Paul Wolff – Innovations in Beauty

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A New Beauty Category is Born. An Interview with Paul Wolff of Alex|Tay.

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[Music]
we think pretty is pretty important in
all things in beauty welcome to radio a
and B designed for those who want to
live a long and vibrant life I’m Patti
Schmucker a licensed cosmetologist who’s
been in the beauty industry for over 40
years radio a and B which stands for
american-made Beauty is where we tell
the secrets behind the making of health
and beauty products our segment sponsor
today is Melanie Mills Hollywood the
award-winning makeup artist has
developed a beautiful body care line go
to American made Beauty calm under
cosmetics to find this a verified
american-made Beauty you know in October
of 2016 Fast Company magazine asked is
customization the future of the beauty
industry the ability to create unique
personal products versus pacing a store
floor and waiting for an expert to
dictate what color style or look is in
season has inspired innovation and a
revolutionary new way to see beauty
that’s breaking all the rules
today you’ll meet Alex and teh custom
nail color the newest american-made
Beauty during our feature segment you’ll
meet it’s of a CEO and founder Paul wolf
and learn a little bit of how a company
goes from an idea to building an
enterprise during our segment we call in
the jar you’ll learn how his he’s
disrupting the nail space with Alex sent
a custom nail color will go into Beauty
that soul V deep and learn a little bit
about how Alex and Tay is building an
enterprise that is having social impact
and finally we’ll wrap up our show with
Beauty biz and we’ll turn to the
professional industry and share how if
you’re professional you can get involved
with this direct-to-consumer play so
let’s get started by me telling you a
little bit about our guests Paul Wolfe
is a serial entrepreneur who has been in
of in has been innovating market
segments for the past 25 years as a
designer inventor material specialist
technology innovator and
operator Paul has developed and built
unique companies and platforms in the
retail environmental medical and
technology sectors his innovation is
focused on the gathering of data
tracking user activity and building back
and networks to identify consumer
patterns he is also focused on
developing material coatings and
better-for-you products that were where
performance and price can be competitive
as founder of halo Goods Paul desires to
develop a company with a group of
thoughtful partners who are interested
in a mix of providing consumers with
amazing products and the ability for the
business to support social impact
programs the first halo brand to enter
the marketplace is alex and a int a
custom nail color welcome Paul I am
personally delighted to have you here
today thanks Betty thanks for having me
so let’s start by talking a little bit
about what led you here tell us a little
bit of the backstory in your early
career success well yeah I had a really
interesting career I’ve been involved in
manufacturing design technology
advertising the medical space and just a
starter of different initiatives my
grandfather started a mannequin company
in 1933 in Los Angeles and I kind of
grew up in that space it was all about
creativity you know with family business
and I entered the family business after
school was there about 10 years ran it
left if that’s three years that I was
there started running the company when I
was 26 which was pretty interesting I
really didn’t know much thought I knew a
lot but really didn’t know much and left
the company after 10 years and been
running other people’s companies and
starting my time starting my own company
since then they’ve all focused on a
couple of things user customization or
customization for customers whether it
was in the dental space where I ran a
company on visual merchandising where
you know our job was to listen to our
customers and be able to customize
products you know trip their needs good
so let’s go back for a second though in
the early stages when you were warning
the manufacturing the man the mannequin
business that was sort of your early
introduction to materials and and and
coatings and things like that did that
sort of lay the foundation for what the
kind of business that you’re in today
well that’s pretty fun time because it
was like being in a sandbox no
mannequins the initial Matic was
actually sculpted out of clay and I work
directly with paint companies and
plastic developers on taking their
materials and modifying them for our own
needs so yeah absolutely to me it was
kind of like getting an MBA in that
fashion
so did create and develop a bit of an
expertise and not only coatings but
finding new ways to use coatings and fun
because you know with the family
business and most the people in the
factory or people that I grew up with
we’re always looking for new ways to
create healthier environments we were
actually the first company in California
to use a biodegradable packing material
this is going back to probably 1988 so
very early on and so that that emphasis
in terms of being a healthier for you
and and making improvements in the kinds
of materials that you work work with
