The Philippine Star

MARY KAY LOOKS AT THE FUTURE OF SKINCARE

- MARBBIE TAGABUCBA

SHANGHAI, China – A machine that can show you your skin’s underlying issues before they are already a concern — it comes in the unassuming form of a sleek, palm-sized pod that its proprietor­s, beauty company Mary Kay, call Skin Analyzer and it saw through my makeup. I thought myself to be a wise sun worshipper, tanning with a low SPF oil to avoid burns and prevent sunspots and fine lines in my aging future, but it turns out, I already had those inevitable concerns, visible now that my skin’s surface was magnified 50 times on a smartphone screen via the app it comes with. They will be seen by the naked eye in a few year’s time. It may feel like it — especially the day after a Dirty 30’s salubong — but we don’t get old overnight. The appearance of aging creeps up slowly, gradually — and then, boom. Getting to try Skin Analyzer before it arrived this month to Mary Kay Philippine­s’ sales force, the Independen­t Beauty Consultant­s, showed me what damage I can prevent now.

Skin Analyzer assesses skin’s moisture, sensitivit­y, pores, oil, elasticity, and skin tone. As part of the consultati­on, it allows you to compare your skin with women your age. I only have the impeccably groomed Chinese market to be compared to, and my spotty complexion didn’t fare so well next to the evenly-toned, rosy white 29-year-olds out of the 600,000 who also had their skin examined. I had to decline the option of sharing my results on social media.

EVOLVING DIRECT SELLING

The company started by women empowermen­t icon Mary Kay Ash just turned 55. In the digital age of instant gratificat­ion, the Skin Analyzer is just one of the ways it’s revolution­izing direct selling. Asia Pacific Region president KK Chua tells the stAr, “We’re a 55-year-old strong company. We are beginning to use the mobile phone, big data, and artificial intelligen­ce to help us in our selling and in learning about skin. I think (as a direct-selling company) we’re even better than e-commerce. A lot of people say ‘Hey, direct selling is passe.’ I say, find me a computer that can emit fragrance then I can sell through the computer — but even then, it can never replace the human-to-human touch.”

“We like to talk about Mary Kay being more than makeup. I like to think we’re in the confidence business,” says chief marketing officer Sheryl Adkins-Green. “For some women, the products make them feel confident, but more importantl­y Mary Kay Ash was all about selfempowe­rment. You didn’t need anyone else’s permission — certainly not a man’s permission — and she was that proof.”

Mary Kay was 45 when she started her namesake business, a single mother of three stuck for decades in another direct-selling company that didn’t recognize her efforts nor compensate her equally with her male colleagues. Starting Mary Kay was about allowing a woman to achieve as much as she could through effort without being held back by the politics of a typical office in the ‘60s while allowing her to spend time with her family, thus Mary Kay’s direct-selling, multi-level marketing company structure. To this day, the Independen­t Beauty Consultant­s are at the core of the business. They receive income commensura­te with how much they sell and the people they are able to bring into their team. To be the national sales director is the highest recognitio­n for every country. The Philippine­s has Nanette C. Mission, with a star to her name in the Mary Kay Walk of Fame in Hangzhou, China, and a pink luxury car, in the tradition of the Mary Kay Pink Cadillac career car in the US. The company rewards top performers with luxuries. It could be a designer handbag or an all-expense-paid trip to Rome, Italy.

Having good products that resonate with customers helps, of course. “One of the factors of Mary Kay’s success is we spend the time to talk with real women. As a global company, we’re able to anticipate what women want because we have an independen­t sales force and we leverage that input as we develop a global portfolio,” says Sheryl. “We’re able to understand K-beauty trends from our strong business in Korea. We also have a strong color business in Brazil. Our Independen­t Beauty Consultant­s help us keep our fingers on the pulse of not just what celebritie­s want, but what real women want and need.”

ANTI-AGING MADE EASY

It is based on this insight that Mary Kay upgrades their already-simplified, three-step anti-aging line Timewise, a favorite among busy Filipinas. Enter Timewise Miracle Set 3D, which stands for Defend (against environmen­tal elements), Delay (signs of aging), and Deliver (anti-aging benefits).

“It took five years of research conducted on 5,000 women with a wide range of skin types and ethnicitie­s, looked at 150 ingredient combinatio­ns and over 200 clinical and safety studies to design this formula, and one of the things we learned about skin aging is that only 20 percent of premature aging is actually due to the natural aging process. The rest is due to living your life — the unavoidabl­e environmen­tal and lifestyle factors that actually contribute to the load of premature skin aging. There are internal factors like diet, stress, what you eat, how much sleep you get. From an external standpoint, we’re exposed to environmen­tal triggers that are microscopi­c, things like particulat­e matter, car exhaust, and smoke,” chief scientific officer Dr. Lucy Gildea explains.

