Business School Case Study Rodan And Fields

A line of enhancements supplement the range, including Enhancements Micro-Dermabrasion Paste, a body lotion and Active Hydration Bright Eye Complex.

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The microdermabrasion paste is $80 while the Unblemish Dual Intensive Acne Treatment sells for $102.

The star ingredient is benzoyl peroxide, which is common in many acne fighting products.

The kit includes a daily cleansing mask; pore minimizing toner; daily moisturizer with broad spectrum SPF 30 and a night cream.

Reverse regimens are meant to address skin discoloration by brightening skin and fading dark spots.

It was a game changer because it was sold through infomercials, and it worked. Estee Lauder bought the company and sold it in department stores but the line didn’t do well.

The pair licensed Proactiv to Guthy-Renker, a company that sells products directly to consumers via infomercials. Rodan and Fields bought their company back and in 2007 started to sell the products through a network of consultants. Social media proved to be a boon for the company as happy customers posted before and after selfies.

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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.


Comments Business School Case Study Rodan And Fields

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