actually started pretty early in your
career yeah you know the discussion
around environmental focus and
sustainability really you know really
really wasn’t there but we were always
just trying to make it a better place
for our employees we’re always trying to
get the best equipment that we possibly
could ensure that they’re using
equipment properly and where we could
you know try and get materials that were
you know high-performance and really
really safe and that’s been sort of a
theme throughout my entire career
and so then you I understand that you
went and I moved into another aspect of
manufacturing where you got involved in
customization tell us a little bit about
to the dental space that you moved into
it was funny I was working with a
private equity firm at the time and this
was in 2002 and they were looking at
a bunch of companies in the dental space
I don’t know if you remember but extreme
makeover had just started and there was
a big movement not only towards cosmetic
dentistry but also cosmetic surgery in
general and as it turns out the firm
ended up going in a different direction
and I happened to walk into a restaurant
one day and the owner of this one dental
company called da Vinci studios was
there having lunch and said something
nice to me and asked me if I wanted to
come into his office and talk to him by
running his company I really didn’t know
anything about dentistry but met with
him had a really really good experience
and over a two-year period of time we
developed a bunch of IP around how that
you could develop high-performance
highly accurate dental restoration
through their processes and through the
integration of new technology what was
funny about that experience was we were
also connected to a series of the
cosmetic medical dental shows you
remember Extreme Makeover and through
that through that experience we rather
unique because we were dental and as a
medical device company but we were
connected to consumers at a really
really high level ended up being on four
or five TV shows around the world and so
had this you know fascinating experience
connecting something that would be you
know highly industrial highly
manufacturing how to make customers
happy and so in that in that particular
environment is where you’ve got you were
able to patent this individualized
manufacturing process exactly yeah it
was so you know very some of what we did
with Alex and hey the thought process
was that you’re getting digital data in
this case from a digital impression
technology and you’re able to take that
data and put it into a CAD cam design
environment and be able to make whatever
modifications that you’d like to make
and then through additive and
subtractive technologies a 3d printer or
a milling machine you’re able to
actually make these restorations in a
prototype say
you know try them on the patient and and
then take new data make modifications
and make a final restoration which are
pretty much the tenants of what we did
with Alex and Tay and so isn’t that
interesting that you’re that you’ve
taken that you know all of these pieces
from your life those early years the
mannequin space working with materials
and clays and coatings and things like
that and then this digital experience
and modifying taking data and making
modifications it’s all those ideas
turned into a company tell us how you
take something from an idea to build an
actual enterprise hmm well hey Lucas was
founded in 2000 let’s see what is it
2015 I guess we were actually working
with a firm out of New York on some
environmental research how to take
things that were being recycled by
consumers around the world and what to
do with them how to actually reprocess
them into something of value and through
that experience I met a gentleman who
actually funny and funnily enough I
spoke to today who had done some really
fascinating things with post-consumer
recycled glass and he had come up with a
method and a process take that glass and
replace material called fly ash which is
a byproduct of coal furnaces power
plants highly radioactive really dirty
he’s able to take something that goes
into landfill and turn it into a Siller
for a concrete system and was able to
actually create a stronger more water
resistant concrete and while we were
talking you know sort of in general he
was telling me about an experience he
had with a major US paint company taking
the same material and putting it in a
house paint and that it made the house
paint stronger more marva distant easier
and clean and about 11 years ago I had
been talking with my wife and kind of
laughing about the fact that when she
and my daughter go into a nail salon you
know at some level they’re sucking in
the same fumes that you wouldn’t have in
a body shop
not a body shock and she kind of
challenged me to see if I could figure
this out and find a way to you know make
it better
we hired a couple of candidates time
partner and I and we created a water
based nail system we were had some
initial meetings with Sephora had a
couple of meetings with OPI as well the
meetings with Walmart and you know it
was a great product it just didn’t
perform as well as what was on the
marketplace and we all came to the
conclusion that you know the healthier
thing is great but if it doesn’t perform
