A few months back, a beauty products company, Botani, approached Marketing Eye to do their marketing over the next 12 months.

When it comes to beauty products, there seems to be a lot out there in the market. I lived in a building where Michael and Lindy Klim lived for a quite a few years, and they brought out Milk beauty products for men and babies. I know a few others who have done the same.
Branding beauty products - is the market too cluttered?

The health and beauty retail sector, is dynamic and constantly evolving. New product innovations, brand positioning, merchandising, promotions and pricing are all vital weapons in the battle for market share in this space. The Australian Health and Beauty industry is comprised of both cosmetics and toiletries retailing and pharmaceutical retailing. The primary activities within the industry include cosmetics, toiletries, perfumes, haircare, drugs, patents medicines, pharmacy and prescriptions retailing. As one of the largest retail segments in Australia, health and
beauty retail sales amounted to $13,400 million in 2007-08 and are expected to reach $13,900 million by 2010. (Source: Australian Centre for Retail Studies)

The Health and Beauty industry is comprised of four major distribution channels: pharmacies, specialist retailers, department stores, and supermarkets. Recent times have seen growth in the Internet as a significant distribution channel. This trend is seeing many Australian consumers increasingly purchase health and beauty products online, prompting retailers to incorporate online shopping into their operations in an attempt to increase competitiveness and awareness. (Source: Australian Centre for Retail Studies)

When I met Barbara Filokostas, I was immediately taken by her genuine understanding and appreciation of the beauty market. She is your everyday woman - someone to aspire to be like. She runs a significant company on her own and is building a brand that in the next few year's, will become global.

Not driven by money, she has a naturopathy background and has built a range of products that are organic, Australian made and that quite simply work. Better than that, they are affordable to the average Australian.

Barbara doesn't have a need to be on the covers of magazines, but she does have a drive to give women of all ages and alternative, that is made locally containing Olives (extracts and squalene and a number of other forms) and a host of other beautiful natural ingredients.

Botani is for everything. They have a comprehensive range; olive skin serum, nourishing active eye cream, purify facial cleanser, boost balancing moisturiser, salt scrubs and much, much more.

If you want to try something that smells beautiful and fresh, that is affordable and importantly works for your skin - then give Botani a go. You will be delighted with the results. www.botani.com.au

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

4 comments

  • Andrea
    Andrea
    05/07/11

    The essence of Botani’s message is what makes it stands out within the crowded market. They are not a company that is there to be there or for financial gain although that is always desirable in a small company, they are there to help as they have so many baby kangaroos and possums. The products are great too!

  • Sarah-Jo
    Sarah-Jo
    03/07/11

    Interesting read... Good food for thought once again!
    I now feel compelled to try Botani skincare products myself :)

  • Pooja
    Pooja
    24/06/11

    Having tried Botani products myself, I can testify they leave a soothing effect on the skin. The best part is they are made of all natural olive oil - not harsh chemicals like many major brands are.

  • Royah
    Royah
    23/06/11

    In such a over-populated sector and in an environment where consumers needs are so different and easily influenced, it is increasing hard to make your brand stand out.
    The simplicity of Botani is refreshing without needing or using any gimmicks.

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