Australian organic baby brand wins top export award

Natural skincare company Aromababy has scooped the National HKABA Export Award, after winning best brand experience in the Beauty Product Awards and most popular natural product brand in the China International Beauty Awards earlier in the year.

Founder Catherine Cervasio says while she was honoured to win at the Victorian HKABA Awards, she had no idea that there was going to be a national award.

“Every award is treasured,” she says. “They come as a result of hard work and dedication―after having spent a huge amount of effort on marketing, offering education and presenting workshops in Hong Kong and China over the past two decades, this latest accolade is the icing on the cake for Aromababy.”

While the company is strongly focused on export, Cervasio says she is not overlooking the Australian market. “The Australian market became saturated with numerous ‘similar’ natural type baby brands.  Of those that have survived past a couple of years, many are now fighting it out against each other in grocery and discount pharmacy.

“Aromababy on the other hand, is expanding in more niche environments. We have just launched in our first, international airport duty free stores. As a sought-after brand in Asia, to be available in stores at international terminals makes it easy for both inbound and outgoing tourists who have already been exposed to our brand in their home countries.”

Retail is tough at the moment, which unfortunately has also impacted a number of the brand’s stockists that have either closed down or fallen on hard times.

“Over two decades we’ve lost retailers including Daimaru, Kids Central, Babies Galore, Macro Wholefoods, Baby Target  and Thomas Dux―most recently, our long time QLD stockists Bubs Baby Shops has ceased trading. It is becoming increasing critical to have a point of difference to other retailers. Customers too need a reason to come into your store.

“The shift in consumer purchasing habits means grocery and discount chemists are competing with traditional retail for the same sales as well as online sales. I believe Aromababy fills the gap which has emerged in the market over the past year or two―we have a more specialised offering for retailers seeking hero brands with heritage and category expertise.”

Aromababy’s latest releases are new motherhood gifts including an exfoliating body scrub with raw sugar and grapefruit, and soothing bath salts with sea salt and sandalwood.

“There is a lack of beautiful, organic new mother gifts. These can be used during pregnancy and afterwards and are perfect impulse buys when shoppers are purchasing baby gifts.”

By Marion Gerritsen

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