As businesses are trying to come to terms with the changing environment and stay afloat, some have adapted quickly, noticing a gap in the market for products that have seen a growing demand during the Covid-19 crisis.
For Aromababy’s founder, Catherine Cervasio, the idea for a limited edition of fun, fabric face masks was sparked whilst sitting in the waiting room at a medical centre recently.
“It’s near impossible to practice social distancing under some circumstances―for example when a health professional needs to examine a facial or upper body injury or even during a mammogram,” she explains.
“I thought about ways otherwise healthy patients could potentially reduce their own breathing onto medical staff and decided a fashionable face mask may be the answer. I had a mask made for the appointment and began to wear it regularly since then. People started asking if Aromababy sold the masks so I decided to manufacture a quantity locally.”
Cervasio says she has noticed that many more people are wearing a variety of non-medical masks when out shopping and exercising over the past two weeks.
“I do believe face masks are a sign of things to come―at the very least in the short term, say three to six months. With a number of countries already recommending people wear some form of face covering outside of their homes, what I am hearing is that people want to minimise passing on/breathing in airborne germs and pollution.”
Aromababy’s selection of prints includes red roses, soft florals, cotton gingham and even Mickey Mouse. These are machine washable, reversible and have two full loops of elastic to keep the mask in place which means children can easily use them.
“The masks we have produced are a way to transition from wearing no face covering at all, to perhaps wearing a medical grade mask when required and by having matching adult/child size it’s a way to encourage youngsters to become familiar with practising ‘safe play’ and social distancing.
“Aromababy’s Instagram and Facebook posts which included pictures of face masks have seen a sharp increase in the level of engagement which is translating to online sales.”
Indeed, online sales have really taken off for Aromababy during the Covid-19 pandemic.
“We are definitely receiving more enquiries from online retailers who are catering to a demand for high quality, Australian made, natural products; consumers seem to be looking for more specialised skincare when it comes to babies and children.
“Even our non-pharmacy stockists are recognising a need for baby and pregnancy products in their gift offerings to be more of a professional rather than novelty item. As parents look for ways to boost the health of their families, they tend to be looking to market leading providers like Aromababy which is wonderful.”
While Cervasio saw a sharp decrease in sales when borders were closed and retailers shut shop, however, she is hopeful for the near future.
“As a more traditional brand, our focus was always on supplying our retail and export partners―selling directly to consumers online was never a huge part of our sales.
“I’m relieved to say that in the past two weeks we have seen light at the end of the tunnel with new stockists in Australia (online) and in Hong Kong coming on board.
“We are working with a new laboratory and have four new products being launched end 2020/early 2021, however, basically the business does not need me in it full-time so I am open to new projects which is exciting.
“One of those is a new beauty and wellbeing show which will provide a platform to share my 27 years of expertise―LinkedIn is best to hear about my updates.”
Aromababy also has Australian made hand sanitiser being produced which can be supplied to online retailers around the country in May.
