fillerina, page-10

Definitely something a little out of left field, an agreement to distribute a European based company’s complementary products in Aus and NZ. Possibly a first step towards a mutual arrangement for distribution of Cellmid’s products in Europe, but it should at least raise the evolis brand profile in any case. The action is in keeping with Advangen’s changing emphasis away from just attacking hair loss towards anti-aging skincare in general, and the increasing concentration on the female consumer.

A topical alternative to botox, and at the high end of the market. Beautyeditor describes its use and complex ingredients. A Harper’s Bazaar review of the 18 best lip pumping products shows Fillerina at the top, priced at $129 compared with many others around the $20-30 range. If you’re marketing a high price product it can only help to do so with another one for comparison.

I can’t stop thinking it is an Aussie answer to this question: “Dave, what should I do with this ugly wrinkle?”. “Ahh, I’d fill ‘er in ay Marge?”.

There would appear to be little added costs involved for Cellmid by including a product that it doesn’t need to manufacture in with its current marketing strategy and established distribution channels, and the Swiss parent Labo company claims the backing of a sales business plan and promotional support for product launch.

The three distribution markets of Japan, US and Aus/NZ are evolving significantly different characteristics. No doubt this action will have been taken with the approval and guidance of Cellmid’s largest shareholder and experienced recent director, which gives weight to the stated expectation that it will add significantly to the Company’s profitability.

Should be interesting to see how it goes.