Global skin care brand Jurlique today officially launched tours of its Mylor farm, allowing the public to discover where the ingredients for its famous natural products are grown.
Minister for Tourism Leon Bignell, who has just returned from an official visit to China and was astounded by how widely known the Jurlique brand was there, said the tour would appeal to Chinese tourists – a key growth market for South Australian tourism.
“Jurlique is a strong international brand, particularly in Asian markets, and we can be very proud of the fact it is produced right here in the Adelaide Hills,” Mr Bignell said.
“This tour provides a fantastic opportunity for international and local visitors to go behind the scenes of this famous South Australian brand.
“During my discussions with tourism operators, airlines and journalists in China it became clear this type of experience is exactly what Chinese tourists are looking for.”
The Mylor Farm Tours will run three to four times a week and will focus on the history of Jurlique and the founding of the Mylor farm; the natural ingredients used in Jurlique’s products, the biodynamic processes and herb and flower drying methods.
Adelaide Hills Tourism chair Helen Edwards said it is a major benefit for the region to have an internationally-recognised brand like Jurlique based in the Adelaide Hills.
“The Mylor farm tour will draw tourists to the Adelaide Hills and increase visitor expenditure throughout the region,” Ms Edwards said.
Jurlique Australia marketing director Anna Mayakova said the tours are a true behind the scenes experience, where guests can understand the nature and science behind the company’s products.
“We are extremely delighted that this project came to life as it will offer an amazing opportunity for visitors to see the very essence of Jurlique,” Ms Mayakova said.
The South Australian Government provided $40,000 in funding through the South Australian Tourism Commission’s New Product Support Program towards developing the 1.5 hour tour.
Jurlique is available in 23 countries worldwide. It was founded in 1985 by Dr Jurgen Klein, a scientist and naturopath, and his wife Ulrike, a horticulturist and botanist.
Jurlique bought a 153 acre property in 2005, now called Mylor Farm, where 30 varieties of herbs and plants are grown for Jurlique’s natural skin care range.