Max Recone: Co-owner of Lipo-Light™ North America

Max Recone has been involved in the professional beauty industry with brands such as Jhirmack Professional Hair & Skin Care Products, Banana Boat Skin Care, California Tan Skin Care, and MR International Skin Care. Lipo-Light North America is based in Long Island and is the North American importer for slim-light body sculpting systems.

How did you decide that skin care was the right industry for you?
I love the skin care industry and have been involved since 1982. This industry is all about making people feel and look their best. Who wouldn't love that?

What do you see as an upcoming trend in the industry?
Clients that are willing to experiment with and try products and technology that truly work. Also, the influx of males, although it is growing slowly, is going to happen. They too want to look good and feel their best. I believe we all expected their participation to grow a little faster than it has, but there is a positive trend on the male segment.

Is there a particular moment or procedure where most skin care professionals go wrong? What could they alter for a better result?
Yes – When professionals work for money instead of a love of helping others and the energy that is created.

What is the toughest decision you have had to make at your company?
I think that for all owners, the toughest decision we face today is investing money, time, and human capital in a challenging business environment. It is no secret that the economy is experiencing slow growth, so it takes real nerve and determination to invest. You have to really believe in what you are doing and have enthusiasm for the business and people who are involved.

 

Here's more of our chat with Max:

How did you decide that skin care was the right industry for you?
I love the skin care industry and have been involved since 1982. This industry is all about making people feel and look their best. Who wouldn't love that.

What characteristics or skills distinguish you from your peers and enabled you to be successful so quickly?
I have experience with a diverse range of products from hair care to skin care to body sculpting. The company has numerous diverse experiences and skill sets.

What has been the biggest change in the skin care industry?
With the information age the consumer's access to information and their desire to understand how products work and what products will do for them is exciting. Technology is advancing at a fast pace and the consumer is open and ready to try things that work.

What do you see as an upcoming trend in the industry?
Clients that are willing to experiment with and try products and technology that truly works. Also, the influx of males, altogether, it is growing slowly, is going to happen. They too want to look good and feel their best. I believe we all expected their participation to grow a little faster than it has, but there is a positive trend on the male segment.

What is your biggest hope for the industry going forward?
That we will be able to recruit and train the talent that will be needed to serve the public.

Is there a particular moment or procedure where most skin care professionals go wrong? What could they alter for a better result?
Yes – When professionals work for money instead of a love of helping others and the energy that is created.

Why do you think people are loyal to certain brands?
Branding is what we are all trying to achieve. Today's clientele is overexposed to advertisements and gimmicks. I think that, more than ever, clients want an emotional connection to the places, products, and people with which they spend their hard earned dollars.

Is there a particular ingredient that you feel is a "super" ingredient? If so, why? Ingredient - super ingredient?
In the body sculpting business, it is the power of LED technology. So much good comes from 635 nanometer light.

Do you have a company or personal motto by which you live?
Our company motto is: "We treat every client as an extension of our Company and Brand and they are the Ambassadors for what we do!"

Other than your products, what are the greatest assets and strengths your company offers?
Our team is second to none; each person has a particular set of skills that work together to serve our clients.

As you grew your company, did you have any significant moments of clarity that helped shape its future and course?
For Lipo-Light, our moment of clarity resided in the fact that the consumer gets it, in terms of how it works and what it can do for them. That is huge.

What is the toughest decision you have had to make at your company?
I think that for all owners, the toughest decision we face today is investing money, time, and human capital in a challenging business environment. It is no secret that the economy is experiencing slow growth, so it takes real nerve and determination to invest. You have to really believe in what you are doing and have enthusiasm for the business and people who are involved.

How did you come up with the name of your business?
Our name, is what we are all about, which is helping people feel and look their very best. The name is a natural extension of those thoughts.

Do you or your company support any particular causes or charitable organizations? If so, who and why?
We support several local charities including Women's Rescue Mission in Bridgeport, Connecticut, and our local police and fire departments.

Which honor or achievement are you most proud of?
I won the Ellis Island - Medal of Honor, an international award for people who have contributed and helped raise funds for charities.

What advice do you have for someone planning to start a career in this field?
My advice is very simple: Love what you do and be yourself.

You wear so many hats in this industry. What is your secret to keeping life in balance and enjoying the journey?
The day I was appointed president of Playtex Products, the then Vice Chairman said to me, "you're going to do well and we are going to do well, but nobody dies wishing they had spent another day at the office. Have a full life." That has stuck with me throughout my business and personal life.

Can you share something that most people wouldn't know about you?
I absolutely love quiet time traveling with family in my RV.

How and where do you find inspiration?
In the enjoyment of life, good friends, and family.

Who does it right in Hollywood?
I personally think too much is made about Hollywood and celebrities. I am a fan of each person doing their very best to be all they can be. While not a Hollywood type, Magic Johnson has brought jobs and prosperity to others in the Los Angeles area. He is someone I aspire to and admire. I also believe the late Elizabeth Taylor was inspirational because of all the work she did for AIDS awareness and her compassion for people.

If you could treat one person, who would it be?
The Pope.

What is your daily skin care ritual?
YCleanser, i Face Skincare Product and Monthly Facials from my favorite aesthetician.

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