Latest / Skin Anarchy / A Fresh Approach To Nature Inspired Skincare Ft. fresh Beauty - E.419

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A Fresh Approach To Nature Inspired Skincare Ft. fresh Beauty - E.419 · Skin Anarchy

• 0:01
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• 1:01
  SPEAKER_04: Hey guys, welcome back.
• 1:03
  SPEAKER_04: I am so excited because this is a very special episode to me.
• 1:07
  SPEAKER_04: This is one of my all-time favorite brands.
• 1:09
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• 1:35
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• 1:38
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• 1:44
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• 1:53
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• 1:59
  SPEAKER_04: And also, I wanted to remind everybody hey, if you haven't already, Eugene Volume 1 is out and it's still popping, guys.
• 2:06
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• 2:09
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• 2:13
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• 2:22
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• 2:32
  SPEAKER_04: That is why I designed Eugen the way I did, and that's why I really urge you, if you want the full experience, go on to Apple Books and download the full version on Apple Books because when you do that, you can easily turn off something like Do Not Disturb or Focus Status or whatever if you're on Apple.
• 2:48
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• 3:00
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• 3:12
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• 3:15
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• 3:18
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• 3:32
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• 3:47
  SPEAKER_04: I just wanted to say hello and remind you once again, please leave us those ratings on Apple Podcasts, leave us those ratings on Apple Books, and enjoy the content.
• 3:56
  SPEAKER_04: Thank you so much for everything, you guys.
• 3:59
  SPEAKER_04: You are why we are here, you are why we work endlessly to bring on the best of the best in terms of brands, um, you know, people, executives, professionals, you name it.
• 4:12
  SPEAKER_04: And we can't wait for all the amazing content coming up.
• 4:15
  SPEAKER_04: So stay tuned and enjoy this episode with the one and only fresh.
• 4:21
  SPEAKER_04: Thank you guys.
• 4:25
  SPEAKER_04: Hi guys, welcome back to your favorite podcast.
• 4:28
  SPEAKER_04: Uh Speaker Anarchy.
• 4:30
  SPEAKER_04: This is your host, Ekta.
• 4:31
  SPEAKER_04: And wow, do I have a brand for you today?
• 4:35
  SPEAKER_04: I am so thrilled, so honored, and just so humbled that our guest had the time in her schedule to come onto the show and share all of her knowledge about this phenomenal brand that I know all of you have heard of and probably even tried.
• 4:50
  SPEAKER_04: And I guarantee there's at least one item in all of your collections from this brand.
• 4:54
  SPEAKER_04: So without further ado, I want to introduce you guys to Carolina Virguez, who is the general manager for North America and senior VP for Fresh Beauty.
• 5:04
  SPEAKER_04: Welcome to the show, Carolina.
• 5:06
  SPEAKER_04: I am so, so thrilled and honored to host you.
• 5:09
  SPEAKER_02: Thank you so much for having me.
• 5:11
  SPEAKER_02: It's really a pleasure to be here, especially talking to you and talking about Fresh brand.
• 5:17
  SPEAKER_02: I am in love with.
• 5:18
  SPEAKER_02: Like many, many, many people.
• 5:20
  SPEAKER_02: Once you know Fresh, you fall in love with Fresh.
• 5:22
  SPEAKER_02: So happy to be here.
• 5:24
  SPEAKER_04: Yes, I completely, completely agree with you.
• 5:26
  SPEAKER_04: Once you experience it, it's over.
• 5:30
  SPEAKER_04: That's it.
• 5:30
  SPEAKER_04: You know what I mean?
• 5:31
  SPEAKER_04: Like it's definitely I mean it's one of those brands.
• 5:35
  SPEAKER_04: It it really is.
• 5:36
  SPEAKER_04: It's it's like, you know, you try it and it's like immediately like, okay, this is a must-have brand, you know.
• 5:41
  SPEAKER_04: So I want to dive into that later, but Carolina, I want to learn all about you and your background because um, you know, I I know that you know, we have to understand like, you know, where you're coming from and how you ended up with Fresh and just the whole background really in beauty and skincare.
• 5:57
  SPEAKER_04: If you could share that with us.
• 5:58
  SPEAKER_02: Yes, well, actually, I'm Colombian, born and raised, so Brown Latina, and I started my career with Prop Tran Gamble.
• 6:05
  SPEAKER_02: I my background was a lot in FMCG.
• 6:09
  SPEAKER_02: Uh back when I was at Prop Tran Gamble, I did uh skincare and uh makeup.
• 6:14
  SPEAKER_02: I moved from Colombia to the US to do my MBA.
• 6:18
  SPEAKER_02: Then I moved to Europe.
• 6:19
  SPEAKER_02: I lived for 12 years in Belgium, still working for PNG.
• 6:23
  SPEAKER_02: There I launched uh Olean Max Factor in Belgium, and then I moved to Jogurt to do there at Danone in Europe.
• 6:34
  SPEAKER_02: That's where I became fluent in French and a little bit in Dutch.
• 6:37
  SPEAKER_02: Don't ask me about the Dutch today because I've lost it a lot, but still fluent in French, and then I moved to the US in 2014 with Danone, and then I got uh the opportunity to go back to beauty, which I've always wanted to do since I got that experience at PNG, and I spent a little bit less than a year in it at Wela doing hair, and now I've been uh in June, it's gonna be two years in this role at Fresh, and I am having the time of my life.
• 7:03
  SPEAKER_02: This is amazing.
• 7:05
  SPEAKER_04: And most of my I love that I love that.
• 7:09
  SPEAKER_04: No, I love what you said about the international um experience you've had because also I just want to say, uh Carolina, I literally every um person who goes to Europe and lives there for an extended period of time, I feel like um you learned like five languages just being there, you know.
• 7:26
  SPEAKER_02: You have no choice, you have no choice, no choice, yeah.
• 7:30
  SPEAKER_04: And it's like, you know, I talked to so many people, like I I had a very, you know, one of my very close friends, uh, he makes fun because he he's Danish, you know, and he's like, Oh, well, I know Swedish, I know French, I know, you know, uh so many different languages.
• 7:43
  SPEAKER_04: I'm like, yeah, this is just part of being European, I think.
• 7:45
  SPEAKER_04: Yeah, yeah.
• 7:46
  SPEAKER_04: You have no choice over there for sure.
• 7:48
  SPEAKER_04: Yeah, no, but I mean that's a very, very impressive background.
• 7:51
  SPEAKER_04: And you know, I really love that you've had um, yeah, and I love that you've had this experience because you know, fresh for me is a brand that really speaks to such a global audience, you know?
• 8:02
  SPEAKER_04: It's just it it resonates with us.
• 8:04
  SPEAKER_04: I mean, it immediately, like I said, you know, you try it, you fall in love, and it's a very holistic experience that you go through without compromising these extremely clinical level skin results that you get.
