Bioskin wins Top Facial and Body Centre award
Bioskin founder Mathilda Koh says that award recognitions are proof of a company’s hard work through the years. Photo: Bioskin
Which household brand do you think of when you are asked to name a homegrown facial and wellness centre? Chances are, Bioskin – and its founder and chief executive officer Mathilda Koh – will come to mind.
Bioskin was among the 41 brands that received the Top Brand award from Influential Brands in November last year.
Influential Brands is a think-tank, research and brand recognition platform that identifies and recognises the exemplary practices of leading brands in Asia. Bioskin was the only winner for the Top Facial and Body Centre 2018 award.
For Ms Koh, who started her first Bioskin salon in 1996 at the age of 22, receiving the award is a testament to the years of effort she has put in to build the brand name.
The Top Facial and Body Centre 2018 award by Influential Brands is one of the many accolades that Bioskin has under its belt. Other awards it has received include the Super Brand Award, Influential Brands Top 1 Brand, Asia Excellence Award, Asia Pacific Super Health Brand and Asia Pacific Beauty Awards.
“Award recognitions are proof of a company’s hard work through the years. This form of recognition helps Bioskin gain increased brand awareness, and in turn, consumer confidence in our services and products,” said Ms Koh.
Keeping consumers engaged in an intensely competitive industry can be a challenge for any business. But Bioskin’s sincere and active brand engagement approach and strategies have helped it achieve “top-of-mind awareness”, said Ms Koh. Here, the entrepreneur shares her secrets to building a successful brand name and her plans for Bioskin’s future.
Congratulations on Bioskin winning the Top Brand for Facial and Body Centre 2018 Award by Influential Brands. What are your thoughts on this?
Ms Koh: I am honoured to be recognised by consumers for the hard work Bioskin has put in to gain their confidence. The most fulfilling part is knowing that Bioskin has turned into a household brand. I am motivated to continue going the extra mile to achieve customer satisfaction, maintain our high service standards and provide effective solutions to our customers.
Everyone knows how competitive the beauty and wellness industry is. How did you build a trusted brand name that stands out from the rest?
Bioskin stands out from the competition through our “no squeezing, no scarring, no enlarged pores” philosophy as well as our sincerity towards customers.
In addition, we are always on the hunt for the latest technologies and work processes that will help customers achieve the best results with minimal pain and discomfort. We also look at ways to combine different technologies for the most effective treatment. For instance, one of our innovations involves combining several facial treatments into a single session for better results.
I believe in keeping my promise to customers and I am the first to try new equipment and procedures before extending the treatments to my close friends and relatives.
Ensuring quality control and consistent service standards across all our outlets is important. All our staff are professionally trained to ensure they are equipped with the necessary skills and knowledge before implementing new treatments.
Our consultants are also trained to provide an accurate analysis of customers’ skin conditions before recommending a treatment.
With so many brand names vying for attention, how do you actively engage consumers and maintain a strong brand presence?
Every year, Bioskin invests heavily on advertising and promotions to reach out to our target audience, and we’ll continue to do so. Besides enhancing brand recall and awareness, this also helps to increase our customer base and keep customers informed of the latest treatments and products from Bioskin.
In the past few years, Bioskin has done commissioned shows on Channel 8 and Channel 5, where participants with various skin, body or scalp problems share their testimonials after undergoing two to four months of treatment with Bioskin.
With the help of the Internet and digital marketing, our brand awareness has also increased significantly on social media and online platforms. At the same time, we encourage communication via offline channels. Last year, Bioskin sponsored events such as the Jay Chou Singapore concert tour, National Day Parade and Star Awards. We also participated in roadshows such as the Body SOS Health Carnival 2018 and the Singapore Female Festival.
With many businesses going online, what are the benefits of continuing with these offline communication channels?
I believe that regular involvement in events and roadshows helps build greater brand awareness. It also provides a touch point for customers to try out or offer feedback on our services.
In the future, we want to establish an integrated communication system involving online, offline and in-store channels. This multi-level communication shows that our company is open to feedback and public’s opinion. In turn, it helps us understand our customers’ needs and serve them better.
Looking forward, what are your plans for Bioskin?
I think it is important to be technologically savvy and adapt to consumers’ preferences. With the rise of online shopping and in line with the government’s Smart Nation initiative, we will be launching an e-commerce business soon.
Besides making it more convenient for consumers to purchase our in-house brand products, it will also increase our brand awareness and revenue.
We will continue to provide excellent service standards through staff training and open communication channels with our customers. We have initiatives to motivate staff to keep their service and grooming standards in tip-top condition. We have also organised campaigns that encourage customers to give their feedback on our services and staff via SMS.
In our line, service excellence is very important. I always believe that no matter how good your technology or equipment is, if your service standard is compromised, customers will still shun you.
To find out more about Bioskin’s services, visit bioskin.sg or facebook.com/bioskinsg. Follow @mathildakoh on Instagram for beauty tips.
