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>SLEEK
 
 
Sleek Cosmetics
Sleek Cosmetics
LONDON - Design and distribution of make-up and hair for the European and African ethnic markets - 25 employees
£3.5m turnover (of which £1.5m = make-up)
Context:
SLEEK Cosmetics is an English brand of products designed for women of colour.
SLEEK make-up (40% of the turnover) benefits from a profitable niche between selective American brands and cheap Asian products, distributed by small independent retailers. However the launch of the range in Asda (Wallmart) supermarkets highlighted some structural malfunctioning and a dusty image, preventing the brand from expanding further. Improve stock availability, increase products’ profitability, modernise the brand image, rationalise the offer… the mission is wide-ranging but very rewarding.
 
Brand strategy   Product development   Merchandising
   
Purchasing   Stock management   Brand image
   
 
bkg
 
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