• 8:16
  SPEAKER_04: So I really want to um talk to you about your um, you know, your first impressions when you first joined Fresh, you know, in terms of just um what you kind of stepped into, where the company was at, and then just where you started your work, you know, in terms of um, you know, your expertise.
• 8:34
  SPEAKER_02: So I think when I came to Fresh, my biggest impression and why and the biggest reason that I joined is this brand is really prime to satisfy the moment that the consumer is at in the US.
• 8:51
  SPEAKER_02: And what I mean by that is after the pandemic, especially the need for well-being and health increased enormously, and not only that, but the convergence of thinker and well-being, beauty and well-being became one on the same.
• 9:06
  SPEAKER_02: And fresh is especially poised for that because on one hand, we are all about nature and potential potentializing nature to deliver amazing, amazing results and effectiveness.
• 9:19
  SPEAKER_02: But on the other hand, we're there to give you an experience.
• 9:22
  SPEAKER_02: As you know, all our products deliver a sensorial experience, so it's beyond just the physical health and well-being of your skin, which of course that's our reason of being, but it's also to make you have an experience and a me moment every time you use a fresh product, being with the texture and on the fragrance and the whole ritual that is around we don't call, for example, our routines routines, we call them rituals.
• 9:50
  SPEAKER_02: So that is really the spirit of fresh because especially after the pandemic and all the stress we went through that, we everybody needs pleasure and more enjoyment in their life.
• 10:02
  SPEAKER_02: So we're giving you amazing skin, healthy skin with sensoriality, and all this through the power of nature, because that's the other thing that I think spoke to me a lot.
• 10:13
  SPEAKER_02: The care with which Fresh goes and picks the ingredients, because every single product that we have is based on a natural ingredient that was specifically chosen and that is specifically sourced from a location and from a specific plant or ingredient that delivers that benefit that is as potent as you know, a retinol, for example.
• 10:35
  SPEAKER_02: In the latest launch that we have are black tea HDLA cream is a specific tea, specific plant of tea, and Rambutan with a mix that is as effective as retinol as any retinol, but with gentle care.
• 10:52
  SPEAKER_02: So that is not going to be anything but gentle on your skin.
• 10:58
  SPEAKER_02: So that is not powerful.
• 11:00
  SPEAKER_04: It's not Bakuchi all either, right?
• 11:02
  SPEAKER_04: Is it not?
• 11:03
  SPEAKER_04: No, no, no, no.
• 11:04
  SPEAKER_02: No, it's proprietary technology because that's the other thing that a lot of people don't realize about fresh.
• 11:09
  SPEAKER_02: This all of these ingredients are proprietary.
• 11:12
  SPEAKER_02: So this PT matrix, for example, in our in our black tea cream, in our black tea HD Day cream, it is proprietary to fresh, and we call it black tea black tea matrix, PT Matrix.
• 11:25
  SPEAKER_04: Yeah.
• 11:26
  SPEAKER_04: Yeah.
• 11:26
  SPEAKER_04: No, I mean I I really, really love how fresh uses true botanicals and natural, like in naturally occurring ingredients.
• 11:36
  SPEAKER_04: Like in my opinion, you know, even as you know, a doctor or somebody from science background, like I look at this the brand and I and I see the optimal use of nature combined with technology.
• 11:50
  SPEAKER_04: That's how I see fresh.
• 11:51
  SPEAKER_04: You know, it's like most of the brands out there right now that are so focused on like, you know, for example, like organic or like natural-based or you know, whatever word they're using, right?
• 12:01
  SPEAKER_04: They're very much like, you know, they're just focused on the fact that, hey, we put the ingredients in there, okay?
• 12:08
  SPEAKER_04: That's what we did.
• 12:09
  SPEAKER_04: They don't they're not so focused on this level of proving efficacy, you know, they're not so focused on, hey, let me show you why we use this specific plant or the specific herb, or like you mentioned, the tea, you know, and the level of antioxidants you're getting with that, the level of, you know, what it's actually doing to your skin layers, you know, they they don't focus on that.
• 12:33
  SPEAKER_04: And that is something that I think is extremely lacking in this like clean beauty, natural beauty movement.
• 12:38
  SPEAKER_04: Um, you know, that I I often try to tell brands is that you know, you can't you can't um lose focus of the efficacy part, you know, you can't lose focus, right?
• 12:49
  SPEAKER_04: Absolutely.
• 12:50
  SPEAKER_02: Efficacy is is the is the price to play in this category.
• 12:57
  SPEAKER_02: You can the the the consumer is expecting efficacy.
• 13:00
  SPEAKER_02: If you don't have the efficacy, you don't play the skincare game, you're not there because you're not satisfying the consumer.
• 13:06
  SPEAKER_02: So for us, efficacy is like paramount, but with safety.
• 13:12
  SPEAKER_02: So that's why it's also super important for us to be very rigorous in all our testing, in all our clinicals, and from nature, and that is the uniqueness because nobody else will have these proprietary ingredients.
• 13:27
  SPEAKER_02: The way we approach fresh in this regard is because you're very, very right, is we have uh, for example, our masks.
• 13:37
  SPEAKER_02: I want to take an example of our honey mask.
• 13:40
  SPEAKER_02: The way we approach that is okay, we have an ingredient that is honey, and that comes, by the way, from the spirit of our founders, Nevan Alina.
• 13:48
  SPEAKER_02: Lev, who is very, very still much involved on the product development, will say, honey.
• 13:53
  SPEAKER_02: We know that honey has so many properties as a natural ingredient.
• 13:58
  SPEAKER_02: What from honey will be beneficial for the skin, and that's how it starts.
• 14:02
  SPEAKER_02: So it is a honey mask, not a mask with honey.
• 14:05
  SPEAKER_02: That is the biggest difference from us and everybody else that is using natural ingredients.
• 14:10
  SPEAKER_04: I love that you said that.
• 14:12
  SPEAKER_04: That is so powerful what you just said.
• 14:14
  SPEAKER_04: You know, to have an ingredient not be the defining point, but rather just a point that is a sense, you know, it's really accentuating the true, you know, goal behind the product, which is you know, that's that's huge.
• 14:29
  SPEAKER_04: I love that.
• 14:30
  SPEAKER_04: And you know, that's a really, really great takeaway for any uh budding entrepreneurs out there is that you know, when you're crafting a line, like you know, there's so many brands that are saying this is the main ingredient.
• 14:41
  SPEAKER_04: We're going to focus on this hero ingredient and just make everything around this.
• 14:45
  SPEAKER_04: And I am not a believer in that.
• 14:47
  SPEAKER_04: I think that that, you know, it's it's cool to have an ingredient that's working in a specific type of formula, but to make like 15 products from that same ingredient, that's unnecessary.
• 14:58
  SPEAKER_04: You know, it's it's completely yeah.
