Transcript
A (0:01)
This episode is brought to you by State Farm. Checking off the boxes on your to do list is a great feeling. And when it comes to checking off coverage, a State Farm agent can help you choose an option that's right for you. Whether you prefer talking in person, on the phone or using the award winning app, it's nice knowing you have help finding coverage that best fits your needs. Like a good neighbor, State Farm is there.
B (0:26)
So good, so good, so good.
A (0:28)
New fall arrivals are at Nordstrom Rack stores. Now get ready to save big with up to 60% off Vince, Kurt, Geiger London and more.
B (0:36)
How did I not know rack has Adidas? Cause there's always something new.
A (0:39)
Join the Nordy Club at Nordstrom Rack to unlock exclusive discounts on your favorite brands. Shop new arrivals first and more. Plus get an extra 5% off every rack purchase with a Nordstrom credit card. Great brands, great prices. That's why you rack foreign.
B (1:04)
Hello guys, welcome back to the Treatment Room Podcast. I'm your host Tessa Zolli, licensed esthetician, acne specialist, nutrition coach and founder of my own skincare brand.
C (1:17)
Today I'm so excited because we are.
B (1:22)
Going to talk all about the launch that has been years in the making. As you might know, I have my own skincare line called Free Skin by Tessa which is really geared towards problematic skin, inflammatory skin conditions and improving barrier health. I am finally releasing Are you ready for the name guys? SafeGlaze. This is my new midweight barrier supportive treatment. I really want to stress that it is more than a moisturizer. It is a clinical grade treatment that you can use in your morning and nighttime routine. So yes, technically a moisturizer but there's a lot that went into the formulation that I really think makes it more of a treatment that you can fit in your day to day. So we're going to talk all about the science, what makes it unique. But first I really want to set the stage a little bit and talk about creating products. I think this is something that is fun and appealing to a lot of people. It was really I think the main driver of why I wanted to go to esthetician school. Ever since I was little I was obsessed with skincare products. I would beg my mom to take me to CVS and even if I could get a little face wash that was so exciting to me and that was where my love for self care and skincare really started. So ever since it's really been a pipe dream to have my own line. But I want to talk a little bit about about that for anyone interested, it is something that sounds very fun and glamorous, but you know, there's a lot of serious investment that goes into formulating, testing and producing inventory. And it's all the more difficult when you are entering a space that's already crowded. Think of how many skincare brands you are seeing advertised to you. How many skincare products fill the shelves at Sephora, the drugstore or your favorite med spa. And so it's a very crowded space. The other reality for me is that I am technically competing with all of these top tier clinical lines. So if I'm going to introduce product, it really needs to be on par with these major results driven lines. So with my line, Free Skin by Tessa, I have gentle cleansers and I technically have three serums, one for eyes, one for the face and one for lips. So naturally, what comes after serum moisturizer? I needed a barrier reparative moisturizer and to be honest, I really didn't think it would prove as challenging as it was to formulate this type of treatment. But the challenge for me was not only am I competing with all of these already amazing formulas the that I offer to my clients, the other challenge is meeting the high standard and criteria that I know my clients are looking for. So with that, one advantage that I do have is that I talk to people Monday through Thursday almost every single day about their skin issues. And with this, I have heard a lot of feedback about moisturizers over the years and I've noticed this is a category where there's a lot of dissatisfaction. And I kept hearing over and over again that people just didn't seem to love their moisturizer or hadn't found something they really felt attached to in this category. And so I really took all of this feedback into consideration when formulating my new skew Safe glace. We're going to talk about the name a little bit later on. But yeah, there was just so much people like when it comes to moisturizers or things they're looking for. And so the things I heard the most was that of course we need a non pore clogging formula. I could not provide my clients with something that was going to break them out or make their acne worse. So that was non negotiable. But the kind of second part to that is that a lot of acne friendly formulas are very, very light and the hydration does not last very long. And the other aspect of working with acne prone people is that since they are shedding 5 to 10 times the normal average amount of skin cells, they are exfoliating more and using actives in their daily routine. So because of this, there is a essential need for very strong barrier support to allow them to keep up with their exfoliation and those treatments. So a lot of