Cellmid 2018 Annual Report 7
ADVANGEN – CONSUMER HEALTH
PORTFOLIO
Our consumer health division continued to perform well
over FY2018, driven by increase in sales in our existing
channels during the period. The FY2018 sales do not include
new products, channels or the launch of our flagship evolis
Professional products in new geographies.
Our business strategy for FY2019 is to focus on rapidly
scaling the multi-channel distribution established during
the FY2018 in Asia, the United States and Australia. In line
with this strategy, I am pleased to report on a number of
key milestones achieved in these key markets over the
financial year.
USA - ESTABLISHING IN PREMIUM RETAIL
During FY2018 we had significant success securing premium
US retail partners for the évolis® product range, most notably
with Neiman Marcus, Bloomingdales as well as specialty
retailer Soft Surroundings.
We started the financial year by conducting a comprehensive
consumer experience study for évolis® Professional
which found, amongst other things, that all but one of the
study participants (equivalent to 98%) recorded new hair
growth and 97% reported decreased hair fall using the
full range of the évolis® Professional products over 120
days. These consumer study results were critical to the
US premium retail strategy and the data has formed the
basis for the underlying marketing and PR campaign in
this market.
The évolis® Professional range has been available online
since September 2017 in Neiman Marcus and July 2018 in
Bloomingdales. Following a number of successful full day
sales events and experiential marketing programs conducted
earlier in 2018, we have also recently secured permanent
product placement in five flagship Neiman Marcus stores
and 11 Soft Surroundings stores commencing in September
2018. This takes the total premium brick-and-mortar retail
presence to 16-stores across the USA.
FY14A
Consumer Health Revenue
A$ million
FY15A FY16A FY17A FY18A