Bourne & Morgan started out as a beauty company during the initial Covid 19 outbreak and on the back of the UK leaving the European Union in 2020. It’s founders Lorraine and Lee decided that this was a perfect opportunity and people needed something to make them feel better, look better and take their minds on holiday!   With Lorraine’s extensive beauty expertise amassed in her home city of London, over a period of 42 years and Lee’s background in aviation and travel, it soon started to grow its initial business when it formulated the winning concept of blending global ingredients and aesthetics with the leading technology and science of the UK pharmaceutical industry. This combination has given Bourne & Morgan a strong advantage right from the start.  As early as October 2020, we launched our first six high end products. Since then, Bourne & Morgan have grown and transformed us into a full-fledged UK based beauty company with a select product line encompassing various aspects to cosmetics, from skin care, to beauty products.

Though the unique concept of blending global aesthetics with western science provides Bourne & Morgan with a strong differentiating factor, we had to extend this beyond a mere concept. From the very beginning we based our philosophy on five core management principles as follows.

Quality first.  We use only the finest quality ingredients.

Coexistence with nature.  All products are 100% natural and 100% vegan

Co-prosperity with charity.   Donations to charity via sales are a fundamental part of our business

Respect for customers. The customer comes first.  Always

 Company stability and sincerity.    Bourne & Morgan strive for permanence; thus offering stability. Sincerity is guaranteed by our trustworthy reputation. We have also crafted brand identities for all our products and aimed at positioning them towards different customer segments.

Bourne & Morgan have based our brand building on five key points:

  • Creativity, finest available and unique innovation in all our product offerings
  • Blend of global sustainable resources and sensitivity with eco renewable values
  • Application of scientifically tested formulae to create products that would enhance skin care and beauty
  • Ability to customize offerings to our different markets by constantly analyzing market trends and customer needs.
  • Excellent dedicated team with a strong distribution strategy.

Bourne & Morgan have been one of the first UK brands to adopt a strategy to grow beyond our home market. Studying and respecting rival firms across global markets has served 2 purposes. On the one hand it gained an easier entry into the market based on knowledge growth; and on the other, it will help to gain customer acceptance.

Brand philosophy

Right from its inception, Bourne & Morgan are managing to build our image as innovators and potential market leaders. Unique skincare products will enhance our reputation and gain a high level of acceptance in our domestic market as the heritage of the brand becomes more widely known. The fashion, beauty and cosmetics industry are dominated by brands from Europe and the United States. Therefore Bourne Beauty have a dual challenge of breaking into the global cosmetic industry, gaining acceptance and to build a strong brand.

Right from its inception, Bourne beauty has taken the innovation route. One of the strongest advantages for us was the fact that it is a UK brand venturing into the global markets. We used the self confident aura of a historic land with its vast traditions, colour, pomp & ceremony as an advantage. Our first products for the global market were named personally and were launched in 2020. We packaged using traditional lacquer designs from centuries old colours and designs. This not only gave us a distinct appearance but also created an aura of history and tradition around it.

Bourne & Morgan has always prioritised research and development by introducing products based on clinically tested formulae. The vision behind Bourne & Morgan has been “Creative Imagination & Integration”. This vision called for an integration of function with sensitivity. In line with this vision, Bourne & Morgan has introduced many products aimed at enhancing the beauty of its customers. An example is Bourne & Morgan’s first anti-aging skincare line called The Very Verdant High Capacity Serum Concentrate, the relaxing fragrance cultivated with a completely new aromacology. This initiative will give Bourne & Morgan credibility in professional markets. By bringing together rational elements backed by a scientific proof and aspirational as well as emotional elements backed by a strong brand image and personality,  Bourne & Morgan will be successful in positioning itself in many markets globally.

Another important pillar of  Bourne & Morgan’s brand philosophy is its flexibility in modifying and customizing its offerings. It not only does these in different markets in line with its unique needs, cultures and so on, but also in its brand management practices. One of the reasons for  our growing success is that the brand has been able to span markets from the premium segments to the value segment by creating distinct brand identities and personalities for its product lines. ie our Verdant and Elite ranges. We have introduced a sub-brand called Verdant, and positioned it as a first class brand. It caters only to the top 5% of the market. We also decided to approach the mass market and came out with another brand extension called Elite to target consumers trading down but reluctant to give up on product quality.

