Farmacy Beauty Marketing Report July 2017
Table of Contents July Report Highlights
3
Public Relations
4
US Publicity Highlights
4 – 33
UK Publicity Highlights
34 – 37
Blogger Mentions
38 – 49
Microinfluencers
50 – 54
Influencer Events
55 – 56
Press Status
57 – 64
Digital Marketing
65
Digital Marketing Overview
65
Sales Reports
66 – 70
Traffic Report
71 – 74
Email Campaigns and Subscribers
75 – 76
Website Video Views
77
Display Advertising Campaigns
77
Social Media
78
YouTube Channel
79 – 84
Facebook Channel Reporting
85 – 87
Instagram Channel Reporting
88 – 90
2
July Report Highlights Total Media Impressions: Total Ad Value of Media Impressions: Total FarmacyBeauty.com Sales in July: Website Conversion Rate: Homepage Bounce Rate:
221,181,429 $5,495,377.52 $41,100 3.63% on Desktop 30.70%
Press this month was extremely strong and one of our best months this year with 221M+ impressions. We saw some excellent features and pieces, including in-depth articles about the Farmacy brand on VanityFair.com, Well+Good and Influenster. With the oďŹƒcial in-store launch of Honey Drop in July, we had a lot of buzz and media interest, which led to highlights from People, Allure, Glamour, Observer and more. All Honey Drop-related publicity garnered a combined UVM of 71,139,053! Top-selling products in July by sales value were: Honey Drop, Sleep Tight, Honey Potion, Green Clean and Eye Dew accounting for $20,485 and 51% of sales. Honey Drop continued to be a strong seller and generated $5,942.25 with 143 units sold. The Honey Drop page was the second most viewed page and one of the top 5 landing pages for the month. Email subscribers continue to grow substantially each month and we added around 1,200 subscribers in July for a total of $11,330. 3
US Publicity Highlights
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
UK Publicity Highlights
34
35
36
37
Blogger Mentions
38
39
40
41
42
43
44
45
46
47
48
49
Microinfluencers
50
Microinfluencer Product Seeding Total Inquiries: 120 Total Sent Product: 9
Sampling of Top Microinfluencers from July Instagram Handle
Followers
1
@noor
252K
2
@natalietortelli
206K
3
@impiatyagi
165K
4
@vintagevandal
126K
5
@zloe_pipi
31.6K
6
@nicolerodger
21.2K
7
@camillemicho
14.5K
8
@casandraramos
11.4K
9
@levi_le_vell
8.3K TOTAL: 836K Followers
51
52
53
Microinfluencer Giveaways @sharmtoaster – 11.5K followers
Giveaway Prize: Honey Drop + Honey Savior
@nycpretty – 26.8K followers
Giveaway Prize: Honey Drop + Green Screen + Honey Potion
@dailycatl – 22.7K followers
Giveaway Prize: Honey Drop
54
Influencer & Press Events
55
Fit & Fly Girl Event Farmacy was invited to be a part of a wellness + fitness event held at Bandier Studio B hosted by luxury fitness excursion company Fit & Fly Girl in partnership with blogger and brand enthusiast Christine Bibbo Herr (@nycpretty). It was attended by about 50 women who engaged with our demo table to learn more about Farmacy and also received Green Screen SPF 30 in their gift bags to take home and try. Other like-minded brands involved were Sakara Life, Pressed Juicery and Pale Lyda. We also were mentioned in two email campaigns (preevent and post-event) sent out by Fit & Fly Girl as well as a blog post + giveaway by @nycpretty.
