Founded in 2000, MyChelle offers a full line of highly therapeutic cleansers, treatments, serums, toners, nourishing creams, sun protection, men's products and body care in natural products stores nationwide.
Last spring, the brand introduced a “pocket sized” esthetician app; this year, the company continues to expand its digital frontier with a new mobile skin care experience and much more.
Kristine Carey, vice president of marketing, MyChelle Dermaceuticals, Louisville, CO, took time to chat with Happi about the latest news for the brand.
Happi: We see you launched an App in 2011—any new technology for the brand since then?
KC: Our free MyChelle Pocket Esthetician App for iPhone 4 is now also available for the iPad and Android. Check it out at www.askouresty.com.
This year we have been providing advanced demos with our independent retailers with the Reveal Imager. A mobile version of our VISIA program the Reveal allows us an image of a consumer’s skin.Our skin care experts have the knowledge and skills to interpret the image the Reveal provides and recommend a MyChelle skin care regimen. It is a fantastic way for us to provide a recommendation based on the analysis.
Happi: What is your current distribution? Any plans to expand?
KC: Our distribution is centered on the natural grocery segment and retailers with a personal care focus that have an assisted sales opportunity. Our products offer a high concentration of incredibly effective ingredients at a high concentration. We want there to be a skin care expert available at the shelf to help the consumer understand the products and become educated on MyChelle products being effective.
Happi: How were your sales for 2011?
KC: We had an excellent year of growth—our focus in 2011 was introducing the VISIA Skin Care Analysis into the natural grocery segment with outstanding success. Our YOY growth was between 15 and 20%. Additionally we saw triple digit growth in stores that we placed the VISIA program —to date 20 stores. With the VISIA program we are changing the landscape of skin care in the grocery channel. Offering a free skin care analysis with consultation right at the shelf. Our focus on proving natural skin care products can be effective thanks to MyChelle Dermaceuticals is really turning heads.
Happi: What makes MyChelle products different from other skin care in the market?
KC: Innovation, intimacy and intrinsic value…Our business runs on performance but we have fun while doing it!