CAREER
HOW I GOT HERE: CARLEY STEWART Manager Director of asap skin products
You are a qualified formulations chemist – how did you become Managing Director of asap skin products? “I joined the business as the Managing Director after having been a member of asap skin products advisory board. When I started as Managing Director, I was not qualified as a formulating chemist and one of the constant challenges we experienced, at that time, was that most formulating chemists in Australia were elderly men with little interest in cosmeceutical skincare or challenging the status quo, as a result we were constantly rebutted and told that what we wanted to achieve was too difficult if not impossible. Having a post graduate degree in organisational psychology with an undergraduate degree in science, I decided to continue my studies to become a formulating chemist so that I would be in a better position to challenge and overcome the obstacles we were facing. Even with the science credits from previous degrees, this took me almost 4 years and was an extremely challenging and especially exhausting period given that I also gave birth to my two beautiful children during this time.”
Have you always had an interest in the skincare industry? What inspired this? “I am the third generation of women in my family to work in the skincare industry so it’s definitely in my DNA. My inspiration came from my mother Leanne, who is still an active director at asap, and her mother Judy who, now in her eighties still has beautiful skin. I have great memories of admiring my grandmother’s dressing table with its array of lotions and potions and of her giving me my first ever facial. As a teenager my mother would take my sister Kate, who is also a director at asap, and I for a mini facial at the end of each school term, this was a special treat we looked forward to and a facial was a reward for a good school report. Having a family background in the industry really instilled an interest in taking care of and better understanding my skin. The interest in skincare continues with my own children who unfortunately, would prefer to make bath bombs far more than applying sunscreen but listening to their feedback and finding sunscreen formulations that they like has meant that they are now far more sun smart and diligent with their sunscreen application.”
How have you seen the industry change over the past decade? “The industry has evolved a great deal over the past decade. The interest and demand for Australian made cosmeceutical products has never been greater. Consumers now understand
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that they require an array of active ingredients to effectively treat their skin care concerns whereas 10 years ago there was a lot of confusion around brands that marketed their products as ‘natural’ as this was unregulated and the term was being misused by many brands. This resulted in consumers questioning what could be achieved for the skin by using all ‘natural’ products. The population is now living and working longer and there is increased pressure to stay as fit and youthful for as long as possible, treating and protecting the skin can help to achieve this. Innovation over the past decade meant that there are now far more active ingredients and treatments available which can provide more effective improvements in the skin.”
How do you find new formula innovations? “Lots of research, looking at consumer trends, listening to consumer feedback, extensive product testing and development and frequently travelling to international ingredient events. Having our own inhouse product development, testing and compliance team ensures all asap’s formulas are unique and exclusive to us. We also work hard at being at the forefront of innovation. When we discover an amazing new ingredient, we always try to incorporate it into an existing product, if possible, so that a product has many different benefits rather than developing a new product with fewer benefits. This ensures that our product range is constantly evolving and offering the latest technology. We are very proud of having been first to market with a number of ingredients and products.”
What are some of the best tips that you can offer businesses to boost revenue? “As a business we have managed to avoid the most common way to boost revenue which is to have annual price rises. At asap skin products we pride ourselves on the fact that we have had only 3 price rises in our 21 year history and the price increases were much less than the inflation rate at that time. Another way to boost revenue is to grow the number of clients both locally and overseas. When developing products, the formulations should meet the regulations for all intended export markets. A final tip is to ensure that revenue and profits are continually reinvested back into the business. To grow as a business you need to plan and forecast additional stock. Time and time again we have witnessed brands continually running out of products which is very frustrating for their stockists and consumers. These lost sales can’t be measured as there is a risk that a frustrated customer will purchase a competitor’s product and switch brands.”