The manufacturing of hair, body and skin products has for a long time been the preserve of international cosmetics players, with very few local companies having managed to stay out long enough to wrestle market share from Revlon or Dark & Lovely. Cape Town based Rushana Meyer is taking the fight to the big boys with her fast growing company, Youghazi Nourishing Hair products. The company manufacturer’s hair treatment products and oil based perfumes in a small community of Retreat in Cape Town.
Rushana established her company in 2010 after an experiment at her home turned out to be a winning formula. She registered her company after returning from Nevada, USA where she studied Entrepreneurial Leadership. Youghazi’s lab and distribution centre are both based in Cape Town and the brand is a trademarked.
Seda was approached to assist in building the brand and to market the products both in South Africa and outside the country where opportunities exist.
Seda advisors identified as challenges that the business was unknown in the market, it needed to grow its client base, revenue and profit. The company also lacked funds to expand production capacity and undertake huge marketing strategies.
With the agency’s assistance, Youghazi has now started increasing its brand with marketing material. The first part of the marketing campaign focused on spreading the word about the company’s existence and its products.
Seda also worked on the development of the company’s website. The website is providing an online platform for the business to market its products to a wider market.
Funding assistance has also been initiated to acquire funds for additional equipment.
Meyer’s business is growing steadily, currently employing 2 permanent staff members. However, through its commission based selling system, almost 100 agents retail the products to their own customers. These agents, ordinary people who were looking for an opportunity, have now secured a steady income and have created their own home businesses. This is an important component of Meyer’s longterm vision for the company. She wants to see people succeed and thrive.
With the various interventions from Seda, Youghazi has also steadily improved its income over years starting with R30 000 in 2011 to about R690 000 in 2013. The big boys better watch out.