Farmacy Beauty Publicity and Digital Marketing Report February 2017
Table of Contents February Report Highlights
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Public Relations Press Hits Cult Beauty Sephora Showcase 2017 - Australia Press Recap
4 – 24 25 – 27 28 29 – 34
Digital Marketing Digital Marketing Overview
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Sales Reports
36 – 40
Traffic Report
41 – 43
Email Campaigns and Subscribers
44 – 45
Website Video Views
46 – 47
Display Advertising Campaigns
48
Social Media YouTube Channel
49
Facebook Channel Reporting
50 – 52
Instagram Channel Reporting
53 – 55
Valentine’s Day Social
56
NY Fashion Week 2017 Social
57
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February Report Highlights Total Media Impressions: Total Ad Value of Media Impressions: Total FarmacyBeauty.com Sales in February: Website Conversion Rate: Homepage Bounce Rate:
84,287,671 $383,934.00 $30,129 3.75% on desktop 27%
Top Selling Products in February: Honey Potion, Sleep Tight, Perennial Picks, Eye Dew, Renewing Anti-Aging Kit The email newsletter list has grown by 2,000 subscribers since December’s for a total of 7,500. Buyers skew older: 25-35 year olds account for 38% of traffic but only 33% of sales, while 45-54 year olds are 10% of traffic yet 17% sales. Farmacy Facebook posts reached 284,609 consumers in February. Traffic referred from Facebook had a 3.38% ecommerce conversion Rate and generated 9 transactions worth a total of $445. The Instagram follower count continued to grow exponentially, adding 5,000 new followers since December to total 15,000. The channel’s reach was 174,484, which generated $260 in revenue over 5 transactions. 3
Fashion. Beauty. Business.
AGENDA
B. F E 17 20 o. 2 N
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DIRTY LEMON Skin and hair
THE NUE CO. Energy Food and Prebiotic F FARMACY FA RMACY Beauty + Raaka Chocolate Sweet lips collaboration
Marc’s March
KUSMI BB Detox Tea
US CANADA UK EUROPE
COVER.indd 1
$9.99 $13 £8 € 11
SAKARA LIFE Probiotic Chocolate
Beauty Bites
JAPAN ¥1500 CHINA ¥80 HONG KONG HK100 INDIA 800
00 MONTH 2015, No.1tk WWD.COM
2/17/17 8:00 PM
AGENDA_BEAUTY.indd 2
F FARMACY FA RMACY Echinacea Green Envy Honey
BURT’S BEES Plant-Based Protein Powder Healthy Radiance
As consumers connect the dots between beauty, food and wellness, products are cropping up in the marketplace to address those desires. By ALLISON COLLINS
Illustration: Artist Name
Hip-hop on Park Avenue: Marc Jacobs closed the New York Collections with a celebratory ode to what he called “the foundation of youth-culture style.”
Photograph by BYLINE_NAME
ever before have wellness and beauty been so intertwined. Beauty companies are marketing foods the same way they sell concoctions to boost skin radiance. The result is a new category — beauty foods. The segment is taking on a whole new life in an age where consumers are increasingly connecting the wellness dots between eating, exercise and beauty. “This has been all around the edges for some time,” said Wendy Liebmann, chief executive officer of WSL Strategic Research. “The natural organic movement in beauty has driven some of this and the broader wellness conversation around internal and external beauty.” “The overlap really centers around the idea that consumers across categories are just viewing health and wellness more holistically,” said Jordan Rost, vice president of consumer insights at Nielsen. For many consumers, that wellness sphere also includes beauty. “The money people are spending on living healthfully is increasing every day,” Rost said. The idea of a beauty company making food think an opportunity to really tap into that idea that also provides skin benefits takes the beautyof holistic health,” he said at a February CEW from-the-inside out concept a step beyond the event, speaking specifically about the Burt’s Bees nutritional supplement. While data related speprotein offering. cifically for beauty foods isn’t readily available, For Farmacy, the farm-to-face brand that face-related nutritional supplements are on the sources ingredients from its upstate New York rise in the U.S. market, gaining 84 percent in 2016, farm and combines them with the science of its according to The NPD Group. New Jersey-based lab, branching into food was Figures like that have attracted new entrants to a natural fit. The company’s first food product, the space, including The Nue Co., which makes honey, launched as part of the company’s Buzz supplements from organic foods. The business Box, a $48 holiday offering on its web site. That recently launched its Plant Protein, $70; Skin Echinacea Green Envy Honey, made by bees on Food, $75, and Debloat Food, $75, on Net-a-porFarmacy’s farm, provides “vital nutrients” from ter. “What we’ve latched onto that a lot of people the plants, according to co-founder Mark Veeder. are kind of overseeing is, if people are going to “Everything you put in your body manifests itself be turning toward supplements instead of their in your skin as well,” he said. Estée Lauder cream, we’re developing a brand For Valentine’s Day, the