These perfumes are some of the best-selling in the Australian market and as a category fragrance continues to provide above-average growth, increasing by $16.6M in value over the last year*. Celebrating its 10th Anniversary, Sarah Jessica Parker’s “Lovely” fragrance continues to ﬂy oﬀ shelves and with over 12M followers on social media, Michael Bublé’s popularity continues to drive sales for By Invitation. Australian pop icon, Delta Goodrem’s debut fragrance has already sold over 30,000 bottles and delivered $1M+ in sales since launching in April**.
The new deal means that pharmacies now have the option of purchasing fragrance from reputable Australian-owned and operated Heat Doward, rather than through the grey market, which brings many beneﬁts such as lower minimum order sizes, free testers with each opening order, point-of-sale and an outstanding customer service from their 40-strong national ﬁeld team to help drive sales.
*Pharmacy Market Moves, State of the Australian OTC Pharmacy Industry 2016-17 (26th March 2017)
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.