Irish cosmetics brand takes on the big players

Irish cosmetics brand takes on the big players
Joanna Gardiner, managing director of Ovelle Pharmaceuticals, and the third generation to be in the businessMaxwells

How does a small Irish cosmeceutical brand compete against much larger companies with vast marketing budgets?

According to Joanna Gardiner, managing director of Ovelle Pharmaceuticals, the key is to know your market, and keep playing to your strengths. Last week Gardiner unveiled new packaging and a new brand identity for Elave, Ovelle’s sensitive skincare range, which it sells in pharmacies here as well as in markets including the United States, Britain, Spain and Portugal.

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