Catherine Arfi & Aromababy: Creating an Australian Brand and Taking it Global

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Case Details:

Case Code : LDEN055
Case Length : 13 Pages
Period : 2000-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Aromababy
Industry : Consumer Packaged Goods (Baby care)
Countries : Australia, Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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“Aromababy was the first of its kind in the world. We not only had challenges with getting it developed with biochemists and laboratories, but we also had issues with retail and health-care in some products and pure essential oils.”¹

- Catherine Arfi, Director, Aromababy Natural Skincare, in 2005.

“You have to be aware of the impact exporting has on your company and yourself. Apart from doing your homework, like investigating trademarks, domain names and common law, you need to ask yourself: Can I afford to be away from my family?”²

- Catherine Arfi, in 2006.

Introduction

In March 2005, the iParenting Media Awards³ for 'Outstanding Products of 2005'in the baby care category were bagged by four products from Aromababy Natural Skincare (Aromababy), the Melbourne, Australia-based, baby care product company.⁴

The awards were judged by a panel of experts based on product quality, usage, and benefits. It was a great achievement for the small Australian baby care products company founded by Catherine Cervasio-Arfi (Catherine) in 1994.⁵ (Refer to Exhibit I for some details about the award winning products of Aromababy)

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Aromababy was an offshoot of a concept called 'baby WORKSHOP'started by Catherine in late 1993 that centered around producing pure, gentle, and eco friendly baby skincare products, towels, pure cotton baby garments, gifts, and other accessories for babies.⁶

Catherine Arfi & Aromababy: Creating an Australian Brand and Taking it Global - Next Page>>

1] “Pure Way to Better Skin,” www.straittimes.com, July 27, 2005.

2] “Women in Export,” www.dynamicbusiness.com, October 1, 2006.

3] The iParenting Media Awards Program is a consumer awards program aimed at finding out the best products available in the marketplace. The products are reviewed by people from all walks of life including parents, experts, licensed childcare centers, and schools.

4] “iParenting Media Announces Outstanding Products of 2005,” www.iparentingmediaawards.com, March 8, 2005.

5] “About us,” www.aromababy.com.

6] “The Quiet Achiever,” www.aromababy.com.

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