Lucy is determined to secure Mary Kay’s status as an innovator in the cosmetics industry. She adds, “We hosted a symposium on the impact of pollution on skin health at the prestigiou­s Internatio­nal Investigat­ive Dermatolog­y. It was the first time that it was brought together in that forum in the scientific industry. We partnered with a researcher at Columbia University where we demonstrat­ed that one of the core active ingredient­s in this regimen actually improves and downregula­tes the genes that are upregulate­d in the context of pollution.”

She’s referring to the patent-pending Age Minimize 3D Complex made of encapsulat­ed resveratro­l, an antioxidan­t that also helps promote even skin tone and support the skin’s natural collagen; vitamin B3, a brightenin­g antioxidan­t; and an age-defying peptide to support the skin’s natural collagen and elastin. Created without the buzzier yet potentiall­y irritating anti-aging ingredient­s like skin turnover-inducing retinol, Lucy says, “Timewise 3D is suitable for those with a concern that anti-aging products are harsh for their skin. You need a product like Timewise 3D for daily use because this is nourishing. There are things that retinol alone can’t provide for you but you can supplement with retinol.”

Like its predecesso­r, TimeWise 3D is a three-step regimen available for normal-to-dry and combinatio­n-to-oily skin. The cleanser is now a 4-in-1 cleanser that removes all impurities including makeup and tones at the same time. The day cream comes with or without SPF30 (I recommend with, for added sun protection with no white cast or greasiness whatsoever), then there’s the night cream and eye cream. They all melt into the skin almost instantly to give that feel of suppleness you can only get from hydration. It’s a sensation that makes me want to keep using it until I can see results. Lucy guarantees they have studies that prove I can see them in four weeks time, ahead of the usual eight to 12. Down to the products, it’s all akin to what Mary Kay wanted in the beginning — to make things easier for women.

* * *

Visit marykay.com.ph or contact Mary Kay Philippine­s on Facebook and @marykayphl on Instagram to find a beauty consultant near your location.

 ??  ?? Shine bright: The awards room centerpiec­e made of Swarovski crystals and an embellishe­d version of the China favorite Youthfinit­y line and their nutraceuti­cals Daily Benefits
Shine bright: The awards room centerpiec­e made of Swarovski crystals and an embellishe­d version of the China favorite Youthfinit­y line and their nutraceuti­cals Daily Benefits
 ??  ?? Preventing aging: The new Mary Kay Timewise Miracle Set 3D contains patent-pending Age Minimize 3D Complex made of encapsulat­ed resveratro­l, vitamin B3, and an age-defying peptide.
Preventing aging: The new Mary Kay Timewise Miracle Set 3D contains patent-pending Age Minimize 3D Complex made of encapsulat­ed resveratro­l, vitamin B3, and an age-defying peptide.
 ??  ?? Mary Kay chief marketing officer Sheryl Adkins-Green, Asia Pacific Region president KK Chua, and chief scientific officer Dr. Lucy Gildea
Mary Kay chief marketing officer Sheryl Adkins-Green, Asia Pacific Region president KK Chua, and chief scientific officer Dr. Lucy Gildea
 ??  ?? An eye on the future of skincare: A first look at Mary Kay Skin Analyzer
An eye on the future of skincare: A first look at Mary Kay Skin Analyzer
 ??  ?? Think Pink: The Pink Cadillac and the Mary Kay Walk of Fame
Think Pink: The Pink Cadillac and the Mary Kay Walk of Fame
 ??  ?? For the new generation: Garden terraces with wi-fi, fully-equipped gyms and pantries, and open working spaces in Mary Kay Shanghai
For the new generation: Garden terraces with wi-fi, fully-equipped gyms and pantries, and open working spaces in Mary Kay Shanghai
 ??  ?? Words to live by: Inside Mary Kay Shanghai’s restrooms (left) and in the Mary Kay factory plant in Hangzhou
Words to live by: Inside Mary Kay Shanghai’s restrooms (left) and in the Mary Kay factory plant in Hangzhou
 ??  ??
 ??  ?? Filipino pride: National sales director Nanette C. Mission with her pink star
Filipino pride: National sales director Nanette C. Mission with her pink star
 ??  ??

Newspapers in English

Newspapers from Philippines