business focused on that can provide the same sort of luxury experichocolate and Lip Bloom pairings. The chocolate ence,” Miller said. Right now, that experience is comes from Raaka Chocolate in Brooklyn, which available online only, but Miller is on the hunt for makes raw, unpasteurized sweets in flavors that a New York store, she said. “People actually do match up to Farmacy’s Lip Blooms. “The chococare about these products that they’re going to late collaboration was fun because raw chocolate be ingesting and they’re going to care as much as is packed with antioxidants,” Veeder said. they care about beauty,” Miller said. While many beauty-related food offerings are Natural stalwart Burt’s Bees recently came out heavily linked to the natural space, not all are. “A lot with a line of Burt’s Bees Plant-Based Protein of the convergence we’ve seen has been along the Powders, including one for Healthy Radiance, for lines of natural and organic and really appealing to $39.99. “We have also kind of always acknowlthat modern sense of health,” Rost said. “We are also edged that real beauty comes from within,” said seeing a shift toward the clinical benefits of beauty John Feeney, brand manager for Burt’s Bees. “It’s and in some cases the clinical benefits of food.” fair to say we meant that emotionally and literally.” Consider renowned dermatologist Nicholas He said Burt’s Bees ventured into plant-based Perricone’s latest project — Hydrogen Water — $3 proteins because of the “consumer pull” for those per can, which launches in March. Perricone has types of products. “People are generally connecting long championed the beauty-from-the-inside-out their lives in a more holistic way,” he said. “We don’t approach, linking diet and skin. “When I was believe that our consumer fundamentally believes putting patients on my anti-inflammatory diet, there are magic bullets or shortcuts to healthiness we noticed a profound change in how their skin and healthy, radiant skin, but what we hear very looked,” Perricone said. His namesake skin-care consistently is they are making that connection.” line also harnesses the anti-inflammation idea. While many consumers turn to raw juice busiFor his new project, Perricone started following ness Raw Generation for their weight-related goals, studies on the effects of hydrogen, and found others come in because of health concerns, includthat when dissolved in water, “it seemed to have ing acne, said founder Jessica Rosen. “The vitamin therapeutic effects on a host of issues,” he said. content in raw juice is tremendous,” Rosen said, One of those was skin radiance he said, noting that noting that brand’s juices contain something like he noticed it after he drank the hydrogen-infused 8,000 percent vitamin C, and that flooding your water. “You ingested this stuff in your stomach system with all the vitamins “is good for your health and 20 minutes later it saturated your skin with in general, but specifically for your skin as well.” energy,” Perricone said. Connecting foods and beverages with beauty Zak Normandin is also on the wellness beverage is a way to tap into a consumers idea of a welltrain. He launched Dirty Lemon, a direct-to-conness lifestyle, according to Rost. “Connecting sumer business in 2015 when he saw an opening that breakfast routine with a beauty regimen is I in the market for “functional” beverages, he said. The drinks are Detox, Energy, Skin & Hair and Sleep. The beauty drink — Skin & Hair, contains marine collagen, cayenne, red clover and horsetail, which with regular ingestion is said to improve the look of — wait for it — skin and hair. “People are just more aware of the things they’re putting in their body, so they’re looking to get more benefit from it,” said Normandin, who sells the
AG E N DA beverages for $65 per pack (six bottles) exclusively via text message. “We’re very heavily betting on ingestible beauty…look at the progression of juice cleanses, tea-toxes, energy drinks would be the earliest piece of it. There’s been all of these functional areas where people are like, ‘OK, if I do this, it’s going to have this impact’.…Modern consumers are more aware of what they’re putting in their bodies.” Luxury tea business Kusmi recognized the food beauty connection long before the overlap went mainstream. After Sylvain Orebi bought the business in 2003, he hired a beauty public relations firm to start building it up. “We started communicating about how tea is part of a beauty routine,” Orebi said. When the brand developed detox tea about 10 years ago, it immediately became the best seller, Orebi said — that is, until BB Detox — which borrows the “BB” from the beauty industry, came along. “We used the beauty words to create that BB Detox and it worked really well because it became number-one immediately, with the [original] detox as number two,” Orebi said. BB Detox contains green tea, Maté and grapefruit, meant to improve the look of the skin over time. Whitney Tingle, who cofounded food business Sakara Life, suffered with cystic acne she said, and bopped between dermatologists and medications before changing her