Inika Organic sales grew 42 percent across Australia by a lot more than 52 percent globally last year, based on local distributor Total Beauty Network.
Speaking at TBN's annual sales conference, CEO Tony Rechtman said “a really revamped look” was among the key drivers behind the “phenomenal sales results”.
“We elevated the sophistication in our key brand images, including three different personalities across our main beauty visuals,” he said.
“We invested heavily in eye-catching and functional point-of-sale and salon displays and elevated our PR and partnerships programs enough where we're now being contacted daily by wonderful like-minded influencers, from all over the planet, who want to work closely with us.”
He said the company also launched “some truly innovative, globally leading products” such as its new Long Lash Vegan Mascara and authorized Organic Liquid Eyeliner which “outperform others within the market” although “mascara and liquid eyeliner are two of the most notoriously difficult natural products to get right especially when you are looking at performance and pigmentation”.
“This strong innovation across our formula categories has seen us enjoy huge uptake in most markets,” he continued.
Inika, which currently exports towards the US, UK, Europe (including Sweden, Poland, Germany, Belgium, Spain, Iceland, Italy, France and Hungary), Nz in addition to “across Asia”, expects 2022 to be “a year of awareness” for that brand internationally.
“We have expanded rapidly into several key markets and that we intend to support and enhance our positioning in every of those regions with new product launches, unique and authentic marketing campaigns in addition to premium customer support to any or all in our customers,” said Tony.
Locally the organization plans to continue interacting with its existing customers – and drive many into salons.
“The influencer and social networking space is becoming a fundamental element of our success,” he was quoted saying.
“We plan to keep interacting and engaging with this community online, listening to what they've to say and what's vital that you them.”
He added that salons were also “central” to the brand.
“In 2022 we intend to put a sizeable quantity of energy into driving more consumers into salon doors, not just to discover Inika Organic but also to build their own relationships with owners and staff. Keep an eye out for any huge campaign tailored to individual salon owners that is designed to increase service bookings in-store.”
Inika's growth was not however TBN's only sales success last year.
Tony also told conference attendees the company experienced 28 percent growth overall and that its three other brands also impressed:
Raww Cosmetics “has been met with extraordinary success after its launch into pharmacy and health channels in late 2022” with some retailers reporting that products were “flying from the shelves” yet others “selling out completely in 24 hours”, while Designer Brands “enjoyed double digit growth across pharmacy” and Colour by TBN “experienced 54 percent growth”.
“This conference marks the beginning of our most significant year ever,” he concluded.
“We've set the stage for TBN brands to continue taking over the planet and that we couldn't become more thrilled to see the tremendous market-leading growth we experienced in 2022.
“We are absolutely going to top those results again in 2022.”
