Heaven by Deborah Mitchell
Company: Heaven by Deborah Mitchell, Shifnal, Shropshire, UK
Entry Submitted By: Keith Murray
Company Description: Heaven by Deborah Mitchell is a fast-growing beauty brand making everything from anti-ageing creams to toners and its best-selling Bee Venom Mask. Founded more than 20 years ago by beauty therapist and entrepreneur Deborah Mitchell, the business also trains therapists from all over the world. The company has won numerous awards while Deborah is the proud winner of a Stevie Best Entrepreneur Award.
Nomination Category: Products & Product Management Categories
Nomination Sub Category: Best New Product or Service of the Year - Consumer Products
Nomination Title: Heaven's Bee Venom Mask
Tell the story about this nominated product or service (up to 500 words). Describe its functions, features, benefits, and sales results to date:
Heaven by Deborah Mitchell is literally helping to change the face of the world thanks to an innovative new beauty product that is flying off the shelves.
A firm favourite of senior members of the British Royal family, Heaven’s Bee Venom Mask has taken the beauty industry by storm with sales soaring around the world.
The key ingredient in the beauty product is minute quantities of the venom from bee stings which stimulates the skin to smooth out wrinkles and reinvigorate tired cells.
A natural alternative to botox, the specially-formulated mask has many healing properties in sharp contrast to some of the harmful effects associated with the botulinum toxin used in botox.
As well as being an entirely natural product, Heaven’s Bee Venom Mask is also helping to safeguard the bee population because of the way the venom is harvested entirely harmlessly.
The bees are “tricked” into delivering their sting on panes of glass near their organic hives, but unlike a full sting the lance remains in their bodies so they do not die – in fact the exercise prolongs their lives because they do not try to sting again which would be fatal for them.
Award-winning beautician and entrepreneur Deborah Mitchell launched Heaven’s Bee Venom Mask in 2010 with an updated version (the subject of this submission) in early 2011. A trained beauty therapist and the winner of a Stevie Women in Business Award 2011, her ethos is to use only natural, organic ingredients.
Deborah’s business was already doing well, boosted by support from a number of top celebrities including Dannii Minogue, Michelle Pfeiffer, and Gwyneth Paltrow.
However it became Heaven’s runaway best-seller after news emerged that Heaven products and treatments had helped transform the appearance of the Duchess of Cornwall, wife of Britain’s future King, Prince Charles.
A further Royal seal of approval came as it was disclosed that the Duchess of Cambridge, the glamorous wife of second-in-line to the throne Prince William, is also a fan.
Skilful marketing saw Deborah Mitchell expand into the Far East with the opening of a flagship store in Taiwan and a huge £100 million distribution deal in China.
Heaven’s Bee Venom is also popular in Japan, South Korea, South Africa, Dubai and most recently Alaska as the first stage of a launch in the U.S.
The success of the outstanding product has resulted in:
• An almost seven-fold increase in Heaven’s turnover over the last two years from £750,000 (2010) to £5 million forecast for the 12 months up to September, 2012.
• A doubling in net profits in the last 18 months from £765,000 to £1.5 million forecast for 2012.
Coupled with Heaven’s phenomenal growth has been a huge increase in the company’s social responsibility activities including:
• Raising more than £40,000 for bee conservation
• Donating £20,000 to The Prince’s Trust charity in the UK to help young people find work
• Providing once-in-a-lifetime holidays for deserving people through a link-up with a major radio station
• Funding the launch of a charity to help young people into work
Provide a brief (up to 100 words) biography about the leader(s) of the team that developed the nominated product or service:
Since starting out as a beauty therapist more than 20 years ago with just £10 and a burning desire to make the industry more natural, Deborah Mitchell has achieved great success.
By skilful marketing and careful positioning, her brand Heaven by Deborah Mitchell has maintained an exclusive edge in the fiercely competitive worldwide beauty business.
An entrepreneur who thrives on challenge and change, Deborah has kept one step ahead by constantly developing new products. Recently awarded a Fellowship of her local college in the UK, Deborah is also a firm believer in giving back to the community and society.