Farmacy Marketing Report - May 2017 by VP+C

Farmacy Beauty Marketing Report May 2017

Table of Contents May Report Highlights

Public Relations US Publicity Highlights

4 – 23

UK Publicity Highlights

24 – 32

Canada Publicity Highlights

33 – 36

Blogger Mentions

37 – 43

Influencer Events

44 – 48

Press Status

49 – 56

Digital Marketing Digital Marketing Overview

Sales Reports

58 – 62

Traﬃc Report

63 – 66

Email Campaigns and Subscribers

67 – 68

Website Video Views

Display Advertising Campaigns

Social Media YouTube Channel

70 – 72

Facebook Channel Reporting

73 – 75

Instagram Channel Reporting

76 – 79

May Report Highlights Total Media Impressions: Total Ad Value of Media Impressions: Total FarmacyBeauty.com Sales in May: Website Conversion Rate: Homepage Bounce Rate:

215,478,046 $1,818,348.95 $44,800 4.23% on Desktop 27%

Top Selling Products in May by $: Green Clean, Sleep Tight, Honey Potion, Renewing Anti-Aging Kit, and Green Screen were the top-selling SKUs, accounting for $24,250 and 48.5% of sales. Conversion rates are higher for consumers 35+, likely because they shop more on desktop vs. mobile. This also means that customers 18-34, while comprising 60% of traffic, make up only 44.5% of sales. The 20% off Memorial Day summer email campaign drove over $12,000 in sales with a conversion rate of 13.5%. Traﬃc referred from both Facebook and Instagram resulted in $713.78 in sales on FarmacyBeauty.com.   The Instagram follower count continues to grow steadily, increasing by 12% from last month. We successfully hosted microinfluencers for a dedicated event in May (Farmacy to Table) as well as for our table at the CEW Beauty Awards, which has led to better-established relationships and more organic content on social. 3

US Publicity Highlights

Connecticut

Baltimore

UK Publicity Highlights

Canada Publicity Highlights

Blogger Mentions

Influencer Events May 2017

CEW Awards We invited several members of the media, loyal bloggers and fans of the brand to sit with Mark and the team at our CEW table for the awards ceremony. We ended up winning the Best Indie Skincare Award, which made for an exciting night and lots of posts + stories from attendees to their networks. We also did a story on the @FarmacyBeauty Instagram chronicling the luncheon which garnered a lot of interest and engagement from followers!

â&#x20AC;&#x2DC;Farmacy to Tableâ&#x20AC;&#x2122; Microinfluencer Event We hosted an intimate meet-and-greet cocktail making class for 10 microinfluencers to be able to interact and meet with Mark in person at trendy mixology bar Apotheke. Guests were also introduced to the new Honey Drop Lightweight Moisturizer by Mark and had a chance try it out, as well as also test both Green Screen and Green Clean. Gift bags included a jar of Honey Drop (for testing/seeding purposes) and a bar of limited-edition beeswax soap.

The event had a great trickledown effect with microinfluencers â&#x20AC;&#x201C; creating organic content + mentions even after the event. Using these intimate events as opportunities to both establish and leverage good relationships to garner more content and buzz for the brand.

Attendees Included: Social Handle

Follower Count

@beautystealsinward

9.6K

@katiejanehughes

35.6K

@model4greenliving

15.5K

@sharmtoaster

10.3K

@fromthebullet

7.7K

@nycpretty

25.8K

@makeupwithmona

14.9K

@mancrediblebeauty

4.8K

@nicky_snook

1.5K

Press Status – May 2017 Confirmed/Published OUTLET

COUNTRY

DATE

ARTICLE DESCRIPTION

CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)

LINK

Sephora

n/a

Sephora

n/a

FarmacyBeauty.com

n/a

https://www.bustle.com/p/7bridal-makeup-trendsfor-2017-50646

n/a

Sephora

n/a

http://www.thealist.me/ sensitive-skin-care-favorites/

imabeautygeek.com

Canada

April 21

people.com

April 27

April

Skin Dew in "7 Bridal Makeup Trends For 2017"

16,374,726

(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)

https://imabeautygeek.com/ 2017/04/21/sephora-skincarefavourites-hydratingbrightening-firming-lifting/ http://people.com/style/bestsheet-masks-for-hands-feetfine-lines/to-hydrate-parchedskin

