Patty Schmucker – Global Beauty Growth

Is your beauty brand distribution ready? Is it discoverable? These are two very important questions and on this episode of RadioAMB, Patty Schmucker addresses global beauty growth. Departing from Radio AMB’s normal format, Patty dedicates this episode to brand owners and shares her insight after reviewing hundreds of brands to present to retailers and distributors around the world.

Patty collected the most frequently asked questions from brand owners on where and how to sell, what buyers look for in selecting brands and key points on labeling, claims, and navigating international opportunities. She also goes into detail on how to create a brand that’s both protectable and recognizable.

Listen in as Patty gets to the roots of what it means to be distribution ready and why some brands fail while others succeed. We think that is pretty important in all things in beauty.

Transcript:
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pretty is pretty important in all things
in beauty welcome to radio a and B
designed for those who want to live a
long and vibrant life I’m patty smoker a
licensed cosmetologist who’s been in the
business for over forty years radio a
and B stands for american-made beauty
and it’s where we tell the secrets
behind the making of health and beauty
products our program is brought to you
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know this is the season of beauty shows
in our industry the first quarter of the
year is where new entrance to the market
and brands expanding their offerings I
keep us all attending shows and being
excited about learning both Sephora and
Ulta the two powerhouses of the retail
beauty market hold their annual partner
meetings during the first quarter of the
year where they gather the brand’s
together and explore their plans for the
new year and learn about new things that
their brands have developed to excite
their customer
I’m going to dedicate the show to brand
owners during the last 120 days I’ve
reviewed hundreds of brands and has some
insights that I hope will help brands be
more effective in making their brand’s
distribution ready and discoverable by
consumers during our feature segment I’m
going to talk a little bit about Beauty
sold in America and the key things
brands need to know to get their
products on shelf or in e-commerce
platforms where consumers are buying
during our second segment we’ll talk
about key points to make a u.s. brand be
ready for going international during our
third section we will segue into the key
elements of creating and protecting a
recognizable brand globally and then
I’ll wrap up the show today by telling
you about some of the things I’ve seen
the show season that’s gotten my
attention so let’s get started
you know the beauty in America has gone
through an evolution and it used to be
really up until just about five years
ago the way that beauty was sold in this
country really hadn’t changed since the
early 1900s there were what we call
channels of sales and in the channels of
sales a brands had the opportunity to
come into the marketplace but they had
to choose where they were going to be
sold so it was traditional that there
was essentially four channels initially
there was prestige chili three channels
prestige middle market and mass that was
the initial channels of sales and the
prestige channel would be your high-end
department stores your exclusive beauty
environments and that was really the
prestige market the middle of the market
the mass was very simple you know the K
Mart’s and the drugstores of the world
were in the mass category and then in
the middle was everything else over the
last probably 20 years
those channels in America began to
delineate a little bit more and we saw a
prestige broke into two categories
prestige tier 1 and prestige tier 2
where was still a very distinct middle
market but on the bottom end of the
channels of sales in the industry also
split into what we call mystique and
then food drug mass and Club so those
channels began to delineate a variety of
different types of players began to play
within those those spaces but the most
important thing for brands up until the
last few years has been that you would
choose a channel of sales you could come
into the market in one channel of sales
and in the last 20 years you could
actually play in multiple channels of
sales although you know 20 years ago
that wasn’t a possibility
you chose a channel and you played for
the history of the brand in that channel
if you were going to be prestige you
always played in prestige and there
wasn’t anywhere else last 20 years
that’s sort of morphed a bit and so
there was the possibility of being able
to do a tier 1 prestige along with a
tier 2 prestige and be able to have
success in multiple channels the key was
and still is that wherever you enter the
marketplace you can go into lower ends
of the marketplaces but you can’t start
as a mass brand and expect to get to a
prestige level so where you’re going to
sell is has always been critically
important and remain so today
despite the fact that channels of sales
have become very blurred and why is that
the channels of sales are blurred
because consumers don’t care about
channels consumers want by it to want
product where they want it and when they
want it and they are price shopping and
they have demonstrated some a
vulnerability or less attachment to
brands depending on the category and so