diet to eliminate certain foods — which finally worked. “What works is healing your gut — really it comes from the inside — it matters what you eat,” Tingle said. “Our number-one advice for people who have skin issues is to get enough leafy greens in your diet — up to eight cups,” said cofounder Danielle DuBoise. The duo founded Sakara Life back in 2012, with a focus on foods that are good for the gut and in turn, are meant to have positive effects on the skin. The business has a meal plan as well as things like Beauty Bars, for $29. “The same way they’re thinking about what ingredients to avoid in their diet, they’re thinking about what ingredients to avoid in their beauty products,” Rost said. “There is definitely an opportunity to capture,” Rost said. “You can really think more holistically across an entire day or an entire lifestyle — really owning how those consumers are living…regardless of whether you’re a beauty or food brand.” Golden Door is both. The wellness retreat has food and beauty arms that work together with a lifestyle component to try to better guests’ and shoppers’ lives. “We believe in the mind-body spirit, the whole thing,” said Golden Door chief executive officer Kathy Van Ness. “We know everyone wants to eat better today…your skin is an equal organ to all those [other] parts…honey is a healing agent for the skin.” The business has just launched its own line of honey produced by rescued bees that reside on the California spa’s land. The product is a complement to Golden Door’s other food products, which include artisan cookies, rice, soups and preserves. “We’ve seen a lot of innovation in just grouping products, not by category necessarily, but thinking about a lifestyle or an overall need state,” Rost said. “There’s a lot of innovation around thinking about beauty in the context of the ath-leisure movement… as apparel and beauty are converging, food is a component of that as well — there’s an opportunity to converge all those specific departments.” That food-beauty convergence is similar to the skin-care-makeup convergence that’s overtaking the beauty industry, according to Liebmann. “We’ve seen convergence in lots of beauty categories lately,” she said. “It would be appropriate to see beauty brands, either established or more niche brands, experimenting with this…a holistic beauty proposition is more timely now.” ■
Photograph by JOSHUA SCOTT
2/17/17 7:21 PM
WWD.COM FEBRUARY 2017, No. 2
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M A RT H A ST E WA R T W E D D I N G S I N LOV E W I T H
3.
Brides can help their ’maids stay dry in style with a floral “Kensington” umbrella from Fulton ($40, ellaumbrella.com).
1.
With a bouquet’s worth of embroidered flowers, these vibrant “Abelline” heels from Jerome C. Rousseau will really put “spring” in your step ($595, jeromecrousseau.com).
2.
We’re totally bugging out over Angioletti Designs’ nature-inspired dishware, which is pretty enough to keep on display (from $30, wtfporcelain.com).
4.
Your skin will be glowing and wedding-ready after a few weeks with Farmacy’s Honey Potion Renewing Antioxidant Hydration Mask ($56, farmacy beauty.com).
9.
Give these Lobmeyr glasses with painted butterflies a place of honor, and you’ll never tire of drinking in the natural world ($485 and $231, tedmuehling.com).
5.
10.
Edible flowers and dried herbs make these favor-perfect lollipops by A Secret Forest (from $15 for 3) and SweetNiks ($14 for 8; both etsy.com) almost too sweet to eat.
We’re in, well, love with these Of Rare Origin lovebird earrings. The exquisite gold cages are adorned with pearls and hand-carved turquoise and bone ($1,850, ofrareorigin.com).
7.
One way to make sure your flower girl will flutter down the aisle with confidence: Have her wear Rachel Riley’s darling butterfly-patterned dress ($159, rachelriley.com).
Garden Party 8.
P E T E R A R D I TO
Whether or not you’re getting married outdoors, motifs featuring blooms, birds, and even bugs can bring whimsy and charm to your event. Here are our favorite fresh finds.
6.
Fun décor alert! You can work these realistic paper mushrooms and wild tiger lilies, handmade by artist Kate Alarcón, into centerpieces, or use them to decorate your cake ($25 each, thecobralily.com).
Calling all birders: This Sarah’s Bag wooden clutch with handpainted parakeets gives a big-day nod to your feathered friends ($900, sarahsbag.com).
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Cult Beauty In February, Farmacy debuted its Echinacea GreenEnvyTM Honey products on Cult Beauty. The launch was supported by a promoted animation on Instagram, targeted to women in the UK, as well as PR efforts for international press.
25
Cult Beauty
26
Cult Beauty
27
Sephora Showcase 2017 - Australia In preparation for its upcoming Australian launch, Farmacy participated in Sephora Showcase 2017 in Sydney, Australia, a beauty industry event where brands showcase their new products hitting shelves in 2017. The team used this opportunity to not only buildout their relationship with Sephora Australia , but to also meet with Australian beauty press attending the event.