Hydrating Coconut Gel Mask in "SEPHORA SKINCARE FAVES: BRING IT, 49" 137,147 Hydrating Coconut Gel Mask in "12 Sheet Masks You Didn't Know You Needed - but Now Can't Live Without" 43,574,213

bustle.com

AD VALUE  RETAILER CREDIT

thealist.me

May 01

Green Clean and Green Screen SPF 30 featured, along with photos of Honey Savior and Honey Potion, in "12 Sensitive Skin Care Favorites"

cakedtothenines.com

May 02

Green Clean in "THE SEPHORA SPRING SALE HAUL"

n/a

Sephora

n/a

http://cakedtothenines.com/ the-sephora-spring-sale-haul/

May 04

Hydrating Coconut Gel Mask in "11 Gifts Sephora Pro Makeup Artists Are Buying for Mother's Day"

3,158,697

Sephora

n/a

http://www.self.com/gallery/ mothers-day-gifts-sephora

self.com

Press Status – May 2017 Confirmed/Published OUTLET

COUNTRY

DATE

ARTICLE DESCRIPTION

AD VALUE

CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)

(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)

RETAILER CREDIT

LINK

"Better Connecticut"

May 05

Sweet Lips included in Mother's Day gift giving segment with Limor Suss 36,290

FT How to Spend It

May 06

Invincible and Farmacy included in "Force of Nature" n/a

n/a

May 06

Honey Savior in "HONEY: THE ALL-NATURAL INGREDIENT MAKING A BEAUTY BUZZ"

n/a

http://www.independent.co.uk/ life-style/fashion/honeybeauty-products-naturalorganic-moisturiser-skincarea7715716.html

May 07

Green Clean and Honey Savior in "19 Beauty Products You Need for Sensitive Skin" 14,000,000

n/a

https://www.brit.co/skincareproducts-safe-for-sensitiveskin/

FarmacyBeauty.com

http://foxbaltimore.com/ morning/diy-gifts-for-mothersday

Cult Beauty

n/a

https://www.youtube.com/ watch? v=JQOgl4S1WJU&feature=yo utu.be

independent.co.uk

brit.com

n/a

"Good Day Baltimore"

May 08

Sweet Lips included in Mother's Day gift giving segment with Limor Suss 24,144

LOOK

May 08

Honey Potion in "Simplify Your Skincare"

May 09

Sweet Lips included in Mother's Day gift giving segment with Limor Suss n/a

"Let's Talk Live"

90,315

FarmacyBeauty.com

n/a

FarmacyBeauty.com, Sephora.com

FarmacyBeauty.com

http://www.wfsb.com/clip/ 13304805/gift-ideas-for-everyspecial-mother-in-your-life

Press Status – May 2017 Confirmed/Published OUTLET

usmagazine.com

people.com

COUNTRY

Good Day PA

mediumblonde

WWD

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

$261,865.45

http://www.usmagazine.com/ stylish/pictures/11-nightcreams-that-turn-back-theclock-w481668

n/a

http://people.com/style/bestmakeup-remover-oil-basedcleansers/origins

n/a

http://abc27.com/2017/05/10/ mothers-day-beauty-giftguide-with-expert-grace-gold/

Sephora

n/a

http://mediumblonde.com/ blog-1/2017/5/12/take-thisand-call-me-in-the-morning

May 12

Honey Potion and Green Screen SPF 30 in "KEEPING SCORE ON BEAUTY INNOVATION" CEW Award article 60,000

n/a

http://wwd.com/beautyindustry-news/beautyfeatures/cew-beauty-insiderawards-2017-winners-bestbeauty-products-10887115/

FarmacyBeauty.com

n/a

https://moodofliving.com/ portfolio/flowers/

May 10

Sleep Tight in "11 Night Creams That Turn Back the Clock While You Do Nothing But Sleep"

May 10

Green Clean in "8 Cleansers That Will Melt Away Your Makeup (Quickly and Easily!)" 43,574,213

