Organic baby skincare brand Aromababy has secured a distribution agreement for five years with China, with the aim to take the business to the next level.
Founder and managing director Catherine Cervasio has been traveling to the Far East for the past five years, meeting with health professionals, educating through workshops and participating in trade shows.
“Aromababy has been sold in stores across a number of provinces in China for the past five years, however, this new deal will enable the brand to grow more strategically across other parts of the country,” she explains.
“The appeal of Aromababy to Chinese buyers is a direct result of the brand’s solid history of product efficacy―Aromababy is often touted as a ‘natural’ alternative to traditional, petro-chemical based eczema and sensitive skin preparations―as well as its long established export record and strong aesthetic appeal.”
She acknowledges that while some cross-border opportunities into China have emerged for Australian exporters over the past 12 months, having products registered and sold through bricks and mortar stores is by far the preferred choice for Aromababy, enabling consumers to build an ‘emotional relationship’ with her brand.
“I don’t sell to mass market, discount-style stores, but prefer pharmacies, gift stores and select, specialist retailers (including Myer), which I believe has been crucial to Aromababy’s success.”
Aromababy was developed over 20 years ago as the world’s first natural skincare brand for mother and baby, combining neonatal research with the use of natural and organic ingredients.
By Marion Gerritsen