it’s really important for brand owners
as you begin thinking about how you’re
going to go to market or where you’re
playing in the market to understand
where your brand fits in the overall
landscape and the channel structure that
has existed and in order to be able to
reach your consumer the end of the day
power is now in the hands of the
consumer they vote with their wallets
and again they’re ignoring channels so
what does that mean to you you want to
create a brand and decide where your
brand is going to move most effectively
by sitting next to somebody else so for
example if you really want to be a
prestige brand then you know that it’s
going to sit on shelf in a Barneys New
York Bergdorf’s Saks Fifth Avenue Neiman
Marcus it could be on various different
types of flash sites like outlooks and
and a five-star spas
those that’s the prestige Channel so you
want to go and look at what other
products are playing in that channel and
understand how they play how they
communicate what their pricing is what’s
their size of products and what is the
experience around that brand because as
consumers go to those various different
places to find product they’re going to
be comparing your product against the
other products that are in that
particular location so it’s important
for you to know who else is playing
there and to build your brand so that
you stand out within that particular
channel more important today than ever
before because we now see products that
have traditionally been exclusive let’s
say to first tier prestige that are now
playing
and multiple different categories going
into second tier prestige a level salons
Bloomingdale’s Nordstrom’s Lord & Taylor
Sephora Macy’s direct response TV and
high-end retailers those would be all of
the people that are sort of in the
prestige environment and so you see
brands that are successful at of
Barney’s or Bergdorf’s also being on
shelf at a sephora and at Macy’s in
direct response TV so it’s important to
be very clear about your pricing and who
is your major competitor that you’re
playing against because in these other
channels you can get very confused your
brand the consumer can get confused
about your brand if you aren’t crystal
clear on who you are and what you’re
representing the u.s. channel of sales
today is an omni-channel 50% of all
sales start or completed through mobile
and we’ll see 50% of that happening by
2020 50% of all sales will start or
complete in the mobile environment it’s
close to that now and there are all
sorts of different places where
consumers are buying so it’s not just
what you look like on shelf but how you
are bringing your product into the
marketplace and attracting the customer
that your product has the best possible
opportunity to resonate with so when we
look at the new model of channels of
sales in America the key takeaway here
is that consumers don’t care about
channels you as a brand need to be aware
and care about channels so that you know
who your competitors are going to be and
your brand pops off the shelf or pops
out of a website or pops out of a pop-up
store or what wherever it is going to be
sold because it’s distinguishable
because it
a solution that is meaningful for the
customer and to do that you have to be
in a position to have the right pricing
the right messaging the right packaging
that says something to the customer that
you’re trying to talk to so the key for
brands today is know where you want to
play be very clear about and consistent
about that and understand that consumers
want to be able to get product at their
convenience in the locations that they
want to be so going back to the brand be
really clear about who your consumers
are later on I’ll talk a little bit
about personas and how to dig in on that
but I want to finish this segment by
saying that the key for online sales are
the key for in-store sales today is to
be distribution ready and so many brands
like I said I’ve spent the last quarter
looking at hundreds of brands for
distribution and I am amazed at some of
the basics that many brands just don’t
even understand and one of them is that
there is a difference between a cosmetic
and a drug a cosmetic is a product that
is designed to its intention is to
soothe cleanse add or enhance it cannot
have a structure function property it
cannot intend to do something
structurally or functionally to the body
so what is the structure function to the
body you a structure claim would be
remove lines and wrinkles remove dark
spots cure acne those are all drug
claims those are not cosmetic claims so
when you’re marketing your product it’s
important that if you’re going to be in
the cosmetic category that you are aware
of what the rules are about how you can
talk about you
products there are men though those are
called claims there are two types of
cosmetic claims that cosmetics can make
one is performance claims and one’s
formula claims performance claims talk
about how the product actually performs
supports supports the the health of the
skin or improves the I’m drawing a blank
they being able to improve the
appearance of fine lines and wrinkles
supports elasticity enhances the
appearance of age spots those are all
cosmetic claims about performance
formula claims are claims that talk
about what’s in the bottle and if you
are going to have the product in the
bottle and you are going to call it out
as something that’s in the bottle
consumers have become savvy to the idea
that unless it’s on the ingredient list
