Chemist tackles the beauty giants

By LIBBY MIDDLEBROOK

A New Zealand company is tackling the giants of the cosmetics industry with a new range of skincare products formulated, developed and branded by a 26-year-old Auckland woman.

Lenesca Morrow, a qualified chemist, has developed more than 40 skincare treatments.

After thousands of trials - and the complete loss of her social life - she has received a $300,000 order from a Rotorua distributor for her Rave spa therapy skincare treatments, cementing her future in the competitive cosmetics industry.

"I couldn't quit now even if I wanted to," said Ms Morrow, who has borrowed more than $100,000 from her parents and the bank to pay for her business venture.

"A lot of old-style cosmetics companies like Elizabeth Arden are doing a lot of advertising to push their products, so we're going to have to be pretty smart about how we do things."

Ms Morrow has delayed plans for a lipstick range because of high start-up costs, but says she will spend at least $20,000 on advertising this year to promote her products.

She has designed her own logos, advertising and packaging to cut costs.

But income from her low-priced cosmetics company, Y2 Cosmetic Corporation - due to be launched soon - will pay for advertising and promotions for her second company, Rave Cosmetics.

Ms Morrow hopes to appoint an Australian-based distributor soon, and expand into the United States during the next five years.