Beauty -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
In just over two years, the Mii Cosmetics range has become a popular choice with beauty professionals and women alike. This month, Irish Beauty takes a closer look at where the brand began, how it developed and where it is today…
After making its international debut on Irish shores just over two years ago, the buzz surrounding Mii Cosmetics has quickly gathered momentum. Due to continued success and demand, the brand has recently announced that their first international distributorship will be right here in Ireland. So, where exactly did it all begin?
In the early 90s, Susan Gerrard of Gerrard International introduced nail brand Jessica to salon and Spa treatment menus across the UK. Having enjoyed great success with the venture and witnessing the positive impact this had for women across the country, replicating the same feat with a cosmetics range was firmly in Susan’s mind: “I wanted to find a way to do the same with make-up, bringing it to a friendly, trusted environment where customers can feel confident that they will find the right products for them,” explains Susan. “My vision was to not only create an outstanding product range, but to empower therapists with
Mii Fact File
• Mii Cosmetics launched with a concise collection in February 2011.
• The brand is currently available across 500 Spas and salons in the UK.
• There are over 40 different retail products available in the collection from make-up brushes to mineral foundation.
• Mii has featured in publications such as Red and Cosmopolitan.
• The brand’s ethos is ‘Easy to choose, easy to use and easy to understand.’
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the knowledge and tools that they need to educate their clients in making the right make-up decisions.”
The realisation of Susan’s lifelong dream started to take shape in 2008, and alongside a team of experts the brand’s initial development began. In 2011, Mii was ready to launch. The brand’s first collection featured beauty essentials such as foundations, bronzers, lipsticks, and a full mineral line. Available exclusively to Spas, salons and mobile therapists, beauty professionals quickly began to take notice of the new make- up offerings. Popular products among the line emerged, including the Glamorous Bronzing Trio, Illuminating Face Base and the Intensifying Lash Lover mascara, which still remains one of the brand’s best-sellers.
In that same year Mii Cosmetics made its international debut in Ireland, and also secured its first international stockist - Park Beauty Clinic in Dublin. Today, the brand has gained fans not only in the UK and Ireland but from all four corners of the globe. “Since Mii’s unveiling in 2011, we have been overwhelmed by the positive response and the speed with which the brand has grown,” says Susan. “In just over two years Mii now impresses the customers of over 500 Spas and salons, and features in the press alongside some of beauty’s most well-known brands.”
Elements of success
Achieving success in the industry is down to many elements, but what does the brand feel sets them apart from others? “With a complete treatment menu, full education programme and promotional support, Mii brings make-up into Spas and salons as a service in its own right,” responds Susan. “And when it comes to the make-up itself, Mii has
an option for everyone – no matter their age, skin type or make-up preference. It’s all about finding the products that work for that individual.”
For Susan, delivering high quality education and uncomplicated products are also paramount to the success of Mii: “Education runs across every facet of the brand, from helpful on-pack tips to in-depth training sessions. Our commitment to this gives therapists the confidence and expertise to realise the full potential of the range, and to pass this confidence onto their customers.
“The products themselves have been developed to deliver outstanding results for a range of ages and skin types. Each has been thoroughly tested and developed to deliver exactly what is needed.”
Another integral part of Mii’s existing and continued accomplishments is providing an exceptional level of customer care: “Customer service has always, and will always, be Gerrard International’s number one priority. Without the continued support and loyalty of our customers, we wouldn’t be where we are today.
Susan Gerrard
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