Press Recap October 2016
Ad Value: $653,354 Total Media Impressions: 402,550,490
lifestyle
4
SOOTHE SUN-DRENCHED LIPS
Parched lips aren’t just reserved for winter. Sun-dried smoochers can look weathered and need special TLC before you dive in to wearing fall’s bold Bordeaux lipstick hues. “You can use a lip scrub to exfoliate,” says Angie. “Or in a pinch, the best hack ever is to use a baby toothbrush with a sugar and water paste. The baby toothbrush is the perfect size to massage lips,” says the pro. Follow with a lip balm containing aloe – it’s really healing for the thin skin on the lips, which is the most fragile skin on your whole face.
L’Oréal Professionnel Curl Contour Cleansing Conditioner, $230, at select salons, lorealprofessionnel.ca
BEAUTY
RECOVERY MODE
Pantene Pro-V Color Preserve Cleansing Conditioner, $8, at drugstores and mass-market retailers
Warm weather indulgences – chlorine, sun and hot, humid adventures – can create a bevy of beauty challenges. Here are the best beauty products and simple hacks to reboot your routine. By Jill Dunn
John Frieda Brilliant Brunette Visibly Deeper Colourdeepening Treatment, $13, at drugstores and mass-market retailers
1
FIGHT THE FADE
Even if you dutifully wear your Panama hat by the pool, chances are your hair colour will still fade or look brassy after prolonged exposure to sunlight. “Post-summer, a good colour-depositing shampoo or treatment can mellow out brassy colour,” says Nikki Providence, an L.A.-based hair artist who counts actress Jenny Slate among her clients. If you tend to go brassy as a brunette, look for deepening treatments; blonds can shampoo once a week with a tone-correcting purple shampoo to help nix any brassiness and restore gold tones.
90 HELLOMAGAZINE.CA
2
BRIGHTEN UP
7
A downside of your summer holiday can be leftover skin souvenirs: dark spots that surface from prolonged sun exposure. A vitamin C peel or exfoliating mask will help to instantly brighten skin tone, refine texture and add an even glow back to blotchy skin.
DRY SPELL
To counter dry summer skin, pros layer moisturizers – mists, moisturizers and masks – onto skin for instant plumping. “In the fall, I definitely need to use a mask regularly, usually once every two weeks,” says hair and makeup artist Wendy Rorong. “I love bio-cellulose sheet masks which maximize the absorption of the ingredients and are great to do before makeup.” Toners are also a good way to hydrate; to get maximum benefits, spray onto a cotton pad and press (don’t rub!) on skin for targeted hydration. Creams and lotions with hyaluronic acid are crowd-pleasers for any skin type and work to smooth rough skin. French Girl Organics French Girl Floral Toner in Rose, $25, etsy.com
Farmacy Skin Dew Hydrating Essence Mist & Setting Spray, $57, at Sephora, sephora.ca
Estée Lauder Advanced Night Repair Intensive Recovery Ampoules, $135, at Hudson’s Bay, Holt Renfrew, Shoppers Drug Mart, Murale, Nordstrom and Saks Fifth Avenue, esteelauder.ca
CoverFx Custom Enhancer Drops, $52, coverfx.ca Yves Saint Laurent Le Cushion Encre de Peau, $75, at Hudson’s Bay, thebay.com
L’Oréal Paris Infallible Pro-Glow Foundation, $22, at drugstores, mass-market retailers, amazon.ca
Living Proof Perfect Hair Day Split End Mender, $30, sephora.ca
ACE YOUR BASE
Sun-kissed foreheads are typically darker than the neck and jawline so a foundation switch-up is a must. “Go for a shade that matches the darkest part of the face and blend really well,” says makeup artist Angie Di Battista who mixes liquid luminizer with foundation to avoid a matte finish. “You want foundation to be radiant and glowing.”