28
Press Status – February 2017 Confirmed/Published DATE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
AD VALUE (CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
DATE
ARTICLE DESCRIPTION
organicspamagazine.com
January 29
Sweet Lips featured in "Five Unique Valentine’s Day Gifts"
42,820
Farmacybeauty.com
n/a
dazzlensparkle.com
January 30
Invincible mentioned in "Best in Beauty - Skincare 2016"
n/a
Sephora
n/a
glammommylife.wordpres s.com
January 31
Hydrating Coconut Gel Mask featured in "Try It TuesdayFarm Fresh Skin"
n/a
Sephora
n/a
buzzfeed.com
February 01
Sweet Lips featured in "28 Products For The Ann Perkins To Your Leslie Knope"
17,610,017
Farmacybeauty.com
n/a
shape.com
February 01
Sweet Lips featured in "14 Valentine's Day Gifts Perfect for Any Beauty Lover"
3,508,980
Farmacybeauty.com
n/a
newbeauty.com
February 01
Green Clean featured in "These Are the Best Beauty Launches Hitting Sephora This Month"
697,991
Sephora
n/a
February 02
Honey Potion featured in "3 REASONS YOU NEED TO BE USING FARMACY’S HONEY POTION"
1,400,000
Farmacybeauty.com
n/a
blog.spaweek.com
RETAILER CREDIT
LINK
https://www.organicspam agazine.com/5-giftsunique-valentines-daygifts/ http://www.dazzlensparkl e.com/2017/01/best-inbeauty-skincare-2016.html https://glammommylife.w ordpress.com/2017/01/31 /try-it-tuesday-farm-freshskin/ https://www.buzzfeed.co m/elizabethlilly/productsfor-the-ann-perkins-toyour-leslieknope?utm_term=.tvR77v dAg#.eozEE2Qdo http://www.shape.com/lif estyle/beautystyle/valentines-daybeauty-gifts-women https://www.newbeauty.c om/slideshow/2487-bestbeauty-launches-februarysephora/2 http://blog.spaweek.com/ 2017/02/02/3-reasonsneed-using-farmacyshoney-potion/
29
Press Status – February 2017 Confirmed/Published DATE
DATE
ARTICLE DESCRIPTION
February 02
Sweet Lips included in episode 150 OF THE #DATING ADVICE GIRL RADIO SHOW POSTED! 2017 #VALENTINESDAY GIFT LIST
mindbodygreen.com
February 03
Farmacy and Honey Potion featured in "The Beauty Brands That Belong In Every Sustainable Apothecary"
fountainof30.com
February 03
Lip Bloom included in "THE BEST ORGANIC LIP BALMS"
theblondesalad.com
February 03
Lip Bloom, Eye Dew and Sleep Tight featured in "Skincare trend: farm to face"
thestripe.com
February 04
witwhimsy.com
beautybanter.com
Erin Tillman 'The Dating Advice Girl'
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
AD VALUE (CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
RETAILER CREDIT
5,000
Farmacybeauty.com
n/a
8,794,097
Farmacybeauty.com
n/a
9,951
Sephora
n/a
n/a
Farmacybeauty.com, Cultbeauty..co.uk
n/a
Lip Bloom mentioned in "WEEKEND READING"
60,000
Sephora
n/a
February 06
Honey Potion included in "BEAUTY RITUALS TO DO BEFORE A BIG EVENT"
22,000
Sephora
n/a
February 06
Honey Potion featured in "How to Get Better Skin: Honey"
34,471
Sephora
n/a
LINK
https://thedatingadvicegirl .com/2017/02/02/ep-150of-the-dating-advice-girlradio-show-posted-2017valentinesday-gift-list/ http://www.mindbodygre en.com/0-27695/thebeauty-brands-thatbelong-in-everysustainableapothecary.html http://www.fountainof30. com/2017/02/03/bestorganic-lip-balms/ http://www.theblondesala d.com/beauty/skin/skincar e-trend-farm-to-face.html http://thestripe.com/2017 /02/weekend-reading226/ http://www.witwhimsy.co m/2017/02/06/beautyrituals-to-do-before-bigevents/ http://beautybanter.com/ how-to-get-better-skinhoney
30
Press Status – February 2017 Confirmed/Published DATE
happi.com
DATE
ARTICLE DESCRIPTION
February 06
Mark Veeder and Farmacy mentioned in "Catch These Rising Stars of Beauty"
February 06
Honey Savior featured in "Beauty Essentials for a Winter Honeymoon in Aspen — or the Swiss Alps"
February 06
Sweet Lips featured in "You'll Fall in Love With These Gorgeous Valentine's Day Beauty Products"
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
RETAILER CREDIT
AD VALUE (CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage) n/a
54,277
1,537,774
Farmacybeauty.com
n/a
19,196,291
Farmacybeauty.com
25,000
February 06
Sweet Lips included in "For the Love of Beauty: 10 Valentine’s Day Gifts For Your Sweetheart, Your BFF or Yourself"
10,951
Farmacybeauty.com
n/a
WPTV in The Palm Beaches
February 07
