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It’s so important when
you bring new people,

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they need to understand
the history of the brand.

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They need to understand the DNA
and what’s really the value.

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I would say value of the company,
yes, but the value can evolve,

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depend on the years, but
the value of the brand.

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Well, hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG commerce.

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And today we are exploring
the longevity, the growth,

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the innovation,

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the storytelling of Dr Brandt
skincare. I love this brand,

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I love this category.

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You are going to learn a lot as we
explore the story of how this brand has

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stayed relevant offline,
online for multiple decades.

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And so lots to unpack. We’re going
to talk about product positioning.

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We’re going to talk about r and d,
we’re going to talk about storytelling.

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We’re going to talk about all kinds of
ways to connect with consumers and how to

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increase loyalty and retention.

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It’s going to be a fun conversation and
so I’m delighted to welcome to the show,

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the CEO Dr. Stephane Colleu.

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And he’s got an amazing story,
just a charming individual.

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I can’t wait to dive in.
And so with that, Stephane,

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welcome to the show and how’s it going?

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Thank you Brett. Thank you for having me.

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I’m very delighted to be there and to
be able to speak about our story and our

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journey and especially mine with Dr
Brandt because I’ve been with the company

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for 23 years.

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23 Years. It’s amazing. And yeah,

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you guys have stayed relevant
for so long. I’m a huge fan.

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I’ve loved the skincare,
haircare, personal care.

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I’ve loved those categories from a
marketing and business standpoint.

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And so excited to unpack
your story. But tell us,

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for those that don’t know who Dr.
Brandt is or what products you sell,

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give us a little bit of the
background. What do you guys sell?

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What makes you unique?

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Absolutely. So first and foremost,

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we’ve been one of the pioneering doctors
skincare line in the beauty industry.

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It was early in 2000 that we can
see the first doctor skincare line.

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And we were one of them.

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And it was very innovative at this
time because for people who maybe don’t

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remember, it was very basic.

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You used to be the mass and
the prestige and that’s it.

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And then suddenly there was this doctor
skincare line that came out that provide

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very efficient with
instant efficient products.

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And also the price point was quite
a very good starting point for

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the consumer side. And this is where
we start having our own success.

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And lucky enough,

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we have been scouting at this time
early by Sephora that gave us a huge

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visibility and being
distributed with Seron.

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And that’s where the story started
on the commercial side because

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initially the concept started
with Dr. Brandts himself,

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with his own medical office, 1996,

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he starts selling his own products and
knowing that he didn’t want to recommend

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certain product, that he don’t
feel he was efficient enough.

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And then when he saw the potential,

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this is why he created a concept
which was very revolutionary.

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Take the doctor on with you.
So very simple. What I do,

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I’m trying to mimic what I do the best
in dermatological procedures and take the

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doctor home with you, with Dr. Brian.

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It was the beginning of the
advent for early in 2000.

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I love that. Take the doctor home with
you. We’ll unpack that a little bit,

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but do your products, you kind have
like a Botox alternative or compliment,

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microderm abrasion some of those things.

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Can you describe the products just a
little bit and what makes them unique?

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Yeah, really,

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and I think I should maybe
highlight this point.

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We’re still a private company
today, which is pretty exceptional.

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Meaning that we, what we want,

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and I think in Amir for that
to protect that we try to sell

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products that we believe in that truly
deliver the promise inside of products.

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And Dr. Ba was so visionary,

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it became one of the most well-known
dermatologists in the world. Why?

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Because it was the first dermatologist
to use as anesthetic side,

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the Botox of the fillers.

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And he became the masters and started
being part of the board of the biggest

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pharmaceutical company and tried to
develop new ingredients and laser,

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new technique of injection. And
he became the king of Botox.

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Having big celebrities
now become Evangela.

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Everyone used to go in his medical office.
We used to have two medical office,

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one in Miami and one in New York.
But also we used to do r and d with the

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biggest pharmaceutical company,

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which was for me very interesting because
we were working on potentially new

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laser new ingredients, new delivery
system that will be approved by the FDA,

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which is the food drug administration.
And just because of that,

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we can see the future potentially
before even the big corporation.

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And it was very inspiring for me
and the team to dig in and to find

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news, idea new concepts, new innovation
in terms of products. And Dr. Brian,

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like to get back to your question,

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was the first kit care line to
bring your Microderm vision.

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And if you have told anyone early in 2000,

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you would do your own Microderm
vision in your own bathroom,

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people would tell you it’s crazy. No.

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Way. Yeah.

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And Dr. Ben, I think what he was
very smart and wise what he did,

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he used the same pharmaceutical,

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great crystal using his own medical
office and these products became a

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masterpiece, became an iconic
bestsellers. And as of today,

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this product is still sold after
25 years without changing any

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ingredients.

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That’s amazing because they work and
people is addicted because when a product

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course why you would change.

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And that was the beginning of
the venture having the micro,

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and of course Dr. Van was one of the
first in Caroline to invent Botox like

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products. Obviously it was the one we
inject the most Botox in the world,

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but we wanted to create something for
people first cannot afford an ejection,

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but we love to minimize expression lines.

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So also we try to be very
truthful with our promise.

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We’re not saying that every
wrinkles will disappear,

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especially their wrinkle cannot disappear.
But expression lines,

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we have the technology in the delivery
system to minimize expression lines.

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And that’s why we created the
release was our first Botox.

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And then a lot of Botox like products
has been duplicated in the market,

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but we were one of the first to provide
this new innovation and to be the trend,

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et cetera, in terms of
Botox like products.

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And it came from Dr Brandt and
that was the proper of the Brandt.

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Take the doctor home with you so you
can have your own Botox like products

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that could be a continuity of what you
do in a medical office and use that to

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minimize expression lines during the day.

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And for people who doesn’t like the
needles does the wrong process or cannot

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afford it,

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you can use a similar products that give
you also the kind of similar effects.

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And that’s why we try to
provide to our customers,

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our patients and to the skincare market.

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Yeah, it’s so good man.

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And one of the things that I’m a firm
believer in as a long time marketer,

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a long time entrepreneur is that
product positioning and brand

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positioning means so much.

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And my favorite definition
of positioning is what

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a product does and who it’s for.

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But really bringing that
to life in a visual way,

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a way you can really hold onto.

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And so this idea of bringing the doctor
home with you, it’s awesome, right?

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It communicates, hey, these
aren’t just standard results.

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This is not just your over
the counter moisturizer,

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this is doctor grade stuff,

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the stuff you’d have to pay big
money for in a doctor’s office,

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but you get to do it at home.

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And so how do you guys
think about positioning?

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How do you think about that line and
how that influences other products?

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How do you guys view product positioning?

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It’s a good point. So
when the story started,

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it was with a uniqueness to differentiate
ourself and obviously it was to create

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this line, which is ours
called we used to do today.

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It’s called Needles No More, which is
truly instant gratification products.

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Needles no more. I love that. Yeah.

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That’s truly inspired directly
from the medical office.

