Murphy D. Bishop – When You Find a Hero

Murphy D. Bishop is the founder of blue
brand development and CEO and co-founder
of better skin company with more than 20
years of experience Murphy is a highly
skilled beauty sales and marketing
executive and someone that I really have
admired and watched his great work his
career began at Estee Lauder where he
spent five years learning the business
he began on the flagship Estee Lauder
brand before moving to Bobby Brown where
he worked closely with Bobby and her
core management team Murphy has also
served as an integral part of Stila team
with the original founder Janine LaBelle
we he went to work for a number of other
iconic brands like Victoria’s Secret’s
Beauty bare essentials Molton Brown and
butter LONDON
before founding his current business
blue brand development and the better
skin company I’m delighted to have a
Murphy with us and he’ll be with us
during the whole show we’re in our
feature segment we’ll talk a little bit
about his backstory and some of the
things that he has learned in working
with some of founders of some iconic
brands will in our second segment we’ll
talk a little bit about some of the
things that are unique about his
knew a better skin company brand in our
third segment we’ll talk a little bit
more about how he’s bringing those
products to market and if you’re a brand
owner some unique in some interesting
concepts or interesting tips about
working with dr TV and then in our final
segment we’ll talk a little bit about
some of the other channel partners that
murphy is working with and some of the
ways that other brands can get traction
in the marketplace so I’m delighted to
have you with us Murphy thank you I’m
very excited to be here as you know I’m
incredibly passionate about our business
so I just can’t wait to tell everyone
more about the better skin coat and also
about how blue brain development is
helping other emerging brands make their
way to market great so Murphy let’s
start at the beginning because I know a
lot of people are would be interested to
learn how you started in the business
that’s what we know patty I never
intended to be in beauty when I was in
college I graduated with a degree in
finance and marketing and as upon
graduation I had four job offers three
were from financial institutions which
seemed really boring and one was from a
department store and the department
store was also moving people to
Nashville and at that time I lived in
Birmingham the Nashville seemed like a
really big city to me I never planned to
be in retail but I took the leap and
went to manage a department at the
parisian department store great southern
department store it is unfortunately no
longer exist but back in the 90s they
had a phenomenal management training
program so i eventually landed myself as
the cosmetics manager and at that time I
was very young I was right out of
college and in those days many of the
people in the cosmetic Department were
career cosmetic associates and they
started there when they were young and I
would retire from there so they really
had the
incredible books of business that they
had cultivated over many many years and
it was just all very fascinating to me
the whole aspect of how loyal someone
was to a brand the service aspect of it
and also what people were getting out of
their brand so whether whether it just
made them feel good or whether it reduce
fine lines and wrinkles or maybe it was
because of the relationship they had to
be associate or the sort but I was
really amazed by all the different
facets of the business because at the
end of the day it was more than just
product in a jar mm-hmm I’ve managed
that department and I would see all of
my vendor reps coming and going and I
thought that seems like a better job
because they come in they would take you
to lunch we would do some fun exciting
planning and then they would drive away
go
most of them would go back to Atlanta so
I felt wow that was really interesting
so I made friends with all of them and
when a position came open they let me
know and I interviewed and at that time
the assistant to the executive was
called an account coordinator but
basically you were you were an assistant
so what I did was I moved to Atlanta
with the estée Lauder’s companies and I
was coordinator for Atlanta and
Chattanooga so really my job was to
drive to each Parisian store in those
areas and I would do the training I
would do the offense I would sort of
like the executive mini-me except for
except the executive got off
Trevon which the fine at that point I
was just happy to be with the Lauder
company right so everything went really
well in Atlanta and water offered to
move me to Los Angeles and as someone
who grew up in the deep south I was
ready and willing to go anywhere
because I just I wanted adventure so I
moved to Los Angeles with Estee Lauder
and they took on the Parisian account
well Estee Lauder in California is very
different than Estee Lauder in Georgia
I’m sure and that being because in
California the trends were very very
different
you had brands like Max and Smashbox and
all of these sort of cool hip brands
which pushed water down the food chain a
bit so in the South where we were number
one in every door I come to LA and we’re
number four or five or six oh well
whatever it was it was a rude awakening
right it was definitely a rude awakening
and it also taught me a lot about
business because the challenge that I
was given was to get the brand into a
solid top three position so so I took
that challenge and what I did was I
assessed the LA market I was the talent
we had I looked at customer who was
shopping and we put a plan in place to
attract different types of talent yes at
