How to create a visionary brand

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It is one of the ultimate compliments, and the word visionary” isn’t one that is thrown around lightly. To define someone as visionary is to capture qualities of inspiration, openness, originality and persistence. In the beauty industry, () has harnessed each of these qualities to amplify her global success. Sentiment to this, the International Spa Association (ISPA) has awarded Jane Iredale with the 2014 ISPA Visionary Award. The honour is presented annually to an individual in the spa industry who has made a significant contribution to the health and wellness movement over the lifetime of their career.

Jane Iredale has not only inspired and improved self-confidence in women of all ages and nationalities, but has formed and maintained a successful cosmetics brand that has remained visionary in itself. bd sat down with Jane Iredale to discuss how both herself and her brand have developed into visionary leaders in the beauty industry.

How is Jane Iredale a visionary brand?

In my experience working with actors and actresses, I met so many struggling to keep their skin healthy. Appearance is essential for their careers, but make-up can have a negative effect on skin. After leaving film and television, I began to take a deeper look at my life and I asked myself, ‘what’s wanted and needed?’ I wanted to enhance the lives of women and I was convinced that they weren’t born with a make-up gene. I wanted to make products I could feel good about and put them into the hands of professionals who could educate about them. I went looking for a product like that on the market and I couldn’t find one, so I knew I was on to something when I decided to create a make-up that was good for the skin. I spoke with chemists who said it couldn’t be done, but I knew it could. I finally met a female chemist who was excited to work with me, and eventually I had a product - our loose mineral powder Amazing Base. It gradually grew from there. I didn’t think it would turn into a brand, but I’m glad it did.

How does the brand ensure that it still remains visionary through changing times?

We continue to ask ourselves the same question, ‘what’s wanted and needed?’ We look at the behaviours of consumers and how they are influenced by technology and lifestyle. But, most importantly, we listen to our users. We take the time to learn about what [our consumer] needs and we use that information to provide her with exceptional products that enhance her life.

What are some of the brand’s world-firsts?

When I started the company in 1994, I had one product, the first of its kind, Amazing Base Loose Mineral Powder. I was creating a whole new category of make-up. We were the first to have a pressed powder mineral foundation, PurePressed Base, with the same attributes as our loose powder. We were also the first to have a liquid mineral foundation.

What tips do you use to foresee a beauty trend before it becomes popular?

I watch what women are doing, what they are wearing and what styles are being used in movies and editorial. Typically what can seem shocking, like a Bordeaux lip or a bold brow, will be more mainstream a few years later and drive the trends. It’s really a skill to be able to anticipate what the consumer is ready for.

How do you discover ingredients that then become the next big thing”?

I do a lot of reading and talking to manufacturers. Being present in over 40 countries also exposes me to anything new that might be happening world-wide.

What are some of the ingredients that you incorporated in your products that went on to become trend ingredients?

Boron nitride, algae extracts, pomegranate extract, pine bark extract. Even the cocoa flavor we used in some lip glosses.

What are the product innovations you are most proud of?

Our PurePressed Base has been our star product since we brought it out. It’s four products in one – a powder, foundation, concealer and sunscreen. It goes on easily and flawlessly and stays put. It’s also water resistant. It isn’t easy getting all those qualities in one product. We had to choose the right ingredients, the right particle sizes, the right processing methods and press them in the correct way. We also had to do it without any of the traditional ingredients that are used in make-up because we wanted to remain pure to our mineral make-up definition which was a product with no talc, no synthetic preservatives and no comedogenic ingredients.

What do you think is the reason behind the brand’s continued success?

Authenticity, reliability and efficacy are our pillars for success. I would much rather tell the truth than hedge it. I think the consumer needs and wants a brand that she can trust. Because we go to extra lengths to use the highest quality ingredients possible, she can trust Jane Iredale.

With the internet changing how we discover and purchase beauty, do you believe that having vision in the digital realm is important for the future of the brand?
Yes, it’s important for any brand. Eighty per cent of in-store purchases begin with online research about a product or brand. Having the proper representation and experience online, including through social media, will drive those in-store purchases. Each of these channels is important to her and convenient at different moments. This drives the need to be available in each channel, but retail partnerships should remain selective to ensure she receives the same quality brand experience no matter which channel she chooses.

To be a successful brand, how do you relate to your consumers?

An emotional connection is key to a successful business and therefore sales. In a society that makes it more and more difficult to touch people, we are in a  business where it’s impossible not to touch someone. It’s okay for us to touch a client’s face when she is explaining challenges she has with her skin. We all know that this builds a bond of empathy and builds a relationship that leads to loyalty. The loyalty factor is huge, which is why the number one reason that people will leave you is because they feel taken for granted.

What is your advice to newly launched brands for creating a longstanding brand?

Find your niche and know it very well. There is so much competition today that you must do your homework before you invest time and money.

What advice can you give to other brands wishing to be a visionary?

I can’t think of anything better than listening to the consumer and looking for ways to fill the gaps. If you listen hard enough, you’ll discover a whole list of things that she wished she had but can’t find. Then it’s a matter of finding one that you feel passionate about because if you don’t really believe in what you’re doing, it won’t work.