When I started 37 years ago, I was 25 years old. I witnessed what I believed to be our largest competitor shutting down because they didn’t know how to adapt. This was a 30-year-old establishment. I couldn’t understand why they just gave up and closed their doors instead of evolving with the times.
It was easy to see the market changing. The cosmetics and beauty industry was reinventing itself.
And now, once again, the market has changed.
If you don’t change, you're going to be left out.
In 1987, three big companies dominated the cosmetics industry: Clinique, Estée Lauder, and Lancôme. There was also a new startup called MAC.
Instagram, YouTube, Facebook, and TikTok, as well as AI, were not even concepts on the horizon.
Today, everyone has a piece of the pie, but that's okay because I believe there is a slice for everyone.
If we don’t reinvent ourselves, we will be lost in the dust.
Department stores are no longer the go-to. You can’t just show up and expect people to buy your product.
Trying to stand out will set you apart. Having a service that still needs the human touch is crucial.
If I had a hairdresser who cut my hair the way I loved, I would follow them anywhere. If I have a favorite restaurant because of the food or how I am greeted, I go out of my way to go back. Trust me, I believe we are loyal at heart. We fall in love with the people first and what they stand for.
You have a business. You want meaning and purpose, and you want incredible products to reflect your dream. Sound familiar?
It’s about connecting with similar minds and people. How do we do that now when the product is everywhere? It’s about connecting and standing out. Make your brand reflect who you are and what your message is.
The marketplace is changing from just a few years ago. COVID took a bite out of small businesses, but I believe small businesses are the core of what is exciting and new. There is a reason why little indie brands get bought up by the giants. It’s where the creative minds lay and develop.
If I could tell my younger self one thing, it would be to take the time to look up and see what is around you, and try to make your mark in the world doing what you love
With love and gratitude,
Vita
xo
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