Leading Australian health and wellness brand Swisse is building on its phenomenal growth at home, moving into international markets and partnering with Nicole Kidman as the global ambassador for the company.
Nicole Kidman will front the expansion overseas as the rollout of the Swisse product range begins in the United States of America in January 2013, followed by the United Kingdom, Europe and Asia.
Nicole has been nominated for eight Golden Globe awards, winning three, and is Australia’s only Best Female Oscar winner. She was honoured as a Companion of the Order of Australia in 2007 and is a global ambassador for UN Women that promotes gender equality and empowerment of women and girls worldwide.
Swisse and Nicole will join forces to shoot a global television commercial and photographic campaign in Australia.
Nicole Kidman has welcomed the new partnership.
“It’s exciting to be part of the growth of a small Australian family-built company that is dedicated to good health and wellbeing,” Nicole said today.
“I joined Swisse because I wanted to help bring awareness to the importance of living a healthy lifestyle in a busy, often stressful world,” she said.
“I love feeling healthy and fit. They are wonderful attributes of the Australian way of life – and I am a very proud Australian,” Nicole said.
Just this week Swisse was announced as BRW’s winner of the most successful Australian private business of the year (turnover $100 million AUD plus).
The company currently has more than 100 vitamin and health supplement products on the Australian market. Earlier this year it released Swisse Body, a skin care range, and this week unveiled Swisse Active, a range of protein bars and sports nutrition supplements.
Swisse is currently working with regulatory bodies on which of its 100 plus range of products it will launch in various international markets, and is currently finalising agreements with American retailers for the USA launch in January.
Swisse Chief Executive Officer Radek Sali has echoed Nicole’s sentiments about the new partnership.
“Nicole Kidman is a much loved Australian overseas and we know that Swisse will be Australia’s most loved health and wellness brand overseas in coming months and years,” he said.
“We are absolutely thrilled that Nicole Kidman has joined the Swisse family as the business goes into the most exciting stage of its history. Nicole represents everything the brand is about. At Swisse, we focus on health and happiness, and celebrating life every day. We look forward to sharing this message with the world,” said Mr Sali.
“We have a very exciting launchpad for the Swisse brand in the United States and plan to reveal details in coming months. It will revolutionise the market,” he said.
Swisse founder, Kevin Ring, had a passion for natural medicine and started the company in Melbourne, Australia, in the 1960s.
This passion drove the company innovation to develop gender specific multivitamins scientifically validated through clinical research. This led to the Swisse Men’s and Women’s Ultivite, now the number one selling multivitamin in Australia.
Swisse revenues from FY09 to FY12 increased by 357%, reaching $180m circa in 2012. Swisse spends a large amount of its revenue on educating people on the health benefits of complementary medicines and encouraging people to take control of their own health and wellbeing.
Swisse market share in the Australian Vitamins & Herbals Market Share (Pharmacy & Grocery) has increased since May 2009, expanding its range of products and leading innovation in the complementary healthcare industry.
Swisse has 10.7% market share for the Total Vitamins & Herbals Market – and is closing in on the number one position. Swisse Men’s and Women’s Ultivite hold 40% of the Australian multivitamin segment and the Swisse Krill Range holds 47% of the Krill Oil segment.
Swisse operates on a 4Ps philosophy: Principles, People, Passion and then profits.
Swisse Ultivites are made to a tri-synergy formulation which is the synergistic action of three elements – vitamins, mineral and herbs, contributing to the efficacy of Swisse Ultivites.
Wherever possible, Swisse Ultivites utilise nutrients that are naturally-sourced, standardised-extract and water-soluble, to ensure better absorption and retentions and prevent toxicity.
To ensure that Swisse remains an industry leader, the is continually researching new ingredients to ensure that its formulas incorporate the highest grade of standardised extracts – not the cheapest.
The balance of ingredients is also important, as high levels of one nutrient may cause depletion of another. For this reason, Swisse works closely with medical health care professionals to ensure its products contain the right combination of ingredients to deliver peak performance.
Swisse products must pass more than 300 quality assurance tests during the three main stages of production – analysis of raw materials, manufacturing and finished product testing – to ensure that industry benchmark standards are maintained.
Swisse formulas have been developed around what’s best for wellbeing, regardless of the cost. The process begins with research and development into how to deliver the best heath products, rather than working to a price-driven commercial equation.
For further information, contact:
Mitch Catlin , Brand and Media Manager Swisse