• 15:00
  SPEAKER_04: So I mean with fresh, I really want to ask you because you know, I know that um every ingredient, even you know, although we we when we smell it, when we experience the brand, you can immediately, you know, get that feeling of this is it's like earthy vibes, right?
• 15:15
  SPEAKER_04: I mean, this the sensual experience, you smell the tea, you smell, you know, just the fresh aroma of all of the products.
• 15:22
  SPEAKER_04: And that is, you know, speaking to your point about the you know, the whole experience, that is such a huge key factor for me as a consumer, you know, when I'm when I'm using the products, right?
• 15:32
  SPEAKER_04: And so I want to talk to you about that.
• 15:34
  SPEAKER_04: You know, how do you guys really work with that aspect in terms of creating this sensorial experience for the consumer outside of just the chemical formulation?
• 15:43
  SPEAKER_02: Yeah, so first we've gone from the deep conviction that skincare can be pleasurable and that you can have your cake and eat it too, meaning you can have your effectiveness, an amazing, healthy-looking skin, and have that while having pleasure in doing so.
• 16:00
  SPEAKER_02: Uh so the way LED, our founder, approached that from the beginning is he envisions how he wants to feel or how he wants uh the product to provide an experience for the consumer.
• 16:14
  SPEAKER_02: So, if for example, we have uh a rose collection, so we have it's really all about moisturizing and all about hydration, deep hydration.
• 16:25
  SPEAKER_02: So it is not only about you know providing hydration and amazing results for the skin in terms of feeling plump and absolutely moisturized, is also the feeling of being in a field of roses.
• 16:41
  SPEAKER_02: So that that so when he comes with ideas for products, of course, the benefit and the fact that there's a relevant benefit is important, it is the basics, but also the fact that we are going to provide an experience.
• 16:56
  SPEAKER_02: Not only that it smells like rose, no, you need to feel like you're in a field of roses, and if you push me further, it's even in the morning.
• 17:04
  SPEAKER_02: So it is it is a whole vision that he has for the product, and that's where the very rigorous development starts because one part is the vision, but then and that's also an important factor is the LBMH lab.
• 17:19
  SPEAKER_02: So, as you know, LVMH owns uh fresh.
• 17:23
  SPEAKER_02: And when I talked, I I've talked many times with Levan Alina about this, they chose LBMH because of the rigor that LBMH puts on every single product that they do.
• 17:34
  SPEAKER_02: There is a big research facility in France with hundreds and hundreds of specially supported hematologists, toxicologists, but uh you name it, every single expert that you can think about for skincare and cosmetics, and they put so much rigor in the development of the products, and Lev works with them still today on the development of the products.
• 17:59
  SPEAKER_02: And furthermore, LVMH, you know, is a luxury conglomerate.
• 18:03
  SPEAKER_02: So the standards of LVMH are extremely, extremely high, and they're applied to everything, including this development process and of course clinical studies and in their results.
• 18:14
  SPEAKER_04: Right, right.
• 18:15
  SPEAKER_04: That I love LVMH, by the way.
• 18:17
  SPEAKER_04: I'm a huge fan.
• 18:18
  SPEAKER_04: Like I I really believe in you know quality over quantity, and I feel like you know what I mean.
• 18:24
  SPEAKER_04: And it's like fresh, fresh is such a brand that stands out in that regard because you know, when you try even one product, you know, um, let's say, you know, I by the way, I love that you guys have so many amazing masks.
• 18:37
  SPEAKER_04: Like, can I just say that first and foremost?
• 18:38
  SPEAKER_04: Yeah, of course.
• 18:41
  SPEAKER_02: That's our that's one of our signatures as a brand.
• 18:45
  SPEAKER_04: It's so amazing that you guys have kept that because I keep seeing masks getting, you know, taken out of the collection for so many brands.
• 18:53
  SPEAKER_04: And I'm like, what are you doing?
• 18:54
  SPEAKER_04: This is one of the best skincare categories.
• 18:57
  SPEAKER_04: You know what I mean?
• 18:57
  SPEAKER_04: It's it's an instant like feeling of just refreshment, instant, you know, gratification for your skin.
• 19:04
  SPEAKER_04: Your skin is glowing, and especially with fresh, I mean, all of the masks are so like I feel like the best word is nutrient-packed, so that you immediately see the glow on your skin.
• 19:13
  SPEAKER_04: You know, you immediately feel that whole sensation that you want to feel as a consumer, that you've invested in your skin, you've used the products that are healthy, and then you're left behind with this lingering, beautiful aroma that is really centering you, you know.
• 19:28
  SPEAKER_04: And I'm the reason I'm saying all this is I'm a huge believer in the power of things like meditation, the use of aroma in our daily life, you know what I mean, in terms of just centering, and skincare is a huge part of that, you know.
• 19:40
  SPEAKER_04: And so uh fresh, I I think that you know, is one of the only brands that has kept this central theme of we're going to let you feel and experience the the products from what you would feel like when you go out in nature and you smell fresh tea leaves, for example.
• 19:57
  SPEAKER_04: You know what I mean?
• 19:58
  SPEAKER_04: Like that kind of thing.
• 19:59
  SPEAKER_02: We have so indeed masks is a great example of that.
• 20:03
  SPEAKER_02: We have one that we launched a year ago and was a huge success, flora recovery mask is for sensitive skin.
• 20:10
  SPEAKER_02: So we launched that and it really addressed, you know, redness, irritation while giving you that experience.
• 20:18
  SPEAKER_02: So the way we envision masks, for example, you have your daily ritual, but it this this mask, for example, flora cover is an overnight mask.
• 20:27
  SPEAKER_02: So it's as part of your ritual, it's a daily route, it can be part of your daily routine, it can be give you that me moment, but also address your concern of redness, irritation.
• 20:37
  SPEAKER_02: So I have a personal story on that.
• 20:39
  SPEAKER_02: I am a mother of two teenagers, by the way, two gems ears that keep me on my toes and are my my favorite focus group.
• 20:47
  SPEAKER_02: And my youngest who have was having acne and medicine for acne, and she had a lot of irritation, and Flora recovering must transform her skin.
• 20:58
  SPEAKER_02: Oh wow, she used it.
• 21:00
  SPEAKER_02: She used it as a as uh after her treatment, and really the change was dramatic in a few days, and to this day, she's like, Mom, um my next jar, when is that coming?
• 21:16
  SPEAKER_02: Because she completely got uh hooked on it.
• 21:19
  SPEAKER_04: Yeah.
• 21:19
  SPEAKER_04: So that's that that's amazing.
• 21:22
  SPEAKER_04: I love that, you know, because you know, at the end of the day, what we're realizing in the science realm, you know, in skin health, what a lot of researchers are now finally talking about is that a lot of these conditions that are um, you know, very sensitive skin uh conditions are inflammatory.
• 21:40
  SPEAKER_04: Their the nature is inflammatory.
• 21:42
  SPEAKER_04: And so when you are truly using um ingredients that are soothing, there and but when I say soothing, the real word is anti inflammation.
