brand awareness


As they prepare to launch their newly reformulated and repackaged SP Skincare, we take a closer look at the early origins and success story behind the Strictly Professional brand…


This month sees the unveiling of Strictly Professional’s reformulated and repackaged SP Skincare range, with the new introduction set to mark the next chapter within the brand’s history.


Launched 27 years ago, Strictly Professional was created when the team at Bellitas Ltd identified the need for a cost effective, comprehensive range of professional products that could be used in the majority of salon treatments.


“There wasn’t a range available at the time that covered all salon treatments, including skin care, that was easily available through the network of UK wholesalers,” explains George Long, Managing Director of Bellitas Ltd. “Using our expertise in manufacturing and knowledge of the beauty industry, we identified the key products being used within treatment areas and set about creating the brand.”


Strictly Professional


Fact File • The very first Strictly Professional products were launched in 1989.


• Alongside the UK, the brand is popular in Scandinavia, Russia, the Baltics, Eastern and Central Europe and is the chosen skin care range in a number of Pacific and Indian Ocean countries.


• Current bestsellers include the Sensitive Skin products within the brand’s skin care group, ideal for those with delicate complexions.


• In 2015, Bellitas Ltd launched their new website – www.bellitas.co.uk – which contains accessible features and enables customers to access detailed information about products, services and distributors.


“We also worked closely with college lecturers to ensure that the products met the industry training requirements,” George adds. “Those relationships still stand to this day to assist with the evolution of the range.”


the professional’s choice


The initial Strictly Professional products were introduced in 1989 and through exhibiting at trade events across the UK, the range grew in popularity, quickly becoming common place in both training colleges and salons.


Today, Strictly Professional is not only available on home shores but its reach has now expanded worldwide. “It has proven to be a popular export and is available in Scandinavia, Russia, the Baltics, through Eastern and Central Europe down to the Mediterranean,” notes George. “It has also been chosen as the skin care range in a number of Pacific and Indian Ocean countries.”


As the manufacturer and worldwide distributor of Strictly Professional, the brand is still managed through Bellitas Ltd.’s Head Office in Lichfield and supported throughout their network of accounts. “Products are developed, tested and manufactured there allowing full control of development,” says George.


As the brand was created with the needs of the industry professional at the forefront, Strictly Professional’s offerings have naturally developed over time in order to complement the wide variety of treatments now performed daily in salons. At present, the brand encompasses a plethora of different product lines from Pedicure and Manicure to Eyes and Wax, alongside accompanying implements, accessories and kits.


In recognition of the growing trend for aesthetic-led services, a collection of Machine products are also available, which have been devised to work in harmony with current salon technology. Options include the Iontophoresis


Galvanic Gel, Oxygenating High Frequency Cream and Non Surgical Face Lift Gel, which assists with smooth movement of the electrodes during Microcurrent treatments.


“Our ethos has always been to maintain our products’ position in the market as an affordable salon essential range and thanks to our continued customer feedback we are able to make sure this happens,” notes George. “Things change; new treatments, technologies, methods, looks and beliefs and we are always first to hear of them from the users and from the Beauty Industry Regulators.”


putting the customer first


The beauty industry is notoriously fast- paced, so as they celebrate their 27th year in business, what does George feel are the reasons behind Strictly Professional’s continued longevity? “The brand has been built on loyalty, once a therapist uses an SP product they continue to use it, and generally increase the range of products that they use,” he responds. “We’ve have never made a song and dance about SP, its development and success have grown almost organically leading to its leading market position today.


“Therapists have come to know and trust SP, whether buying skin care, manicure


124 GUILD NEWS


George Long, Managing Director of Bellitas Ltd.


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