CNN: The Boardroom – Happy Skin | Rissa Mananquil Trillo
Summary
TLDRIn this episode of 'The Boardroom,' host Anthony Polina interviews Risa Fulo, co-founder of Happy Skin, a makeup brand that focuses on skincare. The conversation explores the brand's mission to create makeup that cares for the skin, addressing the common fear among women that makeup is harmful. They discuss the brand's growth, product development, and the importance of a strong partnership. Risa shares her management style, emphasizing customer happiness, passion, teamwork, and work-life balance. The episode also features the launch of Happy Skin's first nail polish, highlighting the brand's commitment to innovation while maintaining its core values.
Takeaways
- 😀 The founder of Happy Skin, Reese Armand, aims to create makeup that not only enhances beauty but also cares for the skin, addressing the common concern that makeup can be harmful.
- 🌟 Happy Skin was launched in 2013 and has since grown to have 15 stores and 85 beauty stalls across the Philippines, reflecting its success and popularity.
- 💡 The brand's approach is to transform the lives of women by providing makeup that is both beautiful and beneficial to their skin health, aiming to make them happier.
- 🎨 The store design is intentionally colorful and approachable to counteract the intimidation many women feel towards makeup, making the brand more inviting.
- 🌐 Happy Skin's products are uniquely formulated to suit the tropical climate of the Philippines and the specific needs of Filipino skin, differentiating it from imported brands.
- 🏆 The brand has received numerous awards, including the Most Promising Retailer in 2016 and People's Choice Award for cosmetics by Watson's in 2017, highlighting its industry recognition.
- 🤝 Reese Armand's partnership with Jack Yoon and Hyungju Geddes, who have extensive experience in the beauty industry, has been crucial to Happy Skin's growth and innovation.
- 💼 The company culture at Happy Skin is likened to a family, with a strong emphasis on support, collaboration, and shared vision among employees.
- 🌱 The brand is committed to customer happiness, passion for beauty, teamwork, and work-life balance, which are core values that guide its operations and employee conduct.
- 💅 Happy Skin is expanding its product line beyond makeup with the launch of nail polish that includes skincare ingredients, marking a strategic brand extension.
Q & A
What is the main theme of the vlog mentioned in the script?
-The main theme of the vlog is beauty and makeup, specifically focusing on the importance of researching and understanding the impact of makeup on skin health.
Who is the founder of Happy Skin mentioned in the script?
-Reese Armand is mentioned as the co-founder of Happy Skin.
What is unique about Happy Skin's makeup products according to the script?
-Happy Skin's makeup products are unique because they are designed to care for the skin, aiming to eliminate the fear that makeup will harm the skin.
Why did the founder decide to focus on skin care in makeup products?
-The founder decided to focus on skin care in makeup products because many women have a fear that makeup will ruin their skin, which is a significant barrier for them to use makeup.
What is the significance of the colorful design in Happy Skin stores?
-The colorful design in Happy Skin stores is significant because it aims to make women feel less intimidated by makeup and approach the brand in a friendly and comfortable environment.
What is the promise that Happy Skin makes to its customers?
-Happy Skin promises to provide makeup that cares for the skin, ensuring that customers can feel confident that their makeup will not harm their skin.
How does Happy Skin cater to the needs of Filipino consumers?
-Happy Skin caters to Filipino consumers by creating products with unique formulas suited for the tropical weather and Filipino skin types, ensuring the products are skin-friendly and suitable for local conditions.
What is the target market for Happy Skin products?
-Happy Skin targets a wide range of women, from teens to working professionals and makeup artists, who are looking for makeup that is easy to use and does not compromise on skin health.
What is the key to a successful partnership according to the script?
-The key to a successful partnership is having partners who bring different strengths to the company, share the same vision, and work together towards common goals.
How does Happy Skin address the misconception that makeup is harmful to the skin?
-Happy Skin addresses the misconception by including skincare ingredients in their makeup products and ensuring that every product they produce is formulated to care for the skin.