• 21:50
  SPEAKER_04: You know, there are so many plants and herbs out there that are just specifically designed to calm down whatever inflammatory reaction is happening.
• 21:59
  SPEAKER_04: So when you Doing that on a regular basis, that is something that is so great for sensitive skin because sensitive skin is literally the definition of sensitive skin is something that is easily inflamed.
• 22:11
  SPEAKER_04: Yeah, so when you are easily inflamed, what do you want to do?
• 22:14
  SPEAKER_04: You want to keep using products that are going to subside that inflammation regularly, and so that's where you know I love that.
• 22:21
  SPEAKER_04: I love that story that you shared because it's truly a testament to the brand.
• 22:24
  SPEAKER_04: That's that's wonderful.
• 22:25
  SPEAKER_02: And that goes to the ethos of the brand.
• 22:28
  SPEAKER_04: Yeah.
• 22:29
  SPEAKER_02: And that is a phrase from Leb.
• 22:31
  SPEAKER_02: We are a feel-good brand that makes your skin look and feel healthy.
• 22:37
  unknown: Yeah.
• 22:38
  SPEAKER_02: We are a brand that will deliver results for being gentle on your skin.
• 22:42
  SPEAKER_02: So because I believe there's those are not mutually exclusive.
• 22:48
  SPEAKER_02: Of course not.
• 22:49
  SPEAKER_02: You don't need to have like very harsh ingredients or very harsh products on your skin for them to be effective.
• 22:55
  SPEAKER_02: And that's really in the DNA of fresh.
• 22:58
  SPEAKER_04: Absolutely.
• 22:59
  SPEAKER_04: And you know, I actually want to uh share a story with you as well because I am I've mentioned this many times on the podcast.
• 23:05
  SPEAKER_04: I was diagnosed with Hashimoto's about, you know, um a decade ago, and it was a very annoying thing to you know to deal with, right?
• 23:14
  SPEAKER_04: I mean, it was it was really hard.
• 23:16
  SPEAKER_04: My skin was very dry, it was very sensitive to anything that has even a trace of gluten in it, and that's something they tell you, you know, with Hashimoto's is like avoid everything gluten, including topical products that might exacerbate, you know, just like um things that work like gluten that like will attack the proteins on your skin.
• 23:36
  SPEAKER_04: And so when I was experiencing that, the only cleanser I was using was a soy cleanser.
• 23:40
  SPEAKER_04: And the reason, yeah, and I that's all I used.
• 23:44
  SPEAKER_04: I literally I could honestly, if I could, if I had saved all the bottles, you would see, you would see, you know, it was like I remember going into Sephora and just being like, I don't even need help with a cleanser.
• 23:57
  SPEAKER_04: I already know what I'm gonna get because it was so effective and it was so helpful because what I was realizing in those early stages of having Hashimoto's and still dealing with, you know, controlling it with hormone therapy was that my skin was also sensitive to gluten, just like the rest of my body was, right?
• 24:14
  SPEAKER_02: Wow, that's really remarkable.
• 24:17
  SPEAKER_04: Yeah.
• 24:18
  SPEAKER_04: And so I saw immediate results.
• 24:20
  SPEAKER_04: It was as if, you know, somebody was finally saying, listen, it's okay, you know, you don't need to use the harsh stuff.
• 24:26
  SPEAKER_04: And I couldn't use the harsh stuff, you know.
• 24:28
  SPEAKER_04: It was something that I was very sure.
• 24:30
  SPEAKER_04: And for me, you know, as like a lot of consumers, our skin is something we take so much pride in.
• 24:35
  SPEAKER_04: You know, so when you're when you're diagnosed with something or when you realize that you're more prone to something, whether you're allergic, whether you're having a reaction, you want that tried and true brand that you can rely on and just go to.
• 24:49
  SPEAKER_04: And I feel like fresh has been like that time and time again for countless consumers.
• 24:54
  SPEAKER_04: You know, it's that tried and true brand that you can always fall back on and it's always gonna be there to like just give you quality, you know?
• 25:02
  SPEAKER_04: And I just I love that.
• 25:03
  SPEAKER_04: I absolutely love that.
• 25:04
  SPEAKER_02: And it and that story, thank you for sharing, by the way.
• 25:07
  SPEAKER_02: It's a powerful story.
• 25:08
  SPEAKER_02: And hope you're better.
• 25:10
  SPEAKER_04: Yeah, I am.
• 25:11
  SPEAKER_04: I am it's it's much better.
• 25:13
  SPEAKER_02: Oh fantastic.
• 25:13
  SPEAKER_02: I'm glad to hear it.
• 25:14
  SPEAKER_02: But this is a testament of what fresh is because on the soy face cleaner, it is so remarkable that it is so gentle that you could use it while having these issues on your skin.
• 25:24
  SPEAKER_02: While at the same time, soy face cleanser is removes makeup.
• 25:28
  SPEAKER_02: So even even um waterproof makeup.
• 25:32
  SPEAKER_02: So it's this mix of caring and effectiveness that is so ingrained in the brand.
• 25:40
  SPEAKER_04: Yeah, no, I I really, really, you know, I'm I'm a huge believer in the formulation of that specific product.
• 25:46
  SPEAKER_04: I I really love it.
• 25:48
  SPEAKER_04: And you know, I want to actually ask you, um, you know, in terms of like I know we're in this weird era now with skincare where everyone is just talking about, you know, uh clinical strength, medical strength, you know, like or whatever, grade, you know, and they're they're making all these terms up, but in reality, there's no such thing as like regulated claims around these words, okay?
• 26:12
  SPEAKER_04: You know, there's no such regulation around clinical grade.
• 26:15
  SPEAKER_04: There's no regulation around medical grade.
• 26:17
  SPEAKER_04: What there is is that you either have a great brand or you have a crap brand, you know, that's that's what it comes down to from what I've noticed.
• 26:25
  SPEAKER_04: I've interviewed so many.
• 26:26
  SPEAKER_04: And so, you know, I want to get your just personal opinion about how fresh has approached this changing um, you know, landscape in the beauty industry when it comes to these like new words coming up and all of these clinically founded brands, because fresh is fresh is a brand that's tried and true.
• 26:45
  SPEAKER_04: You guys have an amazing following of consumers, and you should, you know.
• 26:49
  SPEAKER_04: So, how has that been for you?
• 26:50
  SPEAKER_04: You know, just noticing that and and the changing landscape?
• 26:54
  SPEAKER_02: So for us, it's uh relatively simple in the sense that we are going to be always be true to our DNA, which we have talked at length here, of safe, effective, sensorial, potentializing nature.
• 27:06
  SPEAKER_02: Having said this, we were talking about soft dispenser.
• 27:09
  SPEAKER_02: It it has been tested by dermatologists, by ophthalmologists.