56
Press Status – July 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
fromthebullet.com
June 26
"Farmacy Honey Drop"
forbes.com
July 02
refinery29.com
glamour.com
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) n/a
AD VALUE RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
Sephora
n/a
http://www.fromthebullet.com/ blog/2017/6/13/farmacyhoney-drop
Farmacy mentioned in conjunction 29,730,942 with Knockout Beauty in "25 New Things to See and Do in the Hamptons this Summer"
Knockout Beauty
$4,043,408.11
July 03
Skin Dew in "These Mists Are 16,269,289 Here To Give Your Skin A Second Wind"
Sephora
$244,039.34
https://www.forbes.com/sites/ beamcmonagle/ 2017/07/02/25-new-things-tosee-and-do-in-the-hamptonsthis-summer/#1a9f392f59e9 http://www.refinery29.com/ 2017/06/161622/face-mistssprays
July 03
Honey Drop in "27 New Beauty Buys Coming to Sephora This Month"
3,171,559
Sephora
$50,744.94
http://www.glamour.com/ gallery/new-sephora-beautyproducts
beautybykelsey.com
July 04
Green Screen SPF 30 in "The Summer Skincare Edit"
n/a
Sephora
n/a
https:// www.beautybykelsey.com/ kelseybeauty/2017/7/thesummer-skincare-edit
jeanninemorris.com
July 05
MV and Honey Drop in "A Day of Discovery with Farmacy Beauty"
5,000
Farmacybeauty
n/a
http:// www.jeanninemorris.com/thejm-edit/2017/6/26/farmacybeauty-skincare
57
Press Status – July 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
trendhunter.com
July 05
Honey Drop in "Farmacy's Honey 1,542,989 Drop Moisturizer is Rich in Antioxidants"
n/a
https://www.trendhunter.com/ trends/farmacy
refinery29.com
July 06
Honey Savior in "9 Beauty Essentials This Makeup Artist Lives By"
Sephora
$244,039.34
http://www.refinery29.com/ makeup-all-skin-tones#slide-1
influenster.com
July 06
Sephora
n/a
https://www.influenster.com/ article/farmacy-mark-veederinterview
myfavoriteandmybest.com
July 06
MV, Green Screen SPF 30, 1,196,235 Invincible and Honey Drop featured in "BEHIND THE BRAND Farmacy: The Beauty Fairytale Behind the Hot Indie Brand" Green Clean in "the summer 21,336 skincare routine"
Sephora
n/a
http:// www.myfavoriteandmybest.co m/mfamb-home/2017/7/6/thesummer-skincare-routine
alittlebitetc.com
July 08
Honey Drop in "Let's Go Through 9,000 Some Beauty Mail!"
Sephora
n/a
http://www.alittlebitetc.com/ 2017/07/lets-go-throughsome-beauty-mail.html
redonline.co.uk
UK
July 11
Honey Savior in "The Natural Hay 240,000 Fever Solution That Will Save Your Summer"
CultBeauty
n/a
http://www.redonline.co.uk/ beauty/10-best/the-naturalhay-fever-solution-that-willsave-your-summer
stylecaster.com
July 11
Sleep Tight in "The 10 Best Anti- 3,764,961 Aging Products to Buy at Sephora Right Now"
Sephora
n/a
http://stylecaster.com/beauty/ sephora-anti-aging-products/ slide7
16,269,289
58
Press Status – July 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
catsdailyliving.com
July 12
"New in Skincare | Farmacy Honey Drop Lightweight Moisturizer"
n/a
Sephora
n/a
http:// www.catsdailyliving.com/ farmacy-honey-dropmoisturizer/
hercampus.com
July 13
1,477,696
Farmacybeauty
n/a
amandamaebee.wordpress.co m
July 13
Honey Potion in "The Mask You Should Add to Your Skin Care Routine, Based on Your Skin Type" Sleep Tight in "EVERYDAY BEAUTY PRODUCTS Part 1."