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That’s why we have a Botox, we have a
micro patient, we have an oxygenation,

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we got also no more baggage,

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which is poof and minimize
inflammation around your high products

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instantly.

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And these products can be combined with
your current skincare regimen even if

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you don’t use DR Brandt’s products
for the rest of your portfolio.

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But as we have been evolving as a skincare
line obviously was very important to

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start to create some collection that
respond to the needs of oily and

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combination skin.

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That’s why we got the al line that’s
focusing on pores for all in combination

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skin. We got also another line called
Bright this way that is more focused on

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pigmentation and also brightness
and uneven skin textures.

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We got also another one, it’s
called DTA dare two edge,

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which is more for mature.

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We give improved collagen
elasticity and firmness the skin.

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So we got a variety of collection,

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but also we decided for a good
purpose not to have 6,100 skew.

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We barely have 29 skew.

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Based.

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On different collection.

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So it’s still very concise and for
the purpose just to really focus on

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a very strong products
assortments that allow us to

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target the right message with the right
audience and not to overwhelm ourself

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and also the customer.

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Totally makes sense. And it’s all about
all of those products fit that line of

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bringing the doctor home with you and
so that they all fit. And one thing,

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I know you guys talk about
the tension between balancing

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clinical authority.

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So this is scientifically backed stuff,

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but also being accessible, right? Because
we kind of think clinical authority,

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very expensive, very high price
stuff, it’s Beverly Hills, is Miami,

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something like that.

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So this clinical authority but
with an affordable price tag.

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So how do you keep that tension?
How do you view that tension?

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It’s a very good value point because
obviously when Dr. Boy was there,

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Dr. Boyn had the philosophy that I’m
trying to respect every day since we lost

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our bill, beloved Dr. Fred
brand since April, 2015.

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And his message was the following one,

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I think a product should not exceed
over than 1 50, 200. And why?

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Because if you can spend more,

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you can come to see me and I can give
you a laser or whatever and I can fix

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exactly what you do. Because being more
than 23 years on a dermatological field,

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I’m telling you I’m pretty amazed
what the technology and how we’ve been

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evolving. Meaning that today if of
course you see the right doctors,

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I can mostly solve any skin disorders
or what you’re facing because we

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truly have anything that can improve your
skin type or the disorders that you’re

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facing. So if you need to
find a complimentary products,

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because I think obviously
it’s very important,

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you need to have your skincare regimen
and this is what Dr. We believe it’s the

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same thing if you go to the dentist,
you want to whitening your teeth. Yeah,

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you can whiten my teeth
and I can pay for that,

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but if I don’t clean
my teeth day and night,

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I’m not going to do something
very healthy for myself.

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It’s the same thing for the
skin. And because of that,

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we establish a price point that us
today, if you look on our website,

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our price won’t go from $35 until one 50.

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And sometimes our margin could be lower
because obviously the DNA of this brand

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is to provide a very good formula.

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And I think if we have something that we
truly achieve over this year is to have

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a very good reputation about our
quality of other the products.

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And sometimes we spending little bit
too much on a formulation that probably

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anyone would do it from the business side.

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But that’s our way also to differentiate
and that’s what we believe as long as

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we afford,

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we’re still pushing into this direction
despite some time might not take a lot

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of sense if you want to
get the best of the margin,

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but that’s not our philosophy and
we’re trying to keep it like this.

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It always been since day one and I’m so
happy we can still doing that after 25

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years.

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00:12:08,770 –> 00:12:09,310
I love that.

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And the price point resonates obviously
with consumers and your focus on

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not profit maximization, although
nothing wrong with that obviously,

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but you really want to deliver a
great product and delight customers.

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And so let’s talk about
the longevity for a minute.

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So been around for 25 years,

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even longer if you consider Dr.
Brandt’s clinic starting in 1996.

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But it’s just hard. It’s
hard to stay relevant.

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Bands usually only popular for a
few years. Products go out of style.

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00:12:38,680 –> 00:12:43,420
What has been the key to your longevity
and how do you stay relevant year after

225
00:12:43,420 –> 00:12:44,410
year, decade after decade?

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00:12:45,130 –> 00:12:49,060
This is a very good question and I’m
going to try to answer from my own

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00:12:49,060 –> 00:12:53,170
perspective and getting the chance being
involved with this brand for now 23

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00:12:53,170 –> 00:12:55,180
years. I would say first people,

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I think if you’re lucky enough to have
people who have the passion and make it

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pause here, passion could be good
and bad on a daily basis, trust me,

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00:13:04,960 –> 00:13:09,580
managing people. But truly speaking,
based on all these years that I face,

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when you have people and
you’re surrounding people
with passion when you need

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them the most, when there’s
the most challenging time,

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00:13:15,310 –> 00:13:18,790
you better to be surrounding with people
who are passionate and they really

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believe on everything they do every day.

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So I think one of the reasons that
we’ve been able to do it’s to have this

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quality of people around this
brand. The second aspect,

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I think after it’s how you entertain
and you remain truthful with the

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brand DNA and the identity of the brand.
And for me it’s so important

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when you bring new people, they need
to understand the history of the brand,

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they need to understand the DNA
and what’s really the value,

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I would say value of the company, yes,

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00:13:47,380 –> 00:13:49,210
but the value can evolve
depending on the years,

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00:13:49,210 –> 00:13:54,190
but the value of the brand and this
needs to be very well explained and I

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00:13:54,270 –> 00:13:58,790
learned that. And believe it or not,
I was very amazed about Esella order,

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00:13:59,510 –> 00:14:02,890
Esella order. Every time I heard
someone speaking about Esella order,

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00:14:02,890 –> 00:14:06,820
they always try to remind themself what
Este Lauder should have done if she

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00:14:06,820 –> 00:14:11,530
would sit on my chair. And since I
heard that it was 15 years ago, I said,

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00:14:11,770 –> 00:14:15,250
wow, everyone should think like
that. What Dr. Ben would think,

250
00:14:15,250 –> 00:14:18,400
because Dr. Ben was innovative,
Dr. Ben was very bold.

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00:14:18,490 –> 00:14:22,840
Dr. Ben was very cosmetic in a very
unique way in so many way a sense of humor

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00:14:22,840 –> 00:14:27,790
who was very known for and all this
characteristic needs to be maintain.

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00:14:28,120 –> 00:14:32,080
If you want to make sure the brand
can resist on any challenges,

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you need to remain truthful with ourself,
your identity and everything else.

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00:14:36,280 –> 00:14:39,910
And then if I can say the
third one, we have been,

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00:14:40,210 –> 00:14:43,330
I would say lucky to
be scouted by Sephora.

257
00:14:43,780 –> 00:14:47,620
Sephora has been one of the major
retailers we’re sitting in Alta, well.

258
00:14:47,620 –> 00:14:51,350
Totally, those two are the
top retailers really, right?

259
00:14:51,410 –> 00:14:55,430
But yes, they sell top on the
prestige markets here they are.

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00:14:55,430 –> 00:14:58,910
Otherwise you have Walmart and
CVS, which is more the mass,

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00:14:59,300 –> 00:15:02,150
but it’s not the case anymore
since the COVID happened.

