Fragrance-led homecare brand Fabulosa has revealed that it is making market share gains across 35-54-year-old shoppers [Kantar data], thanks partly to its “Power Label” status.
Additionally, the brand has also benefitted from gains amongst retired shoppers, with Fabulosa noting these were pivotal moves, having previously attributed much of its success to its core under 35-year-old market.
Adam Burnett, Group Marketing Director at Fabulosa, commented: “The popularity of the Fabulosa brand was mainly driven by younger shoppers sharing their experiences on social media. At the time, our competitors expected us to just be a fad.
“However, four years on, we are still here and thriving across a more and more diverse audience.”
Fabulosa describes itself as a “Power Label”, with this status contributing to its success.
Burnett explained: “A Power Label brings the best of both worlds – the impact of a Power Brand combined with the value of Private Label – our popularity is growing and growing, and we are one of the only brands providing retailers with a good selection of branded £1 RRP cleaning products. This explains why we are appealing to a more diverse audience, as customers seek out new ways to save.”
With momentum across a wider customer audience and their Power Label status, Fabulosa have started to re-enforce their customer comms with a new message – ‘Savings That Make Scents’.
Burnett concluded: “Savings That Make Scents epitomises what we are all about, great fragrances at great prices. A recent basket analysis of like for like products showed us being at least 50% cheaper than more established brands – it’s a huge challenge for us every day to maintain a strong value position, but it’s so important in the current climate – some pricing on the household cleaning aisles at the moment is nothing short of offensive, and customers are getting more and more frustrated, which is why private label is also performing well.
“We have created a universal Power Label with universal appeal, and we are extremely focused on growing our UK business as well as overseas business.”
