Beauty -Brand Awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Being labelled as one of Ireland's favourite semi- permanent mascaras after just a year of being on the market, it's fair to say that MYscara's success has been a whirlwind! Irish Beauty takes a look at how the brand began and how it came to Ireland...
Only last year, in May 2011, MYscara was launched in Glasgow. Founded and developed by Louise Prunty, Managing Director of The Beauty Innovator Ltd, Glasgow, MYscara is the only pre blended semi-permanent mascara available and can last between two to three weeks.
"As a very busy businesswoman, wife and mother, applying make-up everyday was not always in Louise's
MYscara Fact File
• The product is shipped to 12 countries, including France, Germany, Spain and Australia with the USA in their sights for 2012.
• There are over 2,000 therapists throughout the 12 countries who are fully trained to use MYscara and The Beauty Boutique Academy has helped over 300 therapists in Ireland launch the treatment.
• There have been two versions of MYscara since its initial launch in May 2011.
• The new and improved MYscara was launched in August 2011 and is Hypoallerenic so is now odourless and fumeless meaning patch testing is no longer necessary. This was a huge boost to salons and mobile therapists.
top priority," comments Leanne Purcell, Managing Director of The Beauty Boutique Salon and Training Academy, distributors of MYscara in Ireland. "Seeing the increase in popularity of lash treatments, Louise wanted to bring something new and exciting to the market, and MYscara was born."
MYscara soon became a firm favourite in Ireland when The Beauty Boutique Academy flew over for the very first training course in Glasgow and immediately fell in love with the product. Leanne said her and the team immediately fell in love with MYscara and brought it to Ireland straight away.
Standing out
Making an impact all around the world, including France, Germany, Spain and Australia, MYscara is one of a kind and can be tailored towards each individual client's need.
"The beauty of MYscara is that you can apply as much or as little as your client wishes. If your client likes light mascara, apply one to two coats, whereas if your client likes heavy mascara, apply two to four coats. It's as easy as that," says Leanne.
Leanne believes that it is the simple application that makes the brand so popular with therapists. What's more, the treatment only takes 30 minutes, which is both convenient for the therapist and the client.
May 2011 - The first MYscara course in Glasgow, Scotland.
June 2011 - Irealnd's very first MYscara course.
July 2011 - The brand appears on TV3’s Xposé. The irish website:
www.glamlashireland. com had over 2,000 hits in just one hour after the show had ended.
August 2011 - The Beauty Innovator Ltd in Glasgow moves into larger premises to facilitate the orders and training of MYscara.
"For the client we offer a treatment which not only saves them time but has them fluttering their lashes from the moment they wake up until their head hits the pillow that night, and whatever comes in-between," adds Leanne.
With a strong focus on being able to provide their clients with value for money and a reliable treatment, The Beauty Boutique Academy has trained over 300 therapists in Ireland in order to provide the best possible service.
Being a salon owner, Leanne understands the importance of customer service and feels very strongly about being on-hand for the therapists that she helps train in MYscara.
"Our customers have made MYscara what it is today, from the salons we supply, to the clients that continue to get MYscara done each month. That's why we offer all of our MYscara salons and therapists on-going support," says Leanne.
August 2011 - The Beauty Boutique Academy moves to larger premises in Dublin with space for offices, two large training rooms, a warehouse and a trade only store.
August 2011 - The Beauty Boutique Academy runs up to 12 MYscara courses each month to cope with high demand.
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Louise Prunty
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