Sweet Lips included in a Valentine's Day segment with Angela Cruz
36,000
Farmacybeauty.com
n/a
beautypluscontent.com
February 07
Lip Bloom included in "BE MINE"
7,000
Farmacybeauty.com
n/a
brides.com
POPSUGAR.com
thisthatbeauty.com
LINK http://www.happi.com/co ntents/view_onlineexclusives/2017-0206/catch-these-risingstars-of-beauty/ http://www.brides.com/st ory/beauty-essentialswinter-honeymoon-aspenswiss-alps http://www.popsugar.com /beauty/Valentine-DayBeauty-Gifts-201743049207?force_slidesho w=1#photo-43049210 http://thisthatbeauty.com /beauty-valentines-daygifts/ http://www.wptv.com/ab out-us/as-seen-on/beautygift-ideas-for-valentinesday http://www.beautyplusco ntent.com/blog/2017/2/7/ be-mine
31
Press Status – February 2017 Confirmed/Published DATE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
AD VALUE (CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
DATE
ARTICLE DESCRIPTION
vogue.com
February 08
Hydrating Coconut Gel Mask featured in "These 5 Snow Day Beauty Rituals Were Made for Hibernating"
6,599,016
Farmacybeauty.com
n/a
http://www.vogue.com/ar ticle/at-home-beautytreatments-winter-skincare-dry-skin
flare.com (Canada)
February 08
New Day featured in "Upgrade Your Cleansing Routine With These Fresh Formulas"
152,283
Sephora
n/a
http://www.flare.com/bea uty/best-new-facecleansers-upgrade/
11,172
Farmacybeauty.com
n/a
https://mylipaddiction.co m/2017/02/08/farmacybeauty-a-precious-gift/
mylipaddiction.com (Canada)
February 08
truetrae.com
February 12
classpass.com/blog
February 14
refinery29.uk
February 16
Sweet Lips, Hydrating Coconut Gel Masks - New Dawn and Green Clean featured in "FARMACY BEAUTY – A PRECIOUS GIFT …" Sweet Lips included in "For the Love of Beauty: 10 Valentine’s Day Gifts For Your Sweetheart, Your BFF or Yourself" (from thisthatbeauty.com) Honey Potion featured in "10 Best Face Masks for PostWorkout" Invincible featured in "The All-Natural Beauty Brands With Totally Traceable Ingredients"
RETAILER CREDIT
LINK
n/a
Farmacybeauty.com
n/a
http://traebodge.com/for -the-love-of-beauty-10valentines-day-gifts-foryour-sweetheart-yourbff-or-yourself/
n/a
Sephora
n/a
https://classpass.com/blo g/2017/02/14/facemasks-after-working-out/
n/a
Cult Beauty
n/a
http://www.refinery29.u k/natural-beautybrands#slide-2
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Press Status – February 2017 Confirmed/Published DATE
DATE
ARTICLE DESCRIPTION
mylipaddiction.com (Canada)
February 16
Green Clean and New Day in "GREEN CLEAN – FARMACY BEAUTY – A REVIEW"
February 18
Honey Potion featured in "16 Weird Face Masks To Shake Up Your Normal Skincare Routine"
February 21
Hydrating Coconut Gel Mask in "TOP 20 SHEET MASKS TO BRIGHTEN, HYDRATE AND REFRESH SKIN."
bustle.com
beautifulmakeupsearch.co m
bagsnob.com
February 22
WWD
February 22
totalbeauty.com
February 23
MV quotes, Honey Potion and Hydrating Coconut Gel Mask featured in "TIPS (AND PRODUCTS!) FOR FIGHTING WINTERTIME ENVIRONMENTAL AGGRESSORS" MV quotes, Sweet Lips and Buzz Box featured in "Beauty Bites" Honey Potion featured in "12 Products That Will Bring More Hygge to Your Life"
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
AD VALUE (CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
RETAILER CREDIT
11,172
16,378,364
29,267
n/a
61,000
4,716,012
Farmacybeauty.com
Sephora
Sephora
Farmacybeauty.com
LINK
n/a
n/a
https://www.bustle.com/ p/16-weird-face-masksto-shake-up-yournormal-skincare-routine38632
n/a
http://www.beautifulmake upsearch.com/beautyblog/top-20-sheet-masksto-brighten-hydrate-andrefresh-skin
n/a
http://bagsnob.com/tipsproducts-fightingwintertimeenvironmental-aggressors/
$47,227.00
n/a
http://www.totalbeauty.c om/content/slideshows/h ow-to-hygge170223/page2
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Press Status – February 2017 Confirmed/Published DATE
CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)
AD VALUE (CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)
DATE
ARTICLE DESCRIPTION
lasvegasmagazine.com
February 24
Honey Savior in "HONEYBASED BEAUTY PRODUCTS WILL SWEETEN YOUR LIFE"
27,897
Sephora
n/a
cosmeticsmag.com (Canada)
February
Green Clean featured in "Test Drive: Makeup Melting Cleansing Balm"
