I’m in conversation with Jennifer Hessel, currently President and CEO for Serucell, a revolutionary skin care product. Jennifer has an impressive background in marketing and retail innovation with a focus on consumer experience.
What are the main challenges you are facing at the moment, as an entrepreneur? This is an extremely competitive environment. I don’t look at this as a challenge, but more of an opportunity. In my arsenal is a small but seasoned team, who is leveraging their enormous success in their past corporate careers to maximize the innovation and input on a community of Serucell users. Our goal is to become visible within the industry for a variety of reasons ranging from raising enough for seed investments, making the right connections and building a strong network of retailers and consumers. We seem to have secured a foothold in the skin care luxury sector. We have received recognition from a technology standpoint as well. We have gained a cult following of men and women for whom our products work. They have found what works best for them, and that has allowed us to gain a lot of confidence in our products as well.” What are the biggest challenges you see for your industry? “We face two major challenges. Number one being overcrowding and proliferation of products. Secondly, we need to strive to educate consumers on what makes a product different, how it works and what makes it effective. The impact of clear communication, transparency and authenticity which is is easily digestible will go a very long way. “ Talking about loyalty, what challenges do brands face in today’s environment? “The challenge with brand loyalty today is that there is a plethora of choices. We are creating a culture where everything is disposable- if you try and don’t like it, you dispose it and that becomes a continuous cycle. The past was different- we were more aware of brands we trusted and were extremely loyal towards them and the results they delivered. Today, this pattern has been eroded because of the consumer’s curiosity to try new products.
However, what needs to be understood is that no skin or hair care product can work over night- anything that is worthwhile requires time and patience in order to see effective results. â€¨ The best way to secure brand loyalty would be to be transparent and authentic with consumers. The product result must speak for itself, and consumers must be able to see beautiful and desired results. My goal is to tell our story and have happy consumers share their story. All of us, our people of influence.â€? This interview has been published in 3 parts, this is part 2.
Challenges facing the Beauty Industry - Jennifer Hessel