3
SKIMP ON SUDS
Ole Henriksen Power Bright, $66 for 6 treatments, sephora.ca
8
SPLIT-END SOS
Tarte Lip Facial Lip Scrub, $21, at Sephora
5
Curly-haired girls are really vulnerable to the summer stalwarts of saltwater, chlorine and humid temperatures. Regular use of shampoo with harsh sulfates will only further dry out strands. “Cleansing conditioners are great for that hair that never seems to get oily [but] that just gets frizzier when you wash it,” says Nikki. “It’s a great way to get rid of pollution and the debris of day-to-day life, freshen up your hair, and moisturize it all at once,” she adds. Need a deep condition?“ I love an overnight pre-shampoo mask of coconut oil; it really helps keep the frizz away and restore flexibility.” Saturate hair with virgin coconut oil, braid it so it’s tidy, leave it in overnight, then shampoo and condition in the morning. “Your hair will be so much softer and smoother.”
Kérastase Paris Fibre Architecte, $47, kerastase.ca BERND VOGEL/GETTY IMAGES
Shu Uemura Color Lustre Shade Reviving Balm in Cool Blond, $58, shuuemura.ca
6
Vaseline Lip Therapy Tin in Aloe, $5, at drugstores and mass-market retailers
While there’s no miracle solution to get rid of split ends, you can make them look more tidy. In a pinch, a split end serum or hair paste can make ends stick together until you can fit in a trip to the salon. “Sometimes you really just need to get a haircut and start with clean nice ends – those wispy dry ends aren’t doing you any favours!” says Nikki.
EXFOLIATE IN ONE STEP
“Skin is usually really dehydrated and tight from sun exposure, and a lot of my clients are suffering from peeling or uneven skin,” says Angie. For a quick fix, she recommends using a textured baby wipe to manually exfoliate the skin before makeup application. “On-set, it’s a really fast and gentle way to remove dead skin cells that can otherwise make skin look dull, and it never tears or injuries the skin since it’s such a soft texture,” says the pro. On a more regular basis, she recommends massaging cleanser in circular motions with a cleansing brush or using a daily powder exfoliant mixed in with your regular cleanser a few times per week to keep skin fresh. Olay Deeply Clean Pore Mineral Cleanser, $11.49, at drugstores and mass-market retailers Bare Escentuals Double Cleansing Brush, Bare Escentuals Mix. Exfoliate.Smooth $22, sephora.ca
Honest Beauty Company Wipes, $8, at Indigo and Loblaws, well.ca
HIGH-WATTAGE Vichy Double-Peeling Mask, $34, at drugstores and massmarket retailers, vichy.ca
ERASE TAN LINES
“Below the neck I often see a lot of tan lines, redness and blotchiness at the end of the summer,” says Wendy Rorong. She recommends body lotions that offer temporary colour. “They will reflect light for an appearance of an even skin tone and a perfect glow.” Try a damp Beauty Blender sponge for perfect blending on the décolleté and neck.
Vita Liberata Body Blur Instant HD Skin Finish, $50, sephora.ca
9
10
“In the heat of summer, sometimes it’s too much to ask to blow-dry your hair, so polished hair feels new again in the fall,” says Nikki. “It’s nice to keep hair smooth and shiny when the weather cools off. A good blow-dry also can last for a few days, giving your hair a break from drying shampoos.” She recommends a clarifying treatment Dr. Bronner’s to remove any built-up products, Lavender chlorine or minerals. “This can be Coconut Organic why your hair feels dry and stiff.” Hair Crème, $18, amazon.ca Then use a deep-conditioning masque to smooth, soften and hydrate thirsty, rough hair. To make hair look shinier and less bleached out, go see your colourist for a gloss. A little (or a lot!) of colour to tone down sun-bleached ends can help a lot. Darker hair always Moroccanoil AG Hair Renew appears shinier and Blow-dry Clarifying healthier, so if you’ve Concentrate, Shampoo, $18, $28, at select been thinking of at select salons, salons, changing it up, this is tradesecrets.ca moroccanoil.ca a great time.
HELLO! 91
PRESS STATUS – OCTOBER 2016 CONFIRMED / PUBLISHED OUTLET
Vogue.com
Allure.com
CIRCULATION (print); UNIQUE RETAILER VISITORS / CREDIT MONTH (digital)
AD VALUE (CPM = cost per thousand aka the price of 1,000 LINK adverMsement impressions on one webpage)
DATE
ARTICLE DESCRIPTION
October 09
Honey Po4on is featured in a tongue-in-cheek piece on masking during the Presiden4al debate this weekend
FarmacyBeauty .com 9,610,046
October 13
Honey Po4on is featured in a round up of the best new face masks.
3,767,699
FarmacyBeauty .com
N/A hIp://www.allure.com/gallery/best-new-face-masks
1,277,735
FarmacyBeauty .com
hIp://abc7chicago.com/fashion/beauty-expertN/A reveals-fall-beauty-breakthroughs-/1553611/
772,560
Sephora.com
hIps://www.newbeauty.com/blog/dailybeauty/ N/A 9955-diy-face-masks-for-nighUme/
7,871,836
FarmacyBeauty .com
N/A hIps://www.brit.co/the-buzz-on-honey-beauty/
4,712,731
FarmacyBeauty .com
N/A
MSN.com
October 19
Eye Dew is featured in a roundup on fall beauty breakthroughs. Honey Po4on is highlighted in a piece on masks for nighUme. Honey Po4on is featured in a roundup of honey beauty products worth no4ng. Refinery29 includes Honey Po4on in a roundup of at home beauty products. Pick up of the refinery29.com at home beauty product piece featuring Honey Po4on.
MarieClaire.com
October 22
Invincible is included in a roundup on the best serums.
ABC7Chicago.com October 13
NewBeauty.com
October 13
Britandco.com
October 17
Refinery29.com
October 19
FarmacyBeauty .com 109,612,743
1,818,634
FarmacyBeauty .com
hIp://www.vogue.com/13490353/presiden4aldebate-calming-an4-inflammatory-face-masks-skinN/A care-hillary-clinton-donald-trump/
hIp://www.refinery29.com/2016/10/126444/diy-athome-beauty-treatments#slide
hIp://www.msn.com/en-us/lifestyle/shoppingapparel-beauty/30-at-home-treatments-that-areN/A more-fun-than-apple-picking/ss-AAj9sc7#image=31
N/A
hIp://www.marieclaire.com/beauty/news/g4149/ best-serums/
PRESS STATUS – OCTOBER 2016 CONFIRMED / PUBLISHED OUTLET
CIRCULATION (print); UNIQUE RETAILER VISITORS / CREDIT MONTH (digital)
AD VALUE (CPM = cost per thousand aka the price of 1,000 LINK adverMsement impressions on one webpage)
DATE
ARTICLE DESCRIPTION
October 22
Pick of the MarieClaire.com piece including Invincible as a best serum.
FarmacyBeauty .com 109,612,743
hIp://www.msn.com/en-us/lifestyle/style/the-bestserums-if-you-want-to-wake-up-looking-like-a-dewyN/A plump-shiny-alien/ss-AAjgH6b?li=BBnbcA0#image=4
October 22
Pick of the MarieClaire.com piece including Invincible as a best serum.
FarmacyBeauty .com 69,081,091
hIps://www.yahoo.com/beauty/best-serums-wantwake-looking-142402297/photo-p-great-name-evenN/A greater-photo-142812855.html
TheChriselleFactor. com October 25
Blogger Chriselle Lim notes her favorite serum is that of Farmacy's Invincible.
Yahoo.com
October 25
October 25
MSN.com
Yahoo.com
Fashionista.com
hIp://thechrisellefactor.com/2016/10/quick-4ps-forN/A a-bad-skin-day/
224,382
Sephora.com
Honey Po4on is included in a Halloween Beauty piece.
69,081,091
FarmacyBeauty .com
Coconut Gel Masks are featured in a piece on using masks on your chest.
2,164,596
Sephora.com
hIp://fashionista.com/2016/10/chest-boob-sheetN/A mask
2,238,286
Sephora.com
hIp://www.instyle.com/beauty/beauty-productsN/A tools/seUng-sprays-actually-work-all-night
3,767,699
N/A
hIp://www.allure.com/gallery/best-selling-productsN/A at-sephora-october-2016
N/A
N/A hIp://www.health.com/style/gies-that-give-back
InStyle.com
October 28
Allure.com
October 31
Skin Dew is featured in a roundup piece on makeup seUng sprays. Honey Po4on is named by Allure as one of the best selling products at Sephora for the month of October.
