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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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