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Australia’s Beauty Initiative
By: Karen A. Newman
Posted: January 10, 2008, from the January 2008 issue of GCI Magazine.Back to the January Issue
When The Australian Trade Commission (AUSTRADE) put out a call to homegrown beauty companies seeking access to the U.S. market, the result for 10 chosen marketers was unprecedented exposure to American retailers and beauty journalists through the “Discover the Beauty of Australia” trade initiative, targeting retailers and media through the distribution of products and promotional materials.
According to Anjali Jain, AUSTRADE’s New York-based business development manager, AUSTRADE has helped a range of Australian companies enter the U.S. market, many of which have become successful. Jain, along with AUSTRADE’s senior export adviser for cosmetics, Betina Reid, recognized additional initiatives were needed to build on this success in the highly competitive U.S. market.
They launched the “Discover the Beauty of Australia” initiative in August 2007, in conjunction with McEntyre Public Relations in New York, to raise awareness among U.S. consumers, beauty editors and beauty buyers that Australia is home to many great cosmetics and personal care brands, and to enhance the image of Australian cosmetics and beauty products in the U.S. in order to, ultimately, generate export sales.
“We’re building on the already successful image of the ‘Australian brand,’ which is recognized as the most marketable in the world,” says Jain. “Our unique natural resources and clean green image are [both] keys to our country’s success.” Among those uniquely Australian resources is a variety of natural ingredients, including those used for sun protection, as well as brands that build on the nation’s indigenous history.