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:

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna , Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.

  • New and Noteworthy:  Fine Fragrance Roundup  for Fall 2016

    New and Noteworthy: Fine Fragrance Roundup for Fall 2016

    Melissa Meisel, Associate Editor||November 2, 2016
    Check out the latest launches in fragrance this season.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!