Ovelle Pharmaceuticals was founded in 1934 and is located in Coe's Road, Dundalk, Co Louth.
It is privately owned. It underwent a restructuring in 2000 and has been led by managing director Joanna Gardiner since then. The company has 50 employees and an annual payroll cost of 1.25 million.
Customers: The company manufactures and supplies Emulave products to pharmacies and wholesalers in Ireland. It also sells in the UK and Europe.
Achievement: Emulave and Emulave junior are marketed as products which can protect skin from the effects of regular cosmetic products that may cause and aggravate dry skin conditions such as eczema and dermatitis. From the year 2000 to year end 2003, Emulave sales grew by 133 per cent.
How did the business idea come about first? Our increased desire to be clean and to constantly smell good by using shower gels, shampoos, conditioners, creams, lotions has led to a set of environmental triggers that are affecting our skin. From this, the idea for a safe skincare range that "saves your skin" was born.
What were the first steps to make it happen? The company built the Emulave skincare ranges for adults and children. They offer products which contain no perfumes, colourings, dyes or harsh ingredients, and use purified water.
How did you identify your first customers to target? The company started with adults and children with problem dry, sensitive skin. It then talked to dermatologists, nurse specialists, GPs and pharmacists who advise on skin problems.
What sales practices work best? Setting and monitoring targets and goals for the sales team, reaching customers through the key people (hospital, medical staff and pharmacists) in the market, and a fast and responsive approach to customers.
What key piece of advice would you give to a start-up entrepreneur? "Make sure your core belief has integrity. Research and understand your market. Conduct intense competitor analysis and position your brand accurately.
"Invest in your brand. Communicate your objectives and vision clearly to all staff."
