After serving as Movado Group Inc. President, what drew you back to the beauty industry to launch your own brand, Care®?
I have always loved the beauty industry for its power to transform and build self-confidence. I have witnessed firsthand how the products and services that the industry provides have improved people’s lives for the better. I am convinced that a person who learns to love themselves and is confident can overcome all sorts of barriers and difficulties. For several years, I have seen the seismic shift driven by the digital convergence to online brand discovery, engagement, and shopping. This disruptive trend keeps building momentum, and now with the COVID-19 pandemic, many of these consumer behaviors will become permanent. With the digitization of payments and the digital convergence of multiple platforms, it is all “magically” available in the palm of your hand. The traditional retail model has not transformed to meet the demands of a more exigent, and knowledgeable consumer who is empowered by their iPhone. That is why we named our business entity Digital Brands LLC: to develop digitally native brands that participate in the new digital ecosystem and leverage the billions of dollars that have been invested in digital infrastructure. We have unprecedented access to leading-edge technology in data analytics, artificial intelligence, advertising, and CRM at a fractional cost. Our first brand is Care®. Pilar, my wife, and I launched Care® because we saw a need to declutter and simplify skincare. We saw white space to make essential skincare products that actually work to transform and improve the condition of your skin. We did away with all the marketing hyperbole and the fancy, wasteful packaging. We don’t believe in paid “brand ambassadors” because these are all essentially fake. We are authentic and believe our own customers are our best advocates. We only use safe, proven ingredients, and bring it all at an affordable price because we sell directly to consumers. For a long time, consumers have been confused by the constant bombardment of marketing messaging and a barrage of new products. Care® is here to provide a fresh, straightforward approach to skincare that is highly effective, safe, and affordable.
“Clean” seems to be a common theme from your ingredients to your branding. Can you explain your thought process behind that?
Everyone loves clean, and with the current COVID-19 pandemic, this value has become even more desired. Given the constant clutter, messaging, and complexity that everyone is exposed to, we wanted to provide a clean approach to everything. We only use “clean” ingredients that are proven to be effective and safe. Our manufacturing and warehousing process is rigorous and prioritizes safety for all stakeholders. Our branding is meant to be straightforward, easy to understand, and warm. We try to keep everything simple, not simpler. As the late Steve Jobs said, “simple can be harder than complex”.
Care’s product line has been intentionally kept small. Is that something you plan on continuing?
Yes, small by design because we believe most people can have great skin by using these products on a regular basis. Our proprietary formulas were designed to be multitasking to eliminate the need for more products. We currently have 5 products in the line, a micellar cleanser+toner, an eye+lip cream, a water cream-gel moisturizer, a multilevel moisturizer, and a retinoid night serum. We have sunscreen in the works. We will not become a new product launching machine. If we can improve a formula, we will do it, not launch a new one. We are focused on delivering the best product formulas to existing customers. We’re a small, family business, and we care about our consumers, not Wall St.
As a DTC brand, what has been the impact of COVID on your business? What learnings can you share with other DTC brands?
We designed our company and our brand to be all digital. We don’t have an office and everyone on our team has always worked remotely. That has helped us during this period. We are blessed to work with great third-party service providers that have very strong hygiene and safety protocols, to keep everything moving. We have seen very strong repurchase rates for our products which gives us great joy and confidence that our customers see great value with using our products. My biggest advice to other DTC brands is to remember that you are in a unique position to communicate and engage directly with your consumers. Take full advantage of that because you can create stronger bonds and advocates than brands that are impersonal and corporate. Be authentic. Leverage all the technology available to you to build your business.
You’re a big advocate in reverse mentoring. Do you think that’s something that is underutilized in the industry?
Absolutely. I am a big believer that you can learn something valuable from everyone in an organization, irrespective of their “stripes”, age, or gender. Learning is one of my values, and I have found many of my best teachers are younger, from a different generation from mine. Their perspectives, insights, and knowledge on new technologies and platforms have been invaluable, especially in the business model we have created for Digital Brands LLC. I am grateful for everything they do to help me, and I sincerely appreciate their willingness to disagree and challenge me. These challenges generally lead to greater outcomes. Although there has been a great improvement in practicing “reverse mentoring” in the industry, I am afraid there is still a long way to go. Unfortunately, big egos and arrogance are still alive and well.
What is the best piece of advice someone gave you? What advice would you give someone interested in launching their own beauty brand?
The best advice I have received is to be yourself, always. I know this is a common cliché, but it is true. Throughout your professional life, and particularly in the early stages, you will find times when you end up modeling behaviors of people higher in the hierarchy. While many of these can be beneficial, some may actually move you away from who you really are. Launching a beauty brand is not easy. It requires a lot of work, and although many of the traditional barriers to entry have disappeared, you still need many resources to make it happen. Given the over-saturation of products and messages, make sure you create something that is desirable, accessible, and competitive. Be nimble and agile.
Inside and outside of the industry, who’s inspired you?
Inside the industry, Leonard A. Lauder is by far my greatest mentor and inspiration. In my opinion, he is the most important architect and builder of the global prestige beauty business. He is passionate, leads by example, and leads by knowledge. He is a master of the “Socratic Method”, who loves to teach and develop people. And of course, he is an excellent person, who has helped so many people along the way, and that certainly includes me. Outside the industry, my biggest inspiration is my late father, Raul Quintero Cepero. He was an extraordinary human being: smart, compassionate, loving, principle-driven, resilient, and always positive. He always put others first. He sincerely cared for family and strangers alike, and helped everyone he could, in good times and in bad.
What would you tell your 25-year old self?
Have courage. Courage will define everything you are able to achieve. Don’t be afraid and take risks. Be yourself. Be bold.
ABOUT RICARDO QUINTERO
Ricardo Quintero is an industry veteran with executive-level experience at Pepsi, Procter & Gamble, Clinique, and most recently, he served as President of Movado Group. After a successful corporate career in world-class companies, he started his own company serving as the President and Co-Founder of Digital Brands LLC, and the Care Skincare brand.
Categorized in: Beauty Declassified