‘Janet is a very experienced professional in the beauty industry. Level headed with clear vision, direction and the ability to drive business forward. Janet has excellent beauty market knowledge, gives clear direction of travel for design and pricing structure. Janet led the teams through a complete product design change showing clear direction and advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
Jitka, Buyer, Marks & Spencer
Led the Buying and Product Development Team for private label beauty across 9 categories for M&S, from ‘concept to shelf’. Managed Far Eastern and European suppliers accountable for over 800 product lines in 750 stores and international franchises. Conceptualized and launched innovative skincare, new fragrances, body lines and gifting increasing total forecasted sales for both categories by 10% Relaunched beauty accessories with a new design direction, in new packaging and with innovative new products.
M&S competed with branded beauty across leading department stores on the high street. Beauty department was hidden behind lingerie in stores, rather than positioned on the ground floor as a key footfall driver. Beauty sales were predominantly driven by private label gifting, fragrance and toiletries. Beauty department lacked dedicated staffing with beauty expertise. Skincare was difficult to shop. Beauty accessories were poorly packaged and merchandised in-store.
CROSS-FUNCTIONAL TEAM WORK
Worked with a cross-functional team of buyers, merchandisers, technologists, designers, marketing, PR and creative agencies to develop the product strategy for skincare, cosmetics, fragrances, sun care, beauty accessories, travel accessories, electricals, sunglasses and cosmetics bags.
IMPROVED COSTS AND QUALITY
Sourced, negotiated and managed Far East and European suppliers and contract manufacturers to deliver improvements in margins, quality and fulfilment and to develop more innovative products.
STAFF TRAINING, LOCATION, PR
Advised on training of permanent staff for their beauty department, better store locations and merchandising to enable ease of shopping. Advised on better visibility of beauty online, and in their in-store magazine raising profile and credibility of beauty.
Introduced innovative new products including serums, eye creams, eye make-up removers, day and night creams, skincare gifts and beauty electricals. Negotiated and implemented new pricing for skincare improving margins, and introduced a new merchandising unit, for ease of shopping.
INCREASED FRAGRANCE SALES
Working with international fragrances houses, Givaudan and CPL, mapped out gaps within M&S fragrance portfolio to develop best-selling fragrances, body lines and gift sets.
RELAUNCHED BEAUTY ACCESSORIES
Together with the buying team and suppliers conducted market research, based on consumer insights repackaged and relaunched over 75 beauty accessory products.
Branded beauty was a concept M&S were looking to introduce. Working with the pilot Branded Beauty team, advised on which brands to approach and the strategy for securing premium brands without cannibalizing sales of their private label beauty.
Janet led the beauty department through the development and launch of innovative new products across skincare, cosmetics, fragrances, sun care, beauty accessories to deliver an increase in sales and margins, improve PR, merchandising and in-store locations. Branded beauty was introduced – albeit at a later stage – and this has repositioned the beauty offering within M&S balancing private label beauty with niche beauty brands.
If you would like to discuss how we can work with you to develop a new brand in the beauty industry or to extend or rebrand your business, or need help with sales and distribution, GET IN TOUCH, we would love to discuss this with you.
‘Thrilled to be working with Bespoke Advantage. They have already done some great things for Hollywood Browzer Beauty in the very short time we’ve been working together. Looking forward to the future!’
‘Unless someone comes from a background in this industry, you wouldn’t know what is required. Not only do I have the support of an experienced team to help me to make things happen and to grow my brand, but I also have a great personal relationship with Janet and her team, working in this way means I have someone to turn to, to share the journey of running a business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Bespoke Advantage helped us to bring our brand to life creatively and strategically. We have a clear strategy in place, with a distinctive brand message that enables us to articulate our brand to retailers and to journalists.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Janet is extremely professional, knowledgeable and thorough, an expert of her field. This shone through from our first conversation, which instinctively led me to want to work with Bespoke Advantage. As a new skincare brand the expertise of Bespoke Advantage has been invaluable.’
‘Janet, absolutely fantastic to meet you today. Thoroughly enjoyed The Beauty Workshop. You definitely excel in your area and beyond.’
‘Many thanks again for all the help, support and words of encouragement, as I said before, best and most sensible thing I’ve done in developing my beauty ideas is to engage with you!’
‘It’s been inspirational working with Janet. We are in the process of launching a skincare brand however have received conflicting opinions from so many people we were really confused. I am so impressed by Janet’s knowledge and experience in product development, marketing and retail and the way she explains everything so clearly. She is very motivating and positive, and so much fun to work with. I have much more clarity and confidence in how to move things forward.’