the time what happened was Lauder would
hire them give them this great training
and then they would immediately leave
and go to these sort of cooler hipper
cosmetic brands so we knew we had to put
a stop to that but we also knew we had
to make water a little more cool a
little more ship and really a place that
these artists would want to be so so
that’s exactly what we did we put we put
our emphasis back on the makeup we put
our emphasis back on the artistry we
started hiring artists as opposed to
just sales people
and we really focus on competing with
the people that were beating us in the
country we just muscled our way past
them so so it worked really well and we
did get into the top three so and it
took it took a good year and a half to
two years but everyone was thrilled and
that led to my first executive level job
but Murphy I think that that’s really
yummy want to pause you there because I
think that’s really interesting in terms
of the dynamics that you this young man
coming from the deep south coming to LA
what was it about that gave you that
clarity that strategically you needed to
take a different approach they got you
those results well it’s you know that’s
really easy because all of the few
friends I had at that time were of the
younger hipper cooler mindset those
brands the max of the world the Smashbox
is the steel is that’s where they were
shopping so I just said you know I said
guys why are you going there we’ve got
this amazing product backed by all of
this history and and we can give you
basically we can give you the same thing
and quite honestly they laughed at me
like your marketing doesn’t speak to us
there’s no artistry at your counters we
don’t need a $70 moisturizer and they
were right they needed somebody who
understood them as a consumer which
meant sure they cared about their skin
but they also wanted a touch of artistry
right oh you know they also wanted the
newest colors they wanted pigmented
colors and they also wanted to see
people like them working behind the
counter a point that was very important
to them and at the time we had a lot of
those career professionals who had been
there for many many years and so I just
went to all of them and every time we
would have a position come available I
was talk to them about you know family
members or if a
if they maybe had a daughter that wanted
to get into the business if they knew
someone and we really started recruiting
sort of from the top down I didn’t want
them to feel like that we were
drastically changing things I wanted
them to feel like that they were coming
along on this new journey with her so we
had some of the women who had you know
daughters graduating from high school
and they said well sure she’d be happy
to you know check it out and initially
we would hire them as freelancers so
they would get to work the events and
events were always much more fun I mean
there was music and there was artistry
there were all of these things so we
really sort of set the stage that way
and then we would recruit them into
working behind the counter and it really
just changed the dynamic and it made us
more appealing to a different
demographic but it also excited the
current demographic because now that we
were pushing other things front and
forward like color and like artistry
that sort of renewed their interest in
part of the brand if they may not
necessarily have been buying so we also
got a larger share of the wallet if you
will right because you know as you know
Estee Lauder is incredibly famous for
their skincare but they’re not as known
for their makeup which is actually
incredibly incredibly good makeup so
that turned into my first executive
level job with Bobby Brown so I was no
longer the person driving around all
over California with if with purchased
collateral falling out of my win in my
mind I thought oh now I’m going to have
someone like me
to work with me however switching to an
artistry brand which was very different
because they just didn’t it was a new
brand at the time so they just didn’t
have all the layers they Lauder had hmm
which looking back now
it’s probably a good thing because the
entire industry has shifted toward a
more linear system where there’s less
people in the field so at that time
bobby was relatively new but incredibly
hot
I had the LA Orange County and San Diego
region and we were still a small company
so Bobbie herself would come and do
personal appearances which were
incredibly large since she really
focused on the Neiman Marcus on Wilshire
Boulevard so I got to spend a lot of
time with her which was super exciting
because you a lot of times when
companies are exploding you rarely get
to spend that much time with the founder
right and Bobbie was so lovely and in
the 90s she didn’t necessarily know the
business that well herself had grown so
quickly right but she treated us all she
really treated herself her family she
didn’t she didn’t really understand the
titles and she didn’t really
differentiate between a regional and an
executive she just treated us like we
were all these hard-working people out
there trying to accomplish the same
mission which was incredibly refreshing
right right so and so what were some of
the key things that you learned from
from working that closely and being able
to have a chance to work closely with
founders of brands great question Patti
one of the things that Bobbie built her
reputation on was just honesty Bobbie
was a salesperson but she didn’t believe
in over selling her entire mantra was
give the client what they need and want
you don’t have to overdo it so in most
cosmetic companies you know you you go
for the single you just continually sell
