Online Exclusives

Motives Moves Ahead

By Christine Esposito, Associate Editor | September 1, 2010

Back from the sold out Market America International Convention, Loren Ridinger�the woman behind the Motives color cosmetics brand�talked to Happi about new additions to her range as how she�s expanding Motives' presence in the beauty marketplace.

Loren Ridinger spent countless hours in the lab developing Motives, her color cosmetics line. While the range has done very well since it rolled out 17 months ago, it wasn’t until her teenage daughter finally ditched all of her other cosmetics that Ridinger breathed a sigh of relief.

“Kids are your biggest critics. They know how to be honest with you,” Ridinger told Happi in a phone interview from her office in New York City.

“When I first launched Motives, she was a M.A.C customer,” Ridinger said of her daughter, who has recently switched over to her mom’s concealer—one of the few products she was holding out on. Added Ridinger, “Now she tells me, ‘Mom, you have the best cosmetics’.”

There are others who agree—and many of them were at Market America’s 2010 International Convention, which was held in early August at the Greensboro Convention Center. The three-day event drew nearly 24,000 attendees, according to the company.

 
Loren Ridinger reflects on the success of Motives and gives details on what's next for the brand.
Founded 1992, Market America (MA) is the parent company of Motives and is headed by Ridinger’s husband, JR Ridinger. An internet marketing firm, MA claims to have three million customers and 180,000 distributors. Its roster of brands includes oral supplements sold under the Isotonix banner, HBA collections such as Royal Spa, Cellular Laboratories skin care and Fabulosity by Kimora Lee Simmons, Snap household cleaners and many more.The Motives by Loren Ridinger line includes facial cosmetics, nail lacquers, fragrance, skin care products and application tools.

At the sold-out convention—which featured celebrity appearances by Kim Kardashian and former NBA star Scottie Pippen—MA set up a nightclub-like suite to promote the Motives line and its new launches. Among its new additions is a weightless moisturizer billed by Ridinger as an all-in-one product. What makes this SPF-infused moisturizer unique is its spray delivery method, according to Ridinger.
 
The new Motives all-in-one weightless moisturizer.
“People don’t use moisturizer because they think it is heavy and greasy. I tried to eliminate all the factors that would deter people from putting it on. Because it is a spray-on it doesn’t take as much time.”

Ridinger said the easy-to-use spray makes it well suited for men—and it garnered much interest from guys during the convention.

Also new is a three-item gift set centered on Ridinger’s first fragrance, an eau de parfum called Mine that has top notes of gardenia, a heart of tuberose and jasmine and a musk base.

According to Ridinger, in its first 12 months, Motives pulled in sales of $23 million retail, and it has become the No. 2 line for MA. Among Ridinger’s goals for 2010 are to add 1,000 new consultants (in late August there were nearly 4,700, according to the company) and generate an additional $5 million in sales over its first year figures.

Lofty goals for sure, but Ridinger is confident that Motives’ price point and its ability to make women feel good about themselves will resonate with consumers even during the slow economic recovery.

“Makeup is one of those things that has been recession proof. Consumers can always buy lipsticks, something that makes them feel good. We are doing better than ever. We’re doing amazing,” Ridinger told Happi.

Ridinger, a self-confessed social media freak, credits the medium with helping her spread the word about Motives without traditional advertising. She’s constantly Tweeting (her Twitter account “lorenridinger” has more than 45,000 followers) and has a number of Facebook pages, which she uses religiously to sell her brand.

A new gift set is based on the Mine fragrance.
In fact, Ridinger was recently put in Twitter Jail, having reached the maximum number of Tweets. According to the website, there is a limit of 1,000 updates per day which is further broken down into semi-hourly intervals.

“I feel like [social media] is the best way for anyone to build a brand. Years ago, you had to spend a lot of money on advertising. You can use social media to build a brand. I talk about things for a reason; I tie it into products.”

And Ridinger’s followers can expect more Tweets about more new products in the coming months. In the Motives’ hopper are anti-aging products, new color cosmetics, and two more scents that will bow in 2011—a men’s version due out in February followed by a unisex launch later in the year.

As for Motives’ success to date, Ridinger attributes that to several factors. “It is a combination of incredible product, incredible people…and there’s is a lot of luck involved in it too.”

Related End-User Markets:

blog comments powered by Disqus
  • Testing for Sustainable Preservatives

    Adam P. Byrne, William Michael Hart-Cooper, Kaj Johnson, Larry H. Stanker, Dominic W. S. Wong, William J. Orts||January 4, 2016
    A rapid, inexpensive and qualitative protocol for determining microbial growth inhibition.

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • In-Cosmetics Paris Has Sights on US

    In-Cosmetics Paris Has Sights on US

    Imogen Matthews , In-Cosmetics||December 2, 2015
    Market focus is on the USA.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 9, 2016
    CEW and NPD present their beauty industry review and preview.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 8, 2016
    Nova Scotia Fisherman manufactures a boatload of products that incorporate sea kelp and a raft of other natural ingredients.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Play Misty for Me

    Play Misty for Me

    Christine Esposito, Associate Editor||November 30, 2015
    Body mists for men and women continue to be the hottest commodities in the mass fragrance market.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015
    800Razors.com signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.

  • SK-II to the Rescue

    SK-II to the Rescue

    September 8, 2015
    A new formula targets microRNA, which a P&G researcher insists plays a key role in skin aging.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Game Face

    Game Face

    Christine Esposito, Associate Editor||August 3, 2015
    Meet the team behind Sweat Cosmetics, a new line of makeup built for more than a walk in the park.

  • Freedom To Formulate

    Freedom To Formulate

    Christine Esposito, Associate Editor||July 27, 2015
    What happens when you remove typical business constraints and let one of the industry’s leading chemists loose to formulate the best anti-aging product? Skyler Brand Ventures knows the answer.