New Perspectives
January 2011
Beauty Is More than Skin Deep!
Beauty, they say, is only skin deep, but tell that to the millions of women who spend time and money investing in the latest lipstick or smoothest foundation!
The constant demand for innovative makeup generates a multimillion-pound industry within the direct selling industry. One such company, Helen-E Cosmetics, has managed to find an enviable point of difference in the UK.
Brains and beauty are two of the criteria that must be met by the woman who wins the coveted ‘Miss England’ title, a pageant that has reinvented itself to appeal to a new generation. The latest winner is law student Jessica Linley, who won the cherished crown in September 2010. Like all the other contestants, her smile on the night was enhanced with makeup from Helen-E Cosmetics, part of the company’s unique sales and marketing approach.
To have become the official makeup sponsor for the Miss England event is not the only promotional innovation undertaken by the company. Lisa Rooney, Executive Sales Director, says: “Our approach is that rather than just selling products to women, we show them how to use each product and what works for them. Our involvement with ‘Miss England’ is an opportunity to nationally showcase how our products can work on different women. We were approached by the pageant organisers at trade exhibition and we thought it would be good to get involved; the ‘Miss England’ competition attracts women from all walks of life, with contestants judged on both looks and achievements. Last year’s winner was in the Army, which shows how contemporary women can take on different challenges but still want to look good.”
The decision to get out and meet customers face to face is a simple approach but has proved effective since the company was set up in 1999 by Helen Elowe, who had already notched up a successful career in retail sales. Helen had grown frustrated searching for straightforward, high-quality makeup and knew the disappointment of making expensive purchasing mistakes. Lisa explained: “Helen wanted to do things differently. She developed her own skin smoother, which is still one of our best-selling products and began selling her product at various exhibitions. She had a passion for selling a product she truly believed in and soon there was growing demand to extend the range.”
Lisa had originally worked alongside Helen in the late 1990s before taking time out to raise her family. She then rejoined Helen and the company when the two of them met up again a few years later at one of the many trade shows across the UK. Lisa, who had experience hosting promotional events for direct selling companies, said: “I came on board to develop the direct selling side of the business, by introducing party plan to promote and sell the products. Since then we have been able to expand our collections and show more and more women just why we believe Helen-E Cosmetics are different.
“The Helen-E Experience makeup parties are a good way to meet new customers. We not only give the hostess a mini-makeover but also all the guests, so they can see for themselves just what a difference our cosmetics can make and how to use them with confidence. We have sold our products across the United Kingdom, from Scotland to Devon. Consultants who come on board do not have to be makeup artists but just have a passion for cosmetics. In some cases, items from our range have been put together into collections that bring together colours and products that create a complete look. We call this a ‘Beauty Cube’, and it means that women can find an image that suits any occasion without wasting time and money.” Lisa went on to say “unlike many other direct selling companies, we have few middle managers, and we encourage our Consultants to deal directly with us at our head office.”
In addition to the party plan sales programme, trainee professional makeup artists can take part in workshops run by the thriving Helen-E Academy, ensuring that they try the products first-hand. Independent salons, spas and chemists stock Helen-E collections, and customers can also buy products via the internet.
There is interest in the company from across Europe, but the Helen-E management team are keen to consolidate the business in the United Kingdom before expanding into other countries and markets. “We are constantly developing our collections, and we get invaluable feedback from Consultants who are meeting women and asking for different products. Our Nubian range for darker skins, for example, is in response to customers’ demands. We continually add new formulas and products to keep up with advances in beauty care technology and ensure we can fulfil each customer’s requests,” Lisa explained.
The Miss England competition is one of the highlights of the company’s year, but the sales team are regular attendees at most major fashion events, including the iconic BBC Clothes Show Live at Birmingham’s National Exhibition Centre, which is a showcase for the fashion industry.
Undoubtedly, innovation, commitment and the hands-on practical approach of Helen-E Cosmetics will continue to put a smile on the face of thousands of women across the United Kingdom.