Health.com
October 31
Buzz Box featured as a great gie that gives back.
hIps://www.yahoo.com/style/talk-witchesN/A connec4on-between-makeup-170003544.html
PRESS STATUS – OCTOBER 2016 CONFIRMED / PUBLISHED OUTLET
DATE
ARTICLE DESCRIPTION
Hello! Canada
October
Skin Dew is featured in a roundup of beauty products to reboot your rou4ne.
Shape
November
Marie Claire
Woman's Day TOTAL - CONFIRMED PLACEMENTS
AD VALUE (CPM = cost per thousand aka the price of 1,000 LINK adverMsement impressions on one webpage)
CIRCULATION (print); UNIQUE RETAILER VISITORS / CREDIT MONTH (digital)
131,288
Sephora.ca
$11,713.85
N/A
Honey Po4on is featured in a mask roundup.
2,521,203
Sephora.com
$269,900.00
N/A
November
Honey Po4on is featured in the Beauty Director's monthly moodboard.
1,011,407
FarmacyBeauty .com
$120,510
N/A
November
Honey Savior is featured in a Honey roundup.
3,272,720
FarmacyBeauty .com
$251,230
N/A
402,550,490
$653,354
FARMACY DIGITAL
 MARKETING REPORT October 2016
Traffic Report 16,059 13,480 13,373 12,880 11,601 11,472
11,135 9,916 8,453 7,132 4,584 2,007
6,388 6,237
9,134
Product Sales Report $20,868 $17,175
October showed a 21% increase in sales from the prior month
$14,452
$15,176
$12,465
$6,580 $5,924
$392
$1,825 $1,927
$5,369
$3,874 $4,073 $4,004 $3,016
Sales Report PRODUCT
SOLD
HONEY POTION
53
BUZZ BOX HONEY GIFT SET
41
HONEY SAVIOR
37
EYE DEW
36
Perennial Picks
33
INVINCIBLE
27
Renewing An4-Aging Kit
26
RISE ‘N SHINE
26
SLEEP TIGHT
26
CLEAR BLOOM
16
SKIN DEW
14
NEW DAY
13
NEW DAWN Coconut Gel Mask Medley
9
BRIGHTENING Coconut Gel Mask Medley
7
CITRUS LEMONGRASS LIP BLOOM
7
LAVENDER MINT LIP BLOOM
7
STRAWBERRY BASIL LIP BLOOM
7
APPLE ROSEMARY LIP BLOOM
6
CLEAR DAY Coconut Gel Mask Medley
5
HONEY GINGR LIP BLOOM
5
TOTAL
576
Farmacy’s new Echinacea GreenEnvy Honey products, Honey Po4on, Honey Savior and the new Buzz Box Honey Gie Set, are top sellers alongside the Perennial Picks kit. Addi4onally, Eye Dew has made a return to the top five best selling products this month.
Email Newsletter Stats Columbus Day Special Offer • 168 clicks
Magazine Reviews • 115 Clicks
Coupons and Promotion Sales Effects Renewing An4-Aging Kit • 136 Clicks
Buzz Box Launch • 315 Clicks
Traffic Summary
Traffic to FarmacyBeauty.com has increased in the month of October with the launch of several new products. The average pages per session is up and the bounce rate is down.