What is the new product Happy Skin is launching as mentioned in the script?
-Happy Skin is launching a new nail polish that contains skincare ingredients and is free from the top ten toxic ingredients, marking their expansion beyond makeup.
Outlines
🌟 Introduction to Happy Skin and its Vision
The video introduces the concept of Happy Skin, a makeup brand that focuses on skincare. It features the founder, Reese Armand, and her journey to create makeup that cares for the skin. The brand's mission is to eliminate the fear women have of makeup harming their skin. The video also highlights the brand's growth from five counters to numerous stalls across the country and its potential to become a global competitor. The founder discusses the importance of doing homework and research, emphasizing the brand's commitment to creating products that are both beautiful and beneficial to the skin.
🎨 Happy Skin's Approach to Makeup and Collaboration
This segment delves into the brand's approach to creating makeup that is not only easy to use but also skin-friendly. The founder shares her experience as a model trying various makeup brands that did not suit the tropical climate or Filipino skin type, leading to the creation of Happy Skin. The video also touches on the brand's collaboration with high-profile celebrities and the strategies used to boost sales and maintain a healthy bottom line. The founder emphasizes the importance of finding the right partners who share the same vision and values, which is crucial for the brand's success.
🌞 Happy Skin's Sun Care Line and Product Development
The video discusses the launch of Happy Skin's sun care line, which addresses common consumer pain points such as sticky and greasy sunblocks. The founder's perfectionist nature is highlighted as a key factor in the brand's meticulous product development process. The segment also covers the brand's commitment to creating products that are easy to use and cater to the needs of the modern consumer. The founder shares her experiences and the brand's philosophy on product development, emphasizing the importance of understanding and addressing consumer needs.
🏆 Happy Skin's Success and Company Culture
This part of the video focuses on the brand's achievements, such as winning the Most Promising Retailer award and the People's Choice Award for cosmetics. It introduces Larissa, the brand manager, who shares her experiences working with Happy Skin. The video highlights the company's culture, which is built on a foundation of love for beauty, support, and a strong sense of family among the team members. The founder, Risa, discusses her management style, which is parental and focused on the growth and development of her employees, as well as the company's core values.
💅 Expansion into Nail Polish and Future Plans
The final segment announces the brand's expansion into nail polish, a new product line that maintains the brand's promise of skincare ingredients. The founder shares her excitement about the new product and discusses the challenges and considerations involved in expanding a brand into new categories. The video concludes with a launch of the new nail polish on the show, symbolizing the brand's continuous innovation and growth. The founder emphasizes the importance of staying true to the brand's core proposition in all product extensions to ensure success.
Mindmap
Keywords
💡Beauty and Makeup
💡Happy Skin
💡Skincare
💡Homegrown Brand
💡Product Development
💡Tropical Weather
💡Collaboration
💡Customer Happiness
💡Brand Extension
💡Leadership
Highlights
Introduction of Hannah and Solana discussing beauty and makeup.
Emphasis on the importance of research in preparation for interviews and business.
Introduction of Reese Armand and her co-founded brand, Happy Skin.
Happy Skin's mission to create makeup that cares for the skin.
The brand's growth from five counters to 15 stars and 85 beauty stalls.
Happy Skin's aim to be the first homegrown makeup brand to win the hearts of Filipinos.
The concept of 'happy skin' being linked to women's happiness.
The challenge of overcoming the fear of makeup ruining skin among women.
The strategy behind Happy Skin's colorful and approachable store design.
Happy Skin's promise to provide makeup that cares for the skin.
The brand's focus on creating a unique formula suited for the tropical weather and Filipino skin.
The voice of the brand positioning as a friendly guide to customers.
The launch of Happy Skin's sun care line, addressing consumer pain points.
The importance of product development being end-to-end and customer-centric.
The unique formula of Happy Skin products containing skincare ingredients.
The wide demographic of Happy Skin customers, from teens to professionals.
The brand's goal to be the first makeup brand for those new to wearing makeup.