nobody’s going to buy it and you know
circle back a little very small light
bulb went off to my head about two years
ago and this thought process around
taking recycle glass and putting it into
you know potentially a water-based nail
system might solve some problems that we
had back then and we were kind of on
this path to you know trying to figure
out if we could they add any value if we
could put the right gene together to be
able to you know come up with a product
that anybody would care about and that
that started us down that path relative
to Alice and Kay the next step for us is
so what does the market look like and if
we come out with a better for you nail
polish is anybody going to really care
and that became a rather long debate you
know because when you’re wanting to be
in the side of the angel to some extent
the thought process around yet we’ll do
a healthier product kind of build it
they will come but we came to the
conclusion that the world may not need
another nail polish company and so then
it was so you know what can we offer
that what might be different and
customers might like and and that
experience that I had in the early 2000s
around rapid prototyping and mass
customization you know we started to
discuss that and try to figure out how
we could you know potentially build you
know system that had you know four
component parts a really interesting
user interface that would be easy for
people to use the ability to actually
take the information that customers
really okay to the conclusion that this
is what they want could we actually you
know
facture that how would we actually
create a formula could we create a
product it was going to be
high-performance enough that you know
people would want to use it and then you
know and then how do you actually you
know very different than a you know a
gallon of paint at Home Depot but how do
you actually scale you know a business
where you’re making micro batches of
product you know in the average nail
polish bottle is no point four point
five ounces and if you’re going to mix
these colors you’re looking at you know
drip dispersion rates of no one five
hundred one for hundreds of now and that
became a real you know real interesting
challenge but that’s that that’s what
the component parts that we looked at
and you know every day you know every
month we we move the process forward to
two we were able to make a commitment
that actually this is something a we
could do in pull off um be we could make
quality product it was repeatable and
see based upon our own internal testing
and focus groups that people would
actually you know want to buy it and so
in summary because you’re you in summary
what we’re talking about is that you
have launched now a nail brand that
allows for consumers to interface with a
simple app snap a picture you’re taking
data and be able to use though that data
to you to manufacture coatings into
customized nail color that allows
consumers to have over 16 million
different shades of color alright it
takes about twenty seconds it’s a really
fun app it’s really addictive first part
of it is like a little bit of the video
game it’s been really fascinating to
watch people play with it the second
part of it which we think is even more
fascinating is our customers get to name
the product you know so in one area
you’ve got kind of a reactive experience
of playing with your phone and you know
it’s an Instagram moment you know take
picture you’re going to put a filter on
that picture in this case you’re going
to take a picture we have a really cool
little color picker and then you get to
adjust your color
but fascinating things the creativity
that people have shown us relative to
you know that that name what they want
to name it fascinating 11 years ago when
we looked at the nail space I had a
privilege of meeting the folks at OPI
and you know one of the things in our
research that we found is you know one
of the main drivers of the nail polish
business was that aiming you know the
humorous irreverence motional you know
fun names that that suzy came up with
you know way back then and so we thought
it was kind of it was an important part
of our of our consumer offering and so
you’re at this point ready to roll and
so how do you transition from a concept
to execution that’s always the hard part
mm-hmm
you know that’s always the hard part as
an entrepreneur you know when you come
up with these ideas and if you’re
creative you have some experience you
always figure you can problem solve your
way through it and that’s really
challenging sometimes you can and
sometimes you can’t so you know you have
to you know the tenants of an ongoing
business whether you’re making
hamburgers or you’re making dental
restorations or you’re making 16 point
something million colors of nail polish
you know the component parts operate
that business around operational
execution and you know financial
wherewithal in good marketing and great
customer service and creating a really
really positive customer experience the
transition from a conceptual
developmental organization and you know
in process to okay
you know we open the doors and and now
people you know can actually buy this
product is is always a challenge you
know for us I think the thing that’s