n/a
n/a
http://www.hercampus.com/ beauty/mask-you-should-addyour-skin-care-routine-basedyour-skin-type https:// amandamaebee.wordpress.co m/2017/07/13/everydaybeauty-products-part-1/
vanityfair.com
July 14
MV, Farmacy, Honey Potion, Honey Drop, Honey Savior and Sleep Tight featured in "Beauty Buzz: Botanical Skincare Brand Farmacy Dips into Honey"
11,829,185
Farmacybeauty
$189,266.96
http://www.vanityfair.com/ style/2017/07/beauty-buzzbotanical-skincare-brandfarmacy-dips-into-honey
newbeauty.com
July 14
Sleep Tight in "10 Best WrinkleErasing Night Creams"
710,945
Farmacybeauty
n/a
https://www.newbeauty.com/ slideshow/2664-best-wrinkleerasing-night-creams/4
refinery29.com
July 14
Green Clean in "The Expert’s Guide To Washing Your Face"
16,269,289
Farmacybeauty
$244,039.34
http://www.refinery29.com/ best-cleanser-by-skintype#slide-23
YES! Your Essential Shopper in Gannett Newspapers
July 15
Honey Potion in "Honey-do"
2,378,600
Farmacybeauty
n/a
59
Press Status – July 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
people.com
July 17
Honey Drop in "The Beauty Product Launches We’re Living For in 2017"
newbeauty.com
July 18
wellandgood.com
July 18
refinery29.com
July 18
passerbuys.com
thestripe.com
musingsofamuse.com
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) 43,574,213
AD VALUE RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
Sephora
n/a
Honey Drop in "9 Top Moisturizers 710,945 Perfect for Summer"
Farmacybeauty
n/a
https://www.newbeauty.com/ slideshow/2671-bestmoisturizers-for-summer/
MV, Farmacy and Honey Drop in 5,000,000 "THIS UNDER-THE-RADAR ANTI-INFLAMMATORY BEAUTY INGREDIENT BRIGHTENS YOUR SKIN" Honey Potion in "The Hidden 16,269,289 Section At Sephora You Never Knew Existed"
Sephora
n/a
https://www.wellandgood.com/ good-looks/echinacea-beautyproducts-fight-skininflammation/
Sephora
$244,039.34
http://www.refinery29.com/ sephora-best-natural-beautyproducts
July 19
Honey Potion featured in "Meet n/a Mo Mullen" as one of Mo's beauty picks
qvc
n/a
http://www.passerbuys.com/ nyc/mo-mullen
July 19
Green Screen SPF 30 in "SUMMER BEAUTY ROUTINE."
Sephora
n/a
http://thestripe.com/2017/07/ summer-beauty-routine-2/
July 19
Honey Drop in "From Cleansing 345,600 Oil To New Moisturizers Here Are Some New Skincare Picks To Add To Your Routine"
Sephora
n/a
http:// www.musingsofamuse.com/ 2017/07/new-skincarepicks.html
60,000
60
Press Status – July 2017 Confirmed/Published OUTLET thezoereport.com
COUNTRY
DATE
ARTICLE DESCRIPTION
July 19
Honey Drop in "7 Ways To Save Your Sunburned Skin"
wellandgood.com Newsletter
July 19
omgbart.com
July 20
beautypackaging.com
WWD
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital) 1,247,896
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
RETAILER CREDIT
LINK
Sephora
n/a
http://thezoereport.com/ beauty/skincare/best-sunburnrelief-products/#slide-1
"THIS UNDER-THE-RADAR 700,000 ANTI-INFLAMMATORY BEAUTY INGREDIENT BRIGHTENS YOUR SKIN" MV, Honey Drop and BEE WELL 18,000 in "SUMMER HITS 2017 FEAT. FARMACY HONEY DROP MOISTURIZER"
Sephora, Farmacybeauty
n/a
http://omgbart.com/farmacyhoney-drop-lightweightmoisturizer/
July 20
Honey Potion in "CEW 2017 Beauty Insider Award Winners"
45,442
n/a
http:// www.beautypackaging.com/ contents/view_onlineexclusives/2017-07-20/ cew-2017-beauty-insideraward-winners/
July 21
MV quotes and Green Screen SPF 30 in "Feeling Blue? Beauty Brands Target Aging by Tech Devices"
60,000
n/a
wwd.com
July 21
MV quotes and Green Screen SPF 30 in "Feeling Blue? Beauty Brands Target Aging by Tech Devices"
1,489,750
n/a
http://wwd.com/beautyindustry-news/skin-care/ beauty-newest-foe-bluelight-10950080/
nycpretty.com
July 21
Green Screen SPF 30, Honey Drop and Honey Potion in "Farmacy Beauty Giveaway"
n/a
Sephora, Farmacybeauty
n/a
https://www.nycpretty.com/ 2017/07/farmacy-beautygiveaway/
61
Press Status – July 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
modernwanderer.co
July 23
New Day, Green Screen SPF 30, 1,500 Honey Potion and Skin Dew in "The Best Products for a Natural Skin Care Routine"
Farmacybeauty
n/a