The story of Happy Skin's growth into a beauty empire and collaboration with Disney.
The company's values including customer happiness, passion, teamwork, and work-life balance.
Risa's management style, described as parental and focused on employee growth.
The launch of Happy Skin's nail polish, the brand's first expansion beyond makeup.
The careful consideration taken to ensure brand extensions align with the original brand promise.
Transcripts
[Music]
[Music]
we'll end it up
hello I'm looking at my daughter
Hannah's vlog with her younger sister
Solana five year old Solana and they're
doing something on beauty and makeup see
because today it's so important that you
do your research while our researcher
Risa has done her work dan Rather says
that the best pre-work to an interview
is homework homework homework in our
case car work our work our work dial on
Shannon at Anita so Filipinas I behind
are say little important engine of a
Salama
I'm Anthony Polina and in this beauty
episode of the boardroom we talk to
someone who's not as an expert in beauty
but makeup and was built a business
around it much awarded and reputable and
respected in the industry transforming
the lives of thousands of women not just
giving them healthier skin but happier
ones too
[Music]
with the aim to create a skin caring
makeup brand for women who don't want to
compromise and beauty Reese Armand until
figlio co-founded happy skin the first
makeup line to offer an entire range of
cosmetic products that truly care for
the skin
launched last 2013 happy skin grew from
just five counters to a total of 15
stars and 85 beauty stalls across the
country today together with Jack yoon
hyungju Geddes who spent roughly a
decade in beauty and personal care
industry Risa believes happy skin can be
the first homegrown makeup brand to win
the hearts of Filipinos as well as
compete on the global stage
[Music]
my view here and one of our happy skin
boutique and thank you for joining me
the boardroom I'm happy to be at the
show
happy happy yeah it's a word for the day
why happy happy for happy skin because
when a woman feels that her skin is well
cared for then she's at her happiest
it's simple as that and why did you
decide to focus on skin well it's more
about every woman feels like when they
start using makeup they think it will
ruin their skin I think that's the
biggest barrier women have when trying
to use makeup and we wanted women to get
rid of that fear by providing them with
makeup that actually cares for the skin
and the color this place okay I know
this is a high my design yes what's the
idea behind this this very colorful you
know design for for such a store as this
well you know a lot of women are
actually intimidated by makeup and the
Philippines is actually one of the
lowest users of makeup compared to China
where 40% or Korea it's 85% so despite
the influx of so many cosmetic brands
the Filipinos are actually one of the
lowest users so it's because they're
intimidated they think it's for
professional so even our packaging are
fun bright colors and approachable vibe
is intentional because we want women to
feel like they can find a friend and
happy skin and feel comfortable
empowered and you know it will be easy
to look beautiful with happy skin you
know exactly what you want to say you
promise okay this is the most promising
retailer and and we have here a taste of
that yes promise num happy skins well
happy skin promise us to give women make
up the cares for the skin it's as simple
as that and that's what we do for every
product and a lot of people have that
misconception that you know it's a brand
that we just bring in or employ but it
was and you see the Saudi important but
I'll take that as a compliment because
you think it's it can stand against
other imported brands but it's homegrown
minds behind it Filipino minds we'd have
different Beauty capitals like Japan
Korea and Taiwan to create a unique
formula suited for our tropical weather
and for the Filipino skin so this is
again
Kim kilee makeup makeup not the skin
friendly skin caring we care for your of
course the voice of the brand is like a
friend that you know in every packaging
there's a happy skin top bubble and it
highlights what the special ingredient
is because you want we want women to
feel assured that every product we turn
out will actually care for their skin
they won't be afraid to break out get
irritations or have pimples and all that
abanda Boyan but I'm a who men's are so
for men it was a boys audience oh no
makeup for men well maybe I'll put it to
the perspective of your better halfs
happy skin happy wife happy life
no but we you know we just recently
launched our son care line and this is
something that appears even to the men
in thues iasts who went you know we're
so happy we finally launched our son
care line and this was one year in the
making because I'm a perfectionist it's
my best and worst trait and we were very
diligent testing at making sure we
address the pain points of consumer
which is people don't want sticky