been really important is that we have
taken our time you’re always going to
make mistakes nothing is perfect and you
know and that’s just reality of it you
have to accept that for us there’s been
a lot of counting to 10 you know we
would have loved to have launched in
early summer and we would have loved to
have launched in late summer and no you
know that’s just the normal process but
at this point in our careers it was
really important that we had
right partners both both you know
internal our vendors and our in our
financial partners and then we took our
time and you know when we were hit with
you know issues and problems which
happened every day you know we tried to
solve them in the most awful way we
possibly could without panicking and if
we had to move something out you know
day or two we had to do that so we’re
we’re you know we’re pretty comfortable
with where we are right now to move from
you know concept to development to to
you know being alive and and you will
see what happened and I think that that
you know you mentioned an important
point and we love to tell this part of
the story because the product we can
talk about forever and I know it’s going
to be exciting and all of that kind of
stuff but it’s really the culture of
innovation and you mentioned it in terms
of being thoughtful and really selecting
your right partners are there other
things that you think are important to
building a culture of innovation well I
think you have to have the open to new
ideas and you have to be open to
everyone’s ideas we have an amazing team
of you know five main folks there is no
kind of you know there’s a pride of
ownership as a group there’s not a pride
of ownership as an individual because
the process of development is about a
series of individuals who have different
expertise who have different experiences
my partner Sean is Kenneth Six Sigma
sustainability expert you know global
sustainability expert and a
manufacturing guru he’s done some things
around how we deal with color that you
know frankly the experts that we talked
to two years ago that we could never do
and and you know it occurred you know
our other partners you know offer up the
same kind of individual expertise an
intelligent point of view and you know
we do our best on a daily basis to you
know identify what the problem is and
identify you know from that
collaborative afterwards yeah we can
solve that problem it’s not always a
perfect science I can be pretty grumpy
and I’ve been down to spam sorry more
than once in a day you know stresses of
a new of a new business but the process
is it’s a process that’s very aligned
with art from my perspective it’s you
know it’s how you how you try and make
it just a you know just a Tuesday solve
a problem and then next right exactly
alright great well we’re going to take a
break and when we come back we’ll talk a
little bit more about exactly what Alex
and hey is my is different and I’m dive
in a little bit more and pull the
curtain back on some of the
manufacturing innovations so stay with
us we’ll be right back
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positive people and radio unites healthy
life dotnet welcome back this is patty
smuggler and you’re listening to radio a
and B on healthy life net we’re here
with the founder and CEO of Alex and Tay
the first customized nail color and
we’re just excited to have you here with
us Paul Paul tell us a little bit more
in detail about exactly what is Alex and
Tay well Alex entails about user
generated customization that was you
know when we first got into this and
started to look at beyond the fact that
you know we could potentially build a
healthier polished platform it was
really about finding a way that we could
let our customers be the inspiration our
customers be the designer and as opposed
to being limited to the things that were
either in a salon or in a retailer that
they would have the ability to take the
component parts of their life travel
children fashion and and be able to use
our app to identify colors that made
them happy to identify you know and have
an experience that made them happy to be
able to order a product on Monday and
get it on Friday and and where that
product was of the highest quality so
for us it was just all it was really
about trying to develop and create
customer experience that you know at
least from our perspective was available
in other marketplaces not necessarily
available in the marketplace that we
chose um and um and would really create
a breadth of opportunity for customers
you know our first go around here is
around just color but the ability to
take down the road other additives and
effects and integrate them into our
system will give our customer
yeah I would our tally is somewhere
between 90 and 103 million you know
options product options and it only
takes about 20 25 seconds so and so it
so go ahead do it so you you’re
mentioning about the whole idea that you
keep saying this healthier for you talk
to us a little bit about what that means
when it comes to nail color well again
going from where at least I came from in
the nail space which was really on the
developmental side a long time ago we
wanted to make sure and instant our
partners are all about you know social
impact our partners are all about
