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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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...

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.

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 >>

7] Petrochemicals such as mineral oil, liquid paraffin, propylene glycol, etc.

8] Parabens are a group of chemicals widely used as preservatives in the cosmetic and pharmaceutical industries.

9] Sulfate is a salt of Sulfuric acid which is a strong acid.

10] Animal derived ingredients such as lanolin, tallow, collagen, elastin, etc.

11] Myer is one of Australia's leading department store chains, retailing a broad range of merchandise including women's, men's, and children's clothing, footwear and accessories; cosmetics and fragrance; homeware, etc.

12] Liz Porter, “Women in Action,” www.justbe.com.

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