• 27:14
  SPEAKER_02: We go through super rigorous clinical studies, not only to make sure that the product is absolutely safe with, of course, the LBMH standards, but also making sure that we have the claims and the and yeah, the results from a numeric standpoint to be able to tell the consumer this is the benefit that you that you receive, that you get when you use this product.
• 27:45
  SPEAKER_02: It's a matter of credibility without uh compromising who we are.
• 27:51
  SPEAKER_02: So, for example, T Elixir we tested on more than 500 people.
• 27:55
  SPEAKER_02: T Elixir is our serum uh that was is still the biggest launch ever that we have done in the brand.
• 28:00
  SPEAKER_02: We did it last September, also super, super successful.
• 28:04
  SPEAKER_02: It's all about uh small, smooth, blowing, bouncy skin, skin that is resilient.
• 28:11
  SPEAKER_02: If you have not slept, if you are not having a great diet, etc., the skin suffers.
• 28:16
  SPEAKER_02: So this is all about regenerating skin from within.
• 28:19
  SPEAKER_02: Yeah, and that is skin resilience.
• 28:21
  SPEAKER_02: That we went through so much uh research and clinical studies and came with you know specific claims on how much mooter your skin is gonna be, how much bouncier.
• 28:33
  SPEAKER_02: So we have an even numerical claims.
• 28:35
  SPEAKER_02: That yes, because we need to be credible to the consumer and really be very clear, especially in the US, is very important on what benefit you're gonna get.
• 28:44
  SPEAKER_02: But we don't do it in a way that is gonna betray what the brand is.
• 28:49
  SPEAKER_04: Yeah, no, and you know what?
• 28:51
  SPEAKER_04: That that product that you mentioned is actually like one of my favorite products at this point.
• 28:54
  SPEAKER_04: It's amazing.
• 28:55
  SPEAKER_03: It is amazing.
• 28:57
  SPEAKER_04: It's phenomenal.
• 28:58
  SPEAKER_04: And you know, it I really want to actually set the record straight here is that you know, I know that Fresh utilizes a lot of tea extracts in their formulations.
• 29:06
  SPEAKER_04: Yes, and I would love to, you know, um educate our consumers a little bit or our listeners a little bit more about how tea is more than just an antioxidant.
• 29:16
  SPEAKER_04: You know what I mean?
• 29:17
  SPEAKER_04: Tea has reparative properties, it has you know so much going like on in the actual like benefit area.
• 29:25
  SPEAKER_04: So I'd love for you to tell us a little bit about that, you know, some of the key hallmarks of the tea extracts that you guys are utilizing and and what that you know, how that is different from all of the things that we're noticing, you know, with other brands and these crazy actives everyone's using, you know.
• 29:41
  SPEAKER_02: So I'll I'll take the example of the elixir.
• 29:45
  SPEAKER_02: Yeah, the elixir comes from a specific tea plant in the island of Mauritius from a specific farm, a specific species that evolved during hundreds, thousands of years in this island to thrive in the harshest of conditions.
• 30:07
  SPEAKER_02: So we took that plant and it took more than 15 years of research, uh, one five years of research to get to the extract of this plant that would mimic the resilience of the plant on the skin.
• 30:24
  SPEAKER_02: So it is it is crazy, and yes, and it and the the craziest and better part of it is that we got uh a product that it is uh that has this APT technology as we call it, so it's an adaptogen that is uh 2.65 more times more concentrated than regular tea in this plant, this adaptogenic, that actually improves the bioenergetic systems of the skin and completely restores it from within.
• 31:01
  SPEAKER_02: So I'll tell you from my personal experience, I started using it about six months before we launched.
• 31:07
  SPEAKER_02: Nobody in my family knew it.
• 31:10
  SPEAKER_02: Of course, in this job, you're very stressed, you have like a lot of things, etc.
• 31:14
  SPEAKER_02: And all of a sudden people are saying, Your skin look amazing.
• 31:16
  SPEAKER_02: What are you doing?
• 31:16
  SPEAKER_02: I'm like, I work fresh.
• 31:18
  SPEAKER_02: It was it was the elixir, it was the elixir, it is magical, and I combine it with the other product that changed my skin for fresh, and it's the kombucha essence.
• 31:29
  SPEAKER_04: Oh my god, that essence.
• 31:31
  SPEAKER_02: Oh my god, it is it is.
• 31:34
  SPEAKER_02: I'll tell you a little secret that I got from our CMO from Tenio Copias in the summer.
• 31:41
  SPEAKER_02: We put it on our legs, and it changes our legs, they look amazing.
• 31:46
  SPEAKER_02: It's a little secret for the summer.
• 31:48
  SPEAKER_04: I am going to do that from now on.
• 31:50
  SPEAKER_02: I hope you know that do it, it looks amazing in the summer.
• 31:55
  SPEAKER_02: Your skin will look amazing.
• 31:56
  SPEAKER_02: Your the skin of your of your legs.
• 31:59
  SPEAKER_04: You know, I won't I won't lie to you.
• 32:00
  SPEAKER_04: I remember when I first discovered the kombucha essence, and it was because of huge shout out to Jackie Ina, one of my favorite inputs.
• 32:07
  SPEAKER_04: I love Jackie.
• 32:08
  SPEAKER_02: Oh, I know Jackie, yes.
• 32:11
  SPEAKER_04: Yeah, and so when Jackie reviewed this essence, I was like, I believe everything she says because she's amazing.
• 32:17
  SPEAKER_04: You know what I mean?
• 32:18
  SPEAKER_04: She knows what she's doing.
• 32:19
  SPEAKER_04: And so when she showed us this essence, I immediately like ran to Sephora and I was like, I'm getting it, let's try it.
• 32:26
  SPEAKER_04: And then I stuck to it.
• 32:28
  SPEAKER_04: My brother is like die hard believer in this essence.
• 32:32
  SPEAKER_04: Like he will not use yeah, like as a male, as somebody who knows nothing about beauty, he literally tells me I'm out of essence.
• 32:41
  SPEAKER_04: I'm like, okay, I'll get you essence.
• 32:42
  SPEAKER_04: He's like, No, no, no, you have to get the fresh one though.
• 32:44
  SPEAKER_04: Don't get anything else.
• 32:45
  SPEAKER_04: Like that's so so you know, my point is this essence literally changed so much for me in terms of perspective, in terms of understanding skincare routines instead of you know, and understanding the the need to use an essence, what is an essence, you know, all of that stuff.
• 33:03
  SPEAKER_04: It just it it completely um, you know, it was a way to learn for me, you know.
• 33:08
  SPEAKER_04: So the and and I noticed, you know, when I first started using that product, it was, you know, um something that I noticed gradually my skin started adapting to it.
• 33:17
  SPEAKER_04: So I was noticing, you know, things like pore reduction and like the size of the pores, uh, more moisture being retained in my skin.
• 33:24
  SPEAKER_04: I didn't need to use as many products anymore.
• 33:26
  SPEAKER_04: I mean, there's so many benefits, right?