sustainability we’ve all invested time
and money companies that were you know
in the environmental space to try and
make a world a better place it’s really
important to that’s core of our mission
and if we were going to do and create a
nail polish system we wanted to make
sure that that nail polish system would
be as clean the balance of as clean and
healthier for you as it could be or we
call it better for you but high
performance and cost effective if it
balances too much on health and doesn’t
perform nobody cares if it’s too healthy
and it’s too expensive people won’t buy
it and so it’s trying to find a really
better for you balance that makes sense
sure to where the polishing is high
performances we could make it second to
none highest quality materials but those
materials give Ramona removes known
carcinogens we remove any hormonal
system disruptors which is what we did
we had our products reviewed by the
cradle to cradle products innovation
Institute which is a group up in
Northern California came out of the
cradle to cradle methodology William
McDonough and dr. Michael Braungart and
have won the most extensive inaccurate
frankly data structures on the planet
around toxicity and our products have
been reviewed we were awarded a silver
level certificate around health and what
it basically means is that the materials
that we use in our products on have
all known carcinogens and have been
removed and it you know won’t impact
human reproductive a hormonal systems in
any way we’ve actually even created
beyond the polish we’ve created a an
acetone replacement that has the same
properties but works it works you know
it’s competitive to have AB so not only
perform at the price and and made proud
twenty five percent water so very very
exciting to be able to see that but but
going back to the cradle to cradle if
you want more information that you can
go to american-made Beauty calm and
learn about it what I am most impressed
with about that is that the silver level
of materials on material safety and that
it’s a process by which you have
committed to and that will elite for
continuous improvement so you’ve talked
a little bit about the the being
healthier for you in terms of the
ingredients I I personally have had a
chance of course to try it and have
discovered that it lasts seven days or
more and very exciting to see that kind
of performance out of a product that is
in fact a little bit better for you so
let’s talk a little bit about the
manufacturing process how do you do this
so you somebody’s got the app that that
they can they download now it’s now
available as of today you can definitely
go online as you’re listening to the
show and download the app and then what
happens and how does that turn into an
actual bottle of Polish well customer
goes through the apps they can either
take a photograph of you know something
you know wherever they are again doesn’t
matter what they photograph doesn’t even
matter if it’s in focus or they can pull
a photograph from their library once the
image is actually loaded into the app
you can pinch and stretch the image so
that you can really focus down on the
color area that you want to play with
you use with your finger just tap the
color you know this is interest to you
and keep tapping until you’re happy once
you’re happy with that color you go on
to the next step which allows you to
adjust that color it’s that color swatch
is about half the size of your of your
iPhone or your mobile screen
and it allows you to adjust not only the
brightness but the amount of color of
saturation and also the temperature of
the color and then once you get to a
color that again is what you want you
can hold that swatch up to the subject
matter and make sure it actually is the
color you want once you confirm that
you’re allowed to name it you can you
have 21 characters plus emojis each
label is manufactured uniquely for that
bottle and you’re done
what that information goes to our
servers where the digital data that we
get from the from the phone is actually
converted on a fly into one of 10 16
point something million formulas and
that that formula is delivered to our
manufacturing hub goes into our
manufacturing system and as I said one
of the key components of our system is
the ability to use micro droplet to be
able to control color and to be able to
take the original digital data that we
get extra polish that is highly accurate
to that digital data what you see is
what you get and so and what you’re
talking about is being able to do that
one bottle at a time so you receive that
formula the label is printed you order
it on Monday it goes out the door and
ideally you can have it by Friday great
all right on that note we’re going to
take another break and when we come back
we’ll talk a little bit about how we’re
taking this amazing new process of
customization and connecting it to
social impact so stay with us we’ll be
right back
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radio your wavenet hi thanks for staying
with us this is Patti Schmucker and
you’re listening to radio am beyond
healthy life net I’m here with Paul wolf
the founder and CEO of halo goods which
has brought to market their very first
brand called Alex and Tang which is
customized nail polish truly customized
