Now in its fourth year, Terry White Chemists’ Business Manager - Cosmetics, Fragrance and Accessories, Dale Bell, tells esprit Magazine, the 2016 Festival promises to be its “biggest and best yet. The August Fragrance and Beauty Festival is the first major campaign for the category in the second half of the year and has evolved to become one of our biggest.
“Held right across our network of 165 pharmacies across Australia, it is an exciting opportunity to offer some incredible savings, to promote some of our favourite products and to introduce customers to those they may not have tried before.”
National beauty brands participating in the Festival include Napoleon (which will offer a Terry White Chemists’ exclusive gift with purchase), Revlon, L’Oréal, Maybelline, Nude by Nature, Designer Brands and Thin Lizzy.
Fragrance brands on offer at incredible prices are Calvin Klein, Marc Jacobs, Gucci, Dolce & Gabbana, Versace, Lancôme and Beckham. Exciting new releases from Vera Wang, J-Lo, Jennifer Anniston will be part of the Festival as well.
Dale says the Festival will be well supported by significant catalogue space and marketing across a range of platforms. “But it is our beauty consultants – in-pharmacy – that really come into their own with regards to making the August Fragrance and Beauty Festival such a success. Their enthusiasm and knowledge, combined with a range of savings and offers, creates the ideal climate to ensure the Festival’s success.”
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.