May 10th

Sweet Lips included in Mother's Day Beauty Gift Guide with Grace Gold 20, 500

May 12

Honey Savior in "Take this and call me in the morning" n/a

26,186,545

wwd.com

May 12

MV, Farmacy and Honey Potion in "CEW Beauty Insider Awards Honors 2017 Winners" 1,100,000

moodofliving.com

May 12

Green Screen SPF 30 in "FIND FLOWERS SS17"

11,088

Sephora

Press Status – May 2017 Confirmed/Published OUTLET

shefinds.com

alittlebitetc.com

prettyconnected.com

refinery29.uk

uk.style.yahoo.com

telegraph.co.uk

dailymom.com

COUNTRY

DATE

ARTICLE DESCRIPTION

May 13

Hydrating Coconut Gel Mask in "The Only Sheet Mask You Need But Probably Don't Have: Hydrogel!" Green Clean, Hydrating Coconut Gel Mask and Lip Bloom in "My Favorite Natural and Organic Skincare Products"

May 13

Farmacy and Honey Potion in "CEW Beauty Insider Winners Announced!"

May 15

Honey Potion in "The Healing Power Of Honey-Based Skincare" n/a

May 15

Pick-up of Refinery29.uk piece with Honey Potion

May 15

Green Clean in "The 40 natural beauty brands and products to have on your radar"

May 15

Skin Dew, Honey Potion and Invincible in "NOT YOUR MOM’S WRINKLE CREAM" 310,000

May 12

AD VALUE

CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)

2,000,184

9,000

80,000

n/a

RETAILER CREDIT

Sephora

Cult Beauty

FarmacyBeauty.com

(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)

LINK

n/a

http://www.shefinds.com/ collections/sheet-maskhydrogel/#slide-7

n/a

http://www.alittlebitetc.com/ 2017/05/todays-video-is-allabout-my-favorite.html

n/a

http://prettyconnected.com/ 2017/05/cew-beautywinners-2017/

n/a

http://www.refinery29.uk/ 2017/05/153090/honeyskincare-products

n/a

https://uk.style.yahoo.com/ healing-power-honey-basedskincare-060500259.html

n/a

http://www.telegraph.co.uk/ beauty/body/best-naturalbeauty-products/farmacygreen-clean-cleanser-32/

n/a

http://dailymom.com/shine/ not-your-moms-wrinklecream/

Press Status – May 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

popsugar.com

May 15

Farmacy and Honey Potion in "These Are the Best Beauty Products of 2017, According to Industry Experts"

jbeaute.com

May 15

Assorted Farmacy product

n/a

FarmacyBeauty.com, Sephora n/a

46,481

n/a

http://www.jbeaute.com/ farmacy-beauty/ http://www.gcimagazine.com/ business/marketers/ announcements/The-2017CEW-Beauty-Insider-AwardWinners-422333134.html

35,452

Sephora

n/a

http://beautybanter.com/ favorites-spf-for-face

$3,000.00

http:// www.beautynewsnyc.com/ city-pulse/cew-beauty-insiderawards-2017-go/

19,197,725

Sephora

$25,000.00

https://www.popsugar.com/ beauty/CEW-Beauty-InsiderAwardWinners-2017-43533956

gcimagazine..com

May 15

Farmacy and Honey Potion in "The 2017 CEW Beauty Insider Award Winners"

beautybanter.com

May 15

Green Screen SPF 30 in "Favorites: SPF for Face"

May 15

Farmacy and Honey Potion in "And the CEW Beauty Insider Awards 2017 Go To…"

May 16

Green Screen SPF 30 in "The best sunscreens to keep you looking younger"

23,921,629

Sephora

$717,648.87

http://nypost.com/2017/05/16/ the-best-sunscreens-to-keepyou-looking-younger/

May 16

Green Screen SPF 30 in "The best sunscreens to keep you looking younger"

421,014

Sephora

$1,115.43

beautynewsnyc.com

nypost.com

New York Post

44,772

Press Status – May 2017 Confirmed/Published OUTLET

advicesisters.com

COUNTRY

DATE

ARTICLE DESCRIPTION

May 16

Farmacy and Honey Potion in "The Envelope Please: The CEW 2017 Insider Beauty Award Winners Are Announced!" 44,373

83,468

60,000

bcliving.ca

Canada

May 16

Farmacy in "5 Must-try Farm-toface Skincare Brands"

thestripe.com

May 16

Lip Bloom in "KELLY’S CHIC UNDER $100: LAVENDER."