12,800
Sephora
n/a
Martha Stewart Weddings
Spring
Honey Potion featured in "Garden Party" themed page
210,944
Farmacybeauty.com
$47,100.00
Southern Living
March
Sleep Tight featured on beauty & style pages about multitasking products
2,828,450
Farmacybeauty.com
$246,200.00
Nylon
March
Skin Dew featured in "Spray Dreams"
221,674
Farmacybeauty.com
$18,407.00
TOTAL - CONFIRMED PLACEMENTS
84,287,671
RETAILER CREDIT
LINK
https://lasvegasmagazine. com/style/2017/feb/24/ho ney-based-beautyproducts/#/0 http://cosmeticsmag.com/ field-notes/2017/2/testdrive-makeup-meltingcleansing-balm
$383,934.00
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Digital Marketing Overview Farmacy February Report Highlights. Total sales on FarmacyBeauty.com were $30,128 for the month – 640% up from 2016. The three sales drivers are organic search, Farmacy email newsletters and direct traffic Conversion rates are consistently high - 3.75% on desktop and the top selling products are Honey Potion, Sleep Tight, Perennial Picks, Eye Dew and the Renewing Anti-Aging kit. The homepage bounce rate is extraordinarily low at 27%. Buyers skew older: 25-35 year olds account for 38% of traffic but only 33% of sales, while 45-54 year olds are 10% of traffic yet 17% sales. The email newsletter list has grown by 2,000 subscribers since December’s for a total of 7,500. Farmacy Facebook posts reached 284,609 consumers in February. Traffic referred from Facebook had a 3.38% ecommerce conversion Rate and generated 9 transactions worth a total of $445. The Instagram follower count continued to grow exponentially, adding 5,000 new followers since December to total 15,000. The channel’s reach was 174,484, which generated $260 in revenue over 5 transactions. 35
Sales Report 2016/17
$47,920 $40,324 $36,629 $30,129 $20,868 $14,452
$12,465
$15,176
$17,175
$5,369 $3,874 $4,073 $4,004 $3,016
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Sales & Conversions Organic search direct traffic were the primary drivers of sales on FarmacyBeauty.com for the month of February while email continues to drive revenue. New users arriving via organic spent almost three minutes per session and had the second highest revenue. Channel Grouping
Sessions
% New Sessions
New Users
Bounce Rate
Pages / Session
Avg. Session Duration
Ecommerce Conversion Rate
Transactions
Revenue
10,794
69.32%
7,482
47.61%
3.50
2:50
1.40%
151
$10,471.36
Direct
3,707
77.66%
2,879
58.11%
2.87
2:42
4.59%
170
$10,899.71
Referral
1,464
68.58%
1,004
56.28%
2.47
2.26
0.55%
8
$334.80
1,408
29.33%
413
40.41%
5.08
3:50
8.03%
113
$7,208.39
Social
1,289
81.85%
1,055
46.00%
3.06
1:45
1.09%
14
$705.35
11
100%
11
0.00%
0.00
0:00
100%
11
$509.11
18,891
68.73%
12,983
49,82%
3.37
2:46
2.47%
467
$30,128.72
Organic Search
(Other) Total
37
Traffic & Conversion by Device Category Desktop traffic continued to generate the highest revenue for FarmacyBeauty.com in February. These visitors also exhibited the highest conversion rate from all the device categories.
Sessions
% New Sessions
New Users
Bounce Rate
Pages / Session
Avg. Session Duration
Transactions
Revenue
Ecommerce Conversion Rate
mobile
9,164
68.34%
6,263
55.59%
2.91
2:04
125
$7,224.87
1.36%
desktop
8,238
70.55%
5,815
43.61%
3.81
3:30
308
$20,973.02
3.74%
tablet
1,489
60.98%
908
48.62%
3.75
2:57
34
$1,930.83
2.28%
Total
18,891
68.73%
12,983
49.82%
3.37
2:46
467
$30,128.72
2.47%
Device Category
38
Sales by Demographic
% Sessions
% Revenue
Revenue
Contribution to Total Transactions
Transactions
Ecommerce Conversion Rate
% New Sessions
Bounce Rate
Pages / Session
Avg. Session Duration
25 - 35
38.51%
35.33%
$4,873.93
32.14%
72
1.48%
65.68%
49.78%
3.31
2:46
18 - 24
25.52%
17.34%
$2,392.55
16.52%
37
1.15%
66.58%
53.06%
3.14
3:09
35 - 44
17.67%
14.26%
$1,967.16
17.86%
40
1.80%
63.00%
48.68%
3.49
2:51
45 - 54
10.08%
17.74%
$2,446.88
16.07%
36
2.83%
59.17%
46.66%
4.07
3:11
55 - 64
5.89%
8.15%
$1,124.66
9.82%
22
2.96%
60.57%
43.20%
3.92
2:42
65+
2.32%
7.18%
$990.40
7.59%
17
5.80%
59.73%
39.25%
4.85
4:01
Total
65.43%
48.27%
$13,795.58
47.97%
224
1.78%
64.34%
49.48%
3.45
2:57
Age
39
Sales by Product Honey Potion and Sleep Tight continued as the highest selling items.