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00:15:02,150 –> 00:15:06,470
But just to give you also some
insights working with Phora,

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you have to do a market week every quarter
and every quarter you have to defend

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00:15:10,940 –> 00:15:13,460
yourself. Whatcha going to
launch in new innovation.

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00:15:13,460 –> 00:15:16,880
And we were a private owned company
and we were not the first year to be

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launched.

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So every quarter to do that for more
than two decades has been exhausting but

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also very rewarding as well because one
of the reason to answer to your question

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actually believe getting every
quarter and to reinvent yourself,

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making sure you get the best of the
best as being able to keep us in our,

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00:15:35,630 –> 00:15:40,310
despite challenging time and having
a high competition and such a

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00:15:40,310 –> 00:15:42,440
congested market environment,

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it help us to maintain the level of
high expectation that we should be

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able to deliver if we want to be lucky
to still sell through all these big

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retailers channels that we
have been selling our brand.

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Now things change lately with the digital,
but getting back to your question,

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I think for 20 years,

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having every quarter to have a
market tweak when you need to defend,

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00:16:03,380 –> 00:16:08,330
if you go into be able to have
co-eds or marketing or support from

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00:16:08,330 –> 00:16:11,360
your own main chain of
distribution was a challenge.

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00:16:11,360 –> 00:16:15,620
And I think he helped us also to
give our best every day, every year,

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every quarter.

283
00:16:17,000 –> 00:16:19,190
So good. Yeah, there’s no free rides.

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00:16:19,190 –> 00:16:21,770
It’s not one of those things
where once you’re in, you’re in,

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00:16:21,770 –> 00:16:25,310
you’ve got a constantly
show that you can deliver,

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00:16:25,310 –> 00:16:28,880
that the customer wants your product,
that it’s innovative, that it’s good,

287
00:16:28,880 –> 00:16:30,620
all those things. And so again,

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00:16:30,620 –> 00:16:33,800
kudos to you guys for being
so relevant for so long.

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00:16:34,250 –> 00:16:39,080
I know part of that goes
back to retention of

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00:16:39,500 –> 00:16:40,550
individual customers.

291
00:16:40,880 –> 00:16:43,670
So that’s something you guys have
excelled at getting a customer,

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00:16:43,670 –> 00:16:44,540
retaining them,

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00:16:44,900 –> 00:16:49,820
you’ve got loyalty programs and I know
the Glow getters membership is super

294
00:16:49,820 –> 00:16:52,280
interesting to me. So talk
a little bit about that.

295
00:16:52,280 –> 00:16:56,780
How do you guys view customer
retention and loyalty

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00:16:56,780 –> 00:17:01,550
programs and what have
you done to increase the

297
00:17:01,550 –> 00:17:04,310
LTV and to get customers
to stick for longer?

298
00:17:05,630 –> 00:17:10,610
So it means first you need to
understand better how you talk

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00:17:10,610 –> 00:17:13,970
to them. And obviously today
with digital, the beauty of it,

300
00:17:14,030 –> 00:17:17,900
you can segment and get a
better understanding which
one you would like to talk

301
00:17:17,900 –> 00:17:22,550
with based on what you have to offer or
which kind of products you think you’ll

302
00:17:22,550 –> 00:17:25,340
like to address that fit exactly
with the kind of profile.

303
00:17:25,340 –> 00:17:26,990
So the beauty of the digital today,

304
00:17:26,990 –> 00:17:31,610
you get the data and the data allow
you to be more specific and more driven

305
00:17:32,060 –> 00:17:35,300
in a way you want to speak and whatever
you would like to speak about the

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00:17:35,300 –> 00:17:37,010
products or what will be the offers.

307
00:17:37,400 –> 00:17:39,920
So that’s not an easy exercise
that you need to master.

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00:17:40,310 –> 00:17:44,420
The more you master that, more you please
and more you entertain a relationship.

309
00:17:44,990 –> 00:17:48,920
On our side, we’re doing that today,
but still we have a lot of space for,

310
00:17:49,500 –> 00:17:50,850
because I want to customize,

311
00:17:50,850 –> 00:17:54,780
I want to personalize more and more and
this is what the doctor Skin Caroline

312
00:17:54,780 –> 00:17:55,613
should do,

313
00:17:55,650 –> 00:17:59,700
being able to personalize everything we
could offer outside the product itself.

314
00:18:00,240 –> 00:18:02,490
Because today you’re
talking about resilience,

315
00:18:02,490 –> 00:18:06,390
I don’t want to jump to get back
to the first initial products,

316
00:18:06,390 –> 00:18:10,830
but the market has been shifting
a lot and to answer to new

317
00:18:10,830 –> 00:18:13,860
expectation from the customers
and from the retailers,

318
00:18:13,860 –> 00:18:18,210
we decided to revamp the brand during
the COVID, which was a very bold move.

319
00:18:18,720 –> 00:18:22,260
And we did that because we know that
was the only way to answer to the new

320
00:18:22,260 –> 00:18:24,150
expectation from the
consumer and the retailers.

321
00:18:24,150 –> 00:18:26,940
So getting back to your question,
being more digital driven,

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00:18:26,940 –> 00:18:29,580
allow us to segments,
bringing some program,

323
00:18:29,610 –> 00:18:32,370
getting the loyalty program
is one of them, the getters,

324
00:18:32,400 –> 00:18:35,430
it’s something we want to speak with
them because it’s a kind of subscription

325
00:18:35,430 –> 00:18:36,263
program.

326
00:18:36,330 –> 00:18:39,930
And the subscription is very interesting
also because people is willing to pay

327
00:18:39,930 –> 00:18:42,810
to get obviously a better
offer on the long term,

328
00:18:43,110 –> 00:18:46,740
but give us the ability now to speak in
a very different way than I would say

329
00:18:46,770 –> 00:18:49,110
the loyalty program or the
current Sierra meeting.

330
00:18:49,500 –> 00:18:51,000
So all of that is a great way.

331
00:18:51,000 –> 00:18:55,020
Now what you do have also it’s
when you work with retailers,

332
00:18:55,140 –> 00:18:59,550
they do have this database,
but unfortunately they’re
not access to the brand.

333
00:18:59,550 –> 00:19:03,390
So it’s a question of negotiation.
When you can get special VIB,

334
00:19:03,600 –> 00:19:06,930
which is the special people
who spend the most in Sephora,

335
00:19:07,410 –> 00:19:11,130
you can also be part of this kind of
program that allows us to have a different

336
00:19:11,130 –> 00:19:13,440
way to tackle the
communication with this kind

337
00:19:15,550 –> 00:19:16,383
of customers.

338
00:19:17,220 –> 00:19:18,630
Yeah, man, that’s so good.

339
00:19:18,630 –> 00:19:23,070
Can you unpack the Glow
getters membership?

340
00:19:23,700 –> 00:19:25,020
What does that cost roughly?

341
00:19:25,020 –> 00:19:26,730
I know that’s something that
could be changing over time,

342
00:19:26,730 –> 00:19:30,330
but how does that work and then how do
you get more people to take advantage of

343
00:19:30,330 –> 00:19:31,163
that?

