Beauty Store Business

MAR 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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28 March 2017 | beautystorebusiness.com greater margin than that, but Stearn takes the story as a lesson in investing a little more to make a better product and gain a lifetime customer. "You take that same strategy—you spend the money and build a better product. In other words, you put enough ingredients in your product to do the job and you will keep a customer for life. If you don't spend that money, you're not going to keep him or her because your product is not going to be effective. It's simple to me; it's common sense," he explains. Miles applies this idea to what she commonly sees in the natural skincare marketplace and what Derma E strives to do differently. She explains that the marketplace has plenty of natural "base" formulas that have a nice feel and scent, but lack the key ingredients at the right amounts to truly make a difference. "You can do a lot with the base, but it's the actives and percentage of actives that make the difference between a mediocre product that's not going to give you long-term differences and one that is. And that's the Chevy vs. the Cadil- lac. You need to make sure the actives are in there," she says. Actives include antioxidants, vitamins and botanicals that deliver results. Stearn and Miles have not been afraid to invest more in Derma E's formulations to include high-quality actives at the right percent- ages to make an effective product—and the company's success shows that this approach works. SCIENCE, SCIENCE & MORE SCIENCE Part of the winning strategy that has yielded results for Derma E's customers— and for the company, is this commit- ment to use scientifically researched and patented ingredients—these are the "actives" Miles refers to. In fact, if you look through Derma E's product line, you'll see a host of well-researched and proprietary ingredients. Miles works tirelessly to perfect each formula, add- ing additional ingredients to the actives to create a synergistic boost toward the desired effect—whether that be firming, hydrating, smoothing lines, purifying, sun protection—or a host of other benefits. "We usually try to make sure that we use synergistically appropriate ingre- dients to actually boost the formula beyond what that featured active would be," Miles explains. Being a Doctor of Oriental Medicine, Miles has a vast understanding of botanicals and how they work together in the body and on the skin. She works relentlessly with each formulation to achieve the best blend of proven ingredients at the ideal amounts to deliver results. "Some of our patented ingredients— for example, Matrixyl and also Argireline— require that you sign documents that you put in the active amount that they've clinically tested," Miles says. Matrixyl is a scientifically researched, patented pep- tide that specifically stimulates collagen synthesis and skin repair. Argireline is another scientifically researched, patented ingredient shown to decrease wrinkles. Both ingredients are actives in Derma E's Deep Wrinkle Essentials set of products amongst others. One of Derma E's strengths is the high level of integrity it demonstrates in its formulations, which again, points back to Stearn and Miles and the original idea to create effective products. Derma E's director of marketing Barbara Roll, a 20-year beauty industry veteran who joined the company in 2016, explains, "One of the things that really impresses me about the company is how much integrity there is in what we say about our products and how they perform. And a lot of times, companies will put in just enough of an ingredient to make a marketing claim. But Linda Miles, our formulator and cofounder, would never allow that here. She believes that if you include an ingredient, it has to do some- thing and it has to make it work. And I just love that about this company." This sentiment is echoed by those working closely with the beauty stores, too. Nicole Freeman of The Freeman Group, the manufacturer's representa- tive for Derma E, says, "The stores love the line because it is not only clean—it's effective—and they have a wide range of products to address a number of skin concerns. It's a real find for beauty stores. They also like their sampling and packaging. It's spot on." EDUCATION & MARKETING With all Derma E's focus on science, they have had to invest in education, too. Miles explains, "We are so based on science, our education programs are extremely important because you need to understand why it is we put an ingre- dient like Pycnogenol in our products or our newest ingredient, Stay C 50. What are they? And what are they going to do for the skin?" The company provides excellent edu- cational point-of-sale materials to the stores to communicate directly to con- sumers. They also offer thorough training materials for store sales representatives. An in-house training team actually goes out to different stores to help educate retail- ers and consumers about their products. Derma E largely earned its reputation by working with independent health retailers, so addressing the needs of independent beauty retailers is, exuse the pun, natural territory. They have a staff person who solely provides support to all of their independent retail customers. "We have a dedicated staff person who handles individual stores. And she's constantly on the phone helping them eight hours a day," Stearn says. DERMA E'S NEW NONOXIDIZING VITAMIN C LINE Derma E's new vitamin C product line features a patented form of vitamin C called Stay C 50, which is very stable and works on the skin topically. As vitamin C has a history of oxidizing on the skin, this nonoxidizing, clinically studied vitamin C is truly exceptional. Vitamin C supports and rebuilds collagen and elastin fibers. Collagen and elastin fibers are the foundation to the skin. Keeping them healthy helps keep skin smooth and wrinkle-free. Chief formulator and Derma E cofounder, Linda Miles, D.O.M., boosted the formulas by adding hydrating hyaluronic acid, probiotics for healthy skin microflora balance and antioxidant-rich rooibios to help defend the skin even more. The formulas also support healthy skin pigmentation and tone for a gorgeous, even look. A Vitamin C Micellar Cleansing Water gently cleanses the skin of dirt and long-lasting makeup residue without rinsing, while also brightening, hydrating and nourishing for a healthy glow. Suggested retail price: $12.95 B Vitamin C Renewing Moisturizer is a lightweight moisturizer that supports healthy collagen, protection against pollutants, balanced skin tone and minimizes the look of fine lines and wrinkles while smoothing, firming and revitalizing. SRP: $22.50 C Vitamin C Concentrated Serum is a lightweight, fast-absorbing, potent serum that boosts collagen health, brightens the skin and reduces the appearance of fine lines and wrinkles. The serum also provides deep-penetrating antioxidant protection against environmental pollutants and supports hydration. The addition of vitamin E and aloe soothes and moisturizes skin. SRP: $24 D Vitamin C Intense Night Cream is a luxurious, antioxidant-rich moisturizer and skin protector delivered in a beautiful jar. The formula revitalizes environmentally stressed skin, promotes cell turnover and defends the skin against harmful bacteria, which can cause acne and premature aging. SRP: $22 A B C D Images courtesy of Derma E

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