The concept of ‘showings’, whereby a distributor or retailer shows a number of brands under one roof, for media to see, smell, experience the new launches works well and it was this format that Escentials took for its brands’ latest product news.
Hosting the event were Escentials Brands’ Harv Kler – Managing Director, Nicole Bowman – General Manager and Anna Barr – PR Manager, accompanied by brand founders, Dimitri Weber – Goldfield & Banks and Alice Ho – Personail.
Goldfield & Banks – Australian made, fine French perfumery – is going gangbusters overseas with high end retailers – the latest being Harvey Nichols, Knightsbridge, London. There are five fragrances with a new one on the horizon. RRP $229.00, 100ml.
Personail provides ‘5 easy steps’ nail application. A quick and effective answer to waiting for nails to dry, chipped nails or salon time. Classic nail colours or design art all in 10 minutes. RRP $15.99, David Jones.
Rock & Ruddle provide great quality hair brushes in beautiful designs. The new Feathered Friends Collection arrives in David Jones August 2018. Paddle brushes – $64.95. Baby brushes – $44.95. Combs – three sizes, $14.95 – $21.95.
Trussardi The Sound of Donna is a sensual, gourmand fragrance, dedicated to a fresh generation of millennial women: rebellious, chic and glamourous. RRP $105.00, 50ml and $155.00, 100ml. On counter in David Jones and leading pharmacies, October 2018.
Atkinsons – described as 200 years of Perfume Snobbery – launches The Emblematic Collection with 24 Old Bond Street Cologne, RRP $145.00, 50ml and $189.00, 100ml, joining its three established collections.
Carven Dans Ma Bulle is said to spell mischief. It’s a joyful, playful scent created through fresh, fruity top notes of litchi rose jungle essence along with peony, chosen for it blooming femininity. Heart notes give a sense of being irresistible – sugared almonds, heliotrope and sambac jasmine. Base notes are sensual vanilla and sandalwood. RRP $99.00, 50ml and $139.00, 100ml, on counter now in David Jones and leading pharmacies.
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.