344
00:19:31,620 –> 00:19:36,600
So you pay $49 and you are
part of the program of glow

345
00:19:36,600 –> 00:19:41,400
getters and it give you a very
good way to have a discount of

346
00:19:41,490 –> 00:19:44,580
the products itself. So then
you can replenish yourself with,

347
00:19:45,120 –> 00:19:46,290
I would say a better offer.

348
00:19:46,470 –> 00:19:51,420
And at the same time you get direct
communication from the brand that allow

349
00:19:51,420 –> 00:19:56,190
you to have access or different events
or different package of being aware

350
00:19:56,310 –> 00:19:58,140
and having a products before anyone else.

351
00:19:58,500 –> 00:20:03,480
All these kind of advantages that we try
to build that give you something very

352
00:20:03,480 –> 00:20:06,120
special and very unique that
no one else can have access.

353
00:20:07,200 –> 00:20:08,610
That’s the purpose of the locators.

354
00:20:09,630 –> 00:20:10,110
It’s amazing.

355
00:20:10,110 –> 00:20:15,030
And then how are you promoting that and
then how are you increasing the take

356
00:20:15,030 –> 00:20:16,440
rate of the membership?

357
00:20:17,610 –> 00:20:20,670
So still how we do that,

358
00:20:20,670 –> 00:20:24,690
obviously it’s to use pay media,

359
00:20:25,320 –> 00:20:27,660
pay media to target
audiences that we do it.

360
00:20:27,720 –> 00:20:31,830
And that’s what we do with our
agency to target the kind of profile.

361
00:20:32,040 –> 00:20:35,190
And sometime what I like
the most me is to convert.

362
00:20:35,580 –> 00:20:39,780
To convert people already there on data
and to convince them to the Gators.

363
00:20:40,140 –> 00:20:41,940
That’s quite not an easy task to do it,

364
00:20:41,970 –> 00:20:46,320
but that’s where we’re trying to
do and to execute because for me

365
00:20:47,200 –> 00:20:50,260
it’s very valuable when you have a
gloated set and it can increase this.

366
00:20:50,260 –> 00:20:52,840
Community. Yeah, totally makes sense.

367
00:20:52,840 –> 00:20:55,570
And I know you made a comment
in the beginning that hey,

368
00:20:55,570 –> 00:21:00,250
if I’m using a Microderm abrasion product
or I’m using this Botox like product

369
00:21:00,580 –> 00:21:03,370
and it works, why would
I ever stop using it?

370
00:21:03,790 –> 00:21:06,010
And you’re not constantly
jacking up the price,

371
00:21:06,010 –> 00:21:10,420
you’re still saying within that range
Dr. Brant envisioned the products to be

372
00:21:10,420 –> 00:21:15,310
in. And so I know that’s a big part
of customer retention is it’s a

373
00:21:15,310 –> 00:21:18,520
product that works and it’s priced well.

374
00:21:18,520 –> 00:21:20,440
And so that makes a ton of sense.

375
00:21:21,490 –> 00:21:24,730
How do you then view product r and d?

376
00:21:24,730 –> 00:21:29,080
Because you’ve done a great job
of defining your product position,

377
00:21:29,590 –> 00:21:32,470
staying true to that as
you’ve launched in new lines,

378
00:21:33,160 –> 00:21:36,700
you got products that just absolutely
work. How do you view r and d?

379
00:21:38,050 –> 00:21:39,670
So the r and d, for us,

380
00:21:39,670 –> 00:21:44,110
it’s definitely being innovative because
this is what we’ve been known for and

381
00:21:44,110 –> 00:21:47,050
for that we need to master
this piece. So how we do that,

382
00:21:47,620 –> 00:21:50,560
there’s many way to do it
internally, we have a process,

383
00:21:50,560 –> 00:21:55,030
obviously first 25 years of expertise
that give you a lot of insight that you

384
00:21:55,030 –> 00:21:55,570
can use.

385
00:21:55,570 –> 00:21:59,590
The second one is we’re working directly
with the University of Miami since Dr.

386
00:21:59,590 –> 00:22:03,490
Brandt is not involved in the
brand. And we also working with,

387
00:22:03,970 –> 00:22:06,220
we call the Dr B experts.

388
00:22:06,460 –> 00:22:11,230
This is a group of experts that we agreed
to work with and maybe I should do a

389
00:22:11,230 –> 00:22:15,460
step back for the audience to make sure
they understand the full journey of the

390
00:22:15,460 –> 00:22:16,810
DR Skincare. It could be.

391
00:22:16,810 –> 00:22:18,100
Great. We love that. We’d love that.

392
00:22:18,160 –> 00:22:22,750
Because we Dr. KinCare for the people
who joined the show for 25 years and

393
00:22:24,580 –> 00:22:26,920
we were one of the first
p Dr. Skin Caroline.

394
00:22:27,160 –> 00:22:31,840
And what happened is 2015
tragically we lost our bill,

395
00:22:31,840 –> 00:22:35,890
beloved Dr. Frederick
Brandts in April, 2015.

396
00:22:36,430 –> 00:22:37,960
And it was quite difficult.

397
00:22:37,960 –> 00:22:41,200
Imagine a brand that is private
owned that depending on his name,

398
00:22:41,650 –> 00:22:44,500
and that was obviously
the visionary, the leader,

399
00:22:45,070 –> 00:22:49,420
and it was quite a difficult way to
think how we pursue the best way.

400
00:22:49,420 –> 00:22:52,510
We’ll have to probably to
replace him with another doctors.

401
00:22:52,900 –> 00:22:55,570
But as I explained earlier,
this guy was a genius,

402
00:22:55,780 –> 00:22:57,400
was very unique in so many way.

403
00:22:57,730 –> 00:23:00,160
And I don’t think you can replace
easily a person like this.

404
00:23:00,520 –> 00:23:03,250
And at the same time, I know this
is what I learned with Dr Brandt,

405
00:23:03,250 –> 00:23:04,720
you need to challenge the status quo.

406
00:23:05,140 –> 00:23:09,100
And I saw already the holistic wellness
approach that was studied on the food

407
00:23:09,100 –> 00:23:14,050
industry and also on the
dermatological fields. And this

408
00:23:14,050 –> 00:23:15,970
is what I decided that to pursue.

409
00:23:16,300 –> 00:23:21,070
And he was part of the philosophy of Dr.
Biden already because he always explain

410
00:23:21,430 –> 00:23:25,390
your skin, you need to take care of
the inside and the how you look good,

411
00:23:25,390 –> 00:23:28,570
you feel good and you feel
good, you look good, very easy.

412
00:23:28,570 –> 00:23:32,140
But he works for everyone at the
end of the day. So when we did that,

413
00:23:32,440 –> 00:23:34,960
we decided to become more
than a dermatologist,

414
00:23:35,110 –> 00:23:37,300
Carolina and we call doctor brand.

