Glo Professional is ready for relaunch.
The company — acquired as a group of beauty lines by Swander Pace Capital in 2013 — has merged its product offerings into just one line, now called Glo Skin Beauty. (Before, the company also had lines called Glo Minerals, Glo Therapeutics, Glo Essentials and others.) The line has more than 500 stockkeeping units spanning skin care and makeup, according to chief executive officer Jerry Wenker, who joined the business in 2015 and oversaw the project.
“The problem from a business standpoint and marketing standpoint was that there was no such thing as Glo — a lot of people knew Glo Minerals, but they didn’t know Glo Therapeutics or the skin-care side,” Wenker said. So the team made the decision to consolidate the lines but keep the mineral focus, killing certain products — hair care, for example, didn’t make the cut — revamping the formulations of others and pouring them all into completely new, re-branded packaging. New products are set to hit shelves in August.
“We expect it to boost the prospects and the profits of the company,” Wenker said. Industry sources estimate Glo has more than $35 million in sales.
You May Also Like
“There are not a lot of companies that have skin care and makeup — there are a lot of skin-care companies and a lot of makeup companies, but for us, our strategic orientation is to try to leverage transformative skin care with nourishing makeup.”
The company’s skin-care products are targeted to toward skin types and concerns, with booster options, like a Pumkpin Enzyme Scrub, $36, 15 Percent Vitamin C, $96, or Phyto-Active Vitamin C+. In makeup, Glo makes a full spectrum of products, including Pressed Based mineral foundation, $48, Suede Matte Crayons, $18, and Lash Lengthening Mascara, $20.
“Some people said, ‘Why don’t you just focus on makeup?’ But we had so much business in skin care and so much success with our peels and backbar,” Wenker said. “There’s going to be this integration between the consumer wanting to have a complete solution. They want their best skin possible, but they also want to have makeup that is health-enhancing and adds color and finishes their look.”
In addition to re-branding the company’s products, Wenker has also been building the company’s sales force, which now has about 55 people in the U.S. and Canada, he said. In other markets — the company sells in about 47 global markets — Glo generally works through exclusive distributorships.
Glo is working to expand, both in the professional channel with spas and makeup artists, and outside of it — especially with its own web site. Right now, the site drives approximately 10 percent of sales, but the company is looking to increase that figure. The site got a refresh as part of the business overhaul, Wenker said, and revamped products are outfitted with descriptions that include “formerly known as” so customers can see what their old favorites are now called. For example, products under the former Cyto-Luxe brand are now part of a Phyto-Active system, which includes plant stem cell technology.
“It is a much better visually merchandised brand now,” said Heather Smith Thorne, managing director at Swander Pace. “We can, in a much better way, articulate our brand proposition.”