Parfums Bleu is a dynamic young company bringing new ideas and a new approach to the beauty business. Hardly surprising when you look at the track record of its chief executive.

Tim Foley introduced the UK to the very first 'mass prestige' men's fragrance, Rapport. It marked the pinnacle of his 'corporate America' career. Having previously worked for Avon and Revlon, the Shulton launch demonstrated both his passion for the men's market and his talent for new product development. The fragrance became the UK's most successful men's fragrance introduction ever.

Foley set up Parfums Bleu in May 1995, after successfully acquiring another former Shulton brand, Blue Stratos, from Procter & Gamble. "It was very much a case of going to P&G and saying 'give me my ball back'" smiles Foley.

Foley had heard from within P&G that Blue Stratos was up for grabs. He knew the brand's potential and it was available at an affordable price. "P&G described Blue Stratos as a 'comma on their bottom line'," but the whole purchase process still took a nail biting 18 months, with Foley raising the money through a wide range of investors, including his family, friends, and venture capitalist Proven.

Blue Stratos - a global leader

To rebuild the brand, Parfums Bleu returned Blue Stratos to the former Shulton distributor network

worldwide. "They were very glad to see the brand back," says Foley. "It was like turning a light back on." The company put back in place the marketing and promotional support that P&G had deprived the brand of for so long. It has been a huge success. "We've trebled sales since we purchased the brand and restored this famous classic to a leading position in the global men's market."

Adding value through refreshment and revitalisation

Parfums Bleu's strategy is to buy brand awareness and then add value through refreshment and revitalisation. "Blue Stratos is strong where it was strong. We can grow it in the markets where people already know the brand. We don't have the marketing budgets to launch it in markets like Italy, Germany or France," explains Foley. "That's not our business. We actively don't go there because the big corporates dominate those markets. If it's going to be David and Goliath, we don't turn up." Foley continues, "and we don't need to because we can make very good money elsewhere in the world".

Foley also finds that being a small company means he can react to market trends more quickly. 'Blue' a new line extension for a younger audience was developed and successfully introduced within six months." When you cut out all the corporate BS, you can move very fast".

Amongst Parfums Bleus strongest markets are Australia and New Zealand and following the company's recent purchase of former Yardley brands Gold and English Blazer, Parfums Bleu now owns three brands in the Antipodean top five. "We're a kind of mini Procter & Gamble in Australia at the moment," laughs Foley.

The Yardley acquisition has brought another dimension to Parfums Bleu. "English Blazer and Gold are an ideal fit for us", explains Foley. As well as strengthening our position in Australia and New Zealand, they've opened up the Middle East - we previously had nothing there and now we have a business worth several million dollars - and strengthened our position in the UK by giving us a great position in the leading drug chain Boots with Gold." The brands have also opened up the Far East and South America for us.

The Business has doubled

The ex Yardley brands have made an immediate and dramatic contribution, doubling the business

in just over twelve months. "Yardley never gave great focus to its men's ranges so we're giving it some TLC and a dedicated strategy and it's working!"

A major international distribution network

More acquisitions are definitely on the cards and Foley doesn't discount future acquisitions outside the men's market. After all, he's now got a major distribution network to push more brands through.

He already has his eye on a number of brands that are rumoured to be on the market and with the big corporates getting more and more focused on their global offerings and consolidating their brands, he can see rich pickings for companies such as his and continued growth well into the future.

And he clearly enjoys the thrill of the deal. "It was very competitive getting the Yardley brands but we eventually got a great deal. We now have more clout in the acquisitions market and that stands us in good stead." The buzz just keeps getting better and better.