in the upper third of the ingredient
list it’s probably an ingredient that’s
in the bottle for vanity so that you can
mark it around it and those are things
that don’t make any sense in the
marketplace today so just be very aware
that the consumers are more and more
savvy transparency and authenticity is
actually equity and so if you want to be
able to gain traction in the marketplace
you need to know what channels you’re
going to play in who are your
competitors that you’re going to be
working against and you need to label
your product properly as a cosmetic in
order to be able to not only attract the
attention of potential buyers but also
attract the attention and get the
consumer to be willing to buy your
product because they believe the claims
that you’re making now one of the ways
that you can further enhance the
viability of your claims is to have
studies done and there are what we call
efficacy studies if you’re going to make
a claim that it improves the appearance
of fine lines and wrinkles one of the
ways that you can do that is to actually
give a
statistical reference and that’s by
having a third party that would actually
test under industry standards the claims
that you’re making and demonstrate
through measurements the statistical
difference and before and after use of
your particular product F is eCos metic
labels must be supported by studies and
that’s particularly important formula
claims are enforced by fair trade laws
so it is very important that you’re not
saying things that aren’t true and
validation studies must comply with
industry standards the important thing
is to be clear on what kinds of claims
you’re making and again I’ll talk a
little bit later about knowing who your
customer is what’s going to resonate
with them what what’s important to them
what kind of problems are you really
trying to solve the other thing I think
is critically important as I’ve looked
at all of these various different brands
is understand that in the United States
and around the world there are actually
rules that govern the way product in the
cosmetic sector should be packaged and
that’s labeling requirements these are
not optional things I go to farmers
markets and and and all sorts of
different types of events and I see
products that are being made in
someone’s kitchen and made for sale to
the consumer without labeling guidelines
being followed and literally these are
these are offenses that can cause a
financial damage liability and actually
can you can go to jail if you hurt
someone so it’s really important to know
what you’re doing that the skin is the
largest organ of the body and anything
that you put on the surface of the skin
is ingested into the blood system so be
critically aware of following the
guidelines you can find at the fda.gov
slash cosmetic slash labeling an actual
book
gives you the guidelines as to what is
the kind of information that needs to be
on the front panel of a product that’s
marketed in the US what needs to be on
the back panel and there are actual
regulations that say what these things
need to be it even defines the font size
depending on the size of your packaging
that needs to to be there so look at
these labels and look at these
guidelines and follow these guidelines
so that when you have an opportunity to
sell you have the opportunity to take
advantage of revenue oftentimes when I
look at brands these basic things have
not been followed and as a result of it
I can’t even bother to open up the jar
and smell it or begin to evaluate its
performance or anything else the very
first place that I reject 80 updates
surprising it’s 80% of the products that
come across my desk for evaluation they
fall flat on these basic things
understanding who you’re trying to sell
to what channel of sales you want to be
in and be very crystal clear I often
times see brands that have a prestige
price point to it but the packaging is
packaged like it should be mass that it
should be sold at a CVS or Target and is
a budget looking product but the pricing
is prestige I look at products and I see
claims right on the very front that say
organic and yet I look at the ingredient
list and it does not in any way have in
organic ingredients these are actually
legal offenses that someone can be
penalized for fined for from making
those kinds of things
I see drug claims that are being made on
cosmetics and we’ve actually had
situations where cosmetic companies have
made drug claims and this particular
offense is one where they the FDA will
literally come in and
seize all of the products we had a brand
that was doing over 10 million dollars a
year in revenue and they made the era of
making drug claims on their product and
literally overnight they went from 10
million dollars a month in revenue and
they went to zero because the FDA came
in and completely completely seized all
of their inventory and took the product
off the off the shelf so be aware of
your channels properly label your
product understand cosmetic claims and
stay within the cosmetic guidelines will
give you the opportunity to get the
attention of the buyers who are going to
buy your product from your retail buyers
all the way down to consumers and last
but not least be authentic be
transparent consumers are savvy and they
want they are going to read your
material and they are going to see
between the lines so authenticity and
transparency is actually equity in the
market for beauty brands today we’re
going to take a break and when we come
