Business of bad smells sees good results for one online retailer

Starting as an online enterprise with a easy, if distinctive, objective, Aussie startup Mask Co is all set to take its quest to show the odor of farts into sizzling jam donuts to grocery store cabinets – having bought greater than three million bottles of its enjoyable fragrances since its preliminary launch in a Sydney kitchen.

“Air fresheners with conventional or old style scents simply don’t do it for many individuals. They need one thing cute, enjoyable and quirky. Surprisingly, quite a bit of individuals don’t need their farts to odor like roses, they need them to odor like one thing extra cool like lemonade icy pole or bubblegum blast,” says Mask Co founder Jason Morrisby, who began his online enterprise with a modest startup fund of solely $300.
“Our tagline is ‘spray the enjoyable’. We create merchandise to make your property pleased. We create on the spot feel-good occasions and nostalgic reminiscences. Our merchandise are on a regular basis temper boosters and we prefer to assume that we’re reinventing the house by bottling enjoyable, pleasure and happiness.”
If the objectives sound formidable, they’re definitely no extra formidable than the fragrances themselves, with Mask Co and Morrisby’s humble beginnings no barrier to the plans for what the online enterprise hopes to attain. For Morrisby, significantly, the method having introduced him and his enterprise to a now 700-square-meter warehouse and over 20 employees from the beginnings in his tiny Sydney kitchen has additionally carried out little to dent his sense of humour.
This could owe, in no small half, to the persistence it took him in Mask Co’s earliest days – mixing the startup’s first perfume merchandise in a protein shaker as Morrisby laboriously searched for the method that labored.
“[The first experiments] smelt nice, however there was an issue. We had been mixing oil and water so we had been seeing a separation of substances so we needed to shortly find out about surfactants and emulsifiers,” Morrisby tells Power Retail, “It wasn’t till over 300 mixes later, we had a uniform answer.”
Quick to ease the potential considerations of onlookers, Morrisby stresses that he didn’t drink his protein shakes from the identical shaker accountable for the enterprise’ preliminary product testing.
“We had two shakers of course! One for fragrances, one for breakfast. Fragrances really don’t style that nice so we had been vigilant that we didn’t get them combined up,” says Morrisby, “Looking again now, it appears like a laborious activity as a protein shaker is just one litre. We are actually fortunate to have totally automated filling and capping machines that may produce 10,000 bottles each day.”
If the early days of the product’s manufacturing had been modest and unassuming, the preliminary inspiration for the concept behind Mask Co might be much more so.
“I noticed a product within the USA that was a ‘earlier than you go’ toilet spray. I believed it was a enjoyable product so I purchased one,” Morrisby recollects, “It labored nice however the perfume was sort of boring. I believed {that a} enjoyable product deserved a enjoyable perfume so I launched a bunch of enjoyable fragrances – sizzling jam donut, musk sticks and banana lollies. It simply blew up.”
Mask Co’s all-time finest promoting perfume faucets into pleased reminiscences for Aussies with a candy tooth
A quintessential Australian deal with, the model’s musk sticks perfume has been a very sturdy hit since its preliminary launch, having quick assumed the title of Mask Co’s all-time finest vendor as shoppers have turned to nostalgia aplomb to handle the worst smells from their bum! Asked if he’s eyeing off introducing the smells of another Aussie childhood favourites, Morrisby lights up as an concept strikes him, “Nerd ropes! You simply gave me an awesome concept!”
“Actually, we have already got fruit loops, crimson frogs and we’ll quickly launch killer python and bitter patch lollies,” Morrisby continues, “We launch fragrances month-to-month – clients love this and it retains the model contemporary.”
Another approach Morrisby and the staff at Mask Co have appeared to maintain the model contemporary is by in search of the enter of the group it has constructed round it, inviting shoppers to submit their very own concepts for future fragrances… with generally diverse results.
“One buyer wished a ‘poop’ scented perfume for our bathroom spray vary,” Morrisby says, “I’m nonetheless just a little confused about that!”
Morrisby and Mask Co will not be shy, nonetheless, about considering exterior of the field with how they give the impression of being to develop relationships with their clients. An element of this, Morrisby suggests, is about sustaining a private contact with their enterprise.
“We purpose to place a smile on clients’ faces by each touchpoint – e-mail, handwritten playing cards, social media. Last yr we requested the query on our cart web page ‘We are doing a grocery store run this afternoon. Want something?’. This was enjoyable for the purchasers and we did our greatest to fulfil their requests,” Morrisby says, “We ended up sending the strangest stuff! One buyer even wished a frozen hen! We couldn’t fulfil this request of course so we despatched hen inventory as an alternative.”
“That was a enjoyable train and I hope we don’t lose that private contact irrespective of how massive the model grows.”
Now primarily based in Byron Bay, Mask Co founder Jason Morrisby suggests the model’s eco-focus is a mirrored image of its group
And because the enterprise grows, Morrisby has additionally taken nice lengths to make sure it does so with an eco-friendly focus, constructing a constructive sustainability footprint as a matter of vital focus for the model and its merchandise. This has manifested in packaging for its merchandise, initiatives round recycling inside its warehouse and in extra donations made to environmental causes on behalf of the model.
“From July this yr, 50 % of our 60ml and 100ml bottles will probably be constituted of recycled plastic. We are nonetheless striving to enhance our environmental mission, and by the top of 2023, we count on that every one our bottles will probably be one hundred pc post-consumer recycled plastic.  Post-consumer recycled plastic is manufactured from used and recycled plastic collected from seashores, oceans, landfill and recycling crops,” Morrisby says.
“Elsewhere, in our warehouses, we invested $7000 in a cardboard perforating machine to recycle all cardboard packing containers. Our dedication to the surroundings even extends to employees members going the additional mile to gather their used cans and bottles to take to a recycling station. Customers who assist our companies can store with the belief that we’re doing every little thing we probably can to contribute to environmental restoration.”
Overall, Morrisby predicts that Mask Co will proceed to develop, significantly because it prepares to transition its presence as an online enterprise to providing choices for shoppers to purchase its merchandise from cabinets in shops.
“As we head into the following part of our marketing strategy and begin rolling out our merchandise on to retail cabinets throughout Australia, we predict our gross sales figures to proceed to soar,” Morrisby provides, “We can not wait for extra Aussies to find our wonderful vary of merchandise and we hope that extra shoppers will quickly be experiencing the enjoyable, pleasure and happiness that we did in creating this really scent-sational house perfume vary.”
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