Stella & Dot is serious about building a formidable skin-care business, and it’s hired Ani Hadjinian as general manager for the brand Ever to help make that happen.
Hadjinian joins the direct-selling company following eight years in various posts at the Estée Lauder Cos. Inc., most recently as general manager of Bobbi Brown Cosmetics for North America. Stella & Dot branched into skin care from jewelry a year-and-a-half ago with Ever’s botanical-driven products priced from $26 to $88.
“In order to get it to the next level, we need someone with the industry passion and depth of experience that Ani has. I feel so lucky that we found her,” said Jessica Herrin, chief executive officer and founder of Stella & Dot. “She has experience from working at Estée Lauder Cos. and also has an affinity for our mission.”
Hadjinian pointed to three reasons she decided to relocate from New York to San Francisco for the job at Ever: Stella & Dot’s message of entrepreneurial empowerment, Herrin’s enthusiasm and the unique positioning of the skin-care offerings. “The key point of difference is the efficacy of the products balanced with good-for-you, natural ingredients,” she said.
Not having worked at a direct seller before, Hadjinian noted one of her early tasks is immersing herself in the Ever organization to understand its model. Herrin said, “I don’t really think of us as a direct-sales company in a traditional sense. I think of us as a new model that is going to combine the best of social media marketing, the best of person-to-person sales and referral and other innovative sales and marketing methods.” Chiming in, Hadjinian said, “It’s highly innovative and modernized, and it’s the way of the future.”
Herrin disclosed 2,000 specialists in the field are committed to Ever, but estimated there should be at least 100,000 or so to serve the skin-care market. “We’re a really new brand, and we’re looking for those who want to jump in and help start this business and brand with us,” she said. “On the corporate side, because it’s supported by our overall infrastructure, it’s the best of both worlds because it’s a start-up brand with a solid infrastructure, and our technology team is huge. We have over 100 people applying themselves to the Ever effort, and there’s probably over 50 people dedicated just to it.”
Ever’s product assortment revolves around a core regimen of four steps: cleansing with Rebalance Gentle Purifying Cleanser, exfoliating with Reveal Biomimetic Peel Pads, treating with the Youthful Quattro Peptide Face & Eye Serum and moisturizing at night with Hydralift Moisture Injection Cream and during the day with Daylight Radiance Moisturizer Broad Spectrum SPF 20. Supplemental products provide customers with choices to personalize regimens based on specific skin concerns.
Ever recently expanded its product selection with an oil-free version of Hydralift and a medium shade of Daylight Tinted Radiance Moisturizer SPF 32 to bring the shade range to four options. “New launches serve the purpose of really reminding everybody and bringing it back to the center,” said Hadjinian. Asked whether Ever will introduce makeup, she responded, “In the somewhat foreseeable future, [we are] really honing in and making sure that we have refined all the gaps that are necessary for the regimen and just really truly focusing on skin care.”
Certainly, there’s ample room for Ever to grow in the skin-care segment. Herrin said, “We have very big dreams, and I see our brand as off to a tremendous start. We’ve sold over 170,000 units since launch with a strong loyalty rate, but we’re really just getting started. We’re a billion-dollar brand in the making.”