Stephanie Peacocke: Don’t ban bossy, be Bossy

Bossy Cosmetics, a beauty company run by female entrepreneur Stephanie Peacocke, has just relaunched in an effort to appeal to a certain target audience: strong motivated women in the business world.

The company started out four years ago by providing one product, the Easy Hairbun Maker, to Kiwi retail chains.

“They say that the simplest ideas are often the best,” says Stephanie about the first product she sold. “This little hair bun maker continues to be our biggest seller, we sell loads of this little beauty tool a month.” The business has since expanded its product line, and now distributes a range of beauty tools to retail stores around New Zealand.

Bossy Cosmetic, previously known as SUGAR Beauty was rebranded because Stephanie didn’t feel her business had its product goals and social enterprise achievements aligned. SUGAR Beauty had no real meaning behind its name, Stephanie explains, and now that the company is beginning to release new products and activate its growth strategy, the boss decided it was time to “put a flag in the ground” and lead off with a real purpose and message; be Bossy.

“I am working to create a brand that does ‘good,’” Stephanie said, “and the Bossy brand story is all about women being the boss of their own destiny, and encouraging women to be courageous.

“Building Bossy’s product sales will allow the introduction of the social enterprise side to the business, which wants to step in at the early teen stage to open young women’s minds to what they can possibly achieve, and tell a different story.”

The name itself was contrived by tapping into a passion for business, fabulous gorgeous products, and a love for inspiring others. It’s Boss + y. In Stephanie’s dictionary, it’s an adjective used to describe the way a boss acts, and the way a boss is proud of what they’ve accomplished.

“There is a bit of controversy around the word Bossy at present,” Stephanie says, “and some are saying that it is anti-female. However, I do not agree one bit. I say own it! I love the idea of women being bosses and I have decided to embrace the word rather than shy away.”

Any brand can call itself Bossy (don’t though. Stephanie already called dibs) but it’s how they operate and how they position themselves that matters. Bossy tools and accessories are already in most Farmers stores in New Zealand.  They’re available at chemists, selected salons, and on Bossy Cosmetic’s website.

By 2015, Stephanie and her partner and co-founder Joshua Edlin will be selling their products in Australia and the UK too.

The social enterprise aspect of Bossy involves an online magazine that celebrates and inspires women in business. Bossy Magazine, hosted on Flipboard, boasts 360 articles and readers in more than 5 countries, although few of the pieces found on the publication are originally written. The Bossy Magazine is an aggregation of inspiring articles that women who are confident about their position as boss in their everyday lives will appreciate.

To Stephanie, it’s more than just a magazine and a line of beauty products. Everything Bossy does is about the mentality associated with being assertive, authoritative, and confident.

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