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Press Media

July 5, 2009
Beauty Warehouse - Your Partner for Success

International Beauty Business - Business Profile article

"My passion for the beauty industry started at a young age, and I have been surrounded by it all my life." So says Christian Hasham, CEO of The Beauty Warehouse, originally established in 1992, which he successfully took over two years ago.

"My father owned the hair care company 'Joy Cosmetics' in the early 70's and I used to help out by doing deliveries and working on the factory floor during school and university holidays."

These days Hasham concedes that the industry is very different.

"The industry has become a lot more competitive with more local and international brands and more salons and day spas," he said.

According to Hasham, his business is salon-focused and operates not only as a wholesaler/distributor, but also as a business partner.

"Our 'Better Way to do Business' philosophy is based around five key priorities that keep us ahead of our competitors - they are: Service, Choice, Convenience, Value and Profitability," he said.

"We help our customers to run their businesses more efficiently so that they in turn can properly focus on their customer service goals and objectives."

Hasham's unique approach is a vast improvement on the distributorships of years gone by whose success began and finished with the sale.

"I believe that before any sale occurs, service has to be right first - it's the most important factor." said Hasham.

"It's about building long term relationships and you don't do that by making a quick sale and then forgetting about the customer."

And that goes for the salons too!

"We service thousands of salons nationwide and those who are doing really well profit wise understand the importance of retailing," said Hasham.

"Beauty therapists need to see themselves not only as trained service professional but also as product experts who have enormous influence over their customers.

"Salons need to invest in broader product portfolios, train their staff, provide incentives and get excited about selling quality professional products."

Dedicated to the cause, Hasham scouts the USA and Europe every year to ensure that his customers are exposed to the most up-to-date products and the widest choice - with his range of over 10,000 products.

"New products and brands have fuelled our growth," he said. And that growth has been phenomenal.

"In just over two years we have doubled the size of our turnover and increased our geographic coverage to three showrooms across Sydney," said Hasham.

"Every day gets better for me. I love what I do and I feel confident about the industry and achieving our longer term objectives.

"At this point we are far exceeding our targets."

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