• 33:29
  SPEAKER_04: It was just like game changing for me.
• 33:32
  SPEAKER_02: So yeah, yes, I I stopped using foundation when I started using kombucha essence.
• 33:38
  SPEAKER_02: And this is another example of how we use tea in a different way because this is you know fermented tea that uses a COVID.
• 33:45
  SPEAKER_02: So Escobi is a mix of fungi with bacteria, it's the same the same process as you when you drink kombucha, that is so uh good for your microbiome in your gut.
• 33:56
  SPEAKER_02: This is amazing for your microbiome in your skin.
• 34:00
  SPEAKER_02: And it is the perfect foundation for your skin ritual, for your skin routine, uh, because uh kombucha essence in particular potentializes everything else that you put afterwards on your skin.
• 34:15
  SPEAKER_02: Right, it makes it more powerful, and on top of that, it brings luminosity to you to your skin, which is a little bit what we're both talking about.
• 34:23
  SPEAKER_02: It really brings this luminosity and this health to the skin that you wouldn't have without it.
• 34:29
  SPEAKER_02: For me, it's uh it's a must, as for your brother.
• 34:32
  SPEAKER_04: Yes, no, it's it's a must.
• 34:34
  SPEAKER_04: I mean, he's literally obsessed, you know, and I don't blame him.
• 34:40
  SPEAKER_04: Yeah, I really don't.
• 34:41
  SPEAKER_02: I need him to talk to my husband.
• 34:43
  SPEAKER_02: I still need to convince him.
• 34:45
  SPEAKER_04: Oh my gosh.
• 34:46
  SPEAKER_04: Yeah, okay.
• 34:46
  SPEAKER_04: You know what?
• 34:47
  SPEAKER_04: I'm gonna tell Nick.
• 34:48
  SPEAKER_04: He's he's actually, you know, my brother's an MD PhD student, he's very skeptical about everything, you know.
• 34:53
  SPEAKER_04: He's like, over-the-counter products, do they work, do they not?
• 34:56
  SPEAKER_04: And I but with fresh, he doesn't doubt for a second.
• 34:59
  SPEAKER_04: He's like, he he'll even ask me, he's like, What's the product buy?
• 35:02
  SPEAKER_04: Is it by fresh?
• 35:03
  SPEAKER_04: I'm like, Oh my god, you are addicted.
• 35:05
  SPEAKER_04: Like, you're literally, you know.
• 35:09
  SPEAKER_04: I promise you, he'll be your he's gonna be your favorite ambassador for the brand for free.
• 35:14
  SPEAKER_04: You know, he he's just a great, you know, really, really believer.
• 35:18
  SPEAKER_04: And I don't blame him because, like I said, you know, the products are they speak for themselves, and that's another, you know, major point I wanted to touch upon um when I was speaking to you, because um, I want to learn about, you know, in terms of the feedback that you guys get from the consumers, you know, I know that a lot of times that shapes what a brand is gonna do next, you know, in terms of their new products, new innovations.
• 35:40
  SPEAKER_04: So, how has that been for you, you know, um noticing that in terms of consumer feedback and then incorporating that into your formulations or your next uh launches?
• 35:50
  SPEAKER_02: We're always listening to the consumer.
• 35:52
  SPEAKER_02: So if you see, and and and as and of course, it's an iterative process between what we're hearing from our consumers and how we uh develop innovation.
• 36:02
  SPEAKER_02: So if you see our innovation last year, it's a perfect example of that.
• 36:06
  SPEAKER_02: Flora Recovery Mask is responding to a very clear need from our consumers that we didn't have in our portfolio to address insensitive skin, which, as you know, is a very, very prevalent need in this market.
• 36:20
  SPEAKER_02: Consumers.
• 36:21
  SPEAKER_02: Then we also we knew that consumers were looking for a more universal serum that could address all signs of aging, and that would be because, as you know, uh consumers are more and more earlier, so I would say earlier using skincare.
• 36:39
  SPEAKER_02: So it needed to be a broad spectrum universal serum that addressed all these concerns, and that's where TLX to T elixir came.
• 36:48
  SPEAKER_02: But also, then we know that retinol and the retinol effects are very important, and retinol is a key ingredient in the market.
• 36:58
  SPEAKER_02: But we also know that the biggest barrier to entry to retinol is the potential uh harshness of retinol.
• 37:05
  SPEAKER_02: So we developed the Black TH Renewal Cream to address that the retinol performance without uh or or being gentle on your skin.
• 37:18
  SPEAKER_02: So that so it is an iterative process.
• 37:21
  SPEAKER_02: The great thing about our organization is that we as North American, as US, we are very listen to where we're the whole market of the brand.
• 37:32
  SPEAKER_02: So all this comes from very local needs of the North American consumer, of the American consumer, and more to come this year.
• 37:40
  SPEAKER_02: We have great news of more innovation to come this year, but it's all feeding from the effective results and the needs from a skincare standpoint that the consumers have.
• 37:52
  SPEAKER_02: And on top of that, we always do it with the best ingredients, natural ingredients, and providing an amazing sensorial experience.
• 38:00
  SPEAKER_02: The the smell of the black tea age renewal cream is amazing.
• 38:06
  SPEAKER_02: It's a very subtle tea uh fragrance.
• 38:10
  SPEAKER_02: If tea elixir, you know it, the texture is sublime, it's really not dense, but it's also not liquidy.
• 38:18
  SPEAKER_02: I it's very difficult to describe, but it's like the perfect texture and the perfect density of product.
• 38:24
  SPEAKER_02: Yeah, luxurious without sitting overwhelming.
• 38:28
  SPEAKER_04: The it's like skin milk, that's what I look at it like it's like skin milk, you know.
• 38:34
  SPEAKER_03: Exactly.
• 38:34
  SPEAKER_04: Yeah, it's got so much nutrients in it.
• 38:37
  SPEAKER_04: I think of it like a milk.
• 38:38
  SPEAKER_03: Like your skin is just like feeding off of it.
• 38:41
  SPEAKER_04: And I I love it.
• 38:42
  SPEAKER_04: It's it's a phenomenal, and you know why?
• 38:44
  SPEAKER_04: For those of you who have like really, really oily skin, you don't even need a moisturizer after the elixir is on.
• 38:49
  SPEAKER_04: Like you don't need one.
• 38:50
  SPEAKER_04: Like if you put that elixir on your face and just go with that and then go on with your routine, whether that's makeup, whether it's whatever, you honestly it will nourish your skin to the point of like beautiful glow, you feel nourished, you don't feel dry.
• 39:06
  SPEAKER_04: I mean, it really preps your skin for whatever is coming next while also delivering that you know intense nourishment, which is so so epic.
• 39:14
  SPEAKER_04: I love that.
• 39:15
  SPEAKER_02: Yes, and you see results immediately with it, it you don't need to wait, you start seeing them immediately.