http://modernwanderer.co/ 2017/07/23/the-best-productsfor-working-towards-a-naturalbeauty-routine/
domino.com
July 23
Honey Potion in "The Absolute Best Face Masks For Every Skin Type"
Farmacybeauty
n/a
https://domino.com/best-facemasks
observer.com
July 24
Honey Drop and MV in "23 Beauty 3,161,253 Launches to Get You Through the Hottest Days of Summer"
Sephora
$1,391.00
http://observer.com/2017/07/ summer-must-by-beauty-spfproducts/
byrdie.com
July 24
Honey Potion in "I Test-Drove 7 Hydrating Face Masks in the Actual Desert"
1,224,877
Sephora
n/a
http://www.byrdie.com/ hydrating-face-masks-for-dryskin/slide2
vogue.co.uk
UK
July 24
Hydrating Coconut Gel Mask in "From Farm To Face"
2,424,153
CultBeauty
n/a
http://www.vogue.co.uk/ gallery/farm-to-face-naturalbeauty-products
wellandgood.com
July 24
Honey Drop in "THE ULTRA5,000,000 LUXE SKIN-CARE RITUALS TO DO YOUR NEXT FRIDAY NIGHT IN"
Sephora
n/a
https://www.wellandgood.com/ good-looks/superfood-ritualsyouthful-skin-sephora/
tophcam.com
July 24
Recap of #farmacyfieldtrip, with n/a mention of Green Screen SPF 30, MV and Honey Drop
n/a
https://www.tophcam.com/ single-post/2017/06/24/ADay-with-Farmacy
884,541
62
Press Status – July 2017 Confirmed/Published OUTLET
COUNTRY
DATE
ARTICLE DESCRIPTION
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
RETAILER CREDIT
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
huffingtonpost.com
July 25
Green Clean in "9 All-Natural Beauty Products You Probably Overlooked At Sephora"
22,868,700
Sephora
$177,232.43
beautybykelsey.com
July 26
Green Screen SPF 30 in "The Daily Sunscreen Roundup"
n/a
Sephora
n/a
musingsofamuse.com
July 26
"Farmacy Honey Drop Lightweight 345,600 Moisturizer Review"
Sephora
n/a
smartertravel.com
July 27
Hydrating Coconut Gel Mask in "20 Awesome Travel-Friendly Beauty Masks"
Farmacybeauty
$54,741.74
cew.org
July 27
Farmacy mentioned in n/a @CarlottaConnected, "QVC FEATURES BRANDS FROM THE BEAUTY INSIDER AWARDS"
n/a
https://www.cew.org/eweb/ dynamicpage.aspx? webcode=carlottablog
puropulence.com
Canada
July 29
Green Clean in "Kiara's Favorites: 21,500 July 2017"
n/a
http://puropulence.com/ beauty/kiara-july
July 29
Green Screen SPF 30 in n/a "Summer Beauty Essentials 2017"
n/a
https://www.youtube.com/ watch?v=AxPL3fWfO4o
https://www.youtube.com/ channel/ UCGWelJN_9EZdWDnmq563 VSw
3,649,449
http:// www.huffingtonpost.com/ entry/the-best-of-all-naturalbeauty-fromsephora_us_5972065de4b09 e5f6ccec820? section=us_style https:// www.beautybykelsey.com/ kelseybeauty/2017/7/thedaily-sunscreen-roundup http:// www.musingsofamuse.com/ 2017/07/farmacy-honey-droplightweight-moisturizerreview.html https:// www.smartertravel.com/ 2017/07/27/travel-friendlybeauty-masks/
63
Press Status – July 2017 Confirmed/Published OUTLET
COUNTRY
DATE
https://www.youtube.com/ user/yochristophercameron
July 30
Honey Drop in "Hi! + Products I've Been Enjoying Pt. II"
nicolerae.ca
Canada
July 30
allure.com
July 31
KHOU TV "Great Day Houston"
KTLA
AD VALUE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
ARTICLE DESCRIPTION
(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
LINK
n/a
https://www.youtube.com/ watch?v=aiy1SBEcnEc
Honey Drop, Green Clean, Green n/a Screen SPF 30 and New Day in "FIRST IMPRESSIONS: FARMACY BEAUTY" Honey Drop and Honey Potion 3,503,499 mentioned in "The Best New Beauty Products This Month"
Sephora
n/a
http://nicolerae.ca/2017/07/ first-impressions-farmacybeauty/
Sephora
n/a
https://www.allure.com/ gallery/editors-favorite-newbeauty-products
July 31
MV / Farmacy featured in live segment (9 minutes) with host Deborah Duncan
Farmacybeauty, Sephora
n/a
July 31
Sleep Tight in "Overnight Beauty Treatments to Help You Wake up Looking Pretty" segment with Dr. Arisa Ortiz
100,000
n/a
http://www.khou.com/ entertainment/television/ programs/great-day-houston/ farmacybeauty-07312017/460742512 http://ktla.com/2017/07/31/ wake-up-looking-beautifulwith-overnight-beautytreatment/
allure.com
July 31
Honey Drop in "The 16 BestSelling Products at Sephora in July 2017"
3,503,499
Sephora
n/a
Psychologies UK
UK
August
Eye Dew in "How can I treat my dark circles?"