415
00:23:37,300 –> 00:23:41,800
And today if you see our tagline is called
Integrative of dermatology and integr

416
00:23:41,800 –> 00:23:44,200
of dermatology. For people
who does know dermatology,

417
00:23:44,200 –> 00:23:47,840
it’s a branch medicine that would
take care and target skin disorders.

418
00:23:48,320 –> 00:23:51,290
And integrative is the tendency to unify

419
00:23:52,670 –> 00:23:54,680
separate things. And what that means,

420
00:23:54,680 –> 00:23:59,570
it’s we’re going to combine
non-conventional therapy
and I think it brings all

421
00:23:59,570 –> 00:24:02,510
the different fields of medicine.
So today as we’re getting back,

422
00:24:02,510 –> 00:24:04,010
to get back to your question on NPD,

423
00:24:04,400 –> 00:24:08,300
we’re taking our inspiration for
dermatology but for nutrition,

424
00:24:08,630 –> 00:24:13,070
for biology, for psychology,

425
00:24:13,430 –> 00:24:14,210
dermatology,

426
00:24:14,210 –> 00:24:17,600
and also we have a nonprofit organization
focusing on mental health and self

427
00:24:17,600 –> 00:24:22,570
care. So we build a different can of
skills of expertise that we call the Dr.

428
00:24:22,670 –> 00:24:25,760
B experts. That was the nickname
of Dr Brandt called Dr B.

429
00:24:25,970 –> 00:24:29,870
So we kept it like this and we said the
doctor B experts and all these people

430
00:24:29,870 –> 00:24:34,610
allow us to find different
venue to come up with ideas and

431
00:24:34,610 –> 00:24:38,720
direction that will be great for the
consumer that allow us to evolve above and

432
00:24:38,720 –> 00:24:41,930
be beyond the dermatology brand.
So getting back to your point,

433
00:24:41,930 –> 00:24:43,220
25 years is good.

434
00:24:43,640 –> 00:24:48,320
We go also on mini show that shows
different kind of delivery system,

435
00:24:48,320 –> 00:24:51,920
raw materials, but we’re working
with University of Miami as well.

436
00:24:52,250 –> 00:24:54,920
And last but not least, I think
today that’s the beauty of it.

437
00:24:55,040 –> 00:24:59,390
I think we discussed that earlier is
the data, the data today, the data,

438
00:24:59,750 –> 00:25:02,480
it dictates a little bit what
the consumer is looking for.

439
00:25:02,960 –> 00:25:04,640
Obviously our data is not as big,

440
00:25:04,640 –> 00:25:08,720
so I won’t say that the data
is dictating me what my NPD is,

441
00:25:09,080 –> 00:25:12,980
but I need to take into consideration
certain parameters and this is what we do.

442
00:25:13,310 –> 00:25:16,100
But the same day, in order
to create uniqueness,

443
00:25:16,130 –> 00:25:19,790
we need to come up with things that no
one heard about it. When we talk earlier,

444
00:25:19,790 –> 00:25:23,450
we said with Microderm vision no one
knows what it was and we’re one of the

445
00:25:23,450 –> 00:25:25,520
first Botox likes we’re one of the first.

446
00:25:25,880 –> 00:25:29,120
And right now I’m very excited with
bringing a new technology that will be

447
00:25:29,120 –> 00:25:30,050
launched in September.

448
00:25:30,380 –> 00:25:33,350
You will see it’s something that
will mimic the micro needles.

449
00:25:33,710 –> 00:25:36,680
I don’t think it has been seen
on the retail. It’s very unique.

450
00:25:37,040 –> 00:25:41,180
You go on the cream and inside the cream
you have the micro sponges that will

451
00:25:41,180 –> 00:25:46,070
heat your skin and hitch it but in a
very uncomfortable but comfortable way

452
00:25:46,070 –> 00:25:47,570
at the same time. But the beauty of that,

453
00:25:47,720 –> 00:25:51,260
it’ll open your pores and you’re
going to deliver very deeply collagen

454
00:25:51,530 –> 00:25:56,150
ingredients that will improve quite
drastically in 48 hours. The collagen,

455
00:25:56,300 –> 00:25:59,240
the elasticity and the film nests very
exciting about this new products coming

456
00:25:59,240 –> 00:26:00,073
up.

457
00:26:00,260 –> 00:26:04,100
Amazing, amazing. I love that. And man,

458
00:26:04,100 –> 00:26:08,840
it really shows also in some of the
awards you guys have won. I know in style,

459
00:26:08,840 –> 00:26:11,870
allure, travel and leisure,
did I see that Oprah,

460
00:26:11,870 –> 00:26:13,610
didn’t Oprah recognize one of their.

461
00:26:13,610 –> 00:26:15,380
Products many,

462
00:26:15,380 –> 00:26:19,400
many times We’ve been very lucky and
fortunate that over these years a lot of

463
00:26:19,400 –> 00:26:22,280
people from the industry, despite,
I’m going to tell you officially,

464
00:26:22,280 –> 00:26:24,080
we cannot afford an advertisement.

465
00:26:24,080 –> 00:26:26,630
We never put ads on
magazine and anything else.

466
00:26:26,660 –> 00:26:31,130
And usually when you put ads it’s easier
I should say, to get some reports.

467
00:26:31,400 –> 00:26:34,640
So we got so many awards over the
years just based on the products,

468
00:26:34,640 –> 00:26:36,260
on how the quality of the products.

469
00:26:36,260 –> 00:26:39,680
And so very happy that also
continuing because like I just said,

470
00:26:39,680 –> 00:26:43,290
we just launched Rev months ago,

471
00:26:43,680 –> 00:26:45,660
we already received four five awards,

472
00:26:45,660 –> 00:26:48,000
which I was very surprised
to get it so early.

473
00:26:48,300 –> 00:26:53,050
So it’s very encouraging and also it’s
the beginning of the journey of this new

474
00:26:53,070 –> 00:26:54,270
revamping with our customer.

475
00:26:54,780 –> 00:26:55,613
That’s great. That’s great.

476
00:26:56,310 –> 00:27:00,270
What have been your primary
vehicles for customer acquisition?

477
00:27:00,270 –> 00:27:05,100
So how have you gotten
the story of Dr Brandt and

478
00:27:05,100 –> 00:27:07,200
your amazing product line?
Have you gotten that out there?

479
00:27:07,470 –> 00:27:10,110
How are you attracting customers?
What’s worked the best there?

480
00:27:12,450 –> 00:27:15,540
Few things. First, when you’re
lucky to work with retailers,

481
00:27:15,540 –> 00:27:18,660
sometime you get access to things
that they can give it to you.

482
00:27:18,660 –> 00:27:20,190
So they get some data,

483
00:27:20,250 –> 00:27:23,700
they can give you end caps inside the
stores that showcase the products.

484
00:27:24,420 –> 00:27:26,700
And for that you need of
course to be recognized,

485
00:27:26,700 –> 00:27:30,420
you need to negotiate depending on the
terms of the people you’re speaking with.

486
00:27:30,840 –> 00:27:34,650
On our side as a brand, there is two
different way. One is the pay ads.