May 17

Farmacy and Honey Potion in "Here are the 2017 Winners of the CEW Beauty Insider Awards" 448,181

hauteliving.com

beautybykelsey.com

mirror.co.uk

luxurylondon.co.uk

May 19

Green Clean in "New In | Skincare on Trial" n/a

May 21

Farmacy mentioned in "How Google is making you gorgeous beauty brands are using your searches to create new products" n/a

May 22

Honey Potion in "ORGANIC BEAUTY STRIPPED BARE"

AD VALUE

CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)

n/a

RETAILER CREDIT

(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)

LINK

$100.00

https:// www.advicesisters.com/ cew-2017-beauty-insiderawards-winners/

Sephora

n/a

https://www.bcliving.ca/5Must-try-Farm-to-faceSkincare-Brands

Sephora

n/a

http://thestripe.com/2017/05/ kellys-chic-100-lavender/

n/a

http://hauteliving.com/ hautebeauty/625890-2/

n/a

https:// www.beautybykelsey.com/ kelseybeauty/2017/5/new-inskincare-on-trial

n/a

http://www.mirror.co.uk/3am/ style/3am-fashion-celebritybeauty/how-google-makingyou-gorgeous-10428598

n/a

http:// www.luxurylondon.co.uk/ article/organic-beautystripped-bare

Sephora

Cult Beauty

Press Status – May 2017 Confirmed/Published OUTLET

galmeetsglam.com

beauty411.net

prevention.com

mensjournal.com

femmes-en-revue.com

barelytherebeauty.com

OK!

COUNTRY

Canada

DATE

ARTICLE DESCRIPTION

CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)

May 23

Honey Potion in "7 PRODUCTS FOR GLOWING SUMMER SKIN" 616,019

May 23

Green Screen SPF 30 in "The Best Sunscreens You’ll Actually Wear!"

May 26

Sleep Tight in "9 Best Night Creams For Every Budget"

May 26

Green Screen SPF 30 in "A New All-Natural Sunscreen That Doesn’t Suck"

May 26

"Farmacy : directement de la ferme à notre peau!" (translated: "Farmacy: directly from the farm to our skin!") 9,302

40,000

9,414,977

3,480,773

AD VALUE  RETAILER CREDIT

Sephora

(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)

LINK

n/a

http://galmeetsglam.com/ 2017/05/7-products-forglowing-summer-skin/ #utm_source=rss&utm_mediu m=rss&utm_campaign=7products-for-glowing-summerskin

n/a

http://beauty411.net/2017/05/ best-sunscreens-you-willactually-wear.html

$329,524.20

http://www.prevention.com/ beauty/anti-aging-nightcreams-that-fight-wrinkles

$25,000.00

http://www.mensjournal.com/ style/articles/a-new-allnatural-sunscreen-thatdoesnt-suck-w484555

FarmacyBeauty.com, Sephora n/a

http://www.femmes-enrevue.com/farmacydirectement-de-la-ferme-anotre-peau/

May 28

Skin Savior Kit in "5 TRAVEL SKINCARE KITS TO PACK THIS SUMMER." n/a

Cult Beauty

n/a

http:// www.barelytherebeauty.com/ 2017/05/best-5-travelskincare-kits.html?m=1

May 29

Green Screen SPF 30 deemed an award winner in the 2017 SUNCARE AWARDS 480,980

FarmacyBeauty.com

$73,495.00

Press Status – May 2017 Confirmed/Published OUTLET

https://www.youtube.com/ watch?v=fy8BtXmz-Oo

COUNTRY

DATE

ARTICLE DESCRIPTION

AD VALUE

CIRCULATION (print); UNIQUE VISITORS / MONTH (digital)

May 29

Green Screen SPF 30 mentioned in "May 2017 Products of the Month " 14,000

2,000,184

RETAILER CREDIT

Sephora

(CPM = cost per thousand aka the price of 1,000 advertisement impressions on one webpage)

LINK

n/a

Sephora

n/a

http://www.shefinds.com/ collections/best-naturalcleansers/#slide-7

shefinds.com

May 30

Green Clean in "These Are The Best Natural Cleansers. Period."

