Total Face Group CEO Christine Parkes

Total Face Group (TFG), the ASX-listed aesthetics company with 10 clinics in the Eastern States, has acquired The Giving Brands Company (GBCo), best known for its Jbronze self-tanning range, for $7 million.

TFG, which was founded in July 2014, has also appointed GBCo founder and CEO Christine Parkes as its new managing director and CEO to “lead the re-shaping of the TFG clinic network and GBCo integration”.

Parkes said the acquisition of GBCo will transform the look and feel of TFG and its clinics by “bringing in an expert management team with a rejuvenated strategy”, and adding “the well-known and respected” Jbronze brand as well as the “bespoke” INfinite cosmeceutical skincare range to its offering.

Located in NSW, Victoria, Queensland and the ACT, TFG’s clinics currently provide cosmetic treatments across three core treatment types − cosmetic injectables, skin rejuvenation and body fat reduction.

According to Parkes, the new look clinics will provide a “head-to-toe spa service with a complete book of services that will encompass tanning, body shaping, remedial therapies and injectable treatments”.

The Giving Brands Company (GBCo)’s hero brand – Jbronze

In a letter to shareholders, she said the first step in executing TFG’s rejuvenated strategy will be to fully integrate Jbronze into all clinics.

“The professional tanning range, along with other proprietary brands, will be introduced into clinics to capture new clientele and support the clinical service offering,” she said.

“This vertical integration of retail brands will drive material increases in margins on retail product sales.

“For our retail brands, our objective is to build a stable and profitable business by strategically partnering with well-known brand names to develop a strong portfolio of proprietary branded product ranges.

“This enables us to utilise their marketing platforms, leverage their social media following, brand exposure and social influencers.”

In addition, GBCo’s “access to a hefty number of potential consumers via its relationships with Chemist Warehouse, Priceline, Terrywhite-Chemmart and independent pharmacy groups”, will “create a  wealth of brand exposure and selling opportunities for the company to build its brands’ exposure and open additional doors for sales”.

Parkes concluded that the takeover of GBCo would send TFG’s growth through the roof as the company’s new services “capitalise on $7.4billion cosmetics and toiletry wholesaling industry in Australia, which has projected annual growth of 2.2% from 2018-2023.”