Co Antrim cosmetics company Vita Liberata has seen its turnover soar in recent months despite the credit crunch - thanks to its revolutionary organic ‘Rich Silken Chocolate’ self-tan product.

The product, which is completely odourless and offers a streak-free, natural-looking tan, has sold 20,000 units in Ireland in the past four months alone and is on course to double Vita Liberata’s turnover to £1m in the next year.

“We were working to develop a new tinted tan and, in the process of perfecting the formula, stumbled upon the ‘Holy Grail’ in producing an odourless tan,” explained Alyson Hogg, managing creative director. This is unique to the cosmetic skincare industry and has seen customers swarm to purchase the product.”

Alyson believes that innovation is the key to success amid the current economic gloom, saying: “At Vita Liberata we regularly consult with our customers to determine what they really want from their cosmetic products.
Being a small company, we are flexible enough to be able to react quickly to our customers’ want and needs.

“We keep innovation at the heart of our business and, as a result, we have been described by our customers as being an refreshing, youthful brand with great products and ideas.

“Working with our team of biochemists, we take cosmetic skincare from concept to shelf, creating unique products that are not only effective and simple to use, but cost effective too.” 

The company was formed by Alyson in 2003 and is based in Parkgate, Co Antrim, where a team of five market and distribute a vast range of cosmetic products to customers in the UK and Ireland – including 500 Boots Stores - and as far afield as Denmark and Sweden.

After rapid sales growth in the UK, Alyson decided to approach InterTradeIreland’s Acumen programme for advice on how to expand her sales into the South of Ireland.

“We had some dealings in the South, but I was keen to expand my retailer base there much further,” she explained. “I applied for Acumen’s Sales Salary Support and was able to employ a Cork-based sales representative, Sally Norbeg, with the funding I was granted.”

Sally was instrumental in establishing contacts and developing relationships with new customers in the targeted areas of Limerick, Tipperary, Cork and Galway.

“We had already approached the key pharmacy groups in the South, such as McSweeneys and McCauleys, but these accounts needed to be developed, and maintained by sales support on the ground,” said Alyson. “Sally broke a lot of small ground, which is very difficult but very important, and this resulted in annualised sales of around €350k in the South.”

Alyson claims that her dealings with InterTradeIreland were not only financially beneficial to her company, but also extremely straight forward.

“The whole process with the Acumen programme was completely simple,” she said. “Programme Manager Willie Maxwell and his staff always delivered quickly and efficiently, and really had their finger on the pulse, which is so important in business.

“I would not hesitate to recommend InterTradeIreland’s Acumen to other companies seeking to expand their cross-border business.”