sunblock people don't want shiny greasy
looking sunblock and they want it to be
easy to use
dermatologists always encourage women or
men even always yeah because of skin
cancer and we came out with a UV mist
which you just spray every two hours so
that you're sure you're protected well
Mohammed I'm a type a goose ah yes and
we can't discuss here in front of all
your customers yes we can't maybe we
should go to the boardroom and discuss
everything there well what do you call a
lipstick by the way shut up and kiss me
stop it gives me know stay tuned and
watch me right here on the border
[Music]
offering products that are easy to use
non intimidating but skin caring comes
with a cost
- happy skin but not only do they manage
they are anticipating growth in the
coming years with high-profile
celebrities collaborating and swearing
by these products such as heart
Evangelista Lucy Torres and Kris Aquino
no wonder these products get off the
shelves very quickly more ideas from
Risa on how to get top sales and cut
costs below or a bigger bottom line as
we continue our conversation with the
fact that many businesses including
yours started out of a gap or a
frustration or in need what is the exact
gap what is the gap that you saw that
you see I gotta do this
well the biggest frustration I think for
women is that they think when they use
makeup it will ruin their skin that's
the biggest hurdle for them to try and
make that's why I've always known they
always have to do something immediately
take it off don't sleep with it because
it's gonna ruin your skin that's right
and the gap that you saw was that and
you said God wanna make up now yeah
there was no makeup that combines
skincare and makeup even if it's from
abroad like as a model I've tried so
many makeup brands but it didn't seem to
suit our tropical weather or the
Filipino skin type or skin tone so
creating something from scratch allowed
me to be able to address what the
Filipino needs what is the best
compliment you got that really boosted
you in the beginning of your business
we're doing the right thing I think it's
not about feeling fulfilled because of
numbers at the end of the day that
you're you know changing lives of people
I remember when I was in Silicon Valley
for a tour and one of the speaker said
profit isn't the measure of success
anymore it's how you're giving purpose
and changing the lives of people so I
always took that to heart and every time
I do store visit and I get to talk to
customers and they tell me you know what
I never thought I could wear lipstick
but now I can because of happy skin or a
bride that's shopping for the makeup
she'll wear on her special day or you
know we have RBA's or Beauty advisors
telling us that there are customers
coming to our stores bringing reset us
from the doctors or the ob/gyn was
recommending happy skin so this is when
the formula started being off yes
for you validation for you it's not just
bringing out the beauty in you but it's
taking care of your skin right the
concern is their collaboration has
always been a part of your life do yes
partners for example with Zack how would
you describe your partner with your
partnership with Jacques co-found well I
think it's compliments because
partnership works well when both people
bring value to the company to the
partnership and you work together it
wouldn't work if we have the same
strengths or the same weaknesses that's
what makes a partnership or
collaboration great what is the key for
those starting up to get partners to get
collaborators people who will help you I
think first of all they have to believe
in what you're doing and you have to
share the same vision whether it's a
partnership for a business or it's a
partnership with someone you want to
work with you have to share the same
vision and have the same goals otherwise
I don't think it's going to work the
process you know how can you can you go
through the process with us end to end
guess I don't you know expertise more
that's what you look after no so what
does it take to start developing a
product to making sure that the
Filipinos actually buy it well a lot of
people think it's about just creating
the product and selling it but you
always want to make sure the experience
of a consumer is end to end meaning it
starts when there's a pain point or a
need or a frustration your main point
can give me one pain point to make up
let's say mascara that lasts all day
doesn't droop but it's easy to remove
for example because there are a lot of
amazing mascaras but by the time you
remove them Caliburn eyelashes Magua so
it's not worth using mascara like that
right so it starts with a pain point or
in need and then we get into product
development how do we address this need
and how do you even make it better
give them value for money and add a skin
carrying ingredient what is specifically
in the happy skin product when it comes
to formula that makes it this thing that
you know just that makes it different
from other products well like I said
every happy skin product has a unique