Organic Spa

May / June

Green Clean in "Launches We Love"

125,000

Sephora

$8,000.00

BW Confidential

May / June

Honey Savior in "Foody beauty"

11,000

n/a

June

Hydrating Coconut Gel Mask in Deep Moisture included in cucumber-themed "Refresher Course"

4,056,154

Sephora

$344,100.00

Summer

Green Screen SPF 30 in "THE SPFS TO SLATHER ON THIS SUMMER"

200,000

FarmacyBeauty.com

$29,500.00

Family Circle

Domino

TOTAL CONFIRMED PLACEMENTS

215,478,046

$1,818,348.95

Digital Marketing Overview Farmacy May Report Highlights  Total sales on FarmacyBeauty.com were $44,800 for the month, the second highest ever, only overtaken by Jan. 2017 [which had the huge Today Show TV hit]. The three largest sales drivers were the Memorial Day email blasts, paid search and organic search.  The average order value was $63.33. Newness is driving revenue, with the top selling products by sales $ Green Clean, Sleep Tight, Honey Potion, Renewing AntiAging Kit and Green Screen. The two new SKUs accounted for 19.5% of the month’s sales. Google AdWords campaigns generated $9.084 in sales with a conversion rate of 2.26%. Overall traffic was the second highest ever, apart from Jan. 2017. The 20% off Memorial Day summer email campaign drove over $12,000 in sales with a conversion rate of 13.5%.  New York, Los Angeles, Chicago, San Francisco and Houston were the cities with the highest sales for the month. The website is becoming an important resource in new and international markets, with London, Sydney and Montreal all in the top 25 cities.

Sales Report 2016/17

$47,920

$44,800

$40,324

May sales were the second highest ever, only overtaken by January with the Today Show hit

$36,629 $30,129 $29,300 $29,810 $20,868

$14,452

$12,465

$15,176

$17,175

$5,369

Sales & Conversions Email blasts and paid search drove the most sales Channel Grouping

Sessions

% New

Bounce Rate

Pages

DuraFon

Conversion Rate

TransacFons

Revenue

Average Order

Organic Search

8,596

70.03%

44.60%

3.57

161.52

1.61%

138

$8,362

$60.60

Paid Search

6,539

66.05%

49.27%

3.36

136.78

2.26%

148

$9,852

$66.57

Direct

3,581

76.07%

52.83%

3.10

136.00

2.32%

$4,963

$59.80

2,643

33.22%

41.05%

5.19

212.40

9.65%

255

$16,863

$66.13

Social

1,591

80.70%

50.79%

2.76

108.71

1.13%

$1,072

$59.57

Referral

977

50.15%

52.92%

3.25

154.02

3.68%

$1,847

$51.31

(Other)

70.59%

17.65%

8.00

400.06

5.88%

$40

$40.80

24,066

65.64%

47.49%

3.55

152.64

2.82%

679

$43,001.83

$63.33

Adwords and Shopping Campaigns Strong ROI with Adwords and Shopping campaigns, despite competitive environment – driven by Memorial Day offer Clicks 5329

Cost

CPC

$3,950.32

Sessions

$0.74

Bounce Rate

6,539

49.27%

Pages

Conversion Rate

3.36

TransacFons

2.26%

148

Revenue

Average Order

$9,852.39

CPT

$66.57

$26.69

Traﬃc & Conversion by Device Category Desktop and tablet conversion rates are really good – both over 4%

Device

Sessions

Bounce Rate

Pages

DuraFon

TransacFons

Revenue

Conversion %

Average Order

mobile

13180

53.47%

3.05

126.50

218

$14,000.17

1.65%

$64.22

desktop

8940

39.50%

4.09

179.46

378

$23,063.63

4.23%

$61.01

tablet

1946

43.78%

4.46

206.49

$5,938.03

4.27%

$71.54

24066

47.49%

3.55

152.64

679

$43,001.83

2.82%

$63.33 60

Sales by Demographic Conversion rates are much higher for consumers 35+, likely because they shop more on desktop vs. mobile. This also means that customers 18-34 , while comprising 60% of traffic, make up only 44.5% of sales

