Beauty - Brand Awareness .............................................................................................................................................................................................
Born and bred in Ireland, the Fuschia make-up brand still remains loyal to its roots by only distributing to Irish salons and not shipping to anywhere else in the world – a true Irish brand. Irish Beauty finds out more from Gillian Brady, founder of the Fuschia brand…
‘We Make Make-up Simple ‘– this is the ethos of the Fuschia brand and Gillian believes that this, and the quality of their products, is what keeps their customers returning again and again.
Originally launched in 2005, Fuschia is the brainchild of Gillian and Aidan Brady, who launched the flagship store in Drogheda, County Louth, and now supply to over one hundred salons across the country.
But Fuschia didn’t start of as a make-up distribution company to begin with: “At the time we felt there was a gap in the market for a personalised make-up service. We provide a place where women can come and receive one-on-one attention to help them in their make-up choice. We then started to receive enquiries from salon owners across the country who wanted to stock the brand in their salon… and the rest is history!” says Gillian Brady, founder of Fuschia.
Fuschia Fact File
• Fuschia don’t distribute to anywhere else in the world, just Ireland.
• The brand sells 52,000 products per year.
• Fuschia offer 45 types of assorted colours and styles with 500 items to choose from.
• 20 different products have been launched since the brand first began.
The first product that was to make Fuschia popular was their customised eyeshadow palettes. “The first item to fly off the shelves were our ‘Make Your Own’ customised eyeshadow palettes. It was a great novelty at the time as people could personalise their own palettes – they picked the colours they wanted and we made the palette,” says Gillian.
Gillian Brady
“Right now we are investing in a brand new packaging line that will bring the brand to the next level. We are soon to launch our new Make-up Academy and our new flagship store in Drogheda. We are very excited!”
The customer
Gillian believes that customer service is the single most important factor in running a business. “We have won awards for our service and we are passionate about treating every customer with the attention they deserve. We would not have been able to grow the business if we didn’t hold a very high value on customer service.”
At the top
With distributors already out there offering make-up products worldwide, remaining at the number one spot can be difficult, but what makes Fuschia special is that they remain loyal to their Irish clients by only distributing throughout Ireland and keeping Fuschia a real Irish brand for Irish salons, and always developing.
“We endeavour to always keep the brand fresh, which means doing a lot of product research and development. It is important to know what your competition is doing, but it’s more important to set yourself apart from them,” advises Gillian.
She also believes that customer service and the fantastic Fuschia team is responsible for the success of the brand. “We work very hard at ensuring that we always provide the highest quality product with the highest customer service. It is those two things that have seen us grow to over 100 salons across Ireland,” says Gillian. “Salon owners want to deal with a company they know they can rely on.
“We give our salons as much support as they need in order to make Fuschia work for them in their salon. We help them in the area of sales, hosting events for them in their salon to boost their sales and enable them to get an instant return on their investment. We provide sales training and make-up artistry training, which helps therapists improve their make-up skills.
2005 The Fuschia brand fi rst began originally as a personalised make-up service before beginning to receive enquiries from salon owners across the country who wanted to stock the brand. Fuschia’s fi rst advert was also displayed.
2006 Fuschia launches their fi rst website, as well as launching their major best seller, Loose Mineral Foundation. Fuschia also won the Best New Business award.
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