69,408
CultBeauty
n/a
Beauty Store Business
August
MV quotes and Hydrating Coconut 16,000 Gel Mask in "Mask Magic"
$2,435.00
TOTAL CONFIRMED PLACEMENTS
n/a
RETAILER CREDIT
221,181,429
$5,495,377.52
https://www.allure.com/ gallery/best-selling-productssephora-july-2017
64
Digital Marketing Overview Farmacy July Report Highlights
 Total sales on FarmacyBeauty.com were $41,100 for the month. The three largest sales drivers were paid search, organic search and email blasts.
 The average order value was $69.40, 22% up from $56.95 in June. The Honey Drop product page was one of the second most viewed pages and top 5 landing pages for the month. It was the highest selling product in both units sold (143) and value at $5,942.25. Paid search campaigns generated $10,900 in sales with a conversion rate of 2.10%. Overall traffic was the second highest ever, apart from Jan. 2017, while page views hit 100,000 for the first time. New York, Los Angeles, Houston, Chicago and San Francisco were the cities with the highest sales for the month. The website is becoming an important resource in new and international markets, with London and Toronto in the top 25 cities.
65
Sales Report 2016/17
$47,920
$44,800 $41,100
$40,324 $36,629 $30,129 $29,300 $29,810
$28,950
$20,868 $12,465
$15,176
$17,175
66
Sales & Conversions Organic search, paid search and email blasts drove the most sales Channel Grouping Organic Search
Sessions 11,233
% New 67.70%
Bounce Rate 43.29%
Pages 3.67
DuraFon 166.68
Conversion Rate
1.51%
TransacFons
Revenue
Average Order
170
$12,208.08
$71.81 $68.17
Paid Search
7,628
66.05%
48.83%
3.49
142.88
2.10%
160
$10,907.71
Direct
3,393
72.38%
58.62%
2.98
135.07
2.33%
79
$6,025.65
$76.27
Social
3,217
89.62%
67.42%
2.11
56.68
0.34%
11
$699.55
$63.60
1,726
29.72%
48.26%
4.04
184.22
6.26%
108
$6,783.57
$62.81
Referral
1,753
62.24%
51.51%
3.18
135.48
3.14%
55
$3,857.70
$70.14
(Other)
1,621
72.79%
57.25%
2.53
75.53
0.37%
6
$350.10
$58.35
589 $40,948.81
$67.31
30,571
67,90%
50.57%
3.31
139.62
1.92%
67
Adwords and Shopping Campaigns Strong ROI with Adwords and Shopping campaigns, despite competitive environment. Clicks 5,311
Cost
CPC
$3,210
$0.60
Impressions
Bounce Rate
258,337
49.27%
Pages
Conversion Rate
2.99
TransacFons
1.98%
Revenue
134
Average Order
$7,956
CPT
$59.38
$23.95
TraďŹƒc & Conversion by Device Device
Sessions
Bounce Rate
Pages
DuraFon
TransacFons
Revenue
Conversion %
Average Order
Mobile
17,506
57.44%
2.73
104.15
168
$11,233.35
0.96%
$66.87
Desktop
10,534
39.39%
4.11
190.73
361
$24,892.35
3.43%
$68.95
2,736
49.63%
3.88
169.85
61
$4,823.11
2.23%
$79.07
30,776
50.57%
3.31
139.62
590
$40,948.81
1.92%
$69.40
Tablet
68
Sales by Demographic Conversion rates are higher for consumers 35+, likely because they shop more on desktop vs. mobile. This means however that customers 18-34, while comprising 55% of traffic, make up only 36% of sales.
