Art Review

Elizabeth Grant: Beauty and glamour coming to its rightful place

The world’s finest skincare and beauty products company is coming to Ethiopia; it feels it came to its rightful place

Alem C

According to the official company profile of Elizabeth Grant, a worldwide renowned multi-million dollar company producing the finest skincare and beauty products, its founder Elizabeth “did not always have the flawless skin she has today. Damaged during the Second World War, her skin was a constant source of personal shame and embarrassment – to the point where she avoided going out in public and living her life fully.”

Fortunately Elizabeth was not an ordinary woman who accepts the unfortunate fate of her delicate face and preferred living permanently covered. Instead in 1948 she “discovered a natural substance that was used to treat war wounds. She had it specially formulated with other ingredients and began applying it to her damaged skin.”

“Within eight months, Elizabeth’s skin had improved remarkably. She threw away the dark glasses and drooping hats that she wore whenever she went out in public…and started living again!”

Living again was the beginning of what is now a global skincare and beauty products manufacturing company named after her name Elizabeth Grant.

Previously available only through special orders, Elizabeth Grant went on the Shopping Network for the first time in 1998, which in just five years, made it to become the company’s “number One Vendor.”

Staffed with employees with a motto of “Do It Better”, the Canadian based Elizabeth Grant is now coming to Ethiopia through Novana Eth Inc., its East Africa Exclusive Distributor.

According to Taeme Tegbaru of Novana Eth Inc., Elizabeth Grant is planning to invest $23 million within the coming three to four years to establish its first production plant outside of Canada. The company has already made a $1.2 million worth of products purchased to help it establish the first phase of its future production plant in Ethiopia.

The company plans to make Addis Ababa its hub for the production and distribution of its products to Africa, the Middle East and eventually to Asia and the rest of the world, according to Taeme.

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However, Elizabeth Grant’s skincare and beauty products will be in distribution in Ethiopia starting from January 2013 through various distribution agents who took exclusive distribution rights for the company’s different products.

That, perhaps, is beauty and glamour coming to its rightful place.

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