Xtreme Lashes®

www.xtremelashes.com.au

1. Tell us about your business

Xtreme Lashes® are Global Leaders in Eyelash Extensions. Now in up to 50 countries worldwide and having trained over 10,000 stylists our Xtreme Lashes® is the #1 ranked website in the world! "Beauty, Science and Safety" is our motto and our products are specially formulated by Xtreme Lashes® for Eyelash Extensions. Unlike our competitors our company is NOT made up of a mixture of brands and our stylists are unable to mix brands as well. This ensures the clients knows they are getting the product they researched and trust. Xtreme Lashes® are dedicated to ensuring that consumer receives the most beautiful and safest eyelash extensions available on the market today.

2. When and why did you start your business?

We brought Xtreme Lashes® into Australia and New Zealand 5 years ago in 2005. We researched our competitors carefully and found Xtreme Lashes® to be the most comprehensive and innovative, as well as spending large amounts of resources such as time and money to trademark and develop specially formulated products for eyelash extensions. Safety and quality was a big factor for us and Xtreme Lashes® is founded by Jo Mousselli - Peadiatric Nurse who has developed the safest products and training available on the market today. Her medical background enabled her to introduce the first medical grade adhesive as used in suture based procedures. We wanted to be the pioneers of Eyelash Extensions in Australia and New Zealand and with over 300 products under our name and more to come we have certainly achieved that!

3. On a personal level, what have you achieved with your business?

On a personal level we are proud to have been invited to attend the Pre Logies Gifting suite and take our brand directly to the opinion leaders of the industry - celebrities! We have also provided product for celebrity use including 'Dancing with the Stars'. Xtreme Lashes® is owned by three sisters who have come from a range of backgrounds including business, franchising, training, hairdressing, marketing and advertising. We have personally achieved great satisfaction in traveling with our product, receiving fantastic PR for our brand, having wonderfully talented clients and staff and the general positive feedback we attract.

4. What are some of the challenges you’ve faced in growing your business?

Frequently requesting for competitors to remove our images, logo and Intellectual Property from their website and salon windows is a constant challenge. Even those claiming to be leaders in the industry are still using our images!! I guess they say imitation is the best form of flattery! I think that fielding complaints and witnessing the damage that some other companies are inflicting on their clients is also a constant challenge for us. We often here about Rogue Traders from upset consumers who chose price over quality not realising how much products and services differ in quality from Brand to Brand in this industry. Protecting your property from those who attempt to copy it and rip it off! We never apologise for quality here at Xtreme Lashes® and aim to be the moral voice of the Eyelash Extension Industry.

5. What activities have been successful in promoting your business?

Our website www.xtremelashes.com.au does most of our work. Consumer promotions, PB magazine, website. Participating in consumer events such as 'The Spring Racing Carnival' and 'Logies Gifting Suite' and receiving fabulous editorial in a variety of mediums and publications speaks volumes for us.

6. What activities were less successful for marketing your business?

Trade Shows drain a large amount of time and money from our marketing with little quality in return. However we turn it into an opportunity to educate the market on our business, the difference in quality from Brand to Brand and our services.

7. Name your favourite thing about your business

Constant growth and innovation. Xtreme Lashes® focuses ONLY on Eyelash Extensions and always have something new in the pipeline. Whether it be a new cosmetic in our range, an update in training or a revolutionary new Amplif•eye Lash Fortifying growth serum we never stop!! Xtreme Lashes® takes a very professional approach to it's business in every way. Quality speaks for itself in this industry and whether you're the first or the last into the game is irrelevant when you're dealing with the health and safety of people's eyes.

8. Who or what other businesses or business people inspire you?

Women who step up to a challenge inspire us. Often they are managing so many other life experiences but are driven by their dream to get them through. Jo Mousselli's story inspired us to get into Xtreme Lashes®. Xtreme Lashes® is a family business in almost every country. You have a lot at risk when you sign on the dotted line with your relatives but at least you get to ride the highs and lows together!!

9. What are your plans for the future of your business?

Well, we are in the planning stages of something very big! In usual Xtreme Lashes® fashion it will all be revealed in due course when it has been tried and tested prior to being launched. It will take our brand to the next level and give the end user the consumer exactly what they have been asking for.

10. Share your best business tip with our readers.

We have several! "Never apologise for quality", "Poor man pays twice", "The people you bend for are often the one's who break you". Don't look at competition as a threat, every product and service has it's place.

Visit us at: www.xtremelashes.com.au