Age
Sessions
% Sessions
Bounce Rate
Pages
DuraFon
TransacFons
Revenue
% Revenue
Conversion Rate
AOV
18-24
4,532
23.67%
48.70%
3.25
00:02:27
48
$2,849.66
11.16%
1.06%
$59.37
25-34
5,999
31.33%
47.91%
3.32
00:02:28
105
$6,353.36
24.89%
1.75%
$60.51
35-44
3,195
16.68%
50.45%
3.24
00:02:13
52
$3,746.21
14.68%
1.63%
$72.04
45-54
2,360
12.32%
49.28%
3.68
00:02:39
71
$6,218.34
24.36%
3.01%
$87.58
55-64
1,919
10.02%
55.50%
3.29
00:02:11
53
$4,797.09
18.79%
2.76%
$90.51
65+
1,145
5.98%
63.23%
2.88
00:01:53
24
$1,561.53
6.12%
2.10%
$65.06
19,150
100.00%
50.37%
3.30
00:02:23
353
$25,526.19
100%
1.84%
$72.31
69
Sales by Product Honey Drop was the top product by sales value in July, with Sleep Tight, Honey Potion, Green Clean, and Eye Dew rounding out the Top 5.
Product Name
HONEY DROP SLEEP TIGHT HONEY POTION GREEN CLEAN EYE DEW INVINCIBLE GREEN SCREEN PERENNIAL PICKS RENEWING AnF-Aging Kit SKIN SAVIOR SET RISE ‘N SHINE CLEAR BLOOM NEW DAY HONEY SAVIOR SKIN DEW SWEET LIPS GIFT SET NEW DAWN Coconut Gel Mask Medley BRIGHTENING Coconut Gel Mask ANTI-WRINKLE Coconut Gel Mask CLEAR DAY Coconut Gel Mask Medley DEEP MOISTURE Coconut Gel Mask SOOTHING Coconut Gel Mask FIRMING Coconut Gel Mask STRAWBERRY BASIL LIP BLOOM OIL CONTROL Coconut Gel Mask HONEY GINGER LIP BLOOM LAVENDER MINT LIP BLOOM VANILLA MINT LIP BLOOM APPLE ROSEMARY LIP BLOOM CITRUS LEMONGRASS LIP BLOOM HONEY POTION DELUXE SAMPLE SLEEP TIGHT NIGHT BALM DELUXE SAMPLE
Gross Sales (A\er Discounts)
QuanFty Sold
143 124 63 97 81 46 83 60 30 41 35 43 38 33 17 9 14 14 13 11 11 11 10 11 7 9 8 7 4 2 108 46
$5,942.25 $5,491.20 $3,208.80 $2,972.20 $2,821.50 $2,778.75 $2,725.20 $2,452.50 $1,851.30 $1,649.25 $1,310.00 $1,168.50 $1,056.00 $1,035.30 $708.40 $410.40 $307.20 $314.40 $290.40 $226.80 $246.00 $256.80 $222.00 $174.08 $157.20 $133.65 $122.10 $100.65 $46.05 $28.05 $0.00 $0.00 $40,206.93
% Sales
14.78% 13.66% 7.98% 7.39% 7.02% 6.91% 6.78% 6.10% 4.60% 4.10% 3.26% 2.91% 2.63% 2.57% 1.76% 1.02% 0.76% 0.78% 0.72% 0.56% 0.61% 0.64% 0.55% 0.43% 0.39% 0.33% 0.30% 0.25% 0.11% 0.07%
100.00%
70
Traffic Report 2016/17 30,800 28,162 24,066 21,439 16,036 11,472
13,480
11,601
18,085
18,891
25,460
20,736
13,373
71
TraďŹƒc Summary Total number of visits is the second highest on record with page views breaking 100,000 for the first time. Honey Drop overtook Honey Potion in both top 5 pages and landing pages
Traffic: Visits: Unique Visitors New Visitors: Returning Visitors: Page Views: Pages/Session: Avg. Duration: Bounce Rate:
30,776 22,703 67.76% 32.24% 101,788 3.31 2:20 50.57%
Top 5 Pages: Home Page Skincare Honey Drop Honey Potion Sleep Tight
Top 5 Landing Pages: Home Page Honey Drop Honey Potion Sleep Tight Skincare
72
Page
Individual Page TraďŹƒc Home page bounce rate is excellent.
