Louise Marchesin: Global Head of Marketing at Skinade

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Originally from Denmark, Louise Marchesin grew up all around the world and, after graduating with her MBA, settled in London in her mid-twenties, where she integrated the Estée Lauder Companies. Spending 15 years at that company allowed her to build a wealth of knowledge in both luxury branding and brand management within a number of product categories. Now Global Head of Marketing for Skinade, Marchesin is helping to educate consumers about the importance of caring for their skin from the inside.

What has been the biggest change in the skin care industry?logo
For me, the biggest change has been the blurring of what I would call aesthetics and beauty. Today, we are much more likely to choose a range of solutions varying from more invasive procedures to simple skin care, whereas before, these two industries did not really cross over. The other big change has been the acknowledgment of older women within the marketplace. In the United Kingdom, we call it the grey pound, which always makes me laugh: 50 is the new 35 and 60 is the new 45. Women want to look and feel amazing for their age and are demanding more and more when it comes to their skin. This industry has had to follow and accommodate this huge market by adapting products and creating better advertising campaigns that speak to this new consumer group.

Is there a particular ingredient that you feel is a "super" ingredient? If so, why?
Working with a skin care drink that works from the inside out, I understand exactly how the skin works and how visible results can be achieved. Science is now so advanced that we can trigger our body's natural collagen production by in taking collagen peptides. It is unbelievably exciting! What is even more exciting is that this process also stimulates the body's own production of hyaluronic acid, leaving the skin more hydrated for a dewier complexion.

pic-1Other than your products, what are the greatest assets and strengths your company offers?
Knowledge. The foundation of our company is education and research. We have worked very hard to create great and objective research and content for our customers in partnership with leading medical professionals. This content has allowed us to secure great coverage not only about Skinade, but also about the huge benefits of taking an "inside out approach to your skin care routine."

Here's more of our chat with Louise:

How did you decide that skin care was the right industry for you?
I have spent nearly 20 years in the beauty industry and have worked in the fragrance, makeup, and skin care industries. I remember looking for an internship while at business school and thinking, "I might as well work with products I like." Shortly after, I started at Esteé Lauder Companies in London and never looked back!

What characteristics or skills distinguish you from your peers and enabled you to be successful so quickly?
There are so many amazing people in this industry and so many amazing women that have inspired me. It is a tough industry with fierce competition, but, nonetheless, I have always felt at ease. I grew up traveling around the world and admiring how women cared for themselves in different societies. This open-mindedness has always helped me welcome new ideas and put customers at the center of everything I have ever done professionally; I always follow my gut. During the launch of Skinade and while driving the understanding and education behind 'beautiful skin from within,' I have always asked the question, "How do I, as a woman in my early 40s, want to be spoken to and what information and facts would I want to know and read about?" It has worked so far!

What adaptations have you made over the years to stay relevant in the industry?
I have changed over the years and so has the beauty industry. Twenty years ago, it was all about huge brands that dominated the market and products were all quite similar. Today, consumers look for a much more personal and individual approach to skin care and beauty as a whole. They want smaller brands, education and solutions that fit them and their skin. I felt the same way and so did many of my peers in the industry, allowing many small companies to set up and really offer and service customers in a different way.

What do you see as an upcoming trend in the industry?
There are a couple of trends that have emerged over the past couple of years and they go from one extreme to another: invasive procedures, like fillers, Botox, lasers, and peels, have become more accessible and, at the same time, there is a growing demand for more natural products and products that are better suited to a person's individual skin concerns.

The one trend that has grown massively, however, is the inside out approach. You are what you eat! It fits perfectly with overall lifestyle trends where people are becoming very conscious of the fact that what they put into their bodies will eventually show on the outside. Skinade is right in the middle of this trend, offering consumers a clinically tested and result-driven product that will help support their skin from the inside.

What is your biggest hope for the industry going forward?
This industry fascinated me and I love the way it is continuously educates men and women as to the choices they have to take better care of themselves and choose individual looks to better express themselves.

I feel very strongly about education! Educating consumers about their skin, what is important, how products work, and what is in those products will really help them make the right choices and get the best results from their skin care routine.

Why do you think people are loyal to certain brands?
I think it is about comfort. People find a brand that works with their skin and tend to stick to it. I also think that people are more likely to stick with professional skin care brands, which is another trend that has grown in the last couple of years, because it means that they have seen a dermatologist or a skin care professional to help formulate an individualized skin care routine.

Do you have a company or personal motto by which you live?
Our company motto is to always be fully transparent with everything we do and build trust in our product. We are, as far as I know, the only beauty brand to allow customers to review our product on an independent platform called Trustpilot. By doing this, we give all potential customers full access all reviews about our product, allowing them to make an impartial, objective, and educated decision. I think this action shows just how confident we are in the results the product will deliver. Personally, my motto is, "What goes around comes around!" Be kind, open, and genuine as it will lead to an honest and healthy life!

Which honor or achievement are you most proud of?
In the United Kingdom, we have won 10 industry and consumer awards over the last three years. We are incredibly proud of this recognition. As a small company pioneering a new product category, you have to fight for your space within a very large beauty and aesthetics market that is mostly ruled by giants. Our accolades range from most innovative product to best skin supplement – innovation and they each prove just how far we have come.

You wear so many hats in this industry. What is your secret to keeping life in balance and enjoying the journey?
That statement is so true, especially when you work in a smaller structure where, at times, it is all hands on deck to make sure things get done on time. However, I personally find it incredibly rewarding because you really get to appreciate the fruits of your labor. Planning a photoshoot, designing advertisement layouts, and then seeing it in magazines is amazing! Life does get crazy, so prioritizing is key: Decide what is important and what can wait. I apply this philosophy to both my personal and my work life!

How and where do you find inspiration?
Everywhere! But I need to be in the right frame of mind, which can be very difficult when I am busy. With Skinade, my age group is the main target audience, so a lot of my inspiration comes from how I would like to be spoken to, what I would like to see and read, and what matters to me as an active woman in my early 40s.

Who does it right in Hollywood?
Cate Blanchett, Meryl Streep, Helen Mirren, Julianne Moore, and Kate Winslet. There are many great women out there that live their lives, do their jobs, and just get on with it. You do not hear much about them other than when they are promoting a new film! They are beautiful, smart, and all have an element of old glamour. I love that!

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