back I’ll talk a little bit more about
key points to make us brands ready to go
international stay with us
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positive people and radio unites healthy
life dotnet hi this is Patti Schmucker
and you’re listening to radio AM B on
healthy life net we’re here today
devoting this show to brands and to
addressing some of the questions that I
get every single day in my business when
brands come to me interested in getting
their product in the marketplace and one
of them is being able to have the brand
be ready for international opportunities
it’s very interesting because of the way
that the Internet has opened up
communication all over the world more
and more brands find themselves in a
situation where they get calls from
Russia Africa Australia all over the
world wanting to buy 40 50 100 thousand
dollars worth of product and it is a
pothole that many brands can find
themselves in that will suck away a lot
of energy if you are not prepared for an
international strategy so I tell people
it’s really important to be in the know
before you go
I and understand some of the things that
are important about international and
the earlier and the life of the brand
you think about international and
understand the implications the more
cost-effective it will be to get into
international as well as the more
strategic decisions you will be capable
of making to allow international to be a
viable and profitable part of your
business
it used to be that companies were told
but until you developed some resonance
some success in your local market don’t
even think about international but quite
honestly we have brands that actually
started internationally there are
American brands with American
DNA and innovation they were not able to
get traction in the United States they
went outside of the United States in
markets that they had some affinity to
some relationships there and actually
develop that business and the
international market created the revenue
and the traction that gave them the
resources to come back into the United
States so it is a very viable
opportunity but again knowing early on
what are the implications for
international will save you thousands
and thousands of dollars so the very
first thing that people ask is why
should I even think about going outside
of the United States and the important
thing to understand is that 94 percent
of all of the population in the world
and 76 percent of the buying power exist
outside of the United States and yet
less than 2% of American beauty brands
are exporting so first of all it just is
a tremendous opportunity to think about
international when companies are
thinking about international we
generally recommend that you consider
first the Canada and your European Union
and the reason for that is that although
we have rules in the United States we
talked in the last section about FDA
labeling requirements these are
requirements they’re not options but the
differences is that once you take your
product outside the United States the
entities like the FDA outside of the
United States require that you prove
that you have fallen all of the rules in
relationship to labeling and testing and
claims and all of those kinds of things
they actually you must provide samples
you must provide a dossier called a
product information file or app if that
demonstrates that you have followed
their rules and so you must be
registered you have must have your
product registered in these other
countries in order to be able to go sell
your product in those countries so this
is the reason why we recommend that you
start really early to understand the
implications about international and
gather all of the information that’s
going to be
necessary to register your product in
other countries and when you register
your product in the EU the opportunity
there is that there are 88 countries
that are all authorized through
registration with the EU it’s one
registration and you will have 88
countries that then become open up for
you but the other benefit of registering
in the EU is that the process and the
documentation that will be necessary to
register your product in every other
country around the world 90 plus percent
of the work involved in registering in
Europe will hat will all of half of work
will be together you’ve already done
everything that’s necessary in order for
you to be able to register than in other
countries so that really sets you up for
global distribution by completing your
registration in Europe and Canada is not
much different in terms of what they ask
and it’s easy and it’s a closed market
very small market and it’s not not very
large in terms of population but it
would definitely a worthwhile market to
go after and again it’s it’s
registration in these markets and then
once you have your registration the
other piece that you need is to protect
your trademark and so you will want to
be able to have intellectual property
trademark your your the name of your
brand the what differs from the United
States is that in other countries its
first to register not first to use and
I’m going to talk a little bit about
that in our next section when you do
your documentation some of the things
that you’re going to need and this is
again the reason why you want to do it
really early on is you will need from
your manufacturer a detailed information
on all the raw materials the components
the formula itself and the earlier your
manufacturer knows that you need that
