A look at the current popularity of the Olay Magnetic POWER Infuser (the gold one we don’t hear much about).
Premise : the number of product comments on TMALL product pages in China is proportional to the sales of those products. i.e. a product with twice as many comments compared to another product in a given period will have about twice the sales.
Justification :
1. Product comments on TMALL can only be made by verified purchasers of that product.
2. Customers are incentivised to leave comments, gaining points towards discounts on future purchases. Thus a person is equally likely to leave a comment for a product they like vs one they do not like.
Proportional Sales ofOlay Creams over a 2.5 day period (Nov 22 -24)
CellScience Range
Now to compare some other recent Olay products :
Magnemasks
Whitening cream + device
141
1 Wrinkle cream + device
14
2 Moisturising cream + device
9
Whip Products
Total Effects Whip
3
1 Regenerist Whip
145
2 White Radiance Whip
75
Golden Aura products
Youth Essence
2
1 Melting Souffle Moisturiser – air finish + foam cleanser
51
2 Others (not available on tmall)
Other Misc New Products
Enviro Protect
0
1 White radiance Mask
0
Summary :
1) The gold infuser ALONE retails for $AUD100
2) Sale of the gold infuser alone is higher than any of the 10 products in the cellScience range.
3) Sales of products with the gold infuser outstrip sales of the same product without the gold infuser by about 2 to 1.
4) Sales of the TWO products that are used with the gold infuser outstrip sales of ALL 8 remaining cellScience products by 350%.
5) Sale of the gold infuser, alone or with creams, compares very well to the most popular other new products (regenerist whip).
6) Total sales of the gold infuser is higher than total sales of the white (cheaper) magnemasks infuser.
7) Our gold infuser seems to be the only bright spot of the entire cellScience line.
8) Our gold infuser supported products stomp on the other new expensive line of Olay products - “Golden Aura”
Admittedly, this is only a two+ day sampling, but at the time there did not seem to be any promos going on to sway sales towards particular products.
In the weeks after it was first launched, I used to check on the sales of the gold infuser and found there were very few comments at all. One in several days was often the case. This has greatly improved, and momentum is definitely building. I imagine that P&G are pleased with what the gold infuser is bringing to the game.
* note I have left out many dozens of other Olay products. Most of these have nowhere near the numbers that we see for our infuser. There are some of course that do sell greater numbers. In fact a few of them have many hundred comments per day. Those are the two essence products (white radiance and prox) and the original Olay regenerist micro-sculpting product.
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