Taurus helps Emanuel Perdis become the captain of his personal brand

by on September 1, 2011

Napoleon Perdis Cosmetics is Australia’s most successful premium cosmetics brand. The company was founded in 1995 by brothers Emanuel and Napoleon Perdis and Naopleon’s wife Soula Marie. What started as a concept store in Paddington, Sydney, has now grown into an enviable global brand turning over $80M and employing over 450 staff.

Today Napoleon Perdis has 59 stand-alone concept stores and over 800 point-of-sale locations including counters in David Jones stores across Australia and New Zealand. Recent expansion into the United States has seen four Napoleon Perdis stores established – including a flagship store on the famous Hollywood Boulevard. Product is also stocked in over 350 Ulta stores, 1,800 Target stores and over 100 independent stockists.

TaurusProfile builds the force behind the name

The next phase of growth for the company is to list on the Australian Stock Exchange. Emanuel Perdis is the Managing Director and co-founder of Napoleon Perdis Cosmetics. While Napoleon himself is recognised as a celebrity, Emanuel had a more conservative presence. Emanuel explains, “There were three Board reasons why we decided to raise my profile – the intention to list, the fact I am based in Australia and the brand name that by default is associated with my brother. As a result, my profile needed to be raised as a business leader and as an executive within the business community in Australia.”

“My persona in the media has been raised significantly. There is recognition and recall with regards to the coverage obtained and the things I feel important.”

Emanuel Perdis, Managing Director, Napoleon Perdis

The Taurus team was approached by Napoleon Perdis to raise Emanuel’s corporate profile and personal brand in Australia using our trademarked process; TaurusProfile™.

A business based on strong core values

The Napoleon Perdis brand is a strong family business based on solid, ethical values. Emanuel takes great pride in having the highest staff retention rates for any business in the retail and cosmetics industry in Australia and currently manages more than 450 staff.

The Taurus team took Emanuel through a structured methodical process to strengthen his personal brand presence. Taurus conducted a situation analysis and audit of Emanuel’s brand to establish the appropriate market positioning for his value system. The next step involved facilitating the TaurusProfileTM modules is a series of workshops to gain clarity and clear direction. The outcomes were translated into a clear and practical strategy document to direct the development of Emanuel’s personal brand.

The outcome was very successful, with coverage in leading business media such as Australian Financial Review, BRW, Sky Business News and Dynamic Business over 12 months. Emanuel explains, “Taurus achieved some very strong pieces in key mainstream media, including BRW and the Australian Financial Review. We also worked on a couple of other marketing projects in regards to raising my profile, media training and on our business to business marketing framework, particularly around partnerships and speaking opportunities.”

The Taurus team are a pleasure to deal with. They are fast, effective and single-mindedly focused on deliverables. Sharon is one of the most respectable publicists I have ever met. It is a pleasure to do business with her and Taurus.”

Emanuel Perdis, Managing Director, Napoleon Perdis

A responsive team focused on results

Emanuel speaks very highly of the Taurus team. He states, “Each of the members I’ve worked with are personable, responsible, intelligent and creative with the ideas and press opportunities they put forward. They are always responsive.”

He confirms that in terms of deliverables and outcomes, the team at Taurus always delivered on time and achieved the outcomes that were agreed on in the planning sessions.

A personal brand that is engaging online with TaurusEngageTM

The TaurusEngage™ team worked with Emanuel on his social media strategy to ensure his personal brand was successfully leveraged online to further extend his personal influence. TaurusEngage™ conducted an initial audit of Emanuel’s social media presence, which was followed by a strategy session. The outcome of this session was a strategic document containing recommendations on how to maximise Emmanuel’s online commentary to promote his personal brand growth and expand his spheres of influence.

“Through the TaurusEngage process, we gained perspective and clarity on our Social Media presence. It also revealed the need for integration with and across all my activities to create a stronger, more united presence for the Napoleon Perdis brand.”

Emanuel Perdis, Managing Director, Napoleon Perdis

All the expertise you need under the one roof

Emanuel adds, “Taurus is very well connected in terms of the necessary talent they need to complement their skill base and the people they bring in. Overall I’d rate the TaurusProfile and TaurusEngage services a nine out of ten.”

Emanuel confirms that Taurus Marketing have helped him build a solid foundation for his profile in the Australia business media. He goes on to say, “When we decide to list on the ASX with a specific date and a program in place, Sharon and Taurus will be the people we will be calling to work with us on this.”

What Taurus did for Emanuel Perdis:

  • Personal branding & strategy via TaurusProfile™
  • Image and voice training
  • Mentoring of younger staff
  • Media training
  • Public Relations for Emanuel Perdis, Napoleon Perdis, Make-up Academy and new franchise development
  • Strategy
  • Sponsorship strategy
  • Partnership marketing
  • Social media strategy via TaurusEngage™

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