documentation and can gather it during
the phase of formulating when they’re
first making your product it saves you
ton of time if you go back to three five
years after the product has been
developed and want to get this kind of
documentation from your from your
manufacturer it’s it cost a lot of money
these manufacturers will charge you
money to be able to pull those things
together but all of that must come
together in what is called the product
information file that is the raw
materials the components the formula and
their sources all of that comes together
you actually have to have a safety
testing done on the product that assures
that the way the product is put together
does not grow bacteria has a shelf life
and that the ingredients are safe and
there is what’s called a toxicology
assessment that’s done by a third party
that also validates all of this
documentation included in this product
information file as well is the
quantitative formula and a quantitative
formula is a formula that not only just
lists the ingredients that are in your
formula but they are listed by the
percentages of that formula that each
one of those ingredients are so all of
that comes together in what’s called a
product information file in the earlier
you can get that this the better off
that you will be the last thing I want
to say about about international
distribution is you need to have in most
parts of the world a registered agent
that is responsible for your product in
that country please don’t make the
mistake of making the registered agent a
distributor and in our next section I’ll
tell you a little bit more about why so
stay with us we’ll be right back
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radio your way healthy life net hi there
thanks for staying with us this is patty
Schmucker and we’re devoting the show
today to brands to help them understand
some of the things that are necessary to
get their product and market and be
successful both domestically and
internationally and talking about in
particularly register registering your
product in other parts of the world so
that you can actually sell your product
I in those parts of the world the reason
why I mentioned that you don’t want to
have a distributor in a foreign market
be your registered agent and most
countries in the world will require that
there is a registered agent in the
marketplace and the mistake that
commonly is made by small brands is that
they will find someone who emails them
and says I love your product I wasn’t in
the in the United States and I found it
and I want to bring it back to my
country and I want to be your a I want
to be representative I want to be your
distributor in that country well that’s
all great and fine but the problem there
is that if that relationship doesn’t
work out that person is legally tied to
your brand and in some parts of the
world like the Middle East whoever
becomes your registered agent if that
relationship doesn’t work out and you
terminate that relationship the law
requires that that original agent that
brought that product into the
marketplace they either need to be paid
off we have a fortune 500 company that
just spent 2.9 million dollars in the
Middle East evacuate
getting themselves out of a relationship
with a distributor because they made the
distributor they’re responsible party so
big and small companies make them this
mistake but it’s critical and one that
you definitely don’t want to make the
the other thing about is being
successful and in the foreign markets as
well as here in the United States and
that is to create a protectable and
recognizable brand now in the United
States you do that through trade marking
is one of the legal elements that allows
you to create protect Bill of trademarks
a protectable brand the other part of it
is all about your consistent language
your consistency with the graphics and
the way that it’s visually presented its
language all of that creates branding
and the more consistent you are the more
recognizable your brand becomes on the
legal side of it it goes even further if
there are all sorts of different types
of trademarks that you can get in the
marketplace in the United States they
are first to use in the United States is
the rules here in the United States
whereas outside of the United States it
is first to register so what does that
mean if you create a product line and
create a name for your product and you
say register it here in the United
States and you have a registration here
in the United States but then you go to
a trade show outside of the United
States or someone comes in United States
and buys your product and takes it to a
foreign country all they need to do walk
into the trademark office in that
country and they can register your
trademark and you can it can cost you a
lot of time and money to try and get
that back so it’s very important to have
a thought about where your brand could
go and make investments early on and
protecting the trademark it’s not only
the actual name but there’s also the
design if maybe you’ve done something
interesting with regards to your package
or the actual logo is something that can
be a trademark as long as well as the
name there’s a trademark protection that
can be done on what’s called the trade
dress which is the actual packaging of
the product as well as even color
fragrance and sounds associated to your
brands are all protectable things that
allow you to create recognizable brands
in the marketplace in the other aspect