Page views
Avg. Time
Entrances
Bounce Rate
% Exit
Home page
17,661
61.18
13942
28.54%
29.86%
skin care category
11,888
34.2
581
53.09%
13.27%
honey drop
7,998
75.99
3649
71.26%
47.87%
honey poFon
4,793
120.32
2172
77.72%
54.20%
sleep Fght
3,963
92.7
1551
79.37%
49.89%
cart
3,775
58.13
319
60.82%
20.32%
face mask category
3,593
39.37
347
61.96%
21.57%
skin care page 2
3,583
26.61
121
74.38%
18.31%
gi\ set
3,506
25.96
109
60.55%
13.49%
about farmacy
2,692
116.61
518
59.85%
42.46%
green clean
2,431
82.45
566
69.08%
33.90%
new
2,136
33.11
118
59.83%
18.54%
lip balm category
2,094
35.5
93
55.91%
18.53%
perennial picks
1,966
72.71
141
74.47%
22.33%
green screen
1,783
76.89
422
70.38%
35.45%
honey savior
1,620
80.29
496
79.03%
39.44%
skin savior gi\ set
1,558
60.6
62
67.74%
18.10%
my account
1,545
25.35
91
16.48%
10.03%
checkout
1,485
147.94
84
67.86%
24.51%
eye dew
1,229
65.13
154
67.53%
27.26%
invincible
1,208
82.96
155
78.06%
28.89%
contact
1,187
88.72
138
68.61%
46.84%
skin dew
1,140
87.16
452
83.63%
48.42%
my shop
1,044
37.74
737
67.03%
54.69%
general faqs
1,017
951
114.41
97
85.57%
73
City
Top 25 Cities The website is becoming an important resource in new and international markets, with London and Toronto within our top 12. Sydney dropped out of the top 25 this month.
New York
Sessions
TransacFons
Revenue
Conversion Rate
AOV
2343
34
$2,223.83
1.45%
$65.41
Los Angeles
963
15
$943.38
1.56%
$62.89
(not set)
746
46
$2,082.00
6.17%
$45.26
Houston
647
11
$832.95
1.70%
$75.72
Chicago
517
7
$425.65
1.35%
$60.81
San Francisco
463
6
$408.00
1.30%
$68.00
Washington
345
8
$447.90
2.32%
$55.99
Boston
336
7
$463.05
2.08%
$66.15
Dallas
326
4
$222.90
1.23%
$55.73
Atlanta
321
8
$744.43
2.49%
$93.05
Toronto
269
0
$0.00
0.00%
$0.00
London
259
0
$0.00
0.00%
$0.00
Seajle
251
6
$197.15
2.39%
$32.86
Philadelphia
199
4
$197.60
2.01%
$49.40
Denver
180
6
$268.45
3.33%
$44.74
San Diego
177
4
$222.20
2.26%
$55.55
Phoenix
173
1
$105.40
0.58%
$105.40
Charloje
168
7
$619.90
4.17%
$88.56
Orlando
156
1
$34.43
0.64%
$34.43
Portland
155
2
$204.00
1.29%
$102.00
Miami
146
2
$109.20
1.37%
$54.60
San Jose
139
1
$36.00
0.72%
$36.00
Minneapolis
126
1
$52.70
0.79%
$52.70
AusFn
126
2
$74.25
1.59%
$37.13
San Antonio
124
1
$38.25
0.81%
$38.25
74
Email Campaigns The Honey Drop launch email from from June still drove sales, and the campaign for Honey Drop with free Honey Potion sample was effective.
Campaign
Total Recipients
15% O
1,249
Unique Opens
Open Rate
Unique Clicks
Click Rate
Conversion Rate
TransacFons
Revenue
166
13.30%
14.92%
37
$2,203.69
Honey Drop Plus Free Honey PoFon
11,029
3,372
30.64%
384
3.49%
5.89%
31
$1,908.15
Honey Drop Launch Email (June)
10,007
2,825
28.27%
537
5.37%
6.01%
11
$911.68
Summer Skin
10,607
2,557
24.16%
229
2.16%
3.58%
11
$593.80
Green Clean Plus Free Sleep Tight
11,285
3,262
28.95%
297
2.64%
1.99%
7
$592.30
9,857
2,352
23.88%
264
2.68%
8.33%
2
$333.20
255
166
66.14%
78
31.08%
14.29%
6
$179.25
6.26%
105
$6,722.07
Free Coconut Gel Mask (June) Honey Waitlist Email (June)
75
Discount Code Usage Coupon Discount Code
Email Subscribers
Transac1ons
Email Sign Up 15% off
Sales Value 297
$19,719
Customer Service Discount
4
$293
Staff Discount
3
$135
11,334
8,460 7,049
2,650
3,107
3,633
4,199
4,869
8,988
9,472
10,140
7,560
5,517
76
Display Advertising Campaign July Display Campaign Impressions Clicks Landing Page Visits Conversions Video Views 100% Revenue
Stats 1,025,661 1,005 11,659
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203 1,912 $14,409
Average Order
$70,90
Budget
$9,250
Cost Per Sale
$45,56
Cost per landing page Visit
Website Top 10 Videos Viewed
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$0.79 The image part with relationship ID rId3 was not found in the file.