Age

Sessions

% Sessions

Bounce Rate

Pages

DuraFon

TransacFons

Revenue

% Revenue

Conversion Rate

18-24

3,733

22.74%

48.35%

3.21

142.12

$3,300.89

11.35%

1.69%

25-34

6,133

37.36%

46.86%

3.39

154.74

154

$9,653.15

33.20%

2.51%

35-44

3,105

18.92%

47.99%

3.63

156.43

$6,331.67

21.77%

3.03%

45-54

1,847

11.25%

46.07%

4.28

182.91

$4,828.11

16.60%

3.74%

55-64

1,090

6.64%

43.94%

4.03

164.57

$3,183.30

10.95%

4.95%

506

3.08%

45.06%

4.04

189.56

$1,782.20

6.13%

5.53%

16,414

100.00%

47.08%

3.56

157.09

462

$29,079.32

100.00%

2.81%

65+

Product SKU

Sales by Product â&#x20AC;¨ Green Clean continued to be the top selling product, with Sleep Tight, Honey Potion and the Renewing Anti-Aging Kit next.

Product Name

QuanFty Sold

Gross Sales

% Sales

FA00667

GREEN CLEAN

173

$5,882.00

11.79%

FA00618

SLEEP TIGHT

111

$5,328.00

10.68%

FA00658

HONEY POTION

$5,152.00

10.32%

FA60003

RENEWING AnF-Aging Kit

$4,026.00

8.07%

FA00692

GREEN SCREEN

108

$3,888.00

7.79%

FA00619

INVINCIBLE

$3,575.00

7.16%

FA00620

EYE DEW

$3,002.00

6.02%

FA00617

RISE N SHINE

$2,560.00

5.13%

FA00629

PERENNIAL PICKS

$2,520.00

5.05%

FA00668

SKIN SAVIOR SET

$1,710.00

3.43%

FA00673

SWEET LIPS GIFT SET

$1,454.40

2.91%

FA00616

NEW DAY

$1,410.00

2.83%

FA00615

CLEAR BLOOM

$1,350.00

2.71%

FA00626

SKIN DEW

$1,320.00

2.64%

FA00657

HONEY SAVIOR

$1,224.00

2.45%

FA00608

NEW DAWN Coconut Gel Mask Medley

$744.00

1.49%

FA00604

BRIGHTENING Coconut Gel Mask

$744.00

1.49%

FA00607

CLEAR DAY Coconut Gel Mask Medley

$624.00

1.25%

FA00606

DEEP MOISTURE Coconut Gel Mask

$600.00

1.20%

FA00601

SOOTHING Coconut Gel Mask

$528.00

1.06%

FA00602

OIL CONTROL Coconut Gel Mask

$480.00

0.96%

FA00603

ANTI-WRINKLE Coconut Gel Mask

$360.00

0.72%

FA00605

FIRMING Coconut Gel Mask

$336.00

0.67%

FA00612

APPLE ROSEMARY LIP BLOOM

$297.00

0.60%

FA00609

STRAWBERRY BASIL LIP BLOOM

$264.00

0.53%

FA00611

LAVENDER MINT LIP BLOOM

$181.50

0.36%

FA00614

HONEY GINGER LIP BLOOM

$165.00

0.33%

FA00613

CITRUS LEMONGRASS LIP BLOOM

$115.50

0.23%

FA00610

VANILLA MINT LIP BLOOM

$66.00

0.13%

$49,906.40

100.00%

Traï¬&#x192;c Report 2016/17 28,162 24,066 21,439 18,085

20,736

18,891

16,036 12,880

13,480 11,472

13,373 11,601

9,134

TraďŹ&#x192;c Summary Total number of visits is the second highest on record, with many repeat visits. The gift set category pages saw visitor growth due to Motherâ&#x20AC;&#x2122;s Day, while Honey Potion continues to perform well. Green Clean shows strong results.

Traffic: Visits: Unique Visitors New Visitors: Returning Visitors: Page Views: Pages/Session: Avg. Duration: Bounce Rate:

24,066 17,331 65,64% 34.36% 85,442 3.55 2:33 47.49%

Top 5 Pages: Home Page Skincare Category Page Honey Potion Sleep Tight Gift Set Category Page

Top 5 Landing Pages: Home Page Honey Potion Sleep Tight Green Clean Skincare Category Page

Page

Individual Page TraďŹ&#x192;c Home page bounce rate is excellent.