until people say no that’s not how Bobby
was Bobby created the girlfriend
experience which said hey we’re here to
service you what would you like we’ll
take really great care of you and so
from her I really actually learned more
about sales because that practice really
built a better relationship with a
customer right I stuck they stuck around
longer they trusted us more so working
closely with Bobby really taught me a
lot about building a client relationship
and building it off of trust because
that’s why she people really related to
her and then you know after working with
Bobby I went to work with Jeanine
LaBelle’s and Cielo and Jeanine was a
Hollywood makeup artist incredibly
successful but she wasn’t necessarily a
cosmetic businesswoman and what I what I
really took from Jeanine was take risk
takes all the risk you want and as long
as it’s not too expensive and no one
gets hurt
Italy we can either make great success
from it or we can either learn from it
so that was something that really took
over because when you work for a Lauder
or a long home you don’t really take
those risk at all sort of comes down
from the top right for instance with
Jeanine we did a huge artistry event in
New Orleans and we had all these crazy
things first of all it was New Orleans
we had shirtless dancers everywhere you
see what tattooed all over them artists
had on hot
we had BJ’s and bubble machines and it
was really just over the top but you
know we were an artistry brand and
that’s what she wanted she said do
what’s going to excite the customer you
know they’re coming here to get away
from what’s going on in their life and
to feel better so she said your job is
to make sure that happens I really
learned just the art of risk-taking and
I think that was that’s been very
valuable in my career as I sort of
continued to take risk so and I would I
would think that that whole process
those taking of risk in and also having
had the success you’ve sort of developed
an eye for success in beauty can you
share with us what are some of those
those lessons you know the beauty
industry is rapidly changing and what
people still really remember is the
beauty industry was rapidly changing in
the 90s and 2000’s as well
it was just changing a little
differently it was changing within the
brick-and-mortar space you know now it’s
obviously changing outside of that space
it was in that space you constantly had
the Porsche correct because the 90s was
the age of the makeup artists we had
Janine LaBelle estilo Laura Mercier
Trish McEvoy Bobby Brown so I learned
how to be nimble and how to constantly
change the way we were doing business
the way we were talking to our customer
in artistry there’s a lot of business
built on trend so you didn’t really
learn you didn’t go as deep into
products because a lot of times they
were here that seasons gone the next
you just really focus on getting them
into the customers hands when the
customer wanted them so so sort of my
take away was always be nimble and sort
of always be looking over your shoulder
because there’s so much great activity
happening that if you don’t stay on top
of it you’ll just get left behind right
and you know there’s some of those great
brands that if you look back they didn’t
evolve and you know lack
evolve Mundt creates a stale brand which
then you lose consumers and then you
just sort of exists and just existing
alone is not enough excitement to to
grow up Rand you know and that’s such an
interesting point because I know as I
developed websites for example
american-made beauty just came on as an
e-commerce site in July of this year and
someone said to me
AB you a website is dead the moment it
goes live and I think that applies to as
it relates to beauty brands that they
constantly need to be elevated and
activated and that’s what you’re saying
in terms of being nimble and looking
over your shoulder in terms of what’s
happening next you’re exactly right and
something we constantly are telling our
clients at the agency is every single
day matters as far as content and noise
for concern because the brands that
creates the most noise in the digital
space or the brands that stay relevant
and you can create that noise in a
variety of ways if hold on and Murphy
hold on with that thought because we’re
going to take a break and when we come
back I want you will pick up that
write-up and you’ll tell us what those
those things are from the 90s is
compared to today so stay with us we’ll
be right back with this exciting
conversation with Murphy Brown of the
better skin coat
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healthy life dotnet welcome back this is
patty smoker you’re listening to radio
am beyond healthy life net I’m delighted
to have with me today
Murphy Bishop founder of blue brand
development and CEO and co-founder of
the better skin CO Murphy we were
talking in our first segment about the
amazing experience that you’ve had
working with all sorts of brands in your
earlier days and today that a lot of
people are forgetting that there was a
lot of change going on in cosmetics in
the 90s and you would tell people that
every single day matters with a content
and noise in order to make a brand
relevant tell us a little bit about how
that applies to brands today sure patty
um in the 90s and early 2000s brands
would do huge PR events and at these PR
events every editor would come important
people and they would write about these
events and you would get your press and
that was how you created your buzz well
with the digital age the Internet as we
all know runs 24/7 and to constantly
refresh it with information takes a lot
of work however consumers influencers
and the press have very short attention
