Australian luxury and organic business Aromababy has scooped not one but two major awards in China, winning best brand experience in the Beauty Product Awards and most popular natural product brand in the China International Beauty Awards.
A double international award win is not something founder Catherine Cervasio was expecting. “Whilst we have beautiful baby, mother/pregnancy gifts and skincare, our workshops in Hong Kong, Singapore and China are really being embraced as something unique,” she enthuses.
Despite this success and focusing over the last 10 years on establishing a great export channel, Cervasio says the domestic market is just as important as she commits to increasing domestic distribution.
“We have launched in select stores with one pharmacy group (National Pharmacies) and are in talks with several other retailers due to consumer demand driven by increased brand awareness across Australia.”
Having been available in Australia since 1994, including through online retailers Adore Beauty and Pharmacy Online, in select pharmacies, hotels, hospitals and baby stores, Cervasio explains it was no accident that she positioned Aromababy as premium from the outset.
“I always wanted Aromababy to be more than simply a ‘gift’ range. Our use of natural and organic ingredients is based around delivering results, which ultimately adds to the cost. The result? High customer satisfaction and repeat business,” she says.
“Consumers now understand what a quality product is. With a strong focus on research and health, Aromababy is perfect for Australian parents, who are looking for premium products which look beautiful but also deliver results.
“The shift in baby care purchasing habits means grocery and discount chemists are competing with traditional pharmacy and sometimes gift stores, for the same brand sales. Aromababy offers specialty stores a more tailored fit, essential for retailers looking for more niche products with category-specific expertise,” she adds.
By Marion Gerritsen