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In 1975, Ego Pharmaceuticals founder Gerald Oppenheim was approached by the Queen Victoria Hospital to create a specialist skincare product. Oppenheim gave them what would later become known as QV Bath Oil, and QV Skincare was born.
40 years later, and the QV brand offers over 50 products that remain true to the brand’s original ethos. Still owned by members of the founding family, Alan and Jane Oppenheim, QV is proudly Australian-made.
With a long and rich history in the Australian beauty industry, BEAUTYDIRECTORY sat down with Ego Pharmaceuticals PR and communications executive Lauren Porter to discover the keys to the company’s success…
How has Ego Pharmaceuticals remained successful in such a competitive market?
We have always stayed true to our values - every product we create has a specific benefit to the skin. No QV product contains soap, fragrance, or other common irritants and they are specifically formulated to work in synergy with the skin’s natural renewal process. It's skincare for everyday use, for every generation (from babies or infants to the elderly), and is suitable for all skin types, including sensitive skin.
Another important difference is that our products are exclusively available in pharmacy - this has always been a core value to QV and Ego Skincare. It's important to us that our customers have access to professional advice when purchasing their skincare, and we've built a really strong reputation and partnerships due to this.
Do you think it is important to consumers that QV is an all-Australian brand?
It's undoubtedly a key to our success that our products are created in Australia. We've built a reputation on quality - it's why dermatologists, doctors, nurses, pharmacists and beauty editors continue to recommend our products after 40 years. We have achieved the quality rating of A1 from the TGA, which is the highest they give.
What have been the brand’s highlights over the past 40 years?
- QV is the number one dermatological skincare brand in Australian pharmacy*.
- QV is also number one in Bahrain and Saudi Arabia, and is the most prescribed skincare brand by dermatologists in Qatar.
- Ego Pharmaceuticals managing director Alan Oppenheim was told by the Emirates Minister of Health that his family cannot go to sleep until they have used QV Cream.
QV is sold in more than 20 nations across the world - do you believe part of its success lies in it being family owned and Australian-made?
Australian made undoubtedly carries a precedence of quality, particularly in Asia and the Middle East. It's also a significant factor in our export business - Australian manufacturing standards have a reputation as some of the best in the world. Our key areas of focus at the moment are the Middle East, Asia Pacific and the UK.
Is it hard for an Australian brand to compete with brands on an international level?
Yes and no. We don't enter a new market with an enormous marketing budget expecting to dominate from the get-go. Our international business strategy is about long-term, sustained growth. In most areas, we have our own staff and they really focus on building strong relationships with local health professionals.
What are the positives and negatives of being an Australian brand?
There are too many positives to list them all! I would say a major one would be that we have complete control of our product from start to finish. Our own staff research and develop new products, and they then follow the process, working with our marketing team and production and seeing their products come to fruition when they walk into their local pharmacy. A negative might be the variation in the Australian dollar, especially for our exporting business, but that can also be to our benefit, too!
Do you think other countries are now looking at Australia for skincare solutions?
We're seeing increased interest from other countries looking at Australia for the newest innovations in skincare. Again, I think this comes down to the standards in Australia and the quality of the skincare we're producing. We put a lot of research and science into formulating our products and this is highly revered by healthcare professionals internationally.
How many products can be found in the QV range?
We have over 50 products in the QV range, including our sub brands QV Face, QV Feet, QV Hair, QV Naked, QV Flare Up, QV Baby and QV Kids.
What are the top-selling products?
Our top selling product in Australia is QV Gentle Wash - we produced over 1,000 tonnes in the previous financial year. QV Cream is our second best-selling product. In the QV Face range, QV Face Day Cream SPF 30 is the highest selling product.
Why do you think these have been so successful?
We've always worked very closely with dermatologists to develop products that meet the needs of their patients and have a purpose. QV Gentle Wash is a great all-rounder as it works to maintain hydration during cleansing so skin is left clean and soft. QV is specifically developed for sensitive skin and is also suitable for people with dermatitis, eczema and psoriasis. It's what we're so well-known for.
What can we expect to see from QV in the future?
QV will continue to work closely with dermatologists to develop innovative skincare for the skin health of people worldwide.
Is it likely to remain a family-owned and Australian brand?
Most definitely - Alan and Jane have recently purchased 9.5 hectares of land in Dandenong South and will start building our new global headquarters in October this year. They have a 30-year plan to continue to innovate and grow manufacturing in Victoria. They are two of the most passionate people in the skincare business and they are in it for the long haul!
*Aztec Pharmacy Data, Total Skincare, MAT 3/5/15