Taurus takes Emanuel Perdis from king of beauty to leader in business
Napoleon Perdis Cosmetics
Global Beauty Empire
Napoleon Perdis was founded in 1995 by brothers Emanuel and Napoleon Perdis and Napoleon’s wife Soula Marie. What started as a concept store in Paddington, Sydney, grew into an enviable global brand turning over $80M.
International Expansion Success
Napoleon Perdis grew to 59 stand-alone concept stores and over 800 point-of-sale locations including counters in David Jones stores across Australia and New Zealand. Expansion into the United States has seen four Napoleon Perdis stores established – including a flagship store on the famous Hollywood Boulevard. Product was also stocked in over 350 Ulta stores, 1800 Target stores and over 100 independent stockists.
Taurus Profile™ builds the power behind the personal brand
The Business Challenge
The next phase of growth for the company was to be listed 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.
Strategic Board Decision
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 by default is associated with my brother. As a result, my profile needed to be raised as a business leader and as an executive in the Australian business community.”
The Taurus team was engaged by Napoleon Perdis to raise Emanuel’s corporate profile and personal brand in Australia using our trademarked process, Taurus Profile™.
A business based on strong core values
Exceptional Staff Culture
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 manages more than 450 staff.
The Taurus team took Emanuel through a structured methodical trademarked process under Taurus Profile™ 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.
Facilitating the Taurus Profile™ modules offers clarity and direction
Premium Media Coverage Results
The outcomes were translated into a practical strategy to direct the development of Emanuel’s personal brand. The outcome was very successful, with coverage in leading business media such as The 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. We 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.”
Following the strong results Taurus had achieved for Emanuel’s personal brand, Napoleon and Emanuel engaged Taurus to help launch the company’s franchise proposition.
A responsive team focused on results
“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 strategists I have ever met. It is a pleasure to do business with her and Taurus.”
– Emanuel Perdis, Managing Director, Napoleon Perdis
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 media 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 agreed on in the planning sessions.
A personal brand that is engaging online with Taurus Engage™
The Taurus Engage™ team worked with Emanuel on a social media strategy to ensure his personal brand was successfully leveraged online to further extend his personal influence. Taurus Engage™ conducted an initial audit of Emanuel’s social media presence, which was followed by a strategy session.
The outcome of this session was a strategy with recommendations on how to maximise Emanuel’s online commentary to promote his personal brand growth and expand his spheres of influence for the benefit of the Napoleon Perdis brand.
All the expertise you need under one roof
Emanuel confirms, Taurus has helped him build a solid foundation for his profile in the Australian 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 and strategy via Taurus Profile™
- Image and voice training
- Media training
- Public Relations for Emanuel Perdis, Napoleon Perdis, Make-up Academy and new franchise development
- Business Strategy
- Sponsorship strategy
- Partnership marketing
- Social media strategy via Taurus Social©
- Mentoring of younger staff
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