Jordynn Ihle

Professor Stalbird

English 1201

22 March 2019

Have you ever looked in the mirror and wanted to punch it due to acne, wrinkles,

or other skin related problems? Well, you are not the only one. As a young girl going

through middle school, I had terrible acne, it wasn’t as bad as others but it was bad to

me. I tried what feels like every single skincare line out there and it never seemed to get

better. As I grew older my acne began to go away, but to this day I still have a few

scars. I was told once that “however you treat your skin now results in the way your skin

will look ten years from now”. I never really believed that statement until now. When I

had acne I was always popping and poking to try and clear it which resulted in the scars

I have now, when I would take my makeup off I would apply a lot of pressure to the skin

under my eyes which resulted in fragile skin in that area, and when I used to take all of

them so-called “cute” selfies it resulted in the few wrinkles I have today, also known as,

selfie lines. I am going to school to be an esthetician and as an esthetician it is my job to

put full belief in a product that will benefit my clients, after doing prior research, I put full

trust in the Rodan and Fields product line. I know as humans we can never get our skin

to be perfect but we can definitely try to better it and make it healthier as an important

part of everyday life. Personally speaking, Rodan and Fields is not only the best skin

care business but a highly successful business both financially and alternatively.
 When the majority of people are in the market for skin care products they will

automatically try Proactive or products they can get from their local drug stores.

Although all of those products have the potential to work doesn't mean they always work

the way we want them to work. If looking for that perfect skincare line that actually

works and has a wide variety of products within the line, then Rodan and Fields is the

product for you. Rodan and Fields has an enormous amount of product lines for all

types of skin. One product line is called Redefine, this product helps to minimize lines

and pores on the skin. Another product line is called Age Assault, this product improves

the aging spots on the face. Another product line is called Reverse, this product

brightens and improves the skin. Another product line is called Unblemish, this product

deals with acne and aging spots also. Another product line is called Spotless, this

product deals with the improvement of teen and young adult acne. Another product line

is called Soothe, this product reduces redness in the skin and helps deal with dry,

irritated skin. Another product line is called Enhancements, this product line includes

things such as the lash boost serum, a hydration serum, a microdermabrasion paste, a

hydration bright eye complex, a hydration body replenish, and powdered sunscreen.

Another product line is called Essentials, this product includes eye makeup remover,

makeup remover wipes, body sunscreen, body moisturizer, foaming sunless tan, and a

vitamin D supplement. All of these products are created by Rodan and Fields, two

dermatologists, therefore it is easy to put trust and belief into this product. There are few

people in the world that hate Rodan and Fields products when they have never even

tried it. They hate the product because they think the marketing behind this product is

annoying. Rodan and Fields is sold through social media and social media only so it is
almost always on someone's timeline. Proactive and other skincare products are sold

through television and advertisements normally by famous people where they already

have perfect skin and we never get to see their before pictures while Rodan and Fields

is sold by the average American citizens who provide before and after pictures of the

natural products.

Rodan and Fields is a highly successful company in which it not only focuses on

acne but other skin care products as well. This is a company that began out with an

ownership in Proactiv, “Dermatologists Katie Rodan and Kathy Fields first became

known more than two decades ago for creating the three-step acne treatment Proactiv,

long popular with teens. They eventually sold off their Proactiv rights to focus fully on

skincare with their company Rodan + Fields. Now they’re coming full circle, announcing

Thursday that Rodan + Fields is entering the teen acne market.” (Chaykowski, 2019).

Skincare is not the only segment of product that this highly successful business focuses

on. Most people don’t realize how many other products they advertise and sell. “The

women launched the Rodan + Fields line in 2002, for products like anti-aging regimens,

sunscreens and blemish removers.” (Castillo,2018). If this doesn’t provide evidence to

the high success and stability of a company, I don’t know what does.

This is a company created by two highly successful dermatologists. Katie Rodan

and Kathy Fields started this business in thoughts of creating the best skincare

products. “Rodan and Fields, who both teach at Stanford Medical School and practice

as dermatologists two days per week, said their motivation to make new products stems

from their desire to help as many people as possible have ‘life-changing skin.’”

(Chaykowski, 2019). This ‘life-changing skin’ is something that they can account for
based on their devotion and dedication to the business. “‘We’re devoted to purpose,’

Rodan said. ‘We’re not business people devoted to profits.’” (Chaykowski, 2019). This

quote illustrates how a company truly should be based on what a customer wants. A

business-driven on purpose is set up for much more success than a business-backed

behind the ideas of making money. Rodan and Fields is a company centered around

entrepreneurial thoughts and actions. “When Diane Dietz, an accomplished executive

who spent 25 years managing global businesses like Procter & Gamble and Safeway,

was first approached about a new job opportunity with a skincare company she never

heard of, she decided it wouldn't hurt to meet with them, despite having been looking for

roles at much larger public companies at the time. But once she sat down with Dr. Katie

Rodan and Dr. Kathy Fields, the two founders behind the growing premium skincare

brand Rodan & Fields, as well as their chairman, Amnon Rodan, she was immediately

captivated with all that they stood for. "They were really focused on trying to create

entrepreneurial opportunities for women and obviously focus on building a great brand

that is really rooted in dermatology heritage," says Dietz. ‘So the more I heard from

them and learned about the brand I literally just fell in love with that.’” (Abad, 2018).

Rodan and Fields put the client ahead of themselves and success can be shown due to

the reaction of the client. “Whether you are 18 or 81, it’s never too late to change your

skin’s destiny. Their patients are their inspiration. They’ve witnessed the transformation

in confidence and self-esteem a person goes through as she gains control over

frustrating skincare issues and knows her skin looks great.” (2009). This business is

also very practical for clients, “Their goal with this book is to extend their patient

privilege to you by offering the best skincare solutions straight from their offices. They
want everybody to experience their best skin ever; as the saying goes, “it’s easier than

you may think.” Informative, empowering, and interactive, Write Your Skin a Prescription

for Change will become your go-to guide for taking control of your skin’s destiny.”

(2009). Rodan and Fields make it easy to use their product by incorporating assets that

allocate ease and show immediate effects. Another positive attribute to this

entrepreneurial business is that they inspire themselves by inspiring the client. “Today

Fields and Rodan's skin care company doesn't just bear their names; it presents the

women themselves-their bubbly personalities, clear, foundation-free skin, close bond

and self-made success-as embodiments of everything Rodan + Fields' 150,000

independent "consultants" aspire to be. The founders believe they are providing their

consultants with the chance to emulate their success. "Let's empower the

entrepreneur," Rodan says, echoing lessons she learned from her father, a no-

nonsense judge. ‘You have to be able to stand on your own two feet. I feel like we're

really delivering that message to a lot of people, especially women, who maybe never

saw that opportunity.’” (Vinton, 2016). The two entrepreneurs that began this company

are highly devoted to making this business a very personable and practical business

that will benefit the clients.

Rodan and Fields is a company with the capability of reaching a mass market by

its advertising capabilities. An example of this can be seen from this article “Rodan +

Fields trains independent consultants who are paid a commission for their own sales

and the sales of people they recruit to sell products. The consultants, who do not stock

inventory, use their online social networks to sell to other people they know, spread the

word about Rodan + Fields and hold virtual events to promote items.” (Chaykowski,
2019). Social network advertising is something that has the ability to reach people of all

ages and contribute to the success of the company. Even in times of despair and

adversity, the entrepreneurial mindset takes over for Rodan and Fields. This allocates

for a better sense of marketing, “‘We were witnessing this whole decline of retail and the

rise of social media,’ Rodan said in an interview. ‘During the recession was when

entrepreneurs were born. People were hungry for different opportunities.’” (Castillo,

2018). Social media has played a huge role in this company, “Rodan + Fields’ products

are now sold through 200,000 independent consultants using a marketing strategy that

encourages salespeople and customers to promote the products through social media.

Their most valuable tool is the selfie — before and after — which shows the

effectiveness of the products on regular people.” (Castillo, 2018). This tactic can be

used so easily and requires very little capital to reach audiences of all ages. Rodan and

Fields relies on authenticity to market. “Then came the iPhone. Rodan and Fields saw

that the popularity of selfies combined with social media made for free and authentic

advertising. They encouraged their customers to take before-and-after pictures and

even included a picture of a camera on product boxes. “You can’t ask for better

marketing,” Fields said. More recently, “Instagram is just a rocketship for the product, ”

she said.” (Castillo, 2018) Social media marketing is starting to be used more and more

as society becomes more technological. However, social media isn’t the only source of

marketing that this company uses.“That's partly because you won't find this brand in

stores. Its products are sold by a team of consultants who market lotions and potions

that claim to combat lines, dark spots, and acne in older consumers. The army of

consultants typically sell products by word of mouth, at special events, or on social

media.” (Hanbury, 2018). Using variations of marketing and advertising is a sheer

indicator of how valuable and financially stable this company is.

Rodan and Fields is an evolving business suitable for a better tomorrow by

providing advanced and new skincare products. An example of one of their products

can be seen in this article, “Rodan + Fields CEO Diane Dietz and the founding doctors

are betting that a new growth driver rests in a market it has so far left untouched: teens

and their pimples. Its first teen acne product, at $89, is a two-step kit called Spotless,

which Dietz said is expected to be the first in a series of products catering to the

younger demographic.” (Chaykowski, 2019). Elaborating on this, the product is simple

yet very effective. The products that they create are made to feel good while making the

clients look good. “‘There are still ‘dissatisfiers’ with the current acne products out there,’

Deitz said. ‘They’re drying, they’re irritating. The thought was, can we develop a formula

that really doesn’t dry and doesn’t irritate, but delivers great results?’” (Chaykowski,