Home

Page views

Avg. Time

Entrances

Bounce Rate

% Exit

13916

60.08

10975

27.67%

28.71%

skin care

9531

33.59

522

62.26%

13.14%

honey poFon

5612

123.61

2492

76.20%

52.85%

cart

4203

58.03

328

63.41%

20.96%

sleep Fght

3549

95.23

1062

80.89%

48.41%

gic set

3213

31.39

111

45.95%

14.50%

face mask

3045

38.79

323

64.40%

21.71%

skin care 2

2755

25.89

71.72%

17.53%

green clean

2514

70.58

569

72.23%

32.66%

checkout

2020

124.32

130

56.92%

19.50%

about farmacy

1997

107.42

302

53.49%

40.66%

lip balm

1938

33.06

50.00%

15.33%

green screen

1851

72.65

440

74.77%

35.33%

new

1721

28.33

47.69%

14.70%

honey savior

1532

70.87

423

71.87%

34.60%

perennial pick

1514

64.89

76.34%

21.99%

eye dew

1343

75.75

178

73.03%

25.61%

my account

1331

28.09

26.98%

11.57%

skin savior gic set

1242

58.52

67.09%

18.04%

anF aging kit

1197

51.71

57.50%

14.29%

invincible

1098

98.11

145

75.86%

29.23%

skin dew

1052

80.26

421

81.47%

46.67%

rise n shine

942

69.02

158

76.58%

29.94%

contact

852

89.76

84.00%

44.01%

City

Top 25 Cities The website is becoming an important resource in new and international markets, with London, Sydney and Montreal all in the top 25 cities.

New York

Sessions

TransacFons

Revenue

Conversion Rate

AOV

1906

3204.18

2.68%

$62.83

Los Angeles

820

1836.86

3.54%

$63.34

(not set)

547

1160.02

8.04%

$26.36

Chicago

443

653.15

2.48%

$59.38

San Francisco

347

881.30

3.17%

$80.12

Houston

334

654.80

2.69%

$72.76

Boston

331

369.83

1.51%

$73.97

Washington

280

308.70

2.50%

$44.10

London

260

0.00

0.00%

$0.00

Dallas

258

459.33

2.71%

$65.62

Toronto

242

92.80

0.83%

$46.40

Atlanta

201

323.40

2.49%

$64.68

Seadle

186

504.90

4.30%

$63.11

Phoenix

171

139.05

2.92%

$27.81

San Diego

156

185.30

2.56%

$46.33

AusFn

149

76.80

1.34%

$38.40

Philadelphia

138

318.50

3.62%

$63.70

San Jose

131

317.30

3.82%

$63.46

Denver

129

451.70

3.88%

$90.34

Englewood

127

54.83

1.57%

$27.42

Sydney

119

0.00

0.00%

$0.00

Miami

0.00

0.00%

$0.00

Orlando

28.90

1.04%

$28.90

Portland

230.40

3.37%

$76.80

Montreal

0.00

0.00%

$0.00

Email Campaigns The 20% off Memorial Day summer email campaign drove over $12,000 in sales

Campaign Summer Starts 20% #1 Summer Starts 20% #2 Summer Starts 20% #2 15% OFF Free Gel Mask Sweet Lips Less 30 Email Free Gel Mask Resend 4 Steps to Stunning Skin

Subscribers 9,250 9,303 9,379 n/a 8,993 8,998 9,038 9,115

Open Rate 27.70% 24.30% 21.20% n/a 23.50% 22.10% 21.00% 27.70%

Clicks 4.70% 3.10% 2.40% n/a 2.10% 2.70% 1.70% 1.80%

Sessions 717 425 294 138 250 320 204 193

Conversion 12.41% 11.06% 17.01% 15.22% 6.00% 4.38% 3.43% 2.59%

TransacFons 89 47 50 21 15 14 7 5 248

Revenue $5,332.20 $3,480.20 $3,215.20 $1,675.34 $1,526.80 $626.55 $409.50 $329.00 $16,594.79

AOV $59.91 $74.05 $64.30 $79.78 $101.79 $44.75 $58.50 $65.80 $66.91

Coupon Usage Coupon Usage

Transac/ons

Email Subscribers

Sales Value

Email Sign Up 15% oﬀ

143

$9,328

Summer 20% Oﬀ – Memorials Day

330

$20,801

$665

$199

Sweet Lips 30% Mother’s Day Staﬀ Discount

8,460 7,049

The number of coupons that were redeemed on FarmacyBeauty.com this month.

