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.............................................................................................................................................................................................Beauty - Brand Awareness


I believe that the woman’s body is a temple.


Solange Dessimoulie Decléor founder Crossing seas


In 1988, Decléor came to Ireland. “Decléor was introduced into Ireland through a roadshow with Graham Anthony and it soon gathered interest. It began with distribution to aestheticians and massage. With the essential oils that it contained, I wanted to bring it to the bathroom so that women could use it at home and take time for herself.”


Graham Anthony is a cosmetics distribution company that was set up in 1988 by Graham Quinn. At the time, Graham was the sole employee, but by 1990, the company was distributing a wide range of quality products, including Decléor.


At first Graham had no idea that the brand would be as big as it is today, but within five years of distributing Decléor he knew that it would definitely be a big success, and he wasn’t wrong. “Ireland has become the most successful distributor for Decléor per capita worldwide. Training is vital. We train our clients in the Decléor protocol and all training in Decléor in Ireland is free as Graham Anthony want to make sure that the consumers in Ireland have the perfect knowledge of Decléor treatments and products. This brings happy consumers and helps to make the brand a success,” says Graham Quinn, founder of Graham Anthony.


The success continues


As with anything, keeping ahead of the competition is always diffi cult, but this is certainly an area Decléor have succeeded in, and still are doing. “Once the consumer tries our brand they never change back and it’s word of mouth. They tell their friends about the results they see and once people like a brand it becomes successful. They see real results, then we have a happy client!” says Graham.


Of course, success is also down to the marketing of a product or brand: “Marketing is absolutely important,” stresses Solange. “Of course you need marketing. Creating a product is one thing, but unless you market it you are finished. The look and smell of a product is also important.”


Decléor value the environment and for the last four years now supported initiatives in Madagascar with a reforestation programme, where they planted 6,000 trees in 2008 and 20,000 in 2010, solar electrifi cation programme for schools and an economic development programme.


That’s what makes Decléor the brand that it is today, not only is it committed to its clients and giving them what they need, it’s a brand that is giving back to the environment – after all, if it wasn’t for that, Decléor wouldn’t be what it now is.


1990’s Decléor continues to expand distributing internationally.


2000 Decléor enters the Shiseido group (fourth largest cosmetic brand) and expands into Asia. Solange continues to market the brand.


2008 – 2009 A new brand image and


communication is developed, including a men’s range.


55


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