Product
Units Sold
Gross Sales
HONEY POTION
60
$3,368
SLEEP TIGHT
66
$3,168
Perennial Picks
70
$3,150
EYE DEW
78
$2,964
Renewing Anti-Aging Kit
32
$2,112
INVINCIBLE
31
$2,015
Green Clean
52
$1,768
Skin Savior Gift Set
33
$1,492
Sweet Lips Gift Set
31
$1,488
RISE ‘N SHINE
36
$1,440
HONEY SAVIOR
40
$1,360
CLEAR DAY Coconut Gel Mask Medley
52
$984
NEW DAY
27
$810
NEW DAWN Coconut Gel Mask Medley
56
$792
SKIN DEW
18
$792
CLEAR BLOOM
26
$780
BRIGHTENING Coconut Gel Mask
41
$672
DEEP MOISTURE Coconut Gel Mask
31
$408
SOOTHING Coconut Gel Mask
21
$360
FIRMING Coconut Gel Mask
21
$360
STRAWBERRY BASIL LIP BLOOM
16
$264
LAVENDER MINT LIP BLOOM
15
$248
ANTI-WRINKLE Coconut Gel Mask
18
$240
9
$149
11
$144
HONEY GINGER LIP BLOOM
7
$116
CITRUS LEMONGRASS LIP BLOOM
6
$99
APPLE ROSEMARY LIP BLOOM
5
$83
909
$31,624.15
VANILLA MINT LIP BLOOM OIL CONTROL Coconut Gel Mask
TOTAL
40
Traffic Report 2016/17 28,162
18,085
18,891
16,036 12,880 9,916
8,453 6,388
13,480 11,472
11,601
13,373
9,134
6,237
41
Traffic Summary The Honey Savior product page experienced a boost in February, knocking Sleep Tight out of the “Top 5 Pages� most visited and jumping to the second most popular landing page on FarmacyBeauty.com.
Traffic: Visits: New Visitors: Returning Visitors: Page Views: Pages/Session: Avg. Duration: Bounce Rate:
18,891 68.73% 31.3% 63,621 3.37 2:46 49.82%
Top 5 Pages: Home Page Skincare Category Page Honey Savior Cart Honey Potion
Top 5 Landing Pages: Home Page Honey Savior Honey Potion Deep Moisture Coconut Gel Mask Sleep Tight
42
Page
Pageviews
Bounce Rate
10,536
27.87%
Individual Page Traffic
Home Skincare Category Page
5,315
48.97%
Home page bounce rate is excellent.
Honey Savior
3,011
82.05%
Cart
3,003
55.23%
Honey Potion
2,875
74.37%
Honey Category Page
2,454
41.77%
Gift Sets
2,226
52.94%
Face Masks Category Page
2,124
63.52%
Sleep Tight
2,030
73.26%
About Farmacy
1,758
53.02%
My Shop
1,637
38.51%
Perennial Picks
1,596
68.07%
Green Clean
1,549
69.81%
Lip Balms Category Page
1,377
54.55%
DEEP MOISTURE Coconut Gel Masks
1,353
79.56%
Skin Savior Gift Set
1,347
68.83%
Sweet Lips Gift Set
1,297
70.04%
Checkout
1,220
68.42%
Eye Dew
1,103
68.54%
My Account
1,031
18.42%
63,621
49.82%
Coupon Usage The number of coupons that were redeemed on Farmacybeauty.com this month. Coupon Usage
Transactions
Sales Value
Email Sign Up 15% off
200
$11,115.79
TOTAL
43
Email Campaigns February
Subscribers
Opens
Sessions
Transactions
Revenue
Ecommerce Conversion Rate
Sweet Lips plus 2 Free
7,192
1,851
369
8
$263.50
2.17%
Honey Potion Plus Two FREE
7,279
2,008
198
15
$835.33
7.58%
Presidents Day 4 FREE
7,314
1,835
418
42
$2,071.61
10.05%
February Buy One Mask
7,475
1.969
135
20
$825.80
14.81%
299
39
2,172.91
13.04%
1,419
124
$6,169.15
8.74%
Campaign
Other TOTAL
44
Email Subscribers 2016/17 7,049
7,560
5,517 4,869 4,199 3,633 2,234 941
1,043
1,171
1,357
2,650
3,107
1,699
45
Website Top 5 Video Views
46
Website Top Video Views Name
Plays
Finishes
Ave. % Watched
Pageviews
% video views
Farmacy Brand Video
233
97
76
1,758
13.25%
Demo: Honey Savior
186
65
83
3,011
6.17%
Demo: Honey Potion
164
47
79
2,875
5.7%
Sleep Tight Video
137
65
88
2,030
6.74%
Hydrating Coconut Gel Masks
132
52
81
3,146
4.19%
Invincible Serum Video
130
56
88
825
15.75%
Farmacy Echinacea GreenEnvy Honey
120
38
76
5,886
2.03%
Sleep Tight Testimonial Jasmine Rossol
81
56
95
2,030
3.99%
Honey Potion Testimonial by Amanda
78
44
94
2,875
2.71%
Demo: Sleep Tight
76
16
75
2,030
3.74%
