Innovaderma Share Discussion Threads

[boonboon] 29/8/2017 09:00

I think most purchases initially will be impulse purchases in store if people then like the product they might start ordering online if postage costs aren't prohibitive.

[thelongandtheshortandthetall] 29/8/2017 08:43

Good work gents.

A boots associated ad for plantur was repeated quite regularly yesterday on quest.
I feel this is definately a growing market.

Im sure roots will take its share of the market.

Happy to wait and see.

[croasdalelfc] 29/8/2017 08:41

Good info Boon - also Alpecin is in all the major supermarkets and Boots.They probably sell several thousand bottles a day just in the UK with less than 1% online.

[boonboon] 29/8/2017 08:35

These are turnover figures from 2014 for Alpecin. I believe they're a lot higher now. Alpecin: Enormous popularity continuesThe success of this division was once again driven by the Alpecin brand, with the extremely popular caffeine shampoo as the main product. With sales growth of 22% to € 69 million (2013: € 57 million)Alpecin is only aimed at men their women's shampoo also had a high turnover. Plantur: Triumphant rise continues abroadIn its tenth year of existence, the Plantur brand continued its success and proved itself as a pacesetter for the whole division, with a sales increase of 28%. Sales for the reporting year totalled € 41 million (2013: € 32 million).So €110million if we can start getting just a fraction of that it could be significant for us.

[croasdalelfc] 29/8/2017 08:16

Continuing....It's impossible to track store sales but I can track Superdrug online sales.Most hair products are bought in store so it's impossible to extrapolate figures but I can company are Alpecin to Roots online.So far -2 days - and statistically very low figures - Alpecin outsells Roots 3:1.If Roots outsells Alpecin by Xmas it would be a very good result

[croasdalelfc] 29/8/2017 08:09

Good post Quant!Mornings everyone and hope you had a great Bank Holiday !What would be good progress for Roots by Xmas? Or August next year?I would say HCs first goal would be to get Roots in all SD stores , then outsell rivals like Alpecin and get some sales through the DTC channel.Hair shampoo is never going to sell online like Skinny Tan but getting say 10% of sales inland me will help margin

[quant_investor] 27/8/2017 07:18

You can't just place a new product on a shelf, or give it an online listing, and expect it to sell..

Store purchases are either made on a planned or spontaneous basis. Brand awareness for Roots is close to zero and so very few will enter SD looking for Roots therefore placement of the product is key to getting initial sales.

In truth there is plenty SD could do to promote Roots, but they have limited bandwidth given so many other products on which they can invest their marketing effort. I think they will promote Roots more actively when they become more confident that it is a winner in the making.

There is much for IDP to do to drive footfalli into SD and I'm sure they will. Recommendation from friends, online reviews, social media videos, emails etc all take to time build brand awareness.

For me it's no surprise initial sales are low, after all that is feature of the exponential curve. Some patience is required, though I would hope to see meaningful revenues in H2.

ST sales in the USA and Skin Lightening in Asia and of far greater interest.

[thelongandtheshortandthetall] 26/8/2017 16:00

Thanks alroyrob

Thats more like it then. My superdrug was in a bif of state to honest. Think the manager there needs to pull his or her out.

Thanks loads for the report. Helps to get an idea of how things are going for roots!

[thelongandtheshortandthetall] 26/8/2017 15:16

Hey boon.

Not a bad point there. Youre probably right SD take on roots off the back of skinny tan. Perhaps its a limited commitment from both sides.

Like everyone here i judt want roots to do well and what i saw today is not good for roots' reputation is all.

[boonboon] 26/8/2017 14:40

We don't know it's an exclusive deal Yet , although it probably is. Superdrug are currently the only retailer selling Roots, that could be because it's an exclusive deal or because others aren't interested yet. My take on it is different BTW. If I'd developed roots do you think Superdrug would stock it? I doubt it. I expect we've increased the exclusivity term for Skinny tan, which we know is successful and in return Superdrug have agreed to stock Roots (and possibly Stevie k and Charles and Lee when they come to the UK). Remember skinny tan started in the worst placement for tanning products, but it's success has made us get better real estate.

[thelongandtheshortandthetall] 26/8/2017 14:29

I woild have thougt actually that if a retailer is given exclusivie rights to sell a product wouldnt their side of the deal be to give it a prime position or at least a minimum order.
Perhaps if anyone is abke to meet HC on the 13th they can get some detail on the exclusivity deal.

Cheers

[ddubzy] 25/8/2017 16:10

Monday being a BH, Id be impressed with that, but more than happy with this rise as we go up through this channel to results.

[divinessence] 25/8/2017 16:00

I think IDP will cross £4 on Monday and start its journey towards a fiver quite quickly. Will it reach £5 bofore results, not sure? But will do not too long after especially if the results have great forward looking announcements which will have bigger impact than simply numbers. Await with aniticpaition though I won't be in the country that day.

[gucci] 25/8/2017 12:56

good to see it bowling up - within T10 of results on 12/9 and chart looking ready to move up
added today

[boonboon] 25/8/2017 12:52

Croasdalefc is that for Stevie k?

[croasdalelfc] 25/8/2017 12:40

Hi Ian,The range will be expanding greatly this year. Unfortunately we are unable to give any updates outside of what you are advised by the IR team. Margot

[zagrosfold] 25/8/2017 11:49

Nice chart. Primed for lift-off!