Beauty -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
With 12 core products and three key steps to the perfect tan, He-Shi has become a well-known brand within the Irish tanning industry. Irish Beauty takes a look at where the brand began, how it developed and where it is today.
He-Shi was launched in June 2004 by owner and creator Hilary McMurray, following years of research and development into the future of tanning as a significant sector within beauty.
The launch was initially focussed on Northern Ireland. Word quickly spread about He-Shi and it soon gained a loyal following throughout Ireland and the wider UK. “As owner of beauty distribution company Euro Products, I became frustrated by the performance and quality of existing tanning brands in the market. After a considerable time in research I was convinced I could create something very special, He-Shi was born,” says Hilary.
He-Shi Fact File
• There have been over 400,000 He-Shi spray tans carried out since the launch. He-Shi are looking forward to making it a million!
• He-Shi is made up of a concise range of 12 core products.
• The first He-She product was the Express Liquid Tan, which still remains popular today and has won awards.
• He-Shi is defined by five key principles.
• He-Shi’s roots are in the professional market.
2004 – The He-Shi brand is launched in Ireland by owner and creator Hilary McMurray. The first product launched was Express Liquid Tan.
Hilary was later joined by daughter Shelley in running the business and developing the brand. “We both continue to work tirelessly on the next stages in the He-Shi story and Shelley, who is now Business Development Director, is strongly focusses on NPD together with developing the team of dedicated and professional staff,” comments Hilary.
Today, He-Shi is available in thousands of beauty salons and leading prestige department stores such as Brown Thomas and Harvey Nichols, as well as being available in many countries around the world and its distribution continues to grow.
The products
He-Shi’s very first product was the now multi award winning Express Liquid Tan. “He-Shi was sold to professional beauty salons who continue to be the key customer segment for the brand,” says Hilary. “Express Liquid Tan is the hero product in every account we sell from. It’s a genuine winner with awards from Cosmopolitan and Image magazine.”
Eight years later, the range now consists of a high performing and concise range of 12 core products defined by three key steps. Step 1 is Preparation and consists of Exfoliating Gloves and Exfoliating Bodywash; Step 2 is application and consists of Express Liquid Tan 150ml, Express Liquid Tan 300ml, Dark Foaming
2007 – The He-Shi brand is launched in the UK.
2008 – The brand has a major packaging re- design and launches new products.
Mousse 150ml, Face + Body Tanning Gel 150ml, One Day Tan 150ml and Tanning Mitt; and Step 3 – Aftercare consists of Day to Day Gradual Tan 200ml and Soufflé Moisturiser 150ml. The range also includes finishing products such as Fusion Multi Bronzer and Kubuki Brush.
Hilary adds: “He-Shi also refresh the offer with a strong focus on NPD and seasonal lines. At the moment, the current limited edition ‘Luminous Shimmer’ is gaining strong media interest and helping our salons sell something new and exciting ahead of the key Christmas trading period.”
Five principles
He-Shi say that they are defined by five key principles – professional, high quality ingredients and performance, a healthy approach to tanning, quick and easy to use, and unisex. “He-Shi’s roots are in
2009 – A new advertising campaign is developed.
2010 – The brand continues to grow and moves on to new, bigger premises. He-Shi wins Cosmopolitan magazine Beauty Award and Image magazine Beauty Award.
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Hilary with daughter Shelley
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