Demo: Eye Dew
72
21
79
1,103
6.52%
Clear Bloom Video
71
27
93
642
11.05%
New Day
68
23
79
628
10.82%
Honey Potion Testimonial by Njeri Harris
66
45
92
2,875
2.29%
Rise 'N Shine Testimonial by Jess
63
51
85
824
7.64%
Sleep Tight Testimonial by Kaily
59
36
94
2,030
2.90%
Hydrating Coconut Gel Mask Testimonial by Kaily
56
26
75
3,146
1.78%
Farmacy Skin Savior Gift Set
54
9
65
1,347
4.00%
Eye Dew Testimonial by - Aly
49
33
9
1,103
4.44%
New Day Testimonial by Kaily
47
28
89
628
7.48%
47
Display Advertising Campaigns Month Impressions Clicks Landing Page Visits Conversions
Total 210,593 253 3,093 123
Revenue
$6,376.30
Average Order
$51.84
48
YouTube Channel
49
Facebook Page Reach Overall Page Reach From January 2016 – February 2017 Month
Organic Reach
Paid Reach
Total Reach
Total Reactions, Comments & Shares
New Likes
# of Posts
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
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
July
50
February Facebook Posts 55 Facebook Posts 2,954 Engaged Users 47,872 Organic Reach 182,964 Paid Reach 230,836 Total Reach 76,098 Organic Impressions 224,848 Paid Impressions 300,946 Total Impressions Social Traffic Conversions: 266 Session 215 New Users 3.38% Ecommerce Conversion Rate 9 Transactions $443.70 Revenue
51
February Facebook Promotions Farmacy’s paid posts in February enjoyed an average reach of 8,942 viewers – far exceeding the brand’s organic reach of 1,166 individuals.
Boosted posts and promoted ads on Facebook throughout the month resulted in: 16,097 Video Views 38 Page Likes 4,823 Post Likes 98 Comments 39 Shares 441 Photo/Link Clicks 2 Website Conversions 52
Instagram Account Growth Increase of Followers From January 2016 - February 2017 14,950 13,008 10,924 8,818
3,606
4,073
4,576
5,002
5,446
5,813
6,172
6,836
9,754
7,454
53
February Instagram Posts 14,950 Followers 49 Instagram Posts 15,917 Engagement 15,110 Likes 215,802 Impressions 174,484 Reach 536 Comments Social Traffic Conversions: 719 Sessions 596 New Users 0.70% Ecommerce Conversion Rate 5 Transactions $261.65 Revenue
54
February Instagram The Sephora showcase was the most popular event in February for Farmacy’s Instagram account, providing the most popular hashtag – #sephorashowcase2017 – the most “liked” and engaged with image and the third most commented on photograph.
Farmacy’s following on Instagram continued to grow in February, with a minimal loss of fans during the month.
55
Valentine’s Day Throughout the month of February, Farmacy promoted the Sweet Lips Gift Set as an ideal Valentine’s (or Galantine’s) Day gift. Across Facebook and Instagram, the brand shared positive reviews of the gift set and other holiday themed posts. On February 14th, Farmacy held a Valentine’s Day contest across its social channels to win a Sweet Lips Gift Set by asking fans to submit their favorite thing about themselves.
56
NY Fashion Week 2017 Farmacy outfitted the Stila Cosmetics team of makeup artists with products for several shows during NY Fashion Week. This experience was chronicled on Farmacy’s Facebook and Instagram, with relevant individuals, businesses and popular hash tags tagged in each post. Farmacy also had a very successful Facebook Story, which saw over 1.3K views and resulted in a noticeable uptick in posts/follows by makeup artists. Notably, Farmacy’s UK retailer Cult Beauty reposted one of the brand’s photos from fashion week with a call out to see the final look on the Cult Beauty Insta-story.
57