New Perspectives
July 2010
Success in the Beauty Industry is more than Skin Deep
Some of the health and beauty products in the proto-col range
International athlete to owner of one of the fastest growing beauty companies - James Greenwell is proving to be one to watch. Now his successful company proto-col is discovering the benefits of direct selling and proving once again how the right business model can create a wealth of fresh opportunities. Here the entrepreneur talks with Annie Roberts and explains why direct selling through proto-col in business is keeping a smile on his face.
A torn achilles tendon did not bring to an end the international athletic career of James Greenwell but instead gave him an invaluable insight into a life-changing opportunity.
Medical experts warned James that recovery could be 14 weeks and he would miss the international championship – a disappointing end to a world class sporting career.
But the benefits of a collagen supplement not only surprised the medics but changed the athlete’s life and as an added bonus improved his skin.
James recalled, “It really did have incredible results. I had a career ending severe injury but I was back in training 22 days later.”
James went on to run a personal best in the European Modern Pentathlon team event and because of the drastic changes to his skin he took note of the positive comments about the way his skin had improved.
The positive comments inspired James to launch what was to become one of the United Kingdom’s fastest growing beauty companies, proto-col.
Just over a year ago a decision was taken to launch a direct selling division, proto-col in business.
James explained, “I have had experience in direct selling and realise its power if it is done correctly. The business model we offer is very rewarding and I can see it helping a lot of people.”
Those who do join the team of Consultants will undoubtedly experience first hand the passion James has for the company and its products. Since proto-col launched in 2003 the range of health and beauty products have helped grow the business into a worldwide enterprise.
Unlike other successful names in the direct selling industry, James ensures that products can be available through different channels. The collection has a regular slot on the United Kingdom’s Ideal World shopping channel and has an enviable list of outlets from exclusive spas and beauty salons to the iconic London store Harrods, Urban Retreat and Harvey Nichols in Dubai.
“Consumers can buy direct from salons but through direct selling it means people who want to buy the products can get our message about how the products work – it is face to face and a different approach to just buying off the shelf.”
The must-have product in the collection is the pure collagen skin supplement, the capsules work on rejuvenating skin and reinforcing healthy joints. The skin care, mineral cosmetic and nutrition collections were boosted last year by the launch of the advanced tanning solutions, followed this year by an advanced sports nutrition range.
Whatever the sales approach, the message has influenced celebrity A-listers like Jennifer Aniston and Lucy Lui to help create a cult status for the proto-col range.
The worldwide success is a far cry from proto-col’s early days. James, who was a personal trainer, turned to his background in nutrition and was passionate about creating a natural food supplement range that was safe and effective. The result was a range which combines natural ingredients and uses herbal technology and the creation of proto-col.
The former captain of Great Britain’s pentathlon team masterminded the business and launch in his spare bedroom. His friend offered marketing support, working from a wallpaper paste table set up each morning by the stairway.
James recalled, “I couldn’t use my spare room because I had a lodger so had to use a back room. It was solely myself, my friend and my cat!”
The athlete already had a clear insight into the challenges facing businesses through the success of Hadleigh China & Crystal a company run by his family based in the Home Counties of England, who sourced quality brands from around the world.
Few would have criticised a decision to join the family firm but James had other ideas.
“I come from very good entrepreneurial stock but I didn’t want to work in the family business and my real passion is for health and wellbeing.
“I knew I had to do something and had been working as a personal trainer but realised something could really be done with collagen.”
Since those early days proto-col has extended its collection focusing on the use of collagen and other botanical extracts combined with cutting edge technology.
His Managing Director role enables James to keep a firm control of the development of the company and its products that are developed solely for proto-col.
“There is no need for me to justify decisions, which means we can react swiftly. We are British and privately owned so nothing has to be signed off by a board of shareholders. We can have an idea and make it happen,” said James, who long ago swapped his bedroom for headquarters in Bradford on Avon in the English county of Wiltshire.
Since the launch of the direct selling division, proto-col in business, more enthusiasts for the product have come on board with what others may see as rapid expansion into fresh markets across the world.
James said, “Our growth rate is expanding month on month and in 16 months we have over 900 Consultants.
“I am very fortunate with my team and the interesting thing is that we are attracting some very big names from other companies who have seen what is going on and decided to join us.”
The proto-col collection is formulated predominately in the United Kingdom and the brand is currently enjoying successful launches in South America, the Middle East and has Distributors across Europe including Spain, Sweden, Poland, Ireland, Cyprus and Malta as well as being sold into the United States of America. The aim is to increase distribution to around 40 countries in the next three years. “It sounds ambitious but we are on target,” said James.
An entrepreneur with a passion for being first and as he admitted, “Direct selling has real benefits and my passion is not only to make people healthy but to make them wealthy.”
Success in the beauty industry is clearly more than skin deep.
www.proto-col.co.uk