8,988

9,350

7,560

5,517 4,869

1,699

2,234

2,650

3,107

3,633

4,199

Website Top 10 Videos Viewed Display Advertising Campaign May Display Campaign Impressions Clicks Landing Page Visits Conversions Revenue

Stats 159,137 94 4,023 223 $15,388

Average Order

$66.05

Cost Per Sale

$17.17

YouTube Channel 79 Videos 204 Subscribersâ&#x20AC;¨ 12,095 Video Views

Green Screen was featured in blogger TophCam’s products of the month (as well as noting that it’s his sunscreen of choice between his testing of new products)

URL: https://www.youtube.com/watch? v=fy8BtXmz-Oo

Green Clean was featured in blogger Maree Syeâ&#x20AC;&#x2122;s favorite natural skincare products. She raved about the Lip Blooms, Coconut Gel Masks as well.

URL: https://www.youtube.com/watch?v=Kxa72FMSB0

Facebook Page Reach Overall Page Reach From May 2016 â&#x20AC;&#x201C; May 2017 Month

Organic Reach

Paid Reach

Total Reach

Total Reac/ons, Comments & Shares

New Likes

# of Posts

May

16,346

98,511

114,857

306

1,935

June

7,441

196,575

204,016

434

1,569

165,168

135,982

301,150

1,265

3,934

August

57,234

409,139

466,373

1,855

14,108

September

29,423

112,102

141,525

241

1,535

October

14,555

75,645

90.200

249

1,353

November

23,238

152,295

175,533

320

2,497

December

29,890

154,737

184,627

486

3,096

January

46,324

204,739

251,063

466

2,169

February

34,235

250,374

284,609

204

2,013

March

33,428

74,352

107,780

143

1,316

April

34,694

35,647

70,341

235

1,649

May

32,692

13,213

45,905

147

743

July

May Facebook Posts 23 Facebook Posts 32,692 Organic Reach 13, 213 Paid Reach 45,905 Total Reach 50,246 Organic Impressions 14,929 Paid Impressions 65,175 Total Impressions Facebook TraďŹ&#x192;c Conversions: 458 Sessions 390 New Users 1.09% Ecommerce Conversion Rate 5 Transactions $461.08 Revenue

May Facebook Promotions Farmacyâ&#x20AC;&#x2122;s paid posts in May had an average reach of 13,101 viewers while the brandâ&#x20AC;&#x2122;s average organic reach per post was 1,421.

Boosted posts and promoted ads on Facebook throughout the month resulted in: 56 Post Likes 1 Comments 2 Shares 56 Photo/Link Clicks

Instagram Account Growth Increase of Followers From March 2016 - May 2017 23,792 20,827 17,880 14,950 13,008 8,818 4,576

5,002

5,446

5,813 6,172

6,836

9,754

10,924

7,454

May Instagram Posts 23,792 Followers (+12% from LM) 37 Instagram Postsâ&#x20AC;¨ 14,921 Likes 214,609 Impressions* 183,059 Reach** 316 Comments Instagram TraďŹ&#x192;c Conversions: 529 Sessions 406 New Users 0.74% Ecommerce Conversion Rate 4 Transactions $252.70 Revenue

*Impressions = The total number of times our posts have been seen **Reach = The number of unique accounts that have seen posts

May Instagram Highlights This month, we had a few key focuses in terms of the look of the feed and the type of content we are adding in. We’ve started trying to show more skin/people within the posts, as well as trying to do less product-specific posts but emphasizing how people use and interact with our products in ‘real life’. This translates into seeing more multi-product posts. We’ve also been trying to place an emphasis on showing product texture, which has been a great success, as well as showing more of the science aspect of the brand. In addition, we’ve been incorporating more of Instagram’s Story feature on a daily basis to give customers a real-time look into the behind-the-scenes at Farmacy.