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An
increasing trend of
sophisticated customers
who care about their
beauty products means
big business,
says David Leow, executive
director of .
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? |
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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.” |
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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.” |
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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?”
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| Having a close relationship with customers is a philosophy that David believes in very strongly, and he feels that it is the key to maintaining a loyal clientele and to also attract new customers. “I teach my staff that it’s not about getting the sale. In fact, it is far more important to build a relationship with customers, and the key is to doing that is to build trust. And so you have to be to go beyond being a beauty advisor, and be more like a friend who sincerely cares about their health and beauty needs.” |
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David feels very upbeat about the prospects for the C & T industry in Singapore. “Fusion Cosmetics is constantly growing and expanding our product range, and we have recently joint-ventured to open a hair spa in Wheelock Place to give our customers an exclusive hair therapy experience using plants. We are also looking at opportunities from regional countries. Furthermore, the upcoming Integrated Resorts and Formula One race will also attract more affluent customers to Singapore, and these are definitely good opportunities for us to grow our clientele.” |
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| What does it take to succeed in the Cosmetics & Toiletries Industry? David shared with us his tenets on how to be successful in this highly competitive industry. |
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Product – Having excellent products is very important as customers are increasingly sophisticated, well-read and affluent, and believe in purchasing the best beauty products for themselves. |
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People – Having motivated and well trained staff will help them to successfully sell the products and also instill confidence in the customers. |
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Passion
– Having
a strong passion
for the business
and your products
is the key
driving force
that will
motivate you
to work hard
to grow the
business and
to also provide
excellent
customer
service
for your clients. |
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| Do you like this story? We'd like to hear from you. Write to us at marketinginfo@jobsdb.com.sg |
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