Literature Review on the Marketing of Ladies’ Perfumes and Buying Behavior in Australia
Nowadays, Australia becomes the largest leading exporter of ladies perfumes in the world. In addition, the country is reported to have a 2.2 billion Euro of perfume and cosmetic market investment, which even goes higher, with anticipated annual income of 1.8 % started from 2005. In fact, there are numerous fast growing perfume chain stores in every part of Australia.
(http://www.theaustralian.com.au/news/executive-lifestyle/importer-scents-a-new-market/story-e6frg9zo-1225829785651)
In this regard, The Perfume Connection is one of the quick rising perfume brands in the country that has more than 55 fragrance specialists. Its headquarters is in Brisbane, and expanded its buying market in Queensland and New South Wales. Based on the report, this perfume chain store has been able to acquire 13 % of the Australian perfume buying market all throughout different states. Subsequently, it has able to open more than 100 stores in 2008, along with 30 stores in various states; and 120 stores nationally. Relatively, the marketing strategy that The Perfume Connection does in order to increase their buying market for their various perfumes is the perfume mixtures are made of first class international perfumeries; as well as the company sees to it that they have numerous stocks of wide range of fragrances in all branches. As a matter of fact, it has 700 fragrances, plus the inclusive international brand names available in all stores for buying women in Australia. Additionally, the company has just launched its interactive online shopping website for women; the website provides a convenient promotional selling of the discount market.
(http://www.smartcompany.com.au/retail/make-up-keeps-looking-good.html)
Furthermore, the Body Shop International in Australia, which later on, has taken over by L’Oreal group of companies; has been in operation since 1983. It has opened its very first branch in Australia in 1983, and now it grows with 71 franchised stores, mail order service, and online shopping service. Plus, The Body Shop at Home is its sister company that caters direct selling network of varied fragrances and cosmetics. And, it is found out that the company got sales in February 1999 amounting to $ 82 million. Currently, the group of companies is still doing its best effort to re-positioning its marketing operations by means of massive buying strategies among their clients. Under L’Oreal’s ownership, the existing perfume outlets can be doubled up to 5,000 branches in different areas in the country. It has acquired total sales of US $ 134 million in June 2005 from its 12 branches in Australia, plus, more than 370 shops in other 30 countries all throughout the globe.
(http://www.smartcompany.com.au/retail/make-up-keeps-looking-good.html)
Similarly, Estee Lauder Group has also made its name in the cosmetic, fragrances and skin care products in Australia. It has first established in 1946, it acquired net sales of US $ 7,037 million in June 2007 fiscal year. And, what is more amazing, the company has been able to maintain its consecutive high marketing performance for the past decades. In 2007, it has been able to record 39 % of make-up net sales, 37 % of skin care products, 19 % of perfumes and 5 % of hair care products. The Estee Lauder has an operational distributor in Rosebery, NSW, which in charge of selling company’s products to various department stores, specialty stores and company owned stores throughout Australia. It has 6600 original product brands which being sold in Australian market that include Aramis, Bobbi Brown, Clinique, Dona Karan, Estee Lauder, MAC., Tommy Hilfiger, La Mer and Origins. During its fiscal year in 2004, it generated sales revenues of $ 136 million; it even surpassed its sales performance in 2003. It has sales revenue of $ 134 million in 2005 and 2006.
(http://www.smartcompany.com.au/retail/make-up-keeps-looking-good.html)
Correspondingly, Crabtree & Evelyn, just started as a small family business started from soaps. Amazingly, today, the company has already 350 shops in different 40 countries, along with 21 chain stores in Australia. Crabtree & Evelyn, originally a small, family-run business selling fine soaps from around the globe, though now a subsidiary of the Malaysian-based; Crabtree & Evelyn today is an international company with more than 350 shops in 40 countries, including 21 stores in Australia. Aside from that, C&E also markets specialty stores, catalogues, private label accounts, third party distributors, online shopping and duty free shopping. It even acquired Euro 115 million during its total sales in 2006.
(http://www.smartcompany.com.au/retail/make-up-keeps-looking-good.html)
In view thereof, it is very obvious that Australian population has enjoyed relatively on buying cosmetics, fragrances and toiletry brands over the past decades. And, this massive demand from large number of Australian women for the cosmetics, perfumes and toiletry brands enables more than 100 companies in the country to prosper and succeed in the cosmetic and toiletry industry.
References:
(http://www.theaustralian.com.au/news/executive-lifestyle/importer-scents-a-new-market/story-e6frg9zo-1225829785651)
(http://www.smartcompany.com.au/retail/make-up-keeps-looking-good.html)
Credit:ivythesis.typepad.com
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