“High tech will never replace high touch,” said Jessica Herrin, chief executive officer of Stella & Dot Family Brands, parent company of Ever Skincare — emphasizing that it’s the combination of the two that are “the future of retail” and the “magical combination” that has allowed Stella & Dot, Keep Collective and now, Ever Skincare, to reach consumers.
“You can have all the digital tools in the world, but there’s no substitute for being able to look in someone’s eye and asking what their top concerns are. Personal connection is always what matters most,” she added.
Herrin founded Ever Skincare one year ago as a social native brand with a digital sales platform. She noted that the company does “traditional things” with respect to marketing and spreading the word — but it’s the real user-generated content, or UGC, and results that “are the face of Ever.” She believes in social campaigns — inclusive of what the brand, specialists and customers are sharing — rooted in authenticity.
People are aware that the “beautiful model shots” are airbrushed — and what consumers care about are seeing results on someone they know, Herrin explained. This means that not only does Ever have to unseat a cult classic that a customer might have used for years or a decade, but it will only sell if people “love it, repeat it and refer it.”
“If you are customer obsessed — and you just focus not on first sale but on repeat and referral — then you win,” Herrin said, adding that during the company’s beta launch, more than 2,000 Ever specialists have been paid out more than $1 million in flexible earnings. “They don’t stand behind a counter; they go to someone’s kitchen or bathroom counter and let someone see the results for themselves. We spark them with an idea and get them to amplify that.”