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“ONE OF THE KEY THINGS FOR US IS THAT WE’RE EXPERIENCE-BASED. YOU CAN’T GET WHAT WE ARE DOING ONLINE.”


“In terms of target customers, we’re not aiming at a particular type or age of a person. Everyone deserves skin confidence and we want to be accessible to all”


Although the brand is unisex, men at present make up only 10% of the firm’s UK customer base. Roma, a veteran of the firm’s detox treatment himself, says: “We see this figure growing in the future and our offering will evolve accordingly”.


Created in New Zealand, the brand – founded by husband and wife team Jackie and David Smith in 1994 – is still known as Caci Clinics (part of the FAB Group) there and has a hugely successful and well-established trading history going back over two decades. This has enabled the company to gear up for global expansion. And in doing so it will also make the biggest change in its history - moving away from its original franchise model.


The decision to pick London as a starting point wasn’t difficult, says Roma: “London is a world capital city and was chosen by Jackie and David as our launch pad to go global because of that. London is a challenging market as there is so much competition, but it is also very cosmopolitan. We welcome that challenge.


“The Skinsmiths branding is new for the UK but Caci remains our parent company and the New Zealand link is our heritage. One of the main differences between them is that Skinsmiths will be a global brand owned by its management team. Skinsmiths owns and operates all of its UK clinics itself – so it’s very different from Caci in NZ.”


If the company’s structure differs here, its team spirit and culture remain the same. Roma says: “We’re a small team of around 15 in our Holborn office, but we all chip in. We have a start-up mentality. We’re dynamic and it’s a fun environment that is rapidly expanding. It’s nice to be part of something that’s energetic and fast-paced.”


While Roma concentrates on finding new sites for the Skinsmiths brand across the UK, founders Jackie and David Smith are currently scouting North America for potential start-up locations. “That’s what they love to do. We’ll know whether the next country of expansion is Canada or the States in the New Year,” says Roma.


SKIN-DEEP BEAUTY


• Steady decrease in appetite for cosmetic surgery (breast augmentation, liposuction, etc) since 2016. According to data from the British Association of Aesthetic Plastic Surgeons, the number of cosmetic operations conducted in 2016 fell 40% to a 10-year low, from a record-breaking high in 2015.


• Growing demand for non-surgical treatments and restorative treatments such as microdermabrasion, sonophoresis, micro-needling, laser hair removal and Botox/fillers.


• Statistics show that the retail value of the beauty and personal care market in the UK is forecast to surge from around €14.6bn in 2017 to an expected figure of over €15bn in 2018.


Source: British Association of Aesthetic Plastic Surgeons (BAAPS), Statista, Skinsmiths


Perfect skin


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