Catherine Arfi & Aromababy: Creating an Australian Brand and Taking it Global
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Case Details:
Case Code : LDEN055
Case Length : 13 Pages
Period : 2000-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Aromababy
Industry : Consumer Packaged Goods (Baby care)
Countries : Australia, Global
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Introduction Contd...
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Aromababy was part of the baby WORKSHOP's skin range and was started with the
aim of developing high quality organic products for newborns and pregnant women,
among others.
Catherine chose to start her own line of organic baby care products when she
realized that there were no good natural and organic skincare products in the
market for the baby she was expecting. So with her prior experience in body care
products, she personally handpicked natural, pure, and 100% certified organic
ingredients known for their therapeutic properties and used them to create baby
care products.
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Her products were free from harsh colors, petro-chemicals7,
parabens8, sulphates9,
artificial fragrances, or animal derived ingredients10.
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Aromababy products debuted in the Australian market
in 1995 and were immediately lapped up by consumers as well as retailers
as they were pure, gentle, and organic. The products were supplied to
maternity hospitals, nurseries, departmental stores such as Myer11,
pharmacies, and VIP suites of leading hotels and resorts.
The success of the Aromababy products in the domestic market encouraged
Catherine to venture into international markets. Her first export order
was from Dubai in 1998.12 The
products were well received in Dubai and this gave Catherine the
confidence to explore other markets... |
Excerpts >>
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