spans so they want to talk about the
hottest and the newest thing going on so
as a brand owner it’s up to us to
constantly be pushing out fresh new
content and figuring out ways to spin
our message so that literally daily we
have new things going out into the
webosphere to get people to talk about
them because at the moment where you do
not have content going out you sort of
it’s like anything you sort of begin to
slide down in the rankings and obviously
the closer you are to the top the more
consumers that are going to find you and
we really coach our clients on the need
for content and what that looks like to
develop that content because when you
say content people have these just
horrible images in their mind of writing
a four-page blog or what have you and
that’s absolutely not it at all you can
have just you know small quotes going
out you can have something about
ingredients you can repurpose press you
have you can repurpose reviews you’re
getting that you can take your brand
story and continually spin it it’s
really just about taking the information
and creating a tornado of it so that
you’re constantly pushing something out
and with our brand we do that and we
have we have a partner who works in PR
we also have a partner who does our
social media and we are constantly
having conversations with them about
what is the next week look like what do
we all own to get this content out there
and and it really really seems to work
and I think it’s also if you look at
some of those brands that have been
around for a long time some of them are
doing incredibly well with this whereas
others which are lovely brands you
really don’t hear that much about and if
you track that back to their digital
sales you will realize that it has
impacted them because as we continue to
see a correction in the brick-and-mortar
business it’s up to us as brand owners
to do two things we have to do what we
can do to stabilize and try to grow our
brick-and-mortar business but we also
have to realize that our digital
business is the flagship to the world so
we have to figure out how to make that
the number one place that your customer
wants to see you whether that’s on your
website on Amazon on another partners
website but it’s really about constantly
giving them something new to pique their
interest right so and that makes amazing
sense and you simplify it in terms of
helping
brands to understand that in order to be
relevant you’ve got to recognize that
the digital environment different than
the brick-and-mortar is open 24/7 and so
constantly being being relevant now
let’s shift gears a little bit Murphy
because I know that you know you’ve been
involved with many other brands but this
recently you made a decision to really
put your focus into a brand that started
really with one major hero product tell
us a little bit about the better skin Co
sure the better skin Cal is a brand that
now has three products with a fourth
product launching and let me just start
by saying anyone can launch a brand but
in my experience you have to have a
reason for being because your reason for
being is where you’re going to draw your
content your inspiration it’s really
going to drive everything you do and
before this I had never really had a
reason for being for a brand and then
one day at Thanksgiving lunch I met my
now business partner Natalia and Natalia
was literally selling this cream out of
her kitchen women were you know women
were buying it and they were spending
$40 on a plastic cup of cream and I have
to be honest I thought this is really
cool and creepy office and you hear
these stories but I’d never seen one
mm-hmm and so I started talking to
Natalia and she had been making that
cream for almost 20 years and she
started in her home country of
Uzbekistan and she moved to America she
started selling it again there to help
support her family and people were
buying it and so before the age of
social media really kicked in she had a
huge fan base so I thought this is
really interesting here’s something that
people from here to this Becca Stan are
buying we should really see about
bringing this to the market so you know
I talked to Natalia we discussed her
initial formula which was all natural
and we said all right let’s take this
all-natural formula and let’s give it a
boost so that we can really enter the
market and compete with people that are
currently in the market so we took it to
a lab and we added peptides which are
your collagen builders hyaluronic acid
so you sort of have that drink of water
for the face and then we partnered with
a company called Sodoma and so derma has
a property called wonder light and
wonder light is a plant based
brightening ingredient that after about
30 days you can see an improvement hyper
pigmentation so we took these peptides
hyaluronic acid in this wonder light and
we combined it with her all-natural
ingredients to create sort of this super
cream mm-hmm and and Natalia is a master
esthetician and she’s been working on
skin for as long as she’s in making this
cream and we really believe that it’s
what’s in your products that count not
necessarily how many products you put on
people and so something that that’s
always happen throughout my career is
you really you’ve got people into a
routine you said okay here’s your
cleanser
here’s your toner here’s your day cream
here’s your night cream here’s your eye
cream and that’s the way that we sold
products however as times have shifted
people really watch how much they spend
and they we live in an age of
convenience they want something that
will do more for less so we said let’s
bring this to market and tell people
that if you have a good cleanser in this
