Home Beauty salon How a beauty salon owner pivoted into foreclosure and is now using MailOnline to attract new business

How a beauty salon owner pivoted into foreclosure and is now using MailOnline to attract new business



When Luci Bruce was forced to close the doors of her beauty salon when the lockdown first struck in March 2020, she saw a golden opportunity to launch new products.

The mother-of-two in West Wickham, south-east London found herself without an income and, with a mortgage to pay, turned to producing an anti-aging skincare line that she was able to sell online.

Like thousands of entrepreneurs across the country, Luci, 40, has pivoted her skills. She’s created her own creams and serums, which have even caught the interest of TV stars, including former reality TV winner Cara Delahoyde-Massey.

Luci, who runs the Luci Bruce Aesthetics salon in South East London, said: “When the lockdown started it was awful and I couldn’t work. I have two children and a mortgage and bills to pay.

Mother-of-two Luci Bruce, 40, took to selling cosmetics online after lockdown began

“All the work was stopped in March 2020 and everything was awful. I knew I had to find a second income and find something that I could sell, ”Luci said.

“I had already had the idea of ​​getting into skincare, so I quickly got into it and focused on selling online.

“I found a company that would make the products for me, using whatever ingredients I wanted.

“I added vitamin C to lighten the skin and brighten the complexion, and there’s retinol as well, which is good for older clients.”

Luci explained that all of her beauty products, which she sells through her website and promotes on Instagram, are vegan and cruelty-free, and do not contain parabens.


Cost: £ 4000

Ad impressions (how many times the ads were viewed): 1,052,999

Web Clicks: 993

Luci says: “The brand awareness has been incredible”

And the creams and serums, which range from £ 22 to £ 40, have also caught the attention of celebrities.

“I’ve had a good following with reality TV stars, and they’ve been promoting it on their Instagram, including former Love Island winners Cara and Nathan Massey, and some of them have millions. followers.

“I was approached by TopShop to sell in their stores, but unfortunately a few weeks later the stores closed for good,” Luci said.

As the lockdown eased, Luci reopened her salon and was busy with clients who wanted laser hair removal, semi-permanent makeup, facials, and dermal fillers.

“Because I had a six-month backlog, I had 16 consecutive customers every day which was difficult so I didn’t have enough opportunity to promote the skin care line. as much as I would have liked. ‘

Luci was one of the first business owners to test MailOnline’s new Ad Manager campaign, which was launched with SMEs in mind to help them come back from the burgeoning foreclosure.

It allows businesses to market to MailOnline’s massive 25 million audience, while targeting potential customers by zip code, interests or life stage, all at an affordable price.

And it’s easy to use. Business owners can easily create their own campaign, set budget and target audience – and it can be live in under 24 hours.

There’s also a friendly account manager on the other end of the phone to help you every step of the way.

Luci products are vegan and cruelty-free, and do not contain parabens

Luci products are vegan and cruelty-free, and do not contain parabens

Luci saw 993 visits to her website in just one week – with over a million ad impressions.

“It’s amazing that over a million pairs of eyes have seen my products,” said Luci.

“I’ve seen an increase in web traffic and it’s great that almost 1,000 potential customers have clicked on my website.

“This type of exposure for such a small business is amazing, and I hope once they take a look they will come back to buy Christmas presents or treat themselves too.

“Being able to showcase my brand on a global platform like MailOnline is something I never thought I would have the opportunity to do.

“I am so happy with how this has increased awareness of my small business! “


MailOnline’s new Ad Manager advertising platform is ideal for SMEs that want to reach a large but targeted audience of thousands of potential customers.

The system is easy to use, only takes a few minutes to set up – and it could be up and running the next day.

Ad Manager enables small businesses to reach more adults than ever before in all parts of the UK, with hyper-local advertising for affluent and relevant customers.

Not only can you advertise to more people in your area than your local headlines can reach, but you can also target customers by zip code, interests and life stage, making sure you reach as many of our 25 million consumers as you want.

There are no hidden costs and you can control everything from budget to target and audience to creative design.

Here’s how:

Behind the company:

Luci Bruce first started her career training in semi-permanent makeup, then moved on to facial aesthetics, including fillers.

She opened her salon, Luci Bruce Aesthetics, where she works with two other people, in 2017, and has built a loyal following and huge Instagram followers.

The 40-year-old reveals that she has dealt with reality TV stars who helped promote Luci’s skincare brand that she launched during the lockdown.

“I decided to use my knowledge to create a line of anti-aging creams and serums, and they worked really well,” she said.

Luci developed her products with a specialist and tested them on her friends and family

Luci developed her products with a specialist and tested them on her friends and family

Using a skin care specialist, Luci worked with them to produce skin care products that included all of her favorite ingredients.

“I created a hyaluronic acid serum, which is good for fine lines, and a retinol moisturizer, which is gentle. Then I added other products, like an eye cream.

“I have ordered many testers to try different products and have given them to my friends and family as well, and everyone really loves them. The serum eliminates rosacea and I applied it to my son’s eczema as well.

“The company makes them for me and labels them too, and I added them to my website and started selling them using Shopify, which has been awesome.

“I sent some to Cara and Nathan, I was doing his eyebrows and they both love the products.

For Luci, confinement was an opportunity to deepen his passion. She added, “I love the skin and it’s a good foundation for everything. You have to take care of it first and foremost to be your best. And if I can help more people do that, I’m happy.



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