beauty has finally launched in the
marketplace so Paul we’ve talked about
what it is in the manufacturing process
tell us a little bit about social impact
that you’ve mentioned that several times
throughout our interview how are you
using Alex and hey to make a difference
socially in the environment well the
parent company halo good was named that
way for a reason it was very important
all the founders that we find ways to
you know give something back we all have
our own relationships with social impact
not only initiatives but organizations
and based upon how we sell to our
customers which for the most part is
direct-to-consumer we really felt that
that model gave us the ability to take a
portion of each sale and be able to
either partner with specific social
impact groups or to a lot that those
dollars on towards social impact
initiatives that we felt were really
really positive for the planet for
Humanity Alex Kate by the way are my
daughters so there is a whole you know
emotional content to this brand we
have a relationship with a group called
bright pink and they are a ovarian and
breast cancer organization focusing on
young women and the prevention of both
of those off of illnesses and our
program with them is the creation of a
bright pink polish that will be sold not
only through their networks also our
networks and a large portion of those
sales goes to bright pink initiatives
and again so it was just really really
important to us that if we were going to
play in this space and and we of all you
know all of my partners have had the
benefit of you know living on this
planet and taking things from this
planet and we really felt it was
important for us to find ways to give
back in some ways very simple ways and
in some ways not too not so simple ways
but it’s a mission and mandate of our
company and it’s interesting as I look
at and began studying more and more
about the brand that social impact is
about being able to give back and you
mentioned in not so simple ways and in
simple ways and one of them is this
power of color and the naming and sort
of the empowerment and the emotional
aspect that this new revolution and
beauty provides tell us how you here
you’ve been seeing in your focus groups
and as you’re bringing the brought the
brand to market how is the the playing
with the colors and playing with the
names how have you seen that
I’ll play out with young women and and
and even older women well you know it’s
people like to have a good time number
one consumers in general I think you
know one of the issues that retail is
having in general is that it’s not
really an enjoyable experience and I
think with the evolving nature of mobile
and and how mobile is just such an it’s
just that you know it’s an inherent part
of our daily lives just through the
evening
you know people are really connected to
their phones we felt that again if we
were going to do
this that the experience that you can
have it retail for the most part you can
certainly go there you can buy what you
want to buy I grew up in retail and
frankly the things that’s going on in
reach le was troubling to me but for us
it was about a meeting immediate
gratification experience a really fun
experience in what we found in our
research and not only research but
watching people play with with our
product was the concept of color is a
very personal thing in some cases it’s
connected emotionally we’ve had a
customer who ordered a blue polish to
get because this was the color of her
baby’s eye and it was something that she
wanted to remember we’ve had people
order the Polish based upon taking a
picture of a flower that they liked
while they were on a walk or you know
chip or taking a picture of a shoe
because they wanted something simple as
a fashion accessory color is a
completely independent and personal
component we again the thing that we
thought fun about this is our customers
or the designers they get to have what
they want
relative to the naming it’s just an
extension of that experience it allows
people to have fun with the product
polish is fun our our customers have fun
with it and the fact that it works
really well is such a benefit and makes
us really really happy but they have a
really good time with product getting
through the creative process and then
when they get the product you know it’s
a great surprise because the color looks
great and polish amazing and you know
what they were thinking about when they
use the app what they were thinking
about when they were curating their own
color and curating and their know their
own name you know in a really really
short period of time you know physically
you know comes to their homes
and so you know this whole concept of
beauty that soul deep the idea that you
are connecting with an organization like
bright pink which is designed to help
educate young women to prevent breast
and ovarian cancer and giving people
that power to be able to design their
colors and connect it to the experiences
in their lives it is that kind of thing
that connects that Beauty experience to
the soul I also know that you’re doing
some things with influencers and
allowing influencers to interact with
the brand perhaps very different than
other beauty brands are
and also tying to the organizations that