Traffic: Visits: New Visitors: Returning Visitors: Page Views: Pages/Session: Avg. Duration: Bounce Rate:
13,373 71.9% 28.1% 43,286 3.24 2:36 49%
Top 5 Pages: Home Page Shop Page 1 Honey Potion Shop Page 2 Cart
Top 5 Landing Pages: Home Page Honey Potion Sleep Tight Shop Page 1 Skin Dew
FarmacyBeauty.com TraďŹƒc The conversion rate continues to improve. The overall rate was 2.15% with email
Default Channel Grouping
% New Sessions
Sessions
New Users
Bounce Rate
Pages / Session
Avg. Session DuraMon
Ecommerce Conversion Rate
TransacMons
Revenue
Organic Search
8,145
75.59%
6,157
44.44%
3.46
2:52
1.73%
141
$10,423.57
Direct
2,008
79.28%
1,592
55.23%
2.67
2:04
1.25%
25
$2,118.85
1,393
37.90%
528
51.69%
3.80
3:01
7.25%
101
$7,288.04
Social
1,248
72.36%
903
60.34%
2.43
1:36
0.80%
10
$436.40
573
75.22%
431
61.08%
2.45
1:39
1.05%
6
$306.00
6
83.33%
5
16.67%
0.17
0:00
83.33%
5
$250.50
13,373
71.91%
9,616
49.00%
3.24
2:36
2.15%
288
$20,823.36
Referral
(Other)
Total
TraďŹƒc by Device Sessions
Bounce Rate
Pages / Session
Avg. Session DuraMon
TransacMons
Revenue
Ecommerce Conversion Rate
mobile
6,624
55.90%
2.71
2:02
79
$5,782.19
1.19%
desktop
5,463
41.28%
3.76
3:06
177
$12,304.26
3.24%
tablet
1,286
46.27%
3.76
3:18
32
$2,736.91
2.49%
Total
13,373
49.00%
3.24
2:36
288
$20,823.36
2.15%
Device Category
The majority of website sessions con4nues to occur on mobile devices (excluding tablets); however, customers that visit the site on their desktop computers or tablets have longer sessions on the website, spending over one minute more on the site than visitors on phones. They also have a greater ecommerce conversion rate.
TraďŹƒc Conversion to Revenue by Device Default Channel Grouping
Mobile (Including Tablet)
Revenue
Sessions
Bounce Rate Pages / Session
Avg. Session DuraMon
Ecommerce Conversion Rate
TransacMons
Organic Search
Desktop
$7,139.15
3,630
35.95%
4.08
3:24
2.73%
99
Mobile
$3,717.18
977
58.65%
3.44
2:39
4.91%
48
Desktop
$3,570.86
416
35.34%
4.64
3:51
12.74%
53
Organic Search
Mobile
$3,284.42
4,515
51.27%
2.97
2:27
0.93%
42
Direct
Mobile
$1,195.85
1,303
54.64%
2.68
1:56
1.07%
14
Direct
Desktop
$923.00
705
56.31%
2.66
2:18
1.56%
11
(Other)
Desktop
$250.50
5
0.00%
0.00
0:00
100%
5
Social
Desktop
$242.25
326
54.29%
3.00
2:25
1.53%
5
Social
Mobile
$194.15
922
62.47%
2.22
1:18
0.54%
5
Referral
Desktop
$178.50
381
60.10%
2.46
1:35
1.05%
4
Referral
Mobile
$127.50
192
63.02%
2.43
1:46
1.04%
2
$20,823.36
13,373
49.00%
3.24
2:36
2.15%
288
TOTAL
Organic searches and email on desktops resulted in the highest number of transac4ons in October.
Individual Page Traffic Page
Pageviews
Bounce Rate
Home
8,235
27.95%
Shop
6,153
48.05%
Honey Po4on
3,384
78.47%
Shop Page 2
2,497
72.22%
Cart
1,730
63.33%
About Farmacy
1,605
54.81%
Shop Page 3
1,488
86.57%
Sleep Tight
1,434
70.70%
Perennial Picks
1,361
67.05%
Honey Savior
1,215
71.43%
Reviews
914
50.43%
Skin Dew
911
82.23%
Invincible
819
74.19%
Checkout
760
62.50%
Eye Dew
669
69.88%
Buzz Box
646
75.77%
Rise ‘N Shine
569
75.78%
Blog
566
57.69%
Clear Bloom
417
77.55%
My Account
414
26.00%
43,286
49%
TOTAL
Farmacy Top Blog Posts Total Views: 237 / Average Time on Page: 3 minutes 24 seconds Creating a Feast Fit for a Queen (Bee) with Chef Shawn Hubbell 115 Page Views 4:16 Time on Page
The Farmers Meet Farmacy 73 Page Views 2:12 Time on Page