• 39:22
  SPEAKER_02: And then the other, you know, body is really on fire.
• 39:26
  SPEAKER_02: Yes, and for us, body is part of our DNA.
• 39:29
  SPEAKER_02: We are a lifestyle brand, and but the brand started with soaps 31 years ago.
• 39:35
  SPEAKER_02: So we launched, we brought back from the archives last year the milk collection, which several years ago we had in the market as you know, dairy milk, but we know the consumer has evolved, especially in the in North America, and we relaunched milk, so our body collection, but with plant-based milk, which means also that we get amazing results on the skin, on nourishment, moisturizing of the skin, it absorbs super fast.
• 40:06
  SPEAKER_02: We I remember very well when we were talking about this product, the brief that uh the the people that did the development had is it needs to be pyjama ready.
• 40:16
  SPEAKER_02: So it needs to be already absorbed when you put your pyjama and it needs to feel like you're absolutely hydrated without the sticky feeling, and it is exactly that.
• 40:26
  SPEAKER_02: And we achieved all that, and it was also behind Lev's uh Lev's ideas with plant-based milk.
• 40:34
  SPEAKER_02: So that is also a way to respond to what consumers want today in the US.
• 40:39
  SPEAKER_04: Yeah, no, I mean I love that.
• 40:40
  SPEAKER_04: I love that you guys are so strong in the uh body category because honestly, there are not very many options.
• 40:47
  SPEAKER_04: I say that so much on this podcast, and also just you know, talking to um just brands or colleagues, whatever, because the body um skincare industry really needs to take, you know, some lessons and just understand that we need better products.
• 41:03
  SPEAKER_04: I mean, honestly, it's it's gotten to the point now where it's like there's a few brands, fresh is definitely one of them that are just staples for body care.
• 41:12
  SPEAKER_04: But, you know, that's of it's very few brands, honestly, guys.
• 41:15
  SPEAKER_04: Like, you know, if everyone listening, it's I've tried a lot of products for body care and I'm always disappointed because a lot of these products, and this is fresh doesn't do this, but like for a lot of these other brands, they will leave your skin more dehydrated than it was before you use them.
• 41:31
  SPEAKER_04: And it's so crazy to me because I actually wrote an article about this, Carolina.
• 41:35
  SPEAKER_04: Honestly, I wrote an article about how, you know, when you're using something like from the drugstore, right?
• 41:40
  SPEAKER_04: Like these like uh moisturizers or these body uh soaps or washes, um, they are in a way, they're making you get hooked, you know, and you go back and you buy it again and again and again because your needs are not being addressed, you know, it's causing more problems in a way than it's helping.
• 42:01
  SPEAKER_04: Because, you know, if you're running out of your body wash in like a faster way than you usually would, then you really need to think about what's in that body wash and why you're using it so much.
• 42:11
  SPEAKER_04: You know what I mean?
• 42:12
  SPEAKER_04: Why you have to use that uh body cream so much, what is missing, you know, it you shouldn't, if you're hydrating properly, you shouldn't have to constantly be hydrating.
• 42:22
  SPEAKER_04: That it doesn't work like that, you know.
• 42:24
  SPEAKER_04: So I really urge um, you know, listeners and consumers to really think about those things when it comes to body care, because like I said, you know, a truly good brand and a truly good product by that brand is not going to make you reapply 15 times a day, you know?
• 42:38
  SPEAKER_02: Yeah, definitely almost definitely.
• 42:40
  SPEAKER_02: In in our case with milk, yeah, it is it's going it beyond hydration.
• 42:46
  SPEAKER_02: What we see in the body category is that the consumer wants almost the same or the same benefits that they see for their facial skincare on their body.
• 42:57
  SPEAKER_02: That's what we're going.
• 42:58
  SPEAKER_02: So that's why we put all this care on this body line to give beyond hydration to make sure that we were given other benefits, like uh like the smoothness of the skin, like the protection of the skin, like you know, the the the super fast hydration because people don't have time to wait till it uh dries out, till it dries.
• 43:23
  SPEAKER_02: So we wanted to be just beyond hydration, and to your point, something that really makes your skin healthier instead of having to use more and more and more.
• 43:34
  SPEAKER_04: Exactly, exactly.
• 43:35
  SPEAKER_04: No, I love that, and I really have seen a difference.
• 43:38
  SPEAKER_04: You know, the body uh care products are really, really great, the milk products are really great.
• 43:42
  SPEAKER_04: And so if anyone out there is looking for a new body routine, these are like top picks.
• 43:47
  SPEAKER_04: Like, definitely check out that um that sector of the of the brand.
• 43:52
  SPEAKER_04: But you know, I want to talk to you also about one other product, um, Carolina.
• 43:56
  SPEAKER_04: The sugar face polish is one of my favorite products.
• 43:59
  SPEAKER_04: Um Um, and I have another story to tell you about this because I um I had gone to Sephora, you know, a few years ago.
• 44:08
  SPEAKER_04: And I remember because, you know, sugar, I don't know what it was.
• 44:11
  SPEAKER_04: I don't know where I tried it.
• 44:12
  SPEAKER_04: I think it was like a, I made it myself, like a sugar scrub or something.
• 44:15
  SPEAKER_04: And it had worked wonders for my face.
• 44:18
  SPEAKER_04: But I also in Indian culture, brown sugar is used, you know, heavily, right?
• 44:22
  SPEAKER_04: So like yeah, it was laying around and I was like, you know what, let me see what sugar does for my skin.
• 44:28
  SPEAKER_04: And I was obsessed with the results that I had seen, you know, just with my little, you know, drinky dinky formula I made at home.
• 44:35
  SPEAKER_04: So when I went to Sephora, I said, I need a sugar scrub for my face.
• 44:40
  SPEAKER_04: And they could not, I don't know who it was, but they didn't recommend it.
• 44:45
  SPEAKER_04: There was nothing there, right?
• 44:46
  SPEAKER_04: But I was sitting there and I and I realized, you know, and digging into it, I realized how many benefits there are for brown sugar.
• 44:54
  SPEAKER_04: And you know, I really want to share that with the audience because you guys don't understand, you know, there's a lot of exfoliance out there, but brown sugar is so amazing.
• 45:04
  SPEAKER_04: It's not only is it gonna help you get rid of those dead skin cells in a gentle way, but it's also moisturizing, it's antioxidant.
• 45:12
  SPEAKER_04: You know what I mean?
• 45:13
  SPEAKER_04: It's got the anti-inflammatory, you're gonna improve your circulation with it.
• 45:17
  SPEAKER_04: Like it's absolutely so much.
• 45:19
  SPEAKER_04: And so this product is game-changing for me.
• 45:22
  SPEAKER_04: I love it.
• 45:23
  SPEAKER_04: It's I mean, it's amazing.
• 45:24
  SPEAKER_02: I'm so glad that you like it.