they’re preferring tell us a little bit
about that marketing through influencers
well our thought around all these
organizations and influence or channels
and social channels what they tell us
they represent different networks in
some cases they’re networks based upon
demographics and different demographics
in some cases they overlap you know
bright pink has a network of people who
support them and then the influencers
that we’re working with and hopeful
influences it will work with in the
future they have their own following
Network and again it just allows for the
introduction of of this this capability
you know it’s not too often that we get
to be our own designers you know
obviously if you’re going to design your
own house you get the ability to do that
much use painful tears you know free
rooms the ability to do that but
relative to fashion and many of you t
that is an arm place you’re purchasing
you know what’s out in the marketplace
and we just thought it would be really
really fun to look at the market a
little differently look at a you know an
NGO or an organization like bright pink
or or women’s organization or an
influencer or a blogger as interesting
networks don’t introduce this technology
through and just kind of see what
happens you know in some cases we found
that it just has you know gone through
you know in a very viral way into these
networks and in some cases you know it
didn’t know like no different than any
other product but we’re really
fascinated with social channels and
social influencers and again this
mixture of you know direct-to-consumer
in our world the professional which is
an important part of our business model
and these organizations you know they do
good those are kind of our three tenets
and the as we wrap up this segment it’s
fun to be part of this as well and I’m
having the great opportunity to play
with this this
and this team and being able to take and
connect those things that are important
to me not only in terms of the
experience of color but to benefit
different organizations that are
important to me
it really does build more loyalty and
creates that fun that you are talking
about so congratulations in really sort
of thinking about this and disruption
and more than just the product that
you’re bringing to market I appreciate
that
everybody’s work really really hard all
right so we’re going to take a final
break and when we come back we’ll talk a
little bit about the business aspect and
if you’re in the professional market how
you can get involved so stay with us
we’ll be right back
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[Music]
hey welcome back this is Patti Schmucker
and you’re listening to radio a and B on
healthy life net I’m here with the
founder and CEO of halo Goods who has
brought their first brand to market
called Alex and Tay it’s customized nail
polish and we’ve been talking throughout
the show about the manufacturing process
what makes the brand unique and in this
segment we’re going to talk a little bit
more on direct our attention towards the
beauty professional industry we’re
ticked typically nail polish is released
through the the beauty industry looking
at the manicurist and looking at people
in the industry they’re going to be
doing up manicures and pedicures in the
salon tell us a little bit about how you
see this working in a traditional
professional model um Paul what’s really
interesting because I happen to be in a
beauty supply store really nice beauty
supply store today in it you know I go
in to see what other people are doing
see what’s going on the marketplace how
people are Merchandising things what
kind of communication that they’re doing
it’s really good learning fascinating
thing to me was how much dust there was
on the nail polish bottles which means
they’ve been sitting there a long time
you know one of our one of our prime
channels was the professional channel
and we think the value for them is a
little different from from the consumer
but if you go into you know nail salon
and there’s most cities I live in Los
Angeles but there’s you know nail salon
on every street and they’ll pretty much
have the same polish and polish colors
we felt for the right you know for the
right salon because of the way our
technology works because there’s no
setup fees and you can just use our app
to really create your own line of polish
we thought that that was an interesting
you know potential initiative for the
professional where a portion of their of
their palate color palette is they have
in a store or
or a large portion of that that color
palette could be their own line of color
not even not even their not just their
own line of color but also their own the
aiming to give them something different
to sell but the fad same thing but the
model these for us was you know that
represents one portion of the potential
revenue so they can they can reduce
potentially the amounts of inventory
stock that they have in their stores and
the way that we track customer trending
and activities through promo codes and
URL tracking we have the ability to give
that that salon credit or any bottle of
nail polish that’s purchased from any of
their customers just by way of that
initial promo code and so let me let me
stop you there Paul so what you’re
