MEN’S GROOMING 37 AMBITION / FLEXIBILITY / PASSION / INNOVATION
preferences and are a lot more nimble when it comes to product development and rollout.
PC: How do you identify the need for a new product in your portfolio? JM: Like most brands of size, the algorithm is a mix of many things. We certainly look at macro trend insights, direct consumer insights, regulatory dynamics and technology trends to try to predict where our efforts are best spent since we can’t service all opportunities. Having the direct connection to the consumer is definitely helpful but as with all opportunities, determining interest to buy versus just “hey it’s interesting” is something we spend a lot of time thinking through.
PC: What typical process do you go through for selecting ingredients for a new product? JM:We do an extensive and continuous cross functional review by both our Brand team and R&D to make sure our product offering has the most applicable technology for the application, and at a cost that fits our straight-talking mindset. With each launch we try to take the opportunity to improve the performance of our products so that our members continue to love everything we do. We take their insights into consideration when sourcing materials also so that our products land with the most impact possible.
PC: What would you say are the key qualities men respond to in skin care products? JM: Keep the process simple. Don’t add steps to the routine unless there is a real performance benefit. Time is crucial for all consumers today, so efficient regimes and products are key aspects in this regard. If a regime is enhanced with a bit more time, then we make sure our consumers are aware of this and understand why. Our goal is to offer hassle-free, easy to use products that make a member look and feel their
November 2019
best while offering insightful solutions to their basic and specific needs that may or may not be addressed in traditional channels. Finally we are also looking ahead trying to read the tea leaves to make sure our products are ready for the next shift in market dynamics or regulations that our members may or may not be aware of.
PC: Do you see the range and variety of skin care products men use growing larger over the next few years? JM: Based on what we know, there are consumers who want to simplify their regime and seemingly as many that want to have more products in their ‘getting ready’ process. We need to be able to cater to all ends of the spectrum and not alienate anyone. The art is in crafting an offering that can adapt to our members’ needs and where they are coming from and what they are looking for, definitely not an easy task when we strive to be a straight talking and non-fluff brand.
PC: Dollar Shave Club currently operates in 4 regions. Do you foresee the necessity to alter your formulations or switch products as you expand globally? JM: The classical supply chain conundrum - everyone wants to be different but our factories like producing lots of one product. To be fair, where regulations dictate, we offer a solution for the market; where there are no regulatory mandates we try to find a great and globally acceptable solution for the markets in which we operate. Inevitably with growth, market specific products will emerge but like all businesses the math has to work for this to be a viable path.
PC: What other plans in the pipeline can you tell us about? JM: As the old phrase goes, “I could tell you, but…”. Needless to say, we have disrupted a fairly predictable industry and we don’t intend on letting go of that mindset anytime soon.
The power of smart ingredients
www.asia.in-cosmetics.com
visit our booth U30 5-7 November 2019 Bangkok
www.brb-international.com PC PERSONAL CARE ASIA PACIFIC
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