Australia Edition 5

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THE MARKET
The Australian cosmetics and toiletries retailing
market is worth around $1,780 million per annum
having been boosted by healthy household
consumption expenditure levels on cosmetics,
perfumes, soap products and other toiletries in
recent years. In 2007/08 the industry is expected to
grow at a rate of 4 per cent and generate revenues
of$1,850million.
Industry analysts anticipate continued growth
in the value of the toiletriesmarket, as the consumer
base is continually expanding to both younger and
older customers. Skin care is the sector expected
to show the best rate of growth as technological
advances promise the youthful appearance craved
by all.
The three market sectors in which Crabtree &
Evelyn competes are buoyant, as consumers
increasingly seek products to indulge and restore
themselves. It operates in Health and Beauty,
(including soaps, bath and shower gels, spa, body
lotions and creams aswell as the recent introduction
of hand and foot treatments); Home Fragrance,
(including candles, room sprays and draw liners);
and Fine Foods, (including marmalade, preserves,
teas and biscuits).
ACHIEVEMENTS
Crabtree & Evelyn’s strategic goal has been to
establish its name as one of the most familiar and
respected personal care brands in the world. Today
the company has a presence in 40 countries
including the UK, US, Canada, Mexico, most of
Western Europe, the Middle East, Far East,
Australia, and New Zealand.
Crabtree & Evelyn products are sold in
approximately 350 storesworldwide, with 25 stores
in Australia and online shopping facilities through
Selected products
are also available in major department stores and
specialty retailers.
Selected Crabtree & Evelyn products hold the
RoyalWarrant fromH.R.H. The Prince ofWales, in
recognition of its services as a supplier of fine
toiletries.
A significant milestone for Crabtree & Evelyn
was the launch of its first ever patent-pending
product, Hand Recovery, in 2002. This
revolutionary treatment product exfoliates,
cleanses and conditions in one simple step to give
soft and smooth hands within 60 seconds. The
benefit-driven Hand Recovery product was an
instant hit and has brought more
customers back through the
door than any other product
in recent years. The Hand
Recovery is available in the
four ofCrabtree&Evelyn’s
most popular ranges –
Gardeners, La Source,
Goatmilk and Jojoba.
HISTORY
Many people are
curious about the
brand’s name. It is inspired by the 17th Century
renaissance Englishman John Evelyn, who wrote
one of the first important works on conservation.
He is also known for his writings on food including
a book on salads, in which he introduced the first
salad dressing made with olive oil to Europe. The
Crabtree or WildApple symbol is native to Britain
and the ancestor of all cultivated apple trees. It
was highly prized for its beauty as well as its
usefulness in home apothecary.
The foundation of Crabtree & Evelyn products
are influenced by the English ‘still rooms’ of the
17th Century, where the lady of the house would
distill fresh flowers, herbs and fruits to create
fragrant waters for the bath, soothing essences for
the skin and fruit preserves and sauces for the
kitchen. To this day, it is this unique relationship to
the garden and nature that Crabtree & Evelyn
diligently seeks to preserve - Englishness is one of
the core values of the brand.
Crabtree&Evelynoriginatedfromasingle, family
run store in Boston, Massachusetts, specialising
in soaps. Crabtree & Evelyn prides itself on the
fact that long before the ‘natural’ and ‘wellness’
movements became popular in the cosmetics and
toiletries industry, Crabtree & Evelyn was
producing ranges featuring fruit, flower and plant
essences.
Crabtree & Evelyn believes that each age has
its own wisdom to contribute to that body of
knowledge that it calls heritage. That is why
innovation is also a long standing tradition at
Crabtree&Evelyn. In creating each newgeneration
of products, it continues to draw upon its rich
heritage and accumulated knowledge of plants and
botanicals, while making use of emerging
technologies to produce the purest and most
effective products possible for its customers.
THE PRODUCT
In bath and body care, Crabtree & Evelyn uses
extracts, oils and essences of flowers, fruits and
herbs, not only for their fragrance but also for their
time tested natural benefits. For the home, candles,
linen and room sprays, draw liners and fragrance
diffusers are designed to lightly scent each room
with a favourite fragrance. Decorative accessories
accentuate any room with exclusive designs.
Gourmet foods made with the freshest ingredients
recreate time tested recipes from England and
Europe. Handmade English preserves, biscuits and
teas bring a touch of delicious taste at any time of day.
A specialty that Crabtree & Evelyn is famous
for is its extensive collection of gifts. Special
touches include exquisite hatboxes that feature
decorativewatercolour motifs of flowers, fruits and
plants, sealed with silk ribbons and Bijou boxes
that open like lotus flowers, as well as
monogrammed shave keys for men. All these little
things ensure that each gift can be treasured long
after the contents are finished. Whether treating
oneself or another, Crabtree & Evelyn’s gifts are
always designed to surprise and delight; a gift from
Crabtree&Evelyn always shows impeccable taste.
RECENT DEVELOPMENTS
Crabtree & Evelyn is constantly improving its
product ranges and launching innovative new
products to create more cohesive collections,
building on its proven strengths of quality and
originality.
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