Looking at our brand architecture, it is clear that our company’s growth generating brands target mainly middle-aged and older women. Lorraine’s extensive experience within the skincare industry has led her to believe that young consumers view skin care as merely a routine and something they want to spend as little time as possible on. Reacting to this finding, we are concentrating on essential items in launching the Bourne & Bred brand. This effort reflects the company’s dedication to recapture the youth market.

By tracking the trends of the customers and the associations that they had about certain products with certain places, we have created their distinct stories. For example, customers preferred a good and elite image and that was conveyed by creating a brand personality with a global undertone. For skin care products, customers preferred quality and reliability which was conveyed by creating a brand personality with a UK undertone. This kind of flexibility in its brand management model will help us to take on different market segments in various areas.

Finally, we are in the process of developing a very strong distribution network, across all our major markets globally. In the future, we are looking to adopt the following:

  • Luxury products along with personal counselling to customers.
  • Department store selling luxury and middle level products along with personal counselling to customers
  • Online stores & “roadshow” sales  through which we will sell middle to mass market products (counselling also provided)

This strategy will prove very successful as we will be able to market the entire product portfolio through leveraging multiple channels.

Bourne & Morgan brand portfolio will consist of 6 categories, each catering to specific consumer needs:

Prestige: Our Verdant Range

Fragrance: Perfume, oils.

Cosmetics: Make up

Personal Care: Body wash, shower products

Professional:  (Hair products)

Healthcare: Lifestyle fitness

Bourne & Morgan brand strategy

As cosmetics is an industry primarily driven by aspirations, lifestyle issues and images, we have decided primarily on the UK customer base to gain visibility, acceptance and access to established markets rather than spending years to establish the brand globally from scratch. When the Bourne name becomes synonymous with perfection, the business will grow accordingly.

Future challenges

Despite Bourne & Morgan’s enduring initial success, we face a new set of challenges as we travel ahead into new markets with different demographics, increased competition and multiple segments.

Continue the Global – UK blend: One of the main challenges for us going ahead will be to maintain the blend that we created between the global mystique and western cosmetics science and technology. It becomes significant as  Bourne & Morgan has been testing the water in the US and Europe with its own heritage and unique brand stories. Given this, it will be quite a challenge for us to carry on with the blending as that is one of our strongest differentiation factors.

Consistency in positioning: Predominantly,  Bourne & Morgan has positioned itself as a high-end premium and luxury brand and it will continue to grow and span the entire market spectrum from low-end, value, middle and luxury segments. With customers traveling around the world, a global media landscape and internet enabling information flow across countries much easier, we will take steps to ensure we convey our varied positioning carefully in its different markets.

Maintaining a strong brand architecture system: Managing the brand architecture can prove to be a very challenging task.  Given the diverse market segments Bourne & Morgan’s brand extensions serve, these brand extensions will obviously have their own brand image and personalities. Integrating them with the parent brand and managing their interactions with the parent brand will be quite challenging.

Developing the corporate brand in the western world: Even at this early stage, developing a strong corporate brand with a unique identity and personality will be very crucial for  Bourne & Morgan’s long term success.

Leveraging on digital technology to bring better customer experience: In today’s digital world, it is difficult to ignore the effect that digital technology will have on businesses. Specifically for  Bourne & Morgan, it is important to explore the possibilities that digital technology can have on its customer experience. One plan is to accompany customers on their journey of using the product, checking back after 3 months to see how the product has performed and how it can be made better to suit customers’ needs.  Bourne & Morgan’s success in the future will definitely depend on its ability to execute on its digital strategy to help drive its customer experience to the next level.

Conclusion: Bourne & Morgan needs to carve its way forward

Since its inception,  Bourne & Morgan has realized the importance of offering a highly differentiated experience to customers, to excite them constantly through innovative and high quality products and to segment its customers to offer them a brand experience targeted to each of these segments.