Your Beauty is Our Business

An increasing trend of sophisticated customers who care about their beauty products means big business, says David Leow, executive director of Fusion Cosmetics.

Beginning from a 2-man show in 2003, husband and wife team, David and Lynn have grown Fusion Cosmetics into a beauty business with 25 staff and close to 3 million dollar in sales turnover. The company is the sole distributor for 5 renowned and established French beauty brands that specialize in luxurious and exclusive scalp, hair, skin and body care products.


“Customers these days are no fools,” begins David, “Singaporeans are one of the most discerning customers and they want to know what is in your product. They will ask you questions like what is the active ingredient in your shampoo, does your product have any clinical tests to prove it’s effectiveness?

That is why the driving philosophy behind Fusion Cosmetics is not just about providing extra ordinary results but to provide the customer with extraordinary experiences, and this means taking care of the customer’s experience from the beginning till even after the shopping experience.”


David explained that Fusion Cosmetics is essentially in the Cosmetics and Toiletries (C &T) industry, which is divided into two segments - Department store brands and Pharmacy brands. “Your beauty brands are essentially the big names like Estee Lauder (whom also owns Clinique, La Mer, Origins), SKII, Chanel, Clarins and L’Oreal (they own Lancome, Biotherm, Kiehls). You will find them only as counters in department stores. They are very established and have not just the financial muscle for advertising and marketing, they also have the resources to buy smaller emerging brands to expand their portfolio and gain more market share. Pharmacy brands are different in the sense that they are more dermalogical based, and very focus on solutions and care for the skin and scalp. There is also less of a focus on glamour and a lot of the products are developed and prescribed by doctors.”


The C & T industry is highly competitive and it is not easy to succeed in it. “I’ve seen a lot of companies come and go over the years”, David quips. “A company has to be focused, have excellent products and also strong marketing. Customers are spoilt for choice these days. For example, they can walk into any pharmacy and there are so many different brands of beauty products for them to choose from. Why should they choose yours?”



Get more inspiring retail career advice from Fusion Cosmetics, as they share more of their secrets how to succeed on retailing on the article: Your Beauty is Our Business [http://www.jobsdb.com.sg/SG/EN/Resources/JobSeekerArticle/retail-fusion.htm?ID=152]


Article Source: http://www.LinkSnoop.com