487
00:27:35,010 –> 00:27:38,370
Of course that is very important because
you still need to chase new customers

488
00:27:38,460 –> 00:27:42,540
and the only way to do it is to have a
relevant storytelling with paid media

489
00:27:42,540 –> 00:27:46,260
that can resonate. But that’s not an
easy exercise. It’s very congested,

490
00:27:46,260 –> 00:27:48,330
it’s very competitive. And the cac,

491
00:27:48,330 –> 00:27:52,860
which is the click power
spanning customer getting more

492
00:27:52,860 –> 00:27:57,630
expensive every day. So that’s why
we’re forced also to make sure the

493
00:27:57,690 –> 00:28:00,210
organic side is very
important. And for that today,

494
00:28:00,210 –> 00:28:02,940
I know I’m sure your auditors knows that,

495
00:28:02,940 –> 00:28:07,290
but the streamline it becoming more
powerful every day and TikTok is one of

496
00:28:07,290 –> 00:28:09,030
them. I know Amazon is already there,

497
00:28:09,030 –> 00:28:13,080
but I think it’s going to
increase significantly how
we streamline our products

498
00:28:13,350 –> 00:28:14,940
and having our own shopping inside.

499
00:28:14,940 –> 00:28:18,810
So that’s something we’re trying to
get much better on a social and organic

500
00:28:18,810 –> 00:28:22,080
because we saw the power of
streamline and the YouTube.

501
00:28:22,380 –> 00:28:23,880
So we try to educate.

502
00:28:23,970 –> 00:28:27,360
Educate is very important because I think
it’s a point of differentiation we can

503
00:28:27,360 –> 00:28:28,530
do better than the others.

504
00:28:28,890 –> 00:28:32,400
And the second one is to show a bit that
system money or before and after that

505
00:28:32,400 –> 00:28:34,650
can showcase the quality of
the products are delivering.

506
00:28:34,890 –> 00:28:38,310
So that’s be our mantra that we’re trying
to push much more than what we have

507
00:28:38,310 –> 00:28:40,620
been doing the past few years.
And now with this neuro revamping,

508
00:28:40,860 –> 00:28:45,150
this is something we’re
going to accelerate in the
next months. That’s so good.

509
00:28:45,270 –> 00:28:46,103
That’s so good.

510
00:28:46,140 –> 00:28:50,910
Yeah. And how do you guys view
any philosophies to approaches

511
00:28:50,910 –> 00:28:53,040
to how do you tell great stories?

512
00:28:53,190 –> 00:28:55,140
How do you bring the benefits
of the product to life?

513
00:28:55,140 –> 00:28:57,270
I know you mentioned before and after
and I know you’ve got the doctor be

514
00:28:57,270 –> 00:28:58,350
experts and things like that.

515
00:28:58,350 –> 00:29:03,210
But any other thoughts on how do you
tell the story in a powerful way?

516
00:29:05,610 –> 00:29:05,850
Mia?

517
00:29:05,850 –> 00:29:10,710
I think I love to show when you can
show a drastic result before and

518
00:29:10,710 –> 00:29:11,070
after.

519
00:29:11,070 –> 00:29:14,730
I think that’s the best way because a
visual will tell more than anything that

520
00:29:14,730 –> 00:29:17,490
we try to tell then after
how you can tell the story,

521
00:29:17,490 –> 00:29:21,690
which is very interesting is today I
would tell you this is what is so unique

522
00:29:21,720 –> 00:29:22,950
and the time we’re living,

523
00:29:23,160 –> 00:29:27,750
I think there are no really rules because
you can see a mic whole influencer

524
00:29:27,900 –> 00:29:32,190
that is going to resonate with not
really a big audiences and she’s going to

525
00:29:32,190 –> 00:29:35,040
have a better a I than potentially
someone who get to million.

526
00:29:35,310 –> 00:29:38,670
Why sometime I don’t have the
explanation to be honest with you.

527
00:29:38,910 –> 00:29:43,540
So I think today I think it’s
to have a good understanding of

528
00:29:44,170 –> 00:29:47,530
who can talk about your products and
how you’re going to select these people.

529
00:29:47,530 –> 00:29:48,820
It’s not an easy exercise,

530
00:29:48,820 –> 00:29:52,330
it’s a conversation I’m having every
day with the team and then can translate

531
00:29:52,330 –> 00:29:56,290
the story that could be customized in
the way that where we’re going to see the

532
00:29:56,290 –> 00:30:00,520
channels because we all know that TikTok
request a different kind of content

533
00:30:00,580 –> 00:30:01,390
that if you do.

534
00:30:01,390 –> 00:30:03,220
YouTube it does, YouTube does
totally, totally different.

535
00:30:03,670 –> 00:30:05,440
So it’s much more work
for the brand nowadays.

536
00:30:05,440 –> 00:30:09,940
You need to customize constantly and
adapt the content based on YouTube,

537
00:30:09,940 –> 00:30:12,460
based on TikTok, based on
Instagram, based on the pay ads.

538
00:30:12,820 –> 00:30:16,450
And that’s an exercise that you need to
do mostly every day and build all the

539
00:30:16,450 –> 00:30:20,020
content that you should be enough for
you to make sure you can capitalize and

540
00:30:20,020 –> 00:30:23,500
get the Hawaii. So I think that’s
the challenge of any brand lately,

541
00:30:23,890 –> 00:30:26,050
how you do that, how you push, how far,

542
00:30:26,050 –> 00:30:29,770
how much money you spent to make sure
that is relevant. At the end of the day,

543
00:30:30,190 –> 00:30:34,090
I don’t think there’s a kind of recipe
and I think the more difficulty is when

544
00:30:34,090 –> 00:30:36,010
you’re not at $100 million company,

545
00:30:36,340 –> 00:30:41,230
how you navigate with all this cotton and
spinning and that’s an difficult task.

546
00:30:42,190 –> 00:30:44,080
Yeah, well said. And then I think yes,

547
00:30:44,080 –> 00:30:46,210
sometimes it’s finding
those micro influencers,

548
00:30:46,210 –> 00:30:51,160
sometimes it’s finding lots of
different people to tell the story from

549
00:30:51,160 –> 00:30:54,970
their own perspective and that’s going
to resonate with certain audiences and so

550
00:30:54,970 –> 00:30:58,300
you guys are doing a great job of that
as well, which is really impressive.

551
00:30:58,480 –> 00:31:01,270
So that’s great. And then I
would love to hear the story,

552
00:31:01,360 –> 00:31:03,100
so you’ve been with
the brand for 23 years,

553
00:31:03,610 –> 00:31:07,660
you’re the CEO been the CEO
since 2015, is that right?

554
00:31:08,770 –> 00:31:11,620
12,012. And so talk about that.

555
00:31:12,850 –> 00:31:16,360
How did you rise from helping with the
European expansion and things like that

556
00:31:16,360 –> 00:31:19,630
to now being the CEO and CEO
for a long time of the company?

557
00:31:20,020 –> 00:31:22,990
So here’s the true story, 24 years.