formula
suited for the Filipina skin and our
tropical weather and we make sure every
product we turn out has a skincare
ingredient like cherry blossom extra
Japanese tea leaf hyaluronic acid which
has the capacity to attract 100 times
its water weight so it really plumps the
skin and moisturizes it
shea butter collagen so it it's you know
women really feel assured that that's a
reason to believe that the brand works
because it actually makes a difference
to their skin when you say women are you
particularly attracting a segment do you
have a target market that you'd like to
walk into these stores or buy from you
you know when we first launched we had a
wide range of women buying from us from
15 to 50 from teens to moms to
professionals working women even makeup
artists and you know it's I think the
one thing they have in common is that
they just want makeup to become easier
we live in an era where everything's in
a snap in a swipe in a click and even
makeup they don't want it to be a burden
they don't want it to feel like a chore
so when makeup is easy it doesn't ruin
the skin it's easy to apply and you can
actually feel good in five minutes then
that's what will work for them what
about those who don't use makeup like us
or women in this country in any
particular makeup is there a segment of
women who still don't use makeup of
course there's a segment that doesn't
use makeup yet and what we want is happy
skin to be the first brand they use when
they start wearing makeup and it's about
getting their trust the brand has to
feel like a friend not someone that's
telling them what to do but they have to
feel like you know the brand is
recommending to them the things that
will work for them that won't harm their
skin that's why even the packaging the
color the vibe of the store it's fun
approachable not intimidating yes I
think that's the key word there
[Music]
what started as an idea to create a
product for the Filipino people has
become a beauty Empire and caught the
attention of companies such as Disney
and its live-action Beauty and the Beast
imagine an entire year's worth of stocks
were sold out in just three months when
we come back in the show we find out not
just the future plans of Risa as she
keeps her feet on the ground but we
actually launch a new product of Risa
right here on the border
[Music]
after 30 Beauty Awards the people here
are prouder and happier to be part of
this organization than they were four
years ago recent accomplishments include
the most promising retailer in 2016 and
People's Choice Award for cosmetics by
Watson's in 2017 joining us now is one
who's been part of this happy journey
for the past two years our brand manager
Larissa thank you for joining us of
course you're the first marketing yes
yes but now we're about four and achim
under Issa and it's been really like fun
of course there are moments when you're
like wow we're doing so much and it's it
can get tiring because it's a startup
brand and everyone just puts so much of
their effort and so much of their love
into what they do that the the worry or
the the bagging it just leaves
adventures and a happy bride what makes
happy skin such a happy brand I guess
when you work here you must have love
for beauty and makeup so a lot of the
girls here are very but then I
guess what really makes people stay is
the people here like we've come to get
so close it's like it's not just a
friendship it's more of like a family
and we really try to support each other
if there are people who are maybe having
hired them in a certain task we really
try to pull each other up but you are a
brand manager yes it's so beyond just
being friends and being happy as a
family what does it take or what do you
think is the most important thing that
you've been practicing to build this
brand because it has been growing I
guess it's a lot of it it's well one
what I was saying a while ago the brand
love like you have to start with that if
that is not there you won't have a good
foundation for how to build your bed
because you don't even like what you're
doing but then beyond that it's also a
good sense of managing your time and
managing the people around you so if
you're a startup brand you you have to
do a lot and sometimes it's not in your
scope of what you have to do and that's
where the the love for your brand comes
in Salima Risa as a CEO as a men
as a parent she said she was yeah - the
company can tell us something that these
guys don't know well I guess I read
somewhere that really good leaders are
able to demand a lot of you as a
professional but then they're able to
couple that demand by being also
compassionate because you know we're
only people so that's what I love about
working under you said like she really
make sure that she teaches me what I
need to be thought and I have to be able
to share that with her and with the
people under me but at the same time if
you know I have issues whether that's
like a personal concern or a health
concern I'm free to share it with her
and she always understands thank you so