people were really craving this more midweight, rich and luxurious type of cream, but it's still needed to be acne safe. You can reach for the thickest cream on the market and it might feel really good on the skin, but if it's clogging your pores and you're breaking out in a couple of weeks or months because of that cream, or you're triggering a condition like perioral dermatitis, which can be caused by thick creams, you've really done your skin a disservice. Not only that, my clientele and the demographic I work with, on average, it can. It can be anywhere from 20s to. Some of my clients are in their 40s. And so within that category, everyone always says, of course we talk about acne first, sometimes pigmentation, but they always throw in that they want to start being preventative about aging and they don't want their skin to age faster than it needs to. So I also wanted to provide my clients something that had that preventative age management component. So all of this feedback, all of your feedback has really shaped every single decision in the making of safeglaze. I was not just creating a product for me or even just for fun. I was, I really wanted to and need to as a business, hit the white space in the market. So if you are thinking about creating your own product, maybe it's not even skincare, but really the key is the same, to figure out what is missing, what is not being done, or what is being done, but what could be done better and where can you genuinely offer something that is better than what is currently available? Because, you know, any brand can launch something new and it could peak in sales right after it launches. But really for me, I seek to launch products that stand the test of time. I am so big on elevated everyday essentials, and that is really my vision for the Free Skin by Tessa line. I really understand that the right product doesn't necessarily have to reinvent the wheel, but you want it to be something that improves somebody's everyday life. If it is just gimmicky or, you know, something super out there and unique, people just won't use it on a daily basis. And then on the other hand, you, you can create a basic. But if it's not elevated in any way, if it's not special, it just gets lost in the sauce amongst, you know, the hundreds of other products we have in our medicine cabinets. So I really understand that people want to find the staples for their everyday routine. And if you can not only reduce friction in somebody's routine, but really elevate that experience for them, you have saved them time, you save them money, and you make those everyday moments and rituals all the more special. And I think that is how you cultivate customers for life beyond just selling something, you know, for a launch. It is about creating these staples that somebody will refuse to purchase from anyone else because they found what they love. Think about, you know, the products that you buy over and over and over again. It's because those products fit a need and they also exceed a certain standard where it's just more worth it for you to repurchase what you already know you love. One last thing I will say on the process of formulating safeglaze, which took a couple of years because it is actually really difficult to formulate a non clogging moisturizer that also feels rich and luxurious. And I realized this midway through the formulation process because I thought, why hasn't this been done before? And then I started to realize this is actually really difficult. And it takes a lot of trial and it takes really holding the product to a certain standard. And when you are in business, if you can get comfortable early on with sticking to your own standard versus bending or, you know, changing that standard because it's creating more work, I think that is a must. There's so many products on the market. One of my mentors, Jan Marini, she always says, I don't want another product, I want a solution. And so you have to understand when you are hiring vendors or just people to carry out your vision, they may not always understand the vision and they may think of you as a perfectionist or you know, you have too high of standards, you're too picky. And I will say this is feedback I commonly hear from vendors. It's not that I try to be difficult, but I know that I owe my customers a certain standard and I do not want to produce anything unless it really is thoughtful, intentional and meets the standard of excellence. Where I know this product will become a staple and a repeat purchase. Okay, that is a little bit of the backstory. But don't be afraid to be difficult. Stick to your standards, even if it means you have to try again and again and again. People might say you're being too picky. It's better to be picky and be a little bit difficult and when you finally get to your goal, feel like you left nothing on the table, you exhausted every opportunity to get it to that standard than to just launch something quick and you know it's a total miss and then you start to lose trust. I am more in favor of a slow, intentional launch. Even if it takes years, it's worth it to me because especially when you are putting your name on something, that trust is way more important than just selling a product when it is new.
