AINSLIE WALKER TALKS NICHE FRAGRANCE NEWS
Australia’s key distributors and importers of independent niche brands include
Collectively they’ve sourced and imported key and standout international fragrance brands, despite increasingly regulated and costly shipping hurdles, making them accessible for the Australian market. Brands they’ve nurtured years ago have now been snapped up by large international players, for example during 2017 Maison Francis Kurkdjian, a Mecca brand was sold to LVMH, in 2016 Atelier Cologne, an Agence de Parfum brand was bought by Estée Lauder.
Competitive prices through internet shopping internationally pose some risk. It is tough but the main thing: they’ve survived graciously and forged a specialised fragrance sector in Australia that we can enjoy, without travelling overseas.
Mainstream beauty/fashion publications historically rarely feature independent niche perfume brands in their pages, however today’s editorials are dotted with such. Even here between the pages of our beloved esprit, four years ago this one page was dedicated to niche. Now additional sections throughout the magazine focus on distributors, announce new fragrances, cover launch events and visits from international perfumers and brand owners.
More than ever before, niche resides comfortably beside mainstream and designer fragrances. Turn a full circle in the fragrance/beauty floors of department stores and you’re bound to see niche, no longer hidden on one shelf, having their own prominent counters and displays.
A surge in Australian-owned perfumery brands is the next wave in Australian niche, including the now fashionable use of Australian native ingredients. Grandiflora Fragrances; recently repackaged and launching Boronia this month, Fort and Manlé, Goldfield & Banks and Map of the Heart; all serious players…and no doubt we will see more in 2018.
Fueled by a worldwide boom in niche brands and a curious population with a desire for something unique, access to information and best prices, niche in Australia as we know it is still evolving, led by some true innovators and risk takers. It makes me wonder where we will be in another year and will the rest of the world take notice?!
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.