Australia’s leading wellness brand, Swisse, has expanded into the USA health and wellbeing market – on a path to becoming global.
Swisse Global Ambassador Nicole Kidman, wearing Arthur Galan.
Picture: Will Davidson. Stylist: Kirsty McBeth
Fifteen of the most popular Swisse products will hit the shelves of Walgreens stores across the USA in February 2013. The products will include Men’s and Women’s Ultivites; Krill Oil; Hair, Skin, Nails; Liver Detox and Appetite Control.
In recent months, Swisse has inked deals with other major American retailers, to be unveiled in the near future.
In addition to Swisse vitamins and supplements, USA retailers have expressed interest in the Swisse skin care range and the Swisse active range of protein bars, protein powders and amino acids. These ranges are expected to launch in mid-2013.
Swisse will base its USA head office in Chicago, and the global headquarters for Swisse will remain in Melbourne, Australia.
Building on its phenomenal growth in the Aussie market, Swisse has partnered with Oscar-winning actress Nicole Kidman. Nicole is the first Global Ambassador for the company and is excited about the USA launch. She will star in a television campaign introducing Swisse to the USA audiences.
“It’s exciting to be part of the growth of a small Australian family-built company that is dedicated to good health and wellbeing. I joined Swisse because I wanted to help bring awareness to the importance of living a healthy lifestyle in a busy, often stressful world,” Nicole said.
Nicole will walk the red carpet at G’Day USA in Los Angeles on January 12, where the 1000-plus guests at the black tie ball will be given Swisse Ultiboost Liver Detox at their seats and a ‘Health & Happiness’ bag of the most popular Swisse products when they leave.
Swisse has also formed a special partnership with this year’s Golden Globe Awards, with celebrity guests receiving a collection of Swisse products.
A number of new international deals for distribution will also see the company truly “go global” in 2013. Swisse Chief Executive Officer Radek Sali is excited by the strong support for Swisse in international markets.
“We set an ambitious target for our international business to be up and running in early 2013 and the Swisse team has delivered on this challenge to make this happen,” he said.
“Our Australian success is recognized as a global opportunity, as validated by the huge support shown by retailers worldwide to range our products across all stores,” he said.
Swisse has a major international launch platform planned in the first quarter of 2013.
Swisse revenue from FY09 to FY12 increased by 357 percent, reaching $180m in 2012. Swisse Men’s and Women’s Ultivite are the number one selling multivitamins in Australia. They each comprise up to 52 premium quality vitamins, minerals, antioxidants, and herbs. Swisse Ultivites help support energy, stamina and vitality by supporting nutritional needs, as well as maintaining general wellbeing.
Swisse operates on a 4Ps philosophy, where People, Passion and Principles are key. The team at Swisse believes that, if we get this right, then Profits naturally follow!
To ensure that Swisse remains an industry leader, we are continually researching new ingredients to ensure that we incorporate the highest grade of standardized extracts to bring you premium quality formulas you can rely on.