saying is that so a salon basically they
can go in they can make their own they
can make their own selection of colors
obviously name it be able to utilize it
because it is a professional product
that in terms of performance utilize it
in services maybe even have a few
bottles but they could they could have
none if they wanted to for retail but
they could have a few bottles to retail
to the customer and buy it in a normal
professional manner but then they offer
the app with a special code to their
customers where their customers can also
make their own custom polish is that
what you’re saying you put that so much
better than ice let’s start of my job
[Laughter]
and so the the you know the benefit here
for the professional is you’re getting
the best of both worlds you’re able to
customize and create all of these
various different shades your own
individual range so you’re now in a
salon where you know you’ve got fuchsia
and and and whatever are your is your
palette and you can have your own range
of colors that you can change as often
as you want and be able to still you
know have the ability for customers to
customize their own colors as well
and bring bring their polishing you know
with their own colors but the important
things flan gets credited for that
customer literally forever any purchase
of that customer makes of that customer
makes of any Alex to take products
credited back to that’s one and you know
what I think is another fun part of this
too is that now it becomes something
that within the salon you’ve got another
community activity so you know you can
you know maybe create some contest
around you know hey guess what so-and-so
did in terms of their colors and what
colors they created and what colors
they’ve named it and rather than have
this big wall of bottles of polish you
maybe have a wall where your individual
clients have put their / their their
swatch of their color and what their
name is and it becomes a thing that you
get the group can dialogue about I just
see a whole bunch of fun happening
around this in the salon environment you
could even have a little cubby situation
where customers leave their polish there
and use it only when they when they come
into the salon but it’s theirs right
right
and so um the then when we’re you’re
having that situation you’re also tell
us a little bit about how that connects
back then to some of the social
activities that are going on with the
social impact we every fail that happens
within Alex and hey whether it is
through somebody like bright pink or
just a general you know customer we
donate a portion of that sale to a
social impact initiative we have the
same ability with salons or groups of
salons you know there’s been disasters
that have hit the the country over last
X amount of monsen euston in Puerto Rico
and and you know our our ability to be
able to support that salon odor to
support initiatives that are important
to them whether they’re you know
associated with health either associated
with natural disasters or really
anything that’s why this whole model was
built that’s why we built the technology
the way we built the technology so that
we could be very flexible in how we
worked with different customers that we
could create a frictionless opportunity
for them to engage the technology
platform and
you know without any kind of setup these
you know or minimums or any of that
stuff they could run the business the
way they wanted to run their business
you know within the confines of this
really simple online ordering tool so
right now we’re airing this program and
we’re at the end of November 2017 if
you’re listening to the show that we’re
in a company tell us a little bit about
the launch and how somebody can get the
app and start getting involved with Alex
and pay well we love to come to the
website and see what we’re doing
Alex a comm al exa and etay you can go
to the iTunes Store any of the Android
store fronts and you’ll be able to
download the app against Alex and pay
you can visit us on our social channels
Alex and Kate Beauty on Instagram and
Alison Kay on Facebook and others that
will be popping up in the next couple of
weeks you can certainly work with us to
support bright pink visit the bright
pink org website our program with bright
pink launches on the 30th of November
goes through the holiday season and
we’ll have a year-round series of
programs with them we think that they
they are an important organization for
us to support and I think that’s about
it and and last last resort you can come
to american-made beauty and find it
there so Paul thank you thanks for
taking the time to share with us this
wonderful innovation and would love to
have you I know we’re going to do a
three-part series and have some of the
rest of your team on to tell other
aspects of the story and then in a few
upcoming weeks so thanks again for being
here with us so next week don’t miss our
show you’ll be here to hear about a
beauty company that’s using makeup to
pay down the national debt I’m patty
Schmucker thank you for listening to
radio a and B where we think pretty is
pretty important in all things in beauty
[Applause]
[Music]
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[Music]
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