Avon and Mary Kay might need to make way for a new competitor, Rodan + Fields, which is turning to direct sales after selling its prestige product line through department and specialty stores.
“It was hard for our consumers to come to a perfume counter and openly discuss their personal issues with the girl at the counter since acne is something that’s more personal and private,” said Katie Rodan, M.D., who founded the company six years ago with her business partner Kathy Fields, M.D. “We started to find out that people would hear about our products through their friends’ recommendations, which made us realize that this word of mouth type of business is best served by a direct-selling approach.”
Over the last six months, the company has pulled out of its specialty store distribution including Fred Segal, Bloomingdale’s and Henri Bendel. The company tested its direct selling business with 50 sales representatives in the San Francisco Bay area last spring. Since March 1, it has amassed more than 2,000 U.S. sales representatives. By yearend the company hopes to have more than 7,500 consultants. Products are also available on rodanandfields.com, an e-commerce Web site that was created to be a virtual clinic where consumers can purchase products and consultants can get weekly “Webinar” training to help them grow their businesses. Through the site, consultants and consumers can also e-mail a nurse with specific product questions and receive a response within 48 hours.
“We wanted to empower women and give them an opportunity to have a business of their own in skin care so they can craft an experience for people, allowing them to participate in the brand on whatever level they feel they’d like to,” said Fields.
Aside from the one-on-one consultations with sales representatives, Rodan + Fields is hosting skin care lecture clinic events at local hotels across U.S. cities. The first event was held on March 1 in Atlanta, with another eight planned before the fall in cities such as Philadelphia, Chicago, San Francisco and Orlando, Fla., and in Orange County in California.
“These lectures give representatives the opportunity to send people to be personally engaged with the brand and be industry insiders,” said Rodan.
To help take the pressure off consultants who might not be as educated about skin care, the company has created an online survey to help address people’s skin care concerns so they can get the right customizable program that’s suited for their individual needs.
In addition to changing its retail distribution, the company is expanding into body care with Unblemish Body, a two-step system designed to treat body acne. This May, the company will introduce Unblemish Salicylic Acid Exfoliating Body Wash and Salicylic Acid Body Spray, which is designed to cleanse pores and exfoliate skin while helping reduce oil production with phlorogine and clove extract. The formula also diminishes post-acne marks with its formula made from glucosamine and botanicals. The body wash will retail for $30, while the body spray is $35.
Industry sources estimate that the line could do about $5 million at retail in its first year.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye