceful W as a logo that is the first image seen at www.WithinFragrance.com. The presentation was designed by Communication Arts, Boulder, CO. The carton, a mystical deep blue, was supplied by Arkay Packaging, Hauppauge, NY. The graceful oval bottle was made by Luigi Bormioli in a cold mold process. The bottles are decorated in two colors by USS Corp., Newark, NJ.

The spray actuator and dip tube are supplied by Valois. The clear cap, a hollow barrel of Surlyn, was molded by Cheon Kyung Co. Ltd., Korea, while the aluminum collar was supplied by Frederico Ferrer, in Spain.

The Within collection includes a 1.7-oz. EDT, a 3.4-oz. EDT, a body lotion and a fragrance candle.

Ilona Seeks a Few ‘Good’ Retailers

The last area of expansion for Ilona will be broadened distribution. Now sold through its flagship retail boutique located in its Denver Skin Care Institute, its mail/phone order business, and at its website, www.ilona.com, the Ilona line is looking for a few select retailers that will agree to take the entire Ilona product assortment of more than 200 SKUs. Skin care accounts for 40 products. There are four fragrance items and the remaining items are color cosmetics.

Finding the right counters is only the first step. As important as the right distribution is assuring the right education is presented with its products, said Makari. “We plan on having our own trained sales staff in store as well as literature and clinics to bring the message to the consumers.”

For more information on Ilona, call (303) 322-3000; Fax: 303.322.3019.