Beauty media gathered at Bondi Beach’s QT hotel to hear how the reinvigoration was inspired by the brand’s Australasian heritage. Ecoya was founded a stone’s throw from the brieﬁng’s location, in Botany Bay Australia in 2004. Today, it is designed in Auckland New Zealand and handcrafted in Sydney Australia.
From the creative direction through to production, Ecoya remains inspired by the Australasian region at large: from alpines to archipelagos, city to sea, the sheer variety of botanical bases, fragrances and locations allows Ecoya’s fragrance experts to transform raw nature into perfumes that are rich, rare and evocative.
The new packaging features the Ecoya ‘white iceberg design’ and the carton colourways have been reinvigorated to feel fresh and contemporary, while remaining recognisable to the loyal consumer. Each premium carton is topped in pristine, icy white. Underneath is colour, wild form and natural shape perpetually changing for each fragrance, an illustration of the scent awaiting within.
The three new fragrances are Spiced Ginger & Musk, Blue Cypress & Amber and Cedarwood & Leather. These contemporary, more masculine fragrances sit alongside the iconic collection scents of French Pear, Sweet Pea & Jasmine, Lotus Flower, Lemongrass & Ginger, Vanilla Bean, Guava & Lychee Sorbet and Coconut & Elderﬂower.
ECOYA is now oﬀered in more than 1400 department stores and boutiques around the world, from Hong Kong to London, Tokyo to Copenhagen, gracing the shelves of stores such as John Lewis and Liberty of London in the UK, Takashimaya in Singapore, David Jones in Australia, Red Current and Smith & Caugheys in New Zealand and Lotte in Korea.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.