cream you’ve got a skincare routine
we’re going to give you permission to
basically use two products for great
skin because part of one of the
challenges at brick-and-mortar was brick
and mortar heavily sells to people so
once you’re in there and you meet a
sales associate they start prescribing
what you need right well the reason you
know the reason people buy online is
because they can get what they think
they need and what they want without
having the noise around it right so
we launched this one product Natalia was
written up in the Huffington Post and
then our business literally took off you
know we were instantly just selling tons
of jars
we’ve been were featured as a holiday
gift pick on the Wendy Williams Show and
then we you know we sold out which was
the first time we’d ever sold out so you
know we reordered and it just sort of it
just really just took off from there and
it’s just so exciting that that they’re
the key elements when we’re going to
take another break and when we come back
we’re going to talk a little bit about
those flag those those red flags or
green flags if you will that sort of
came up and they let you know that you
had a success this whole idea that you
had this Wonder cream and all of a
sudden you’ve got this positioning that
giving people permission to use fewer
products it sounds like you really put
together a plan that allowed you to
break through the noise alright so we’re
going to take a break and when we come
back we’ll talk a little bit more about
that development process and how that
has continued to help allow Murphy to
build the brand so stay with us we’ll be
right back
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your way healthy life net hi thanks for
staying with us this is patty Schmucker
and you’re listening to radio AM V on
healthy life net
I’m here with Murphy Bishop he’s the
founder of blue brand development and
CEO and co-founder of the better skin Co
so Murphy we’ve talked a little bit
about want some of the things that you
did to sort of break through the noise
and identify something that made this
brand unique and you know I’m really
delighted that our audience is being
able to hear sort of a masterclass from
one of the Masters on how to bring a
unique product to market and break
through the noise tell us about a little
bit more about that development process
that allowed you to get the attention of
someone like The Huffington Post sure
well Patti one of the things I want to
point out because this happens every day
at our agency people come to us with a
budget to launch a brand however their
budget usually drops off the day the
product goes live on their website right
what we advise clients is you know you
need to take 75% of your budget for the
marketing for the first year your
product is out and only spend 25% to get
it to market because we advise that is
because with the digital age it allows
everybody entry into the market so if
people can’t find you they can’t buy you
right so you know there used to be an
old adage that if you buy it they will
or if you make it they will come that
doesn’t really apply right markets
markets too busy absolutely and it yeah
we say that making it the easy part
making it successful is where the real
art comes in correct yeah you know
something that we do with our company
which allowed us to get things like The
Huffington Post first of all we went out
and we found what we believe to be great
people to do the things that I’m not a
specialist in or that Natalia is not a
specialist in so we found a great social
media person we found a great PR person
and we found a great graphics person to
help us create content and we really
just all got together and we said let’s
plan our content calendar and how we’re
going to launch this and what we’re
going to talk about so that we can get
our brand out there into the public and
it absolutely worked and I know often
times people get scared when they when
you say well you need to do social you
need to do PR what I can tell you is if
you talk to your friends and friends of
friends you will find these people that
can help you and they will help you at
an affordable price just have to keep
looking you have to turn over every
stone until you find that right person
so we put this content plan into place
and and we launched and it was we our PR
person is very good at proactive
proactively seeking the next story
because a lot of times people will say
we’ve got this one product you can’t
possibly talk about that anymore well we
can talk all day long because our one
product has what we believe to be over
25 years and counting and we got those
25 cures from our customers we didn’t
just make it up we said how are you
using this and they said this is how and
so we just take every bit of information
we have and spin it into something that
might be interesting to someone else and
I patty I really think people get hung
up and they’ll say like well should we
talk
about this it may not interest most of
the people well we live in a really
really big consumer economy a giant
world it’s really not always about
talking to most of the people it’s about
talking to the right people so such an
important really important point you
know you can’t talk to everybody or be
all things to everybody so like you just
said talking to the right people
absolutely so we really said what are
the we said what are the marketing
pillars of our brand well we’re we’re
clean beauty we don’t say that we’re all
natural we say that we’re clean we
follow the industry’s strictest formula
ingredient list that qualifies clean
beauty so we said let’s look for those
people who are interested in clean
product so we talked about that we