much okay
I mean Salama we're gonna go back to
your happy boss all right our
conversation her thank you
[Music]
when it comes to your management style
you describe yourself as a parent yeah
you have your own kids but you look at
your 30 plus employees also ask in DUMBO
no no man but I think because I look at
them as family and for me being a leader
in a company isn't just about my growth
but also their growth developing not
just the company and reaching the goals
of the company but developing them to be
the best who they can be for me
the success is when I see them maybe
when they move to another career but
they're doing amazingly well and
successful in what they want to do while
they're here what are some values that
you would like them to exercise it would
be customer happiness number one you
want to make sure every customer is
happening and that every person in the
company is a reflection of that kind of
happiness we also have passion so we
love what we do with passion in our
hearts we also have teamwork you know
it's a very lean team so we want
everyone to feel like and think like an
owner to long-on and our department
work-life balance which is very
important I think as someone who started
a company amongst partners that was the
initial goalie you know you want to be
able to have more time for your family
you want to be on a vacation with your
family or this because it refreshes the
mind and allows you to reconnect and
build memories with your kids what is
the number one way to get your people to
actually practice to embrace those
values I think it's about walking the
talk being the best example yeah I think
you know they'll only practice what you
preach and they'll only retain these
values and imbibe it if they can see the
new on the typical day of Risa as chief
man officer can you tell me well in an
office yes when we get to the office
it's a usual 9:00 to 9:00 to 6:00 day
okay and we do a lot of product testing
evaluating prototypes approving visuals
brainstorming in the next marketing
campaign checking on our store sales the
distribution if the supplier timings are
right at the end of the day I think you
want to make sure that you are able to
deliver what the customer wants when
they need it at the right place at the
right time otherwise you lose an
opportunity and people are just gonna
shop somewhere else and then when you
get into the store I don't anything
anymore the first thing I make sure is
the latest collect
has stuck on display yes I'm very
particular I'm a perfectionist it's my
best somebody don't mean a very
particular things it does the uniform
because I don't want disparity when they
see on social media all the reviews wow
what an amazing brand but when they get
to the store there's a disparity it just
ruins the end-to-end experience so from
the moment they search until they get to
the store and until they get home there
should be a consistent experience
otherwise you lose credibility for the
brand but beyond cosmetics beyond makeup
right and I'm so excited you can see
something here on the side that is about
to be lost I have launched just yet by
oh yes I'm sharing it first on your show
yes that's so it we're actually
expanding beyond makeup for the first
time we're launching our own nail polish
first year on the boardroom ladies and
gentlemen I didn't know no I mean it's
it's a very exciting category because
for me I love personally I love nail
polish because it feels like lipstick
you can be on trend change your look by
just a change of nail color but just
like every happy skin product we made
sure each bottle of Polish has a
skincare ingredient so we made sure it
has hydrolyzed keratin and protein so
that the nails are always moisturize and
this is also free from the top ten toxic
ingredients it's also vegan there's a
study that actually shows 70% of brand
extensions fail it's a great brand to
extend it to a new product line and they
failed so what are you doing to make
sure that this extension does not take
away from your core I think when you do
a brand extension it you have to make
sure it delivers the key proposition
that your original brand has if it
doesn't give the same promise of caring
for the skin then I don't think it will
work
but we made sure you know this is
something we took so long to develop I
think a year and even when we got into
Sun care that was also a year it's it's
very tricky to get into different
categories and you want to make sure you
do it right because you only have one
chance
thank you very much Risa
for us to be here launching your latest
product and just learning the story
straight from you of happy skin thank
god bless you thank you
[Music]
identify your customers points of pain
address them and your sales go insane
join me again next week as we engage
from the country's top business leaders
innovators and executives I'm Anthony
family done and this is the boardroom
our marketing that's himer are you i
bunk school and I answer cigarette ah
yes sir yes
[Music]
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