Brand creation and brand renewal are the heart and soul of every business -- especially the beauty business. What are the secrets of a successful launch? How can a brand be refreshed so that it gains new followers without losing its base? Are there new markets for mature brands?
The WWD Beauty Forum dives deep to answer these questions and more, combining high-profile keynote presentations with intensive interactive working sessions and a strong focus on key industry issues.
Born in London, Jo Horgan spent most of her childhood in the UK before moving to Australia and settling in Perth. After receiving a B.A. in English literature from the University of Western Australia, Ms. Horgan pursued a master's degree in mass communications at Boston University. In 1992, she left the U.S. for a Product Manager position in the marketing division at L'Oreal UK and two years later returned to Australia for another position within the company.
By 1997, Ms. Horgan had identified a disconnect in the Australian market between what was available to consumers and what they were purchasing internationally. After witnessing the surge in sales of niche cosmetics in London, Paris and throughout the U.S., Ms. Horgan realized Australian consumers' need for instant access to coveted products. That idea, coupled with a dedicated customer service model, inspired the launch of her beauty retail business, Today, Mecca Cosmetica offers 40 brands exclusively in the Australian market, counts 31 stores throughout Australia and New Zealand, operates an online store and will open four locations this year.
Following the success of Mecca Cosmetica, Ms. Horgan launched a second unique beauty concept in 2005. Kit Cosmetics, a beauty lifestyle store offering 30 brands exclusively in the Australian market, now counts 10 stores throughout Australia.
In October 2010, Ms. Horgan launched Mecca Maxima, an evolution of Mecca Cosmetica that brings an edited mix of prestige beauty brands together into one retail environment featuring more than 4,000 beauty products across 100 brands.
Jo Horgan, founder of Mecca Cosmetica, explains how educating and engaging her staff has led to a successful brand and loyal employees. Horgan argues that better customer relationships and increased sales are a result of spending approximately 3 percent of annual turnover on training and education.
Any of several preparations (excluding soap) applied to the human body for beautifying, preserving, or altering the appearance or for cleansing, colouring, conditioning, or protecting the skin, hair, nails, lips, eyes, or teeth. The earliest known cosmetics were in use in Egypt in the 4th millennium BC. Cosmetics were in wide use in the Roman Empire, but they disappeared from much of Europe with the fall of the Roman Empire (5th century AD) and did not reappear until the Middle Ages, when Crusaders returned from the Middle East with cosmetics and perfumes. By the 18th century they had come into use by nearly all social classes. Modern cosmetics include skin-care preparations; foundation, face powder and rouge (blusher); eye makeup; lipstick; shampoo; hair curling and straightening preparations; hair colours, dyes, and bleaches; and nail polish. Related products include antiperspirants, mouthwashes, depilatories, astringents, and bath crystals.