Susan Esisi, the brain behind one of the most sought after beauty brands in Nigeria, Susan Chanel Beauty (SCB) has continued to soar in her field.
In this interview with The Sun, the University of Lagos undergraduate reiterated that she is deeply committed to making a difference in the beauty industry with her natural products.
The Susan Chanel Beauty founder also bemoaned some of the challenges she encounters running a business in Nigeria.
Excerpts;
What got you interested in being a cosmetologist?
I developed a natural love for it, and over time made some creams for my friends. So, when they gave me positive reviews and encouraged me, I decided to take it to another level.
How did you arrive at the name for your beauty line?
My native name is Kokoma and during my undergraduate years in school, my friends calls me Koko Chanel. I had the nickname of Chanel so I decided to use them both.
Give us an insight into the kind of fulfillment cosmetologists derive from their job?
The ability to help someone feel good about themselves or relieve their stress gives a huge fulfillment.
What is the Unique Selling Proposition (USP) of the Susan Chanel Beauty Line?
“For delicate African Skin”
Catering to the delicate African, skin-restoring their confidence and pride.
Today, Susan Chanel Beauty products are known worldwide, what are the untold stories of the hurdles you have to scale before the brand became famous?
I remember when I got started I was home and had little or no help. All I had was a dream that seemed far fetched. Getting a good location to set up camp was also a struggle.
How do you get ideas for skincare or beauty products?
I’m an innovative person who also loves to learn from others as regards our spa treatments like relaxation massage, deep tissue massage, cellulite and g5 massage, vagina steaming, gentlemen facial ,body sculpting, brightening facials, dermaperm facials, lightening body wash, post-operation care, waxing, vacuum therapy, breast firming, steaming, deluxe pedicure and manicure treatment, vagina facials, micro-blading amongst others. I have had to learn from other skincare or spa enthusiasts.
What training or qualifications do you have that ensure that the formula you are putting together is not harmful to the body?
I’m armed with knowledge from cosmetic studies in Thailand for several therapeutic techniques as well as a certificate in Los Angeles for Ombré Eyebrows as well as other certifications which shows that my products and services are top notch quality.
What are the big lessons you have learnt about the skincare/beauty business in Nigeria?
Be steadfast about what you do and sell good quality products devoid of steroids and other harmful ingredients.
The Nigerian market likes honest reviews so if you have a bad product people will definitely talk about it so it has taught me to always strive for the best.
Give us an insight about the demography of the consumers who are loyal customers of your products?
I have clients/customers from all over the world. The Susan Chanel Brand is not limited to location.
Presently what is the pattern of your presence in Nigeria and around the world?
Currently we have a physical presence in Nigeria and Ghana for products and services. But we also have representatives in the United States, United Kingdom, Spain and South Africa where our signature products can be gotten.
What are the future expansions you are looking at for the business?
As a brand we are always ready to expand and we have plans of breaking ground in other countries.
How has social media been of help to you in the marketing of Susan Chanel Beauty?
Extremely helpful, it helps me reach out to my customers but current and potential. It broadens my scope because the reach is beyond Nigeria.
I can testify to getting a lot of customers on social media.
What is your advice to those aspiring to join the beauty/Skincare industry?
Be patient and always be willing to learn the sky is definitely not the limit for this powerhouse!
What has been your best moment so far as an entrepreneur?
Susan Chanel Beauty is known for setting trends and being the one stop shop for all female and skin issues as well as a trendsetter for various spa services like the body sculpting (removal of fat and body shaping without any surgical means) as well as the vacuum therapy (butt enlargement without surgical means).
A lot of skincare brands have ambassadors. How is it with Susan Chanel Beauty?
We see our ambassadors like family and it’s more than just business. We make sure the ambassadors enjoy the Susan Chanel experience with quality products and spa services as well.
If you are not an entrepreneur in the skincare/beauty industry, what would you have been instead?
A custom officer
What is your business philosophy?
To be focused, determined and to strive hard without giving up.
What are things you do to reward your loyal customers?
We have various discount periods where we celebrate customers, as well as parties during festive periods including my birthday where the customers are invited to wine and dine. We also give out gifts at the end of the year to loyal customers.
Who do you look up to as a role model or mentor in your line of business?
I look up to brands like Elizabeth Arden, Urban Skin and La Mer.
Alot of people complain about Nigeria’s unfriendly business environment. Kindly share your own experience with us about the difficulty or otherwise of setting up a new business?
Having a business in Nigeria is not without it faults, with various government regulations set up.
How do you think the government can help startups?
There are challenges and setbacks from the government policies and regulations that keep changing daily. It would be easier if they are a bit relaxed to encourage startups with good infrastructure and low tax payments.
What are the branding efforts that went into making Susan Chanel Beauty a leading skincare and beauty company that it is today?
Knowing the right customers, the right products, lots of determination, sacrifice, prayers, and hard work.