Edinburgh fragrance boss explains fascinating ‘Lipstick Effect’ caused by Covid

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The countdown to the end of the UK transition period is on and businesses must take urgent action if they want to continue to trade with Europe.

Exciting opportunities area on their way, but firms have to make a number of changes to ensure goods, data, people and services can continue to flow smoothly between the UK and EU.

Imogen Russon-Taylor, founder of Kingdom Scotland, is one of those business owners who is turning their attention to what needs to done now to take advantage of new opportunities at the end of the transition period.

“I have big ambitions and exporting to Europe is part of that,” she said. “In crisis times and recessions, there’s something called “The Lipstick Effect”, where people will make luxury purchases.



“I knew I needed to prepare for the end of the year so I went through the gov.uk/transition checker tool and my first job was to get the GB EORI number. I have the UK trademarks for my perfumes and the brand and if you do it within six months for Europe you can get European trademarks, so I realised I needed to act jolly quickly. I’ve also looked at the different rules for packaging.”

The UK Government has put a raft of measures in place to offer support to companies throughout the transition period – more information can be found at gov.uk/transition.

Edinburgh-based Imogen, whose luxury fragrances are sold throughout the world, has also checked VAT on the ingredients she imports. “Everything is made in Scotland, but I do import ingredients from all over the world because the Scottish weather and climate doesn’t always lend itself to fields of rose. The Netherlands is important for perfumery oils and the South of France has other amazing oils.”



Imogen says her fragrances, which are popular throughout Europe, “bottle Scotland”.

“Fragrance makes you feel centred, it’s mood altering, it can make you feel calm or transport you when we can’t travel,” she says. “I’ve had so many requests across Europe asking to buy my perfumes so I’ve been working behind the scenes with ecommerce partners and stockists like Harvey Nichols. So many boutiques across Europe have asked to stock the perfumes, particularly in Germany, Scandinavia, Spain and Italy.

“The future is export and the end of the transition period is going to be important for the business. I recently took a dangerous goods course because the vast majority of perfumes sit in alcohol so I can export to all the different countries in Europe and beyond.”

Use this tool to find out what YOU need to do before Jan 1 2021

The government has launched a quick and easy online transition checker everybody can use at gov.uk/transition – be it a business or an individual.

It takes just a few minutes to complete and instantly gives personalised lists of actions for you, your family, and your business as we move forward together.

We all need to plan ahead and this tool makes that simple.

Check the guidance. Make the changes. And let’s get going!

This article is part of a paid-for partnership with the UK Government.



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