PHARMACY-FAVOURITE nail polish brand COLOUR by TBN is celebrating 10 years of successful retail marketing, with the Total Beauty Network (TBN) plotting a "monumental push to drive consumers into pharmacy doors" as part of the milestone.
The company has flagged prime time TV advertising along with print, digital and "meaningful influencer collaborations" to help cement its position as the "health beauty brand specialist".
The initiatives were unveiled during TBN's annual conference this month, with the success of its brands seeing almost 1.5 million COLOUR by TBN units sold in Australian and NZ pharmacies in just the last 12 months.
CEO, Tony Rechtman, said sister label Designer Brands also had its best year in 2018, with the business continuing to perform strongly.
Rechtman acknowledged difficult conditions in some markets, but said the TBN range, which also includes superfood-infused beauty brand Raww, was denying the overall market trend.
"Retail is tough...but only if you have the wrong product.
"With the right product, offer and marketing programs, retail brands can fly and that's exactly why our competitors are flatlining."
Rechtman said some rival multinationals were seeing sales declines of up to 10%, in contrast to TBN's cosmetic range which were up between 5% and 12% depending on the pharmacy group.
The above article was sent to subscribers in Pharmacy Daily's issue from 09 Jul 19
To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 09 Jul 19
