Australian pharmacy brand Discount Drug Stores is tapping into the rapidly growing and highly lucrative men’s skincare category by launching Olympic gold medallist Michael Klim’s Milk & Co range in all 116 of its stores.
One of the strongest categories in 2012, with a current value growth of 3%, according to Euromonitor International, Discount Drug Stores is looking to cater to the rising number of Aussie men whose skincare routines no longer rely on just water and soap.
It’s why the pharmacy brand has specifically selected Milk & Co with Merchandise Manager at Discount Drug Stores Adam Goss stating its native roots and high profile founder will make the range more appealing to the local market.
“Michael Klim is an Australian icon who many men look up to, which is one of the key reasons we believe Milk & Co will be a strong seller for Discount Drug Stores” Mr Goss explained. “I think men will prefer to purchase a product that is not only used by, but that is made by a fellow Aussie, over the big international brands.”
Together with his wife Lindy, Michael launched Milk & Co in 2008 with the aim of providing Australian men with an affordable, natural and Australian made skincare range that would help protect their skin against the nation’s tough climate.
Since its launch the range has gone from strength to strength and has now expanded from the original men’s range to now offer baby skincare products, with Discount Drug Stores also looking at stocking the brand’s new women’s skincare line and protein-rich food range, Active.
The freestyle and butterfly champion, who will launch the range personally in six Brisbane Discount Drug Stores, says Milk & Co is an ideal fit for the pharmacy brand that shares the same community minded, family friendly focus.
“Milk & Co has come a long way since I first developed the men’s range to combat sun and chlorine exposure,” he said. “I’m really proud of what Lindy and I have achieved and look forward to seeing it hopefully continue to grow and experience success in the Australian marketplace through quality retailers like Discount Drug Stores.”
“Milk & Co is affordable, natural and suitable for all of our customers,” agreed Mr Goss. “We think it has huge potential and will be well received in all of our pharmacies.”
The brand’s men’s and baby skincare product lines will launch in all of Discount Drug Stores’ 116 pharmacies with the group to look at releasing more of the range in the future.
On November 19, Michael Klim will visit Springwood Discount Drug Store from 9am to 11am, followed by Greenslopes Discount Drug Store from 12 noon to 2pm and Sunny Park Discount Drug Store from 3pm to 5pm.
On November 20, he will visit Whites Hill Discount Drug Store from 9am to 11am, followed by Aspley Discount Drug Store from 12 noon to 2pm and Beenleigh Discount Drug Store from 3pm to 5pm.
Mr Klim will meet and greet customers, sign autographs, talk about his new range as well as give demonstrations and taste testings on his new Milk & Co Active range. For more information, please visit www.discountdrugstores.com.au.
Media Enquiries: Suzanne Ross at Graymedia on 07 3250 9406, 0488 441 589 or s.ross@graymedia.com.au.
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