1. Case study Varama and Skin Camouflage Services
In the UK there are approximately 1.3
million people who have visible scarring
or a skin irregularity on their bodies; for over
half a million of these people the marking
is on their face. For some, these differences
can cause self-consciousness and a lack
of confidence. Skin camouflage can provide
immediate change, disguising marks on
any part of the body. Unlike conventional
make-up skin camouflage is highly durable,
waterproof, is suitable for all skin types and
can be used on a variety of skin conditions
including burns, vitiligo, scarring and
tattoos.
Vanessa Jane Davies set up Skin Camouflage
Services in 1997, helping hundreds
of people to manage their appearance
using camouflage creams. Vanessa has
established private clinics specialising in
all aspects of skin camouflage in London,
Yorkshire and Stamford and has recently
worked with UKTI to initiate clinics in Perth,
Australia.
Vanessa is also is Founder and Director
of Varama Cover Cream, a new
camouflage cream that differs from
existing products because it caters
for all skin tones and does not require
a separate fixing powder. She spent over
two years researching and developing
Varama before launching it in 2010.
Vanessa offers Varama as part of her
Skin Camouflage Services business
but products can also be purchased
by individuals online.
Vanessa deals with major trauma
injuries and collaborates with healthcare
professionals, including renowned
Australian surgeon Fiona Wood. She
has also worked with the Katie Piper
Foundation and the British Army. We spoke to Vanessa Jane Davies about
working with UKTI...
How do people access Skin
Camouflage Services?
When patients come through the medical
cont.
Q and A
Fast facts
Company name: Varama, Skin
Camouflage Services
Sector: Healthcare, Skincare
Location: Uppingham
UKTI services used: Overseas Market
Introduction Service (OMIS)
Currently exporting to: Working in
Australia and exporting Varama cover
cream worldwide
UKTI opens up doors
for skin confidence
in Australia
UKTI have helped this skin camouflage
company to set up clinics and training
services in Australia, establish successful
working relationships with a well-known
surgeon and introduce the Varama brand
into the Australian market.

2. cont.
system, they frequently suffer skin trauma
and distress due to their injuries from car
and motor bike accidents, fires, assaults,
burns and skin conditions. Patients are
generally referred to a skin camouflage
practitioner by their GP or consultant,
however they can also contact a clinic
directly.
How is Varama sold?
It is sold through the website www.varama.
co.uk worldwide. We have people who make
multiple orders through the website from
countries all over the world.
How does the cream work?
The cream gives immediate results by
concealing parts of the face and body
that do not conform to the self-image the
patient would like to have. The versatile
colour range offers variants for white, Asian
and black skins of all ages and is suitable
for pigmentation problems as well as scars,
burns, bruises and birthmarks.
All patients who use the cream through
Skin Camouflage Services are given a full
assessment and training so they can easily
blend and apply the cream themselves.
What help did you want from UKTI?
I needed help with getting meetings
arranged in Australia as I wanted to
establish a skin camouflage service there.
With UKTI’s help, they managed to set up
a series of key meetings in the space of
a ten day trip down under.
Was this a success?
Yes, UKTI enabled me to meet plastic
surgeon Fiona Wood, who specialises in
burns patients. Since this is an area that
I have worked across the UK, we have
common ground in understanding the
patient’s needs during rehabilitation.
What made you choose Australia?
Australia has the highest skin cancer rate
in the world. The Australian lifestyle means
that people are in the heat, may want to
swim in the sea, wear a bikini/shorts a lot
Published March 2013 by UK Trade & Investment
© Crown Copyright
UK Trade Investment is the Government department that helps UK based
companies succeed in international markets. We assist overseas companies
to bring high quality investment to the UK’s dynamic economy. We provide
companies with the tools they require to be competitive on the world stage.
www.ukti.gov.uk
more often than us Brits which in turn
increases the risk of skin cancer.
How did you get involved with the
surgeon Fiona Wood?
UKTI arranged the initial meeting
between Fiona and myself, which was
a complete success. I commissioned an
OMIS and also received a travel grant to
go to Australia. UKTI did all the research
beforehand for me and helped to set up
meetings.
Fiona was very interested in the skin
camouflage services I had to offer and
all it took was the initial introduction
to arrange the meetings before it was
agreed that we should support patients
who need this service. This was down
to UKTI, helping me to take those first
steps.
What do you see for the future of your
business?
I would like to set up more clinics outside
of the UK. I am looking at going out to
Australia again this year and attending
a conference on burns, which will be
a great opportunity to communicate
the work I have done so far.
What are the biggest challenges
working with people on the other side
of the world?
The biggest challenge is communication.
I will soon start to do skin
Consultations face to face online to
patients in Australia and will allocate
a window of my time that people can
book into. The time difference may be
a challenge but we will work round this.
Are there any other countries you
would like to work in?
I work with patients from the Middle
East, and in the future I would like to set
up a clinic there too. I will also be looking
to get my website translated into Arabic
for Middle East clients.
Would you recommend UKTI to other
UK businesses?
Definitely! UKTI’s help and involvement
with Australia has been incredible.
Q and A
OMIS - Overseas Market
Introduction Service
UKTI’s Overseas Market Introduction
Service is a flexible business tool which
uses the expertise of our global trade
teams to benefit your business.
How can OMIS help you?
The programme includes:
• Market, sector advice
• Analysis of market entry strategies
• Support during overseas visits
• Identification of possible business
partners
“UKTI’s help and involvement
with Australia has been
incredible. They gave me
that first push I needed.”
Introducing Suzy Bolton, Varama
and Skin Camouflage Services
International Trade Adviser
Name: Suzy Bolton
Location: East Midlands
“There are other positive
opportunities for Vanessa
to develop her business in
Australia and I look forward
to helping her further as
she expands overseas.”
I might not be where I am now if it wasn’t
for their advice and support getting me to
Australia. I love that you get an individual
contact to deal with. Suzy, my adviser, has
been fabulous. We have regular meetings
to catch up. She always finds the time to fit
me into her busy schedule!