Business School Case Study Rodan And Fields

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Rodan Fields isn’t using obscure ingredients in their products – what they are doing is using ingredients known to have a positive effect on the skin.

Rodan Fields products are expensive, and the price point is in line with what you’d expect at department stores and high end cosmetics boutiques. It contains six products (and a dermaroller) designed to visibly firm and smooth skin to combat the visible signs of aging. Active Hydration Body Replenish, a body cream, sells for $66.

Take a closer look at the ingredients in many of the products and you’ll see a range of beauty all-stars such as retinol, which is the gold-standard for tackling fine lines and wrinkles and encouraging cell turnover.

Business School Case Study Rodan And Fields

For skin lightening and brightening, the company uses ingredients which are proven winners, such as alpha-hydroxy acid to smooth and soften skin, as well as kojic acid, a natural brightening agent.As the saying goes, the proof is in the pudding- or in the sales numbers.Rodan Fields is the top selling brand in the US which means the company is doing something right.In their free time, they sell skincare brands such as Beautycounter, Younique and Ever Skin as well as retail brands such as India Hicks and Stella & Dot. Women in the 60s sold Tupperware to each other at home-based parties, and brands such as Mary Kay and Avon established themselves by having their saleswomen sell directly in their communities.What is new is how brands such as Rodan Fields have taken the peer-to-peer model and adapted it for the digital age.The starting kit sells for 0 and includes five products: a Deep Exfoliating Wash containing alpha-hydroxy acid to whisk away dead skin cells; an Intensive Brightening Toner that contains a blend of salicylic Acid, kojic acid, licorice and mulberry extract, plus a Dual Active Brightening Complex that is packed with vitamin C and retinol.A broad spectrum SPF 50 sunscreen protects the face from sun damage.A line of enhancements supplement the range, including Enhancements Micro-Dermabrasion Paste, a body lotion and Active Hydration Bright Eye Complex.There’s also a small line of Dermacosmetics, which is makeup with skin improving ingredients.Fast forward a few years, and according to Euro Monitor International, Rodan Fields is the number one skincare brand in North America in 2017 in terms of total sales, and has around 300,000 consultants. Rodan Fields sells a comprehensive line of skincare products, which are broken down into four categories: Redefine, Reverse, Unblemish and Soothe.Redefine is designed for aging, Reverse for age spots and uneven skin tone, Unblemish for acne and acne breakouts and Soothe for sensitive, irritated skin conditions, such as rosacea.


Comments Business School Case Study Rodan And Fields

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