Saturday 11 June 2011

Skin Deep talks to...

Shelley McMurray of He-Shi,

In perfect timing for that all important summer prep, this month's expert interview is with Shelley McMurray of tanning brand, He-Shi. A true family business, the name He-Shi is based on a combination of Shelley and her mother, Hilary's names.

SD: What made you decide to develop your own fake tan?
SM: We recognised a gap in the tanning market for a self tan that was easy to apply, quick drying with an instant natural colour and minimal smell. We therefore decided it'd be great to create our own!

SD: What should readers look out for when choosing a fake tan?
SM: Always choose a tan that suits your skin tone or an intelligent product that is capable of adjusting to your skin tone. He-Shi makes this easy as it only comes in one shade- the colour adapts to the tone of your skin. It can also easily be made darker by applying another coat.

SD: Any suggestions on avoiding a fake tan disaster? SM: Preparation is key to achieving a flawless tan. Exfoliate well before tanning and do NOT apply moisturiser, as it acts as a barrier. A small amount of moisturiser on dry areas such as knees and elbows, however, will help the tan from sticking.

SD: What is the best thing about running your own company?
SM: Developing new products that consumers love is really rewarding and is definitely my favourite thing about running the company.

SD: What struggles have you overcome in developing the business?
SM: Being based in Northern Ireland is a challenge at times, however, short flights have become a simple way to overcome this problem and in fact, it's a great place to live and work.

SD: How do you envisage He-Shi developing? SM: He-Shi will always be a professional and premium brand, firmly supporting the professional industry it has grown up with. We have strong ambitions for He-Shi and plan to develop it with care. Because we are a family business, we can make sure that everything we do is dedicated towards the brand.

SD: What would you be doing as a career if you weren't running He-Shi? SM: I always had a keen interest in marketing so I think in some form, it would have been marketing. I did consider teaching until I did work experience in the field!

SD: If you could have created any famous beauty product or range, which would it be?SM: I'd have to say Benefit cosmetics. I love their beauty products and their quirky branding.

SD: What has been the highlight of your career to date?SM: Winning a Cosmopolitan Award for He-Shi in the same year we brought the brand to the UK market has definitely been a career highlight. We already knew that our Express Liquid Tan was the best around but it was great to get recognition from such a respected publication.

SD: What is your beauty pet-hate?
SM: Streaky, orange toned tan of course!

SD: What do you predict will be the next big thing in beauty?
SM: Eyelashes are becoming huge at minute (literally!) and 2 week mascara sounds really interesting

SD: What is your number one beauty tip? SM: A natural tan is the perfect accessory for any outfit.

SD: What is your summer holiday must-have?
SM: Our new He-Shi Travel Kit is our three step to the perfect tan in travel sizes. It contains the Exfoliating Body Wash, The Express Liquid Tan and the Day-to-Day Gradual Tan with our unique mini mitt for perfect application. He- Shi Day-to-Day Gradual Tan comes in so useful on holiday! It lightly builds a golden tan so applied daily it will make you look like you are tanning naturally- when in fact, you are tanning safely. I apply it in the evenings, shower in the morning and then apply high factor sunscreen on top.

SD: Finally, what does Skin Deep mean to you?SM: Skin Deep to me means looking after yourself and letting the inner beauty shine through... whilst rocking a gorgeous self tan!

If you enjoyed the interview, please check back later this month for my review of the new He-Shi Travel Kit.

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