Launching a separate catalogue dedicated to its new make-up range, as well as the already established skin care range, the company says that it is continuing to target its core audience of women aged between 45 and 60.
"We conducted a comprehensive market study through the mail consisting of around 10,000 customers who already use our skin care range," said Sarah Clayton, Healthspan products manager. "The feedback was very positive, nearly all the respondents said they would be interested in receiving a dedicated catalogue containing a more comprehensive range of cosmetics."
From the feedback, Healthspan realised that on the UK market there was no comparable offerings specifically aimed at women aged over 45. The idea for the new dedicated range was born.
Healthspan launched its skincare range around 18 months ago. Since that time Clayton says that the business has grown to such a point that launching a dedicated catalogue was an inevitability.
Launched under the Nurture name, the products consist of skincare, suncare, beauty vitamins and the new make-up range. The newly launched make-ups include lip-stick, blusher, nail varnish and blusher, providing what Clayton terms as a "a complete range of products which the company intends to develop in the future."
As a mail order operation quality has played a crucial role in the success of the business as a whole.
"If the quality is not right then there are no repeat orders, something that is vital in the line of business" said Clayton. "We go to great lengths to source our new cosmetic ranges from leading suppliers. As it stands most of our new ranges are supplied by cosmetics companies in both Switzerland and Italy."
As the business does not have any high street retail outlets, the internet is naturally starting to play an increasingly important role in the company's sales. However, Clayton also points out that internet orders still only account for a small fraction of total orders. With women aged over 45 still only accounting for a small fraction of total internet users, it seems that for the time being mail order will remain the company's mainstay.