558
00:31:23,530 –> 00:31:26,890
I joined the company in 2002
and I studied on the US markets,

559
00:31:27,010 –> 00:31:31,690
I became market manager and
I became pretty fast and
been very key to become the

560
00:31:31,690 –> 00:31:35,200
national sales director and then
a new management came on board.

561
00:31:35,200 –> 00:31:37,240
It was a very kind of nice way to ask me,

562
00:31:38,320 –> 00:31:41,410
but I took the challenge because
international expansion did not exist.

563
00:31:41,410 –> 00:31:44,290
It is a true story. And I studied,

564
00:31:44,350 –> 00:31:48,040
I came with my small luggage in France
and I have no clue what I was doing.

565
00:31:48,040 –> 00:31:52,360
And it was the beginning of SE to scouting
international brand to bring it back

566
00:31:52,360 –> 00:31:56,650
in Europe and I was one of them. I think
I was very, very lucky to be French.

567
00:31:56,830 –> 00:32:01,420
So I understand the French
style and the demands and I can

568
00:32:01,690 –> 00:32:06,670
smooth the American branding with how
it will fit with the European market.

569
00:32:06,760 –> 00:32:11,260
And it was at the time that Ceara was
willing to do anything to push all this

570
00:32:11,260 –> 00:32:16,090
more brand. They were doing extremely
well in us and this is where jojo started.

571
00:32:16,090 –> 00:32:20,830
And I’ve been very key to expand in
35 countries in three years from 2005,

572
00:32:20,830 –> 00:32:23,260
2008, then after they
gave me the far east.

573
00:32:23,290 –> 00:32:28,240
So I was still managing all this
international expansion from Paris until I

574
00:32:28,240 –> 00:32:30,910
became the new president and CEO in 2012.

575
00:32:31,300 –> 00:32:34,660
So during this time it was not an
easy also for our brand for people to

576
00:32:34,660 –> 00:32:36,760
understand who was aware
about the skin. Carolina.

577
00:32:36,820 –> 00:32:41,270
I went through five different
C meaning every two years,

578
00:32:41,270 –> 00:32:44,660
two years and a half. Management
and president was mostly dismiss.

579
00:32:45,080 –> 00:32:48,560
And I survived because I was the cashflow
of the company to be honest with you.

580
00:32:49,130 –> 00:32:50,840
So when I came it was a big challenge.

581
00:32:50,840 –> 00:32:55,520
It was not an easy task and I was very
happy to find a way to bring a vision

582
00:32:55,940 –> 00:32:59,270
and to explain to Dr. Boy and
you’re acting in be like a startup,

583
00:32:59,270 –> 00:33:01,490
but you’re already a brand
and you don’t realize that.

584
00:33:01,490 –> 00:33:04,490
And I realize how big it was
with the two medical office,

585
00:33:04,490 –> 00:33:06,590
the RD and the skincare line.

586
00:33:06,590 –> 00:33:10,910
And I put all these entities as a
trilogy and I put a vision that the

587
00:33:11,360 –> 00:33:12,650
vision and from the consumer,

588
00:33:12,650 –> 00:33:15,770
the consumer and from the goods and
we can go that with the practice.

589
00:33:16,160 –> 00:33:20,810
And it was a very virtual
positive circle that put us

590
00:33:21,050 –> 00:33:26,000
to explore ourselves and our
size three times until 2015

591
00:33:26,090 –> 00:33:30,890
and 15. This is where something very
unexpected. We lost our bill of founders,

592
00:33:30,890 –> 00:33:32,840
Dr in 15.

593
00:33:33,680 –> 00:33:37,070
And just to get back and being
completely truthful with your audience,

594
00:33:37,070 –> 00:33:40,070
because I know this is a question that
has been asked for me for so long,

595
00:33:41,810 –> 00:33:43,370
I became by coincidence,

596
00:33:44,060 –> 00:33:48,230
the owners of the brand and it was
the only way to save the company

597
00:33:48,590 –> 00:33:51,380
because at this time there was no one,

598
00:33:51,440 –> 00:33:55,250
the bank didn’t want to backups. It was
a lot of people and a lot of praise.

599
00:33:55,250 –> 00:33:58,070
And I think I wanted to
keep on what we were doing.

600
00:33:58,070 –> 00:34:01,970
It means the legacy of the brand and no
one truly cared this time there was no

601
00:34:01,970 –> 00:34:03,680
backup, nothing was anticipated.

602
00:34:04,100 –> 00:34:08,660
So I decided to figure out how to convince
people from the estates and becoming

603
00:34:08,990 –> 00:34:12,110
the new owner of the brand. I was lucky
that everyone has been backed me up.

604
00:34:12,110 –> 00:34:14,570
I mean my team in skincare
line, but also the bank.

605
00:34:14,870 –> 00:34:16,850
And this is where I
became also the owners.

606
00:34:16,910 –> 00:34:19,520
And then after a new
adventure study for me,

607
00:34:19,610 –> 00:34:23,180
I needed to prove the rest of the world
that this brand can survive without Dr.

608
00:34:23,180 –> 00:34:26,930
Brandts, which I know we do because
it’s difficult. It’s difficult.

609
00:34:26,930 –> 00:34:29,540
Without the founder and with the
name, the namesake of the brand.

610
00:34:30,290 –> 00:34:34,130
And this is where we bring this new
vision, the integrity of dermatology,

611
00:34:34,130 –> 00:34:37,250
how we should evolve. And I think
we’ll try to do as best as we can.

612
00:34:37,250 –> 00:34:39,500
And then in 1920 the COVID happened,

613
00:34:39,560 –> 00:34:43,490
but we’re mainly driven by brick
and mortars, motor distribution,

614
00:34:43,490 –> 00:34:46,400
which was so hard for us. So
I’m not going to lie to you.

615
00:34:46,700 –> 00:34:49,160
For people who sometimes
saw our brand much less,

616
00:34:49,520 –> 00:34:51,770
we suffer a lot because of the COVID,

617
00:34:51,800 –> 00:34:55,520
because we shut down our brick and mortar
and we were not as strong as a digital

618
00:34:55,520 –> 00:34:56,353
as we should have been.

619
00:34:56,420 –> 00:35:00,260
We knew that we were in a process of
building our digital and during this

620
00:35:00,260 –> 00:35:03,530
process and the COVID, this is
where the study to do the revamping,

621
00:35:03,560 –> 00:35:04,430
which was crazy,

622
00:35:04,700 –> 00:35:08,930
but I think there was the only way to
make sure we the ability to pursue the

623
00:35:08,930 –> 00:35:12,440
next 10, 15 years. And I’m so
happy because I’m telling you,

624
00:35:12,440 –> 00:35:14,540
the past two years we have been shifting.

625
00:35:14,600 –> 00:35:18,960
We’re mostly driven at digital at
65% now. It’s amazing. It’s amazing.

626
00:35:19,100 –> 00:35:21,800
The Rev thing is it just ending this year?

