What are the Anthill Cool Company Awards about?
The Cool Company Awards were launched in 2006 as a way for Anthill to acknowledge and celebrate Australian organisations that are doing things differently to bring about positive change. Cool Companies stay one step ahead of the rest. They breed leaders who are rule-makers and rule-breakers. They are trend-setters in attitude and action. Quite simply, they are … cool! More
Soak Society [WINNER, Global]
Company: Soak Society
This cool company initially came to life when founder Natalie Thorogood had just returned from a stint living in Mexico and got back to Brisbane full of ideas.
“I was a student working in hospitality and would take epsom salt baths to help cure my tired sore legs. I noticed there were no products around at an affordable price that were stylish and also didn’t contain any synthetic fragrance,” she told Anthill.
“Soak Society launched back in 2014 with one product and a dodgy website. Initially I thought it would be an online retail business but after two years of doing it part time, I quit my job and went full time focussing on wholesale.”
“We offer All Natural Luxe Bath Soaks and BathDew™ for the modern goddess who knows that me-Time is essential for success. We provide great gift options, and an easy way for women to take time out. We’re making baths cool again.”
Soak Society’s products have a luxury look at an affordable price point.
“There wasn’t anything I could find in Australia at the time that was salts mixed with clays and essential oils and petals. I made what I wanted to use. It is so much better than alternatives that contain synthetic colours and fragrances,” Natalie remarked.
“Our target audience is primarily women aged 28-40. Our Avatar’s name is Melissa and she’s 33 with two kids and works part time. We talk to her when we post on social media, and make sure she would like what we’re saying. This avatar was modelled on one of our regular customers buying from us since our launch almost four years ago.”
Soak Society now has 200 stockists in Australia (gift stores, florists, spas, hotels) and 100 stockists in Japan (high end gift stores and department stores). They also sell through their online store, as well as on Free People in the US.
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