Dermaflage hides scars, but not success
Sales grow for Memphis startup Silicone Arts Laboratories
Although Dermaflage Topical Perfecting Filler may work wonders in covering up scars and wrinkles, there’s one thing the Memphis-made product can’t conceal: success.
The signature product line of Memphis startup Silicone Arts Laboratories has been featured twice in the last three months on the QVC television shopping network and sales continue to climb.
The startup is showcasing its products at the CosmoProf trade show in Las Ve- gas through Tuesday, and the company has increased its distribution network and now ships products to customers in more than two dozen countries.
Not bad for a company that operated on a bare-bones budget its first two years, during which time the management team didn’t take salaries. Instead, profits were reinvested in the company and used to develop multimedia marketing campaigns and attract additional creative talent. Now that bootstrapping is paying off.
“We learned how to be lean and build up our customer base that we could show
to investors when we started trying to raise capital,” said Silicone Arts CEO Oscar Atkinson. “Having a proven product from a company with an upward trajectory makes for a powerful story.”
The lure of entrepreneurship appealed to Atkinson, a former Memphis investment banker and financial adviser, when his wife approached him with an idea to lead a new company. Marketing executive Jocelyn Atkinson, co-founder of Southern Growth Studio in Memphis, was working on a joint venture with former Hollywood special effects artist Matt Singer centered on a synthetic product that conceals scars and wrinkles for up to 36 hours.
Boasting plenty of creative capital, but needing a business leader to guide the startup, Silicone Arts began its ascent when Oscar Atkinson left the financial industry to focus full-time on advancing the company.
“I deal with entrepreneurs on a daily basis and I really enjoy seeing people like Oscar and Matt, who are creative and passionate about their companies,” said Dr. Steve Bares, executive director of Memphis Bioworks. “That kind of enthusiasm spreads throughout the community and spurs development. I come from a Silicon Valley background and I know that entrepreneurship breeds entrepreneurship. It happens there and it’s happening now in Memphis, thanks to companies like this.”
Plugging in to the multibillion- dollar beauty industry, Silicone Arts offers concealers that match most skin types and can be worn comfortably and without detection. Initially marketed to customers who wanted to hide scars or blemishes, the product was eventually touted as a noninvasive solution for clients who wanted to minimize the appearance of wrinkles, but didn’t want to undergo surgery or preferred an alternative to Botox. On-air demonstrations during QVC broadcasts and testimonials on the product’s website led to a surge in sales.
“The anti-aging market is huge and our product is safe, painless and easy to apply and remove,” Atkinson said. “We worked with beauty advisers in Los Angeles and New York to get everything right, and we think the time is right to expand our operations.”
Atkinson will pursue new business opportunities for Silicone Arts and Dermaflage during the Las Vegas conference, positioning the company for continued growth. The Memphis operation doubled the size of its Downtown workspace to 2,000 square feet in the last year, and plans call for another expansion next year with a strategy to reach $10 million in revenue within five years.
The firm is also increasing its global presence, including promotion of its synthetic replicas of human eyes to be used in medical testing and training, and the heightened profile is great for the company, for Memphis and for the local entrepreneurial community.
“This is the classic example of entrepreneurship where committed people believed in their startup and worked hard to make it successful,” said Gwin Scott, business consultant and former president of startup accelerator EmergeMemphis. “They could have gone to New York or Los Angeles and instantly had a broader market, but they’ve remained committed to Memphis and their loyalty is admirable. They’re creating success here.” To see a video conversation with Atkinson and Silicone Arts master colorist Meredith Pohland, visit youtube.com/ watch?v=DiGjb2k0vAc.
Lori Huffstutler has been named director of sales, catering and marketing for the DoubleTree by Hilton Memphis.
Amy White had been promoted to operations manager for Gates Lumber Company.
Mark T. Jobe has joined Glankler Brown as an associate.
Scott Crockett has joined Mississippi Land Bank in Senatobia as a loan officer.
The following have been promoted at Power & Tel: Dennis Dominioni, vice president, technology and quality; Pete McLoughlin, senior director, supply chain solutions; Lance Peacock, director, credit; and Rafael Rangel, vendor relations.
Jennifer Pentecost Sims has been promoted to CEO of Power & Tel, and Dale Stevenson has been promoted to president.
Kim Heathcott has been named president of the National Association of Women Business Owners. Other new officers include Sherri Henley, secretary; Debbie Hylander, treasurer; Donna Burton, programs/ facilities and public policy; Gwen Christensen, membership; and board members at large Diane Dixon and Trinh Johnson.
The following have joined the commercial banking division of Financial Federal: Benjamin Sutton, Casey Houston,
MONDAY
Engineers’ Club of Memphis meeting and lunch: 11:30 a.m., Holiday Inn at the University of Memphis, 3700 Central. Fee: $15. Visit engineersclubofmemphis.com/.
TUESDAY
Midtown Rotary Club: 5:15 p.m., University Club, 1346 Central. Speaker: Ekundayo Bandele, director of Hattiloo Theater. E-mail harrymfreeman@earthlink.net.
WEDNESDAY
Kiwanis Club of Memphis: Noon to 1 p.m., University Club, 1346 Central. Speaker: Jerry Collins, MLGW president. Fee: $18. and Leigh Harwell.
Families in Transition, an Agape Child & Family Services ministry, has received the 2013 Achievement in Transitional Housing Award.
The following are new principal owners for Pickering Firm: Mike Foster, senior civil engineer, Hernando office; Rick Ferguson, senior bridge engineer, Flowood; and Dan Townsend, PE, senior water resources engineer.
The following are new associate principal owners for Pickering Firm: Jonathan Johnson, civil engineer; Willie Nester, project engineer, Flowood, Miss.; Jose Raul Cardenas, architectural designer; Brad Schmiedicke, project manager; Rod Mitchell, senior plumbing designer; Dave Brewer, survey manager, Flowood; and Blake Collins, land surveyor, Flowood. Talk Shoppe: 9-10 a.m., 6401 Poplar. Topic: Inspiration and Empowerment Through Marketing and Branding Radio & Television. Rod Mitchell
THURSDAY
Society of Entrepreneurs: 5:30-7:30 p.m., Owen Brennan’s Restaurant, 6150 Poplar. Fee: $25. To register, visit july2013soeroundtable. eventbrite.com/#or e-mail pearson@ soememphis.com. Baker Donelson Breakfast Briefing: 8 a.m., 165 Madison. Speaker: Whitney M. Harmon. Topic: “Wage and Hour Hot Topics: How to Avoid Striking Out!” To register, e-mail rsvp@ bakerdonelson.com.