627
00:35:21,800 –> 00:35:26,600
So now we mostly revamped the whole brand
and a very happy that we multiply by

628
00:35:26,640 –> 00:35:28,880
twice for the past two years, our website,

629
00:35:29,180 –> 00:35:32,210
which show me that the consumer
has been very well welcoming,

630
00:35:32,210 –> 00:35:36,230
this new revamping on top of chasing
new customers. So this is where we are,

631
00:35:36,230 –> 00:35:37,650
but there’s been my
journey with the brand.

632
00:35:38,550 –> 00:35:42,060
It’s an amazing journey from kind of
getting pushed out to saying, Hey, okay,

633
00:35:42,060 –> 00:35:45,360
I’ll help you in France. And then you
became the cash cow of the business,

634
00:35:45,780 –> 00:35:49,800
five CEOs come and go. Finally
you become CEO become owner.

635
00:35:50,550 –> 00:35:54,030
And yeah, it’s tough to lose
the face of the brand for sure.

636
00:35:54,210 –> 00:35:58,350
You stepped in there and then COVID
for a retail focused brand. Come on.

637
00:35:58,350 –> 00:36:01,590
I mean glad you had some
digital focus already,

638
00:36:01,590 –> 00:36:04,500
but I know that accelerated
things and was not a welcome news.

639
00:36:04,500 –> 00:36:07,590
And so kudos to you man.
Entrepreneurship is hard,

640
00:36:07,590 –> 00:36:12,060
running a brand is hard and you guys just
seem to answer the challenge no matter

641
00:36:12,060 –> 00:36:14,430
what the challenge is. So
kudos to you guys for that.

642
00:36:14,700 –> 00:36:17,430
And then one thing I want to kind of
close with because I know this is near and

643
00:36:17,430 –> 00:36:19,710
dear to your heart, and it’s a
really cool thing you’re doing.

644
00:36:20,460 –> 00:36:22,920
You guys talk a lot about
mental health and mental health.

645
00:36:23,520 –> 00:36:26,700
It’s popular now or it’s
acceptable to talk about now.

646
00:36:27,240 –> 00:36:30,450
You guys really leaned into mental
health before it was popular.

647
00:36:30,450 –> 00:36:32,280
So talk briefly about that.

648
00:36:32,280 –> 00:36:35,490
Why did you decide to do that and why
did you decide to do that at a time when

649
00:36:35,490 –> 00:36:36,630
it wasn’t all that acceptable?

650
00:36:36,960 –> 00:36:40,590
But thank you for letting me know to
speak about it because it’s very close to

651
00:36:40,590 –> 00:36:44,430
my hearts. When I lost Dr. Brown, as you
can imagine, I was very close with him.

652
00:36:44,430 –> 00:36:47,640
He was like a motto, was a friend.
He was the godfather of my kids.

653
00:36:48,150 –> 00:36:52,050
And I just tried to
educate myself and educate,

654
00:36:52,050 –> 00:36:55,890
understanding what depression means,
and I have no clue. And when I dig in,

655
00:36:55,950 –> 00:36:58,470
I realize what people start knowing today.

656
00:36:58,890 –> 00:37:03,000
This is a dramatic statistic and I
saw how many people are depressed,

657
00:37:03,000 –> 00:37:04,440
but no one used to talk about it.

658
00:37:04,680 –> 00:37:05,010
And.

659
00:37:05,010 –> 00:37:09,630
At this time I decided I
cannot hide how he passed away

660
00:37:09,630 –> 00:37:14,160
because internet was already everywhere.
And it was at a time where

661
00:37:14,160 –> 00:37:18,480
also company needs to chase. How are
you giving back to the community,

662
00:37:18,480 –> 00:37:22,020
how you define yourself? And I told
everyone, no guys, it’s very easy.

663
00:37:22,350 –> 00:37:24,630
This is part of our story.
We should not be ashamed,

664
00:37:24,630 –> 00:37:28,200
but I think we should find
a way to embrace it. Let’s
correct the doctor Brandt,

665
00:37:28,200 –> 00:37:30,780
foundation, and we’re going
to focusing on multi life.

666
00:37:30,780 –> 00:37:34,590
And at this time it was very bold
because a lot of people told me,

667
00:37:34,800 –> 00:37:37,530
and I did my checking, if you
look on the beauty industry,

668
00:37:37,530 –> 00:37:42,270
you got Mac who did an incredible
job about HEV eight on the

669
00:37:42,270 –> 00:37:46,260
nonprofit organization is the one
who raised more money every year.

670
00:37:46,530 –> 00:37:50,490
We got also a state order with the
breast cancer and we got over causes that

671
00:37:50,490 –> 00:37:52,860
also is discussed. But at this time in 15,

672
00:37:53,130 –> 00:37:57,810
no one talk about health and self-care.
So I decided to create the Dr. Brenton.

673
00:37:57,840 –> 00:38:02,160
Our first action was to do what we
knew the best is mostly doing marketing

674
00:38:02,160 –> 00:38:05,400
action to s the conversation
around health and self-care.

675
00:38:05,790 –> 00:38:07,080
And this is what we have been doing.

676
00:38:07,500 –> 00:38:10,980
And now we’re going to celebrate out
10 years of the Dr. Brand Foundation.

677
00:38:11,160 –> 00:38:13,350
This year of 2025, this is where we are.

678
00:38:13,350 –> 00:38:16,170
So 10 years that this foundation has
been created. Great. So great man. And.

679
00:38:16,890 –> 00:38:17,100
Yeah,

680
00:38:17,100 –> 00:38:21,360
some people could have hid from the
story or run from the story or just hope

681
00:38:21,360 –> 00:38:24,060
people would forget about it.
You guys leaned in and said, no,

682
00:38:24,390 –> 00:38:27,300
let’s honor the legacy. Let’s
do something about this.

683
00:38:27,690 –> 00:38:32,070
And so he started the foundation
and kudos to you guys. So with that,

684
00:38:32,070 –> 00:38:37,000
we are out of time, Stephane, but really
thoroughly enjoyed this conversation.

685
00:38:37,000 –> 00:38:38,320
Thank you for being transparent.

686
00:38:38,650 –> 00:38:40,750
Thank you for talking about all the great
things you guys have done through the

687
00:38:40,750 –> 00:38:44,050
ups downs, the twists and
turns of building a brand.

688
00:38:44,050 –> 00:38:46,840
And so kudos to you guys
and keep up the good work.

689
00:38:47,200 –> 00:38:49,870
Yeah, thank you. And thank you for
having me, Brett. Thank you so much.

690
00:38:50,170 –> 00:38:53,800
Bye. Absolutely. And as always,
thank you for tuning in.

691
00:38:53,800 –> 00:38:57,670
We’d love to hear more from you. If
you found this show helpful, powerful,

692
00:38:57,670 –> 00:38:59,080
please share it with somebody else.

693
00:38:59,560 –> 00:39:01,810
And if you’d like to
leave a review on iTunes,

694
00:39:01,810 –> 00:39:04,810
that helps other people discover the
show. And with that, until next time,

695
00:39:04,870 –> 00:39:05,740
thank you for listening.