of really being able to create brands
that are recognizable is to be able to
speak accurately to the customer that
your brand is intended for and in the
beauty industry one of the ways that we
do this is by developing what we call
personas so for example american-made
beauty is a website that is designed to
communicate to consumers in the
marketplace is that all consumers well
it’s probably more likely that there are
we’ve identified three specific
consumers that is going to be interested
in coming to american-made beauty comm
and buying products there the first
persona that we identified as a customer
of american-made beauty is the patron
there she is an individual who is making
a decision about her buying of beauty
products based on loving America and
wanting to keep jobs in America and that
is her motivation for buying the second
persona that we have on american-made
beauty is the beauty diva she’s very
interested in beauty she very interested
in taking care of herself always
interested in innovation but her driver
is quality safety transparency those are
things that are really important to her
and those are the drivers that would
bring her to the american-made Beauty
website and then the third persona for
american-made Beauty is the eco wellness
of consumer someone who is very
concerned about the products
green and clean and environmentally
responsible and that they sustain her
health and extend the longevity of her
life those are the buying decisions
though the drivers of her buying
decisions buy american-made Beauty
understanding who those personas are
we’re able to develop messaging and
concepts that help to immediately
connect our brand to those consumers and
these are the activities that allow you
to create recognizable brands I
mentioned in the very early session
segment today that part of being
successful for a brand is to understand
your channels of sales understand who
whether you’re a prestige brand or a
middle market brand or a mass brand and
as you begin to identify the personas
the personas help you to understand
where are where is where is that
customer shopping I would be looking at
my Patriot as one of the personas of
american-made Beauty what kinds of
magazines is she reading what kinds of
stores would she be going into what are
the things that support the drivers of
her purchasing decision which is keeping
jobs in America by understanding all of
those things about that persona it helps
me to make some decisions about what
should my packaging look like what’s the
kind of messaging that I’m going to be
giving where am I going to advertise my
brand and the more we’re able to be in
the right place and insert ourselves and
the conversations that that particular
consumer is as having and the more
consistently I show up there as a brand
this is how we become recognizable
branding is owning the image in the mind
of the consumer and the way we do that
is by having protectable IP intellectual
property trademarks that we use
consistently in graphic identity
and the visual identity in the language
that we’re using and that we are
consistently being in the place where
that particular consumer who our brand
has the ability to resonate with and
solve problems for where that consumer
hangs out and his n is at and
consistently showing up those are the
ways that we are able to become a
recognizable brand and its recognition
that grows sales alright we’re going to
take our final break when we come back
I’ll talk a little bit about some of the
interesting things I’ve seen this of the
first quarter of 2018 in beauty and
health and share with you some of the
things that caught my attention so stay
with us we’ll be right back
[Music]
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[Music]
hi there this is Patti Schmucker on
radio am beyond healthy life net and
we’ve devoted this show specifically to
beauty brands to help them really
understand some of the important things
that are necessary to be distribution
ready and to be able to get traction in
the marketplace as I mentioned we this
is Show season where new brands show up
and give us information about themselves
as well as established brands introduce
their newer things for for the year and
what’s really caught my attention is the
real explosion in beauty from the inside
out so a lot of ingestible goods that
are in the marketplace today and really
tying their products to the external
benefits that one can get but just some
wonderful innovation that’s taking place
in making ingestible beauty that it is
not only healthy but also is fun and
it’s easy and often times it tastes good
as I mentioned we feel in the market
today transparency and authenticity is
really critical consumers are savvy
they’re doing their research they’re
doing their homework
and they are not going to buy blindly
they are going to read between the lines
and they’re going to check claims so
this I think is the biggest issue that
is going to face the adjustable Beauty
category but it’s definitely interesting
to see some of that taking place I saw
things like healthy snacks like scene
acts is a very interesting sort of like
a seaweed kind of snack good food
coloring that comes from natural sources
is was another interesting coconut water
of course
just in a category that is just exploded
and you know it’s low in calories it’s
rich in potassium and fat and
cholesterol free but their claim is that
it actually is better than plain water
for hydration and unfortunately there is