talked a lot about Natalia and her story
because it truly is a great coming to
America story we when we launched the
brand she got her citizenship she’s a
strong powerful woman so we talked a lot
about that and we really bring our
consumers inside of the company with us
and and that’s how we keep this buzz
going
and we strategically choose if we’re
going to do like a trade show or a press
event are those different types of
things we don’t we don’t try to do
everything and we recently have really
ramped up our influencer marketing and
when I say influencer marketing we’re
not out there trying to reel in the
kylie jenner’s of the world to talk
about us again
we went out to people who would be our
customer and said hey we’ve got this
great product we’d love for you to try
it out I have to say that has been a
huge success our our number one refer
referring site to our website is YouTube
in just whoo yeah YouTube absolutely
sends the most people to our website
because we have all of these influencers
talking about us so that sort of been
our strategy to get it out there and
every month we just get a little smarter
and then we just do it a little more in
the little
or and that’s the reason we launched a
cleanser because our client said look
you’ve told me I just need a cleanser in
this cream where’s my cleanser right we
want a multipurpose cleanser in cleanser
scrub or mask and what’s nice is that
you that you’ve launched something into
a market that’s already asking for it
which is very exciting
now now I know that you are also on
evine tell us a little bit about what is
evine and how has that worked for the
brand
sure so evine is a home shopping channel
most people know QVC HSN and then
there’s evine evine is the smaller of
the three but they are the most
welcoming to an emerging brand and you
know consumers may not know but home
shopping can be incredibly difficult to
navigate and that’s really an area where
you’re only as good as your last show
hmm well the kind people that evine are
really into brand building so although
they want you to perform right out of
the gate they don’t throw you out if you
don’t give you enough time to tell your
story so you can bring their consumer
into your story and hopefully turn that
into a sales so for us it’s been
incredibly good our first you know two
shows were a little slow but ever since
those two since we’ve really got the
rhythm down we’ve had probably about a
95% sellout rate mm-hmm and it’s going
so well that we’re moving to our own
show in March so we’ll go from being a
ten minute segment in a beauty hour to
being our own beauty hour so so that’s
huge for a brand our size and also
whenever we’re on a vine all of our
other retailers so Urban Outfitters derm
storm soft surroundings they all see a
lift in their business so it’s been a
win-win for us and their other partners
right and it’s just as we wrap up this
segment the putting all of those pieces
together and being able to constantly
create relevant information creating
that buzz
and then having these various different
channels little by little you’re
building momentum for the brand it’s
very exciting to see all right so we’re
going to take another break and when we
come back we’ll talk a little bit more
about that Direct TV experience and
other channel partners that Murphy is
developing so stay with us we’ll be
right back
[Music]
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[Music]
hi this is patty smoker and you’re here
with us on radio a and B on healthy life
net we’ve just had a great conversation
from a master of brand-building murphy
bishop he’s the founder of blue brand
development and CEO and co-founder of
the better skin co murphy added in the
last segment we were talking about your
experience on a vine a form of Direct TV
where people can go on and actually buy
your product tell us a little bit about
how that experience has been and some of
the key learnings that you’ve developed
from that experience sure that
experience has been a great learning
experience because you know most of my
experience had been in traditional
retail which in my opinion is still
highly important and I really have from
that experience I’ve really taken away I
really I really learned how to connect
with people that I can’t see or feel but
I know they’re there and I know who they
are interesting that that’s highly
valuable because if you think about it
we’re doing the same thing every day on
our digital platform so it really just
pushed me to further heighten my senses
around that and it also has made me a
much better business person because as I
mentioned when we’re on a vine or other
channels do really well so now before we
go on I make sure everyone knows I make
sure everyone I make sure all of other
partners know what our deal is going to
be now some people would say oh well why
would you do that I think it’s I think
transparency is important and it builds
good relationships so I let them know
what it’s going to be so that for those
couple of days while we’re on they can
put their best foot forward they can put
us on their homepage they can put it in
an e-blast so it’s sort of everyone can
benefit so what you’re saying is the
other companies that are representing
your brand when you go on TV you’re
letting them
Oh in advance what you’re going to be
offering so they can capitalize on that
as well absolutely and they clearly they
won’t be able to offer the same thing
but they can put us front and forward
because people will be looking for us
and our web the search for our brand
when we’re on air goes up something like
3000 percent so whichever one of those
guys are coming up at the top they’re
going to start to get business because