• 45:26
  SPEAKER_02: Sugar indeed is, and this is counterintuitive to a lot of people, but sugar is indeed a hymectant that increases moisturization and moisture in the skin.
• 45:35
  SPEAKER_02: Yeah, and people don't know that.
• 45:36
  SPEAKER_02: That's that's why we use it in everything in our range, from of course, our iconic lip uh products, which are sugar-based, to body.
• 45:46
  SPEAKER_02: We have a um fabulous body scrub with one of my favorites that does that for your whole for your skin.
• 45:53
  SPEAKER_02: And of course, we have glorious masks with sugar for the face.
• 45:57
  SPEAKER_02: It is it delivers counterintuitively, of course, the exfoliation, but you end up with a more moisturized skin.
• 46:06
  SPEAKER_02: It's uh it's incredible.
• 46:08
  SPEAKER_04: Yeah, and the glow is ridiculous.
• 46:11
  SPEAKER_04: Like you can, it's like the perfect prep for makeup.
• 46:15
  SPEAKER_04: Like, I feel like if you're gonna go out for like a nice, you know what I mean, nice night out in town or something, and you want your face to just genuinely glow, like this is what you do.
• 46:24
  SPEAKER_04: Use the scrub for real.
• 46:26
  SPEAKER_04: Yeah, yeah.
• 46:28
  SPEAKER_04: No, well, you know, I want to ask you, you know, one really uh kind of like a roundabout question and rounding out the interview, Carolina, is just your advice, you know, it's uh budding entrepreneurs and people who really want to, you know, get into the space of skincare or or beauty and you know, just some things to keep in mind because you know, you know, I I know you know better than I do, this market is very saturated, you know, it's it's a very hard market to stand out in.
• 46:54
  SPEAKER_04: So, what is um maybe some advice, some jewels you can, you know, share with us for all of the listeners that are you know entrepreneurs or wanting to work in this space?
• 47:04
  SPEAKER_02: Oh, absolutely.
• 47:05
  SPEAKER_02: So, number one, yes, I've worked in Latin America, in Europe, here, in many categories from detergents to yogurt to hair, and by far, the beauty space in the US, the beauty market in the US is the most competitive, most dynamic I've ever worked in.
• 47:25
  SPEAKER_02: Without a doubt.
• 47:26
  SPEAKER_02: So, within that, you need, I think, to win in beauty three things.
• 47:30
  SPEAKER_02: First, a super in-depth knowledge of the market, of the consumer, and of the competition.
• 47:40
  SPEAKER_02: Number two would be to be very, very clear what you as a brand stand for and what is your point of superiority, not only a point of differentiation, but superiority that sets your brand apart.
• 47:54
  SPEAKER_02: That means that you also need to, and I'm getting a little bit on marketing speak, but that you need to have points of parity that you absolutely need to have in this market on skincare.
• 48:04
  SPEAKER_02: It is the effectiveness and the proven effectiveness and the credibility, but you need to have much more than that, and you need to be absolutely clear on what is that and how relevant it is to your consumer.
• 48:15
  SPEAKER_02: And number three, know who your target consumer is.
• 48:19
  SPEAKER_02: You cannot be all things to all people, so you need to have a very strong differentiator and point of superiority, but also know who is the consumer that is gonna feel an affinity to that, that is gonna for for which this is going to be appealing and talk to them.
• 48:36
  SPEAKER_02: We this is a big enough market with 350 million people.
• 48:42
  SPEAKER_02: Yeah, and so you can find your audience, but be clear on who that audience is and talk to them relentlessly in a simple way that is appealing for them.
• 48:53
  SPEAKER_04: I love that.
• 48:54
  SPEAKER_04: I really love that.
• 48:55
  SPEAKER_04: That's really, really, you know, that that's very helpful.
• 48:58
  SPEAKER_04: Thank you so much for sharing that because you know, you're absolutely right.
• 49:01
  SPEAKER_04: I mean, I even as a consumer, you know, if a brand is not speaking to me in terms of like I don't resonate with them, I don't connect with them, like the brand story or even the vision, I'm not gonna buy their products.
• 49:12
  SPEAKER_04: So I completely I agree with you.
• 49:14
  SPEAKER_04: That's amazing.
• 49:15
  SPEAKER_04: Well, Carolina, this has been so amazing.
• 49:17
  SPEAKER_04: I'm so thankful for your time.
• 49:19
  SPEAKER_04: You are so amazing to talk to.
• 49:22
  SPEAKER_04: This was so lovely, and I and I can't rave enough for everyone listening about Fresh Beauty.
• 49:29
  SPEAKER_04: I feel like this is a brand that is a must-have in every skincare routine.
• 49:33
  SPEAKER_04: I'm not saying that lightly.
• 49:35
  SPEAKER_04: I genuinely believe in the power of their products.
• 49:37
  SPEAKER_04: I mean, there is something here for everybody.
• 49:41
  SPEAKER_04: I really mean that.
• 49:42
  SPEAKER_04: There, I mean, if you have sensitive skin, we are we talked about that.
• 49:46
  SPEAKER_04: You know what I mean?
• 49:46
  SPEAKER_04: You can find a product for you.
• 49:48
  SPEAKER_04: If you have skin that needs a little bit more exfoliation, we got there's something there for you, you know, oily skin, dry skin, doesn't matter.
• 49:56
  SPEAKER_04: It's a great brand, you know.
• 49:57
  SPEAKER_04: So I really urge you guys to invest in good products, okay?
• 50:01
  SPEAKER_04: Stop believing the TikTok hype around these dupes, you know what I mean?
• 50:06
  SPEAKER_04: Like stop watching these crazy influencers who are just, you know, they're just pumping out product reviews for no reason that are not even good.
• 50:14
  SPEAKER_04: Go to the brands that work.
• 50:17
  SPEAKER_04: This is one of them.
• 50:18
  SPEAKER_04: So I really urge you guys check them out.
• 50:20
  SPEAKER_04: Check out all the links that we will um attach to the concept art for this episode.
• 50:24
  SPEAKER_04: And more importantly, leave us your comments, leave us your feedback, tell us what you think.
• 50:29
  SPEAKER_04: What has your experience been with Fresh uh Beauty and what are some of your favorite products by them?
• 50:34
  SPEAKER_04: Thank you, Carolina, so much.
• 50:35
  SPEAKER_04: And I will be back next time for everyone listening.
• 50:38
  SPEAKER_02: Thank you, Doctor Ecka.
• 50:39
  SPEAKER_02: It has been a real pleasure, and I love your enthusiasm for Fresh.
• 50:43
  SPEAKER_02: And I thank you and your brother for all the support.
• 50:47
  SPEAKER_04: Oh, it was truly my honor to host you.
• 50:49
  SPEAKER_04: Thank you so much for your kind words.
• 50:50
  SPEAKER_02: Thank you.
• 50:52
  SPEAKER_02: Bye.
• 50:53
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• 52:00
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