Iconic 30-year-old Australian brand eyes overseas expansion

An iconic Australian brand that has enjoyed 30-years of domestic sales success is set to venture overseas for the very first time.

Isocol, the multi-purpose rubbing alcohol with the recognisable green crocodile logo, will target the Asian and European markets in a move to grow its product’s presence internationally.

General manager Chris Musgrave says the move comes on the back of new opportunities and continual requests from distributors to sell their product in new markets.

“Isocol has been used by millions of Australians since it was launched in the early eighties, and the local market has been strong enough to sustain growth,” Mr Musgrave says.

“For example sales in one major supermarket chain increased over 14 per cent in the last year alone.

“Despite persistent approaches from overseas distributors the complex logistics have prevented us exploring it until now.”

The Therapeutic Goods Administration approved product will target its antiseptic qualities and its acne prevention in both the Asian and European markets.

Mr Musgrave says research and feedback from potential distributors has identified very clear paths to follow.

“The hygiene market in Asian countries has huge potential and we’re planning on leveraging off the uniquely Australian brand to help spearhead that region,” Mr Musgrave says.

According to Euromonitor International, sales of personal care products in China reached US$37 billion in 2014, while market intelligence agency Mintel puts the value of the entire Asian market at US$86 billion.

South Korea, Japan and China are the largest consumers, particularly in facial skin care products.

“The global acne market is also rapidly developing, driven mostly by growing incomes, rising health expenditures, and increased fast food consumption,” Mr Musgrave says.

“While the European acne market is relatively small it presents a very attractive upside for a product like ours.”

The company is in talks with distributors in both markets and plans to cement its strategy in the next three months.

For over 30 years Isocol Rubbing Alcohol Antiseptic has been assisting Australian households with a multitude of applications.

Isocol products are currently ranged in Woolworths, Coles, Priceline, Terry White and selected independent pharmacies and groceries nation wide.