even though people see us on TV they
still want to research and learn more
and that’s where this overflow business
goes to these other retailers and the
ones that put their best foot forward
during these TV events are the ones that
quite frankly capture the residual sales
right well and it sounds like you have
that another part of this key strategy
you’ve given us some really really great
lessons in this conversation but one of
the other key strategies is that you
have strong partnerships and multiple
partnerships tell us a little bit about
that sure well our first
brick-and-mortar and first web site
partner was Urban Outfitters and I’ll
and you know urban outfitter skews
rather young however based on the fact
that our cream can be used as a primer
and you get treatment benefits you tie
into our message of that of just keep it
simple use this and feel good about
yourself it really resonated with them
so we’ve been with Urban Outfitters
about 16 months now online we have not
had a single month online where we have
not sold out so it’s been going very
well and we also we also went out to all
the different bloggers and vloggers who
talked about Urban Outfitters and we got
them products so they can help us keep
that conversation going and we’re also
with Durham store has been a wonderful
partner we’re in soft surroundings which
is one of the country’s largest
catalogues with over 50 retail locations
around the country we can be found in
some local shops like juice bars places
like Larchmont Beauty other Beauty type
stores and then our evine business as
well as our website business which is
very healthy well it strikes me that
these all of these partners are
really very diverse right and I think we
have to remember that sort of like I
said as long as you’re talking to people
that are the right people because the
customers are out there and then they
might all be in different places you can
like healthy clean beauty and be
shopping at Urban Outfitters you don’t
have to be shopping at the juice bar
because you might also like fast fashion
and that’s where you go to get that
right the fact that you can find your
clean beauty there is a little bit of a
surprise in the delight so that’s kind
of how we look at it and we do every
retailer we join we find those bloggers
and vloggers that talk about those
retailers and we make sure we get them
product so they can let their fans know
hey look you can now find this brand at
your favorite retailer that’s great and
so long-term do you find that this
strategy in terms of multiple partners
and diverse partners are key to your
overall success caddy I absolutely think
it is I think that we will continue to
keep a very tight assortment because we
don’t want to be over stood we want to
take we want to stick to our
multi-purpose mantra but I also think
retail brick-and-mortar will continue to
course-correct
so as we sort of selectively choose
where we go along with building our web
business it allows us to flex as those
Corrections take place for instance if
one of our partners should not make it
in the current environment we as a brand
will be absolutely fine because we’ve
sort of hedged our bets and we’ve
developed strong relationships with
these other people so so all of our
apples are not in the same basket
exactly and you found that reason for
being which is giving people permission
to use less which is very much relevant
in the marketplace today absolutely and
so we really stress like these are the
if you go on our website you can see the
different reasons you can use each
product and we also tell you we also
tell you how to use each product so it
really it really works well and I think
people really appreciate just the clear
and
transparent honesty in it right and so
if someone was interested in getting
learning more in terms of your
consulting services how can they contact
you for that type of work absolutely you
can visit our website it’s just blue ble
you brand development comm and all of
our contact information is on there we
we talk to everyone so if you have an
idea feel free to call us or we’ll be
happy to chat about it and then if you’d
like to learn more about our brand you
can find us at be better skin co.com
we currently are working with the
American Cancer Society so anyone who
purchases our miracle cream this month
which is our number one SKU we are
giving 20% of that to the American
Cancer Society great and of course the
brand is also available on american-made
Beauty so we’re very excited to be one
of your partners as well Murphy thank
you thanks for taking the time to give
us a great lesson in brand building and
for the work that you continue to do to
make the world beautiful Thank You Patti
all right well that’s our exciting show
for today and we are really looking
forward to next week when we will have
the president Chris Crellin of the
American Beauty Awards as well as the
Emmy award-winning makeup artist Mike
Mukesh will be with us so join 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 and beauty
[Applause]
[Music]
[Applause]
here’s the thing about beauty it’s
pretty at american-made beauty calm
we’re all about the pretty making it
easy for you to find what makes your
beauty shine we have essentially
everything you need and american-made
beauty calm celebrates brands that were
created right here in the US of A
imagine everything you need from the
best hair skin and nail products to
makeup and even the tools because it’s
all about pretty in american-made beauty
calm
we also think you’re pretty important so
visit american-made beauty calm browse
by learn american-made beauty calm
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[Music]
[Music]