Unique Ways to Use Essential Oils in Your Daily Routine 49 Page Views 2:26 Time on Page
Website Top 5 Video Views
Website Top Video Views Name
Plays
Loads
Finishes
Average % Watched
Honey Po4on Tes4monial by Amanda
408
473
268
96
Honey Po4on Tes4monial by Njeri Harris
238
309
157
94
Farmacy Brand Video
211
2,144
98
82
Honey Po4on Tes4monial by Whitney A La Mode
179
202
61
90
Farmacy Echinacea GreenEnvy
267
231
44
74
Honey Po4on Tes4monial by Beauty by Jellybean
153
184
90
97
Sleep Tight Video
152
2,263
71
86
Sleep Tight Tes4monial by Kaily
134
148
106
96
Sleep Tight Tes4monial Jasmine Rossol
125
152
100
96
Invincible Serum Video
121
3,441
44
80
Hydra4ng Coconut Gel Masks Video
117
2,222
40
79
Hydra4ng Coconut Gel Mask Tes4monial by Kaily
78
88
36
80
Eye Dew Tes4monial by Aly
75
85
49
92
Rise 'N Shine Tes4monial by Jess
71
79
62
90
Sleep Tight Tes4monial by Melissa
71
84
47
95
Clear Bloom Video
56
676
17
93
New Day Video
47
647
12
83
Mask Tes4monial by Dione
41
47
14
95
Skin Dew Tes4monial by JaaackJack
40
42
38
83
Skin Dew Tes4monial by Margot PoIer
39
46
22
93
Demographics of Video Views Age
Sessions
Bounce Rate
Pages / Session
Avg. Session DuraMon
TransacMons
Revenue
Ecommerce Conversion Rate
25 - 35
3,315
47.72%
3.24
2:34
72
$4,373.36
2.17%
18 - 24
1,965
48.65%
2.88
2:19
16
$882.70
0.81%
35 - 44
1,717
47.99%
3.26
2:36
30
$2,628.86
1.75%
45 - 54
1,028
45.82%
3.83
3:13
34
$2,485.46
3.31%
55 - 64
768
46.48%
3.68
3:12
32
$2,685.36
4.17%
65+
250
42.40%
4.07
2:56
14
$1,128.58
5.60%
9,043
47.51%
3.29
2:39
198
$14,184.32
2.19%
TOTAL
Contribu4on to Total Transac4ons
Age
25 - 35 18 - 24 35 - 44 45 - 54 55 - 64 65+
Color
YouTube Channel
Brand Testimonials
Demo: Sleep Tight
Demo: Skin Dew
Demo: Honey Savior
Demo: Honey Po4on
Demo: Eye Dew
Demo: Hydra4ng Coconut Gel Masks
Invincible Tes4monial by Jess
Hydra4ng Coconut Gel Mask Tes4monial by Jess
Mul4ple Product Tes4monial by Melissa
Brand Testimonials
Mask Tes4monial and Demo by Melissa
Mask Tes4monial by Melissa
Sleep Tight Tes4monial by Melissa
New Day Tes4monial by Melissa
Skin Dew Tes4monial by Melissa
Invincible Tes4monial by Melissa
Invincible Tes4monial by Kaily
Mask Tes4monial by Kaily
Mask Tes4monial 2 by Kaily
Facebook Page Reach Overall Page Reach From August 2015- October 2016
Month August
Organic Reach
Paid Reach
Total Reach
Total ReacMons, Comments & Shares
New Likes
# of Posts
7,112
1,831
8,943
432
September
23,604
195,462
219,066
732
1,164
27
October
22,540
255,579
278,119
450
1,614
85
November
12,905
176,807
189,712
269
1,883
58
December
8,605
64,332
72,937
99
1,982
44
January
1,176
77,269
88,445
186
2,168
16
February
7,924
22,031
29,955
109
932
24
March
9,976
53,912
63,888
151
1,847
17
April
7,388
107,871
115,259
172
660
10
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
July
19
Facebook Top Boosted Posts People Reached: 63,995 | Total Reactions: 991 | Total Impressions: 87,179 Buzz Box Launch • 44,978 Reach • 648 Reactions/Comments/ Shares • 491 Post Clicks
Anti-Aging Kit Launch • 11,121 Reach • 136 Reactions/Comments/ Shares • 60 Post Clicks
Marie Claire Press Hit • 7,896 Reach • 207 Reactions/ Comments/Shares • 83 Post Clicks
Facebook Top Organic Posts People Reached: 13,504 | Total Reactions: 1,299 | Total Impressions: 335 Chef Shawn Hubbell blog • 917 Reach • 72 Reactions/Comments/ Shares • 72 Post Clicks
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