just not a lot of substantiation of that
despite that it’s certainly the drink
I’m choosing to drink more often than
not because it does have fewer calories
less sodium and much higher in potassium
than typical sports drinks so that’s
what a very interesting I think you’re
going to see more and more coconuts
showing up both topically and ingested
Li one of the other interesting ones
that I saw was oral care diet supplement
drinks and this brand is one that I just
I’m not even going to mention the name
because you know the problem is is that
it’s very first off the bat it
erroneously bills itself as the world’s
first oral care drink and the fact is it
doesn’t take very much research to
figure out that back in 2013 they’re all
there there’s was probably one of the
first then so right away from the very
beginning you lose the credibility from
the customer when you make claims that
just simply aren’t app accurate another
big area that I’ve seen is a lot with
oxygen and water we were seeing a lot of
cosmetics that are coming out with no
water in them at all the problem with
this particular claim is that most of
the products that I’m seeing what
they’re using to refer to no water is
that they are using tensors
or they’re using tees so for example
aloe vera juice the reality is if that
is that is water or rose tincture so
it’s a tea made from rose petals so that
has the benefit or hide results that
have the benefit of the botanicals that
it was originally steeped with but it’s
been transformed because it’s now a
tincture or a hydra saw bottom line is
water so
don’t make claims that that immediately
cost you authenticity and credibility
with the consumer because those are
those are the ways right from the very
beginning much like my review of brands
when I look at brands and I see that
they have not followed FDA requirements
for labeling their product when I know
that that information is available
online free of charge it immediately
tells me that this this organization
this company hasn’t invested the time
for me to invest any time so I
immediately put aside 80% of the
products that I look at are not
distribution ready because they haven’t
done their homework and they’re not
being authentic in the marketplace some
of the newer things that I saw that had
caught my eye is Paris Hilton is doing a
skincare brand and you know you would
think someone like Paris Hilton she
wouldn’t really be concerned about too
much more than I’ve got a great name and
I can sell anything but she’s actually
really put some time and energy into
investing in new technology their
product is called Pro DNA and it’s a
line that features genome matrix which
is a enzyme derived from Michel micro
algae and hyaluronic acid and it comes
together specifically to to target the
promotion of healthy skin through the
repair of the DNA when your DNA is
damaged and it gets damaged from sun
gets damaged from smoking it gets
damaged from free radicals when those
when the DNA is damaged when it goes to
produce its next cell the next cell is a
row or is a replica of itself so it just
makes sense that damaged damaged a DNA
is going to produce more cells and more
DNA that’s damaged so we want to repair
that in order to be able to have
healthier skin and I am banking or
betting on the Paris Hilton brand being
one that
is going to have some real viability and
success in the marketplace because it’s
done its homework the packaging is
beautiful the story is really well done
you know she’s at a stage in her life
where she’s serious he’s moving into a
serious stage in her life soon to be
married and really wanting to have
something that is sustainable and
matters in the world so that’s that was
one of the brands has really caught my
eye another one that we had the good
fortune of having here on the show is
18:21 man made the men’s category like
the skincare category are two categories
that are just exploding what I like
about the 1821 man-made is that in the
prestige men’s category there’s not a
lot of players Jack Black Baxter are
probably two the other ones that I can
cite right off the top of my head on the
end so 1821 comes in to a very small
pool in the marketplace and they’ve just
done an exceptional job of creating a
very unique story around their brand
taking the attention to make sure that
they have quality ingredients but
they’re resonating with their consumer
most men when they’re looking at taking
care of themselves they’re not
interested in using five or six products
you late ladies those of you who are
listening you know if he can get away
with a bar of soap to do everything
that’s what he’s going to do so 2018 21
is a brand that has a shampoo
conditioner and body wash in one and the
brand speaks to the prohibition and
pride of ownership message which i think
is will really resonate with men who are
looking for a brand that is really for
him it’s not her product that that he
can use they’re really products that are
designed for them I hope this program
has been helpful and thanks for taking
the time to be with us today next week
we will have entrepreneurs that are
really innovating the
gaps in the marketplace and creating
solutions so be with us next week when
we have Tara tidy that from glamma
fornia will be with us next week I’m
patty Schmucker thank you for listening
to radio a and B where we think pretty
is pretty important in all things in
beauty
[Applause]
[Music]
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[Music]
[Music]