TBN outperforms global competitors


Total Beauty Network, the owner of Inika Organic, Raww Australian Organics, Colour by TBN and Designer Brands, has increased sales by 38 percent in the last 12 months.

Celebrating the Australian company’s success at the Inika international sales conference, CEO Tony Rechtman said the growth rate was nine times higher than the cosmetics industry average of four percent (Statista Annual Growth of the Global Cosmetics Market 2016-2017).

Held at the company’s head office in Melbourne, the seven-day conference attracted 90 Inika team members from the US, Canada, the UK and Europe as well as Australia and New Zealand.

Inika Organic global brand manager Celia Trevisani said the brand’s sales had grown “52 percent since 2017” with a good portion of that being driven by sales in Australia and New Zealand.

“I can’t wait to see where the number lands at the end of 2018 as we are experiencing uptake like never before, bolstered by our commitment to supporting salons and spas with targeted promotions and a dedicated and growing sales and customer service team.”

Total Beauty Network CEO Tony Rechtman

She said the conference included “dedicated strategy and planning workshops for each and every region” where Inika teams “worked tirelessly on country- and channel-specific tactics to build on the increased brand awareness and growth”.

In addition, “the entire global team was delighted to see the new product innovations the brand is launching in the second half of 2018, including new eyebrow and contour palettes and a concise new holiday range centred around the beauty of gifting”.

During the conference the company also previewed “the amped-up marketing activities” planned for later this year including a multi-touchpoint campaign with Vogue Australia and announced “the development of an industry-leading mobile app for sales staff, makeup artists and salons”.

Tony concluded that Inika’s primary objective for the next 12 months is “awareness, awareness, awareness” directed towards the brand’s industry partners and its end-consumers.

“We want to support our salons and spas by driving Inika Organic consumers right into their doors for appointments,” he said.

Established in Sydney in 2006, Inika Organic is now a “a globally recognised and trusted go-to brand for organic and natural makeup”.

It is currently sold in “in over 810 locations around Australia and New Zealand ranging from the luxurious Gwingwanna Health and Lifestyle Retreat to the kits of professional makeup artists in every major city” as well as the US, UK, Europe and “across Asia”.

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