Sales / Marketing

Face value

by Jacky Wong

Nicole Tse (left), brand manager, reenex skin rejuvenation centre
Lucia Wong, senior human resources manager
Neo Derm International Group Ltd
Photo: Keith Cheung

Cosmetic dermatology treatment solutions based on therapeutic principles

Increasing demand for higher quality professional beauty services and products is now the global norm as companies in the beauty business vie for pole position in the industry.

Hong Kong's premier skin rejuvenation centre, reenex is confidently optimistic about the future of the beauty and health industry in the greater China region and has already taken proactive steps to maximise its developmental opportunities.

Under the umbrella of Neo Derm International Group Ltd, the cosmetic dermatology company which specialises in sourcing and distributing dermatological equipment and products, reenex currently operates four centres in Hong Kong with plans to open its fifth later this May. The company will also gain a firm foothold in mainland China this year with the establishment of its flagship store in Shanghai this August.

According to reenex's brand manager Nicole Tse, reenex was created with the increasingly sophisticated client in mind. "Client needs are no longer limited to skin cleansing. They are now looking for more specific treatments for skin rejuvenation and anti-ageing using therapeutic principles," she explains.

The new centre due to open in May will be the largest reenex centre in the territory, accommodating a total of 30 rooms for clients and boasting additional professional beauty services and products.

Modern woman

According to Ms Tse, target clients are predominantly executive level professional women, aged between 25 and 40. Equipped with a solid educational background, high professional status and strong purchasing power, such women embody the independence and success reenex seeks to promote.

Ms Tse notes that all the treatments and solutions provided by the company have undergone rigorous certification procedures conducted under clinical conditions by medical professionals. In addition, each product and service comes recommended and validated by international dermatology experts.

The majority of clients who visit reenex are impressed with the extensive level of expertise therapists exhibit during consultations. Products and services are tailor-made to suit specific clients, so the outcome of each session is both client-specific and positive. However, to further enhance customer service and pilot new initiatives which pinpoint clients' diverse needs, every new customer is invited to complete a comprehensive survey.

Fair future

Leveraging on the company's unique positioning and professional image in the skin care market, Ms Tse has confidence that the number of local clients will increase substantially this year. Similarly, business in China is set to skyrocket as larger numbers of women on the mainland begin to take a more proactive approach to skin care.

Lucia Wong, senior human resources manager of Neo Derm International Group Ltd, says the company is currently looking for marketing and brand management professionals to meet its rapid expansion.

Professionals with extensive experience in marketing and the skin care industry are required to help the company formulate branding and marketing strategies. Ideal candidates should be degree holders in marketing, business administration or a related discipline. They must demonstrate a high degree of strategic thinking and leadership skills, while also being self-motivated and creative.

Ms Wong notes that reenex now employs 70 therapists and is seeking to double this number by the end of the year. "We are seeking candidates with three to four years of experience in the beauty industry, plus the requisite professional qualifications. However, fresh graduates who demonstrate potential and passion for the industry will also be considered," she adds.

New recruits at reenex undergo exhaustive retail training. To ensure therapists attain the necessary professional standards, examinations and product knowledge training are organised on a regular basis in addition to soft skill training like six sigma, counselling and sales techniques.

Candidates with no previous experience start as trainees and can expect fast-track promotion to therapists after one year on the job. Experienced hires who demonstrate sound people management skills are offered promotion to business and administration managers overseeing the company's district business.

Ms Wong points out that reenex is one of the very few beauty companies in Hong Kong which highlights the importance of a work-life balance for staff. Sunday holidays are the company norm. Employees who have worked with the company for one year are entitled to a five-and-a-half-day week and no shift duties are required.

As a leading professional company in the beauty care industry, reenex is optimistic about future market development, especially the market potential for men's grooming services. Recruits to the industry can expect further career development and brighter professional prospects as the demand for men's grooming services increases.


Taken from Career Times 22 February 2008
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