77
Social Media Highlights
78
YouTube Channel 85 Videos 239 Subscribers 34,548 Video Views
YouTube Traffic Conversions: 239 Sessions 219 New Users 1.26% Ecommerce Conversion Rate 3 Transactions $125.40 Revenue
New This Month:
79
Honey Drop is featured in the Sephora Skincare Superfoods Animation video with PRO’s Jeffrey & Dina. In particular, Jeffrey mentions that he loved getting a sample before it launched and he raved about the brand in general.
URL: https://www.youtube.com/watch? v=vCDGBdOLqT0
80
Honey Potion featured second in a Sephora Beauty Haul video by blogger Allana Davison (270K subscribers) with fellow YouTuber Jamie Page (327K subscribers). The girls raved about the packaging, as well as how wonderful the product is.
URL: https://www.youtube.com/watch? v=k6SWO0B1FjI
81
Green Clean was the first product featured in blogger Mallory’s favorite skincare products for dry, sensitive skin – she raves about how well it works, how great it smells and speaks to the benefits of the Echinacea GreenEnvy™. She also mentions Skin Dew and how she uses it as a toner.
URL: https://www.youtube.com/watch? v=MrrJXqdaLfQ
82
Honey Drop was featured by blogger Christopher (@tophcam) in his “Products I’ve Been Enjoying” roundup video.
URL: https://www.youtube.com/watch? v=aiy1SBEcnEc
83
Green Screen SPF 30 is highlighted as one of blogger Lauren Pence’s summer favorites in her skincare/ beauty lineup.
URL: https://www.youtube.com/watch? v=AxPL3fWfO4o
84
Facebook Page Reach Overall Page Reach From May 2016 – July 2017 Month
Organic Reach
Paid Reach
Total Reach
Total Reac1ons, Comments & Shares
New Page Likes
# of Posts
May
16,346
98,511
114,857
306
1,935
18
June
7,441
196,575
204,016
434
1,569
16
165,168
135,982
301,150
1,265
3,934
17
August
57,234
409,139
466,373
1,855
14,108
37
September
29,423
112,102
141,525
241
1,535
31
October
14,555
75,645
90.200
249
1,353
31
November
23,238
152,295
175,533
320
2,497
32
December
29,890
154,737
184,627
486
3,096
40
January
46,324
204,739
251,063
466
2,169
64
February
34,235
250,374
284,609
204
2,013
55
March
33,428
74,352
107,780
143
1,316
49
April
34,694
35,647
70,341
235
1,649
38
May
32,692
13,213
45,905
147
743
23
June
15,197
134,109
165,441
204
3,623
14
July
22,983
280,430
303,413
269
821
14
July
85
July Facebook Posts 14 Facebook Posts 9,115 Page Followers 22,983 Organic Reach 280,430 Paid Reach 303,413 Total Reach 967 Post Clicks 821 Reactions/Comments/Shares 1,788 Total Engagement Facebook Traffic Conversions: 1792 Sessions 1,646 New Users 0.17% Ecommerce Conversion Rate 3 Transactions $125.30 Revenue
86
July Facebook Promotions Farmacy’s paid posts in June had an average reach of 9,046 viewers while the brand’s average organic reach per post was 968.
87
Instagram Account Growth Increase of Followers From March 2016 – July 2017 29,998 27,691 23,792 20,827 17,880 14,950 13,008 6,836 7,454 6,172 5,813 4,576 5,002 5,446
8,818
9,754
10,924
88
July Instagram Posts 29,998 Followers (+8.3% from LM) 39 Instagram Posts
 23,909 Likes 354,622 Impressions* 301,358 Reach** Instagram TraďŹƒc Conversions: 1,139 Sessions 985 New Users 0.35% Ecommerce Conversion Rate 4 Transactions $418.25 Revenue
*Impressions = The total number of times our posts have been seen **Reach = The number of unique accounts that have seen posts
89
June Instagram Top Performing Posts TOP 5 liked
TOP 5 commented
90
Thank You!
91