2019). Rodan and Fields contains a multitude of products and is the leading retailer in

its field. “The new acne product from Rodan + Fields will face a host of competitors,

including Johnson & Johnson (Neutrogena, Clean & Clear, and Aveeno), Reckitt

Benckiser (Clearasil) and Unilever (St. Ives). However, Rodan+Fields is already the top

seller of skin care sets, ahead of Nestle (with Proactiv) and Guthy-Renker (with

Meaningful Beauty), according to Euromonitor. Rodan + Fields’ Unblemish adult acne

set, which also treats wrinkles, was the fastest growing skin care kit in 2017, according

to Euromonitor’s most recent data. Rodan + Fields’ multi step regimen kits range from

about $170 to $200 for a two-month supply.” (Chaykoski, 2019). The products that are

offered by Rodan and Fields take various forms allowing a way for many people to use
what works best for them. “‘Innovation can take many forms, but in the end, consumers

will choose the brands that work,” Fatima Linares, research manager at Euromonitor

said in an email. “Efficacy is key in these types of products.’” (Chaykoski, 2019). The

wide range of products take on many problematic situations that clients may possess.

One of these products offered is named “Spotless,” “The doctors say the success of

Spotless will hinge on the efficacy of the product and the power of selling through

consultants, deflecting questions about the business opportunity to their CEO.”

(Chaykowski, 2019). The multitude of skin products offered by Rodan and Fields

allocates for success in selling their product to many types of people.

Rodan and Fields is rated the number one skincare product and sales reached a

billion dollars over the last year. The success of Rodan and Fields comes through

investments that provide capital in return. “Rodan + Fields has already achieved great

results for its two dermatologist founders. Private equity firm TPG Capital spent $1

billion last May for a 25% stake in the company; that investment boosted Rodan and

Fields’ fortunes to an estimated $1.5 billion each.” (Chaykowski, 2019). The market that

this company is involved in has expanded very quickly, causing it to become the

number one skincare provider. “Such financial findings don’t seem to have much

impact. Rodan + Fields’ consultant army has grown quickly, and so have sales. In 2008,

the company had just 1,350 consultants, which grew to 150,000 people in mid-2016.

Today there are double that number. Revenue followed a similar arc, rising from $24

million in 2010, to $627 million in 2015 and $1.5 billion in 2017, the most recent figure

available.” (Chaykowski, 2019). This company sticks to a main basis on how it sells its

various products. The products come in all sorts but in the end, the company is ran the
same when selling these products. “With a new and diverse team set in place

(employees now number around 700), Dietz sought to implement innovative solutions

by introducing new products such as the now-popular Lash Boost and Active Hydration

Serum, all of which helped boost the company's bottom line. The results speak for

themselves. Since Dietz's arrival two years ago, sales at Rodan & Fields has

skyrocketed, with market research firm Euromonitor naming it the No. 1 skincare brand

in the U.S. in 2016 and 2017. Sales last year alone topped $1.5 billion, which when

compared to how much the company was making before Dietz arrived ($600 million)

marks a significant milestone for the brand.” (Abad, 2018). By improving a company’s

success it must entrust other organizations into partnerships. “TPG recently announced

a minority investment in Rodan & Fields, which Dietz says was a perfect marriage.

"They have partners that will help us as we think about entering markets with local

insight," she says. "They have invested in many disruptors including Airbnb and Uber,

and they see us as a disruptor. And so we've had several conversations about how do

we continue to accelerate some of the disruptive things that we've done in the past and

continue to disrupt ourselves in the future," she says. As for the brand's future, the

company says it projects it will continue to drive double-digit growth for the next five

years. As such, with just a few yet successful years under her belt, Dietz says this is

only the beginning.” (Abad, 2018). The revenue brought in by this company is a valid

indicator on how well it is doing financially. “The company hit $1 billion in sales in 2016

and has continued to grow. It was the top-selling skincare brand of last year, according

to Euromonitor.” (Castillo, 2018) The success of Rodan and Fields is evident just

looking at the revenue and income that is causing rapid growth.

 When it comes to skincare, Rodan and Fields is arguably the best. Not many

skincare providers offer the wide multitude of products that Rodan and Fields has to

offer. Along with its various products, this business contains the perfect entrepreneurial

mindset and two frontrunners at the top of the business. Kathy Fields and Katy Fields

began this company from the bottom and have easily evolved it into a multi-million dollar

company. The revenue and capital brought it by this business reflect the true success

and stability of entrepreneurship. This is a company that puts the client first and

prioritizes its objectives based on what is needed. Skincare is an evolving field, but in

the end, Rodan and Fields are the best and it continues to get better and better each

day.

Works Cited

Abad, Mario. “How Diane Dietz Turned Rodan & Fields Into The No. 1 Skincare

Brand In North America.” Forbes, Forbes Magazine, 13 June 2018,

www.forbes.com/sites/marioabad/2018/06/12/how-diane-dietz-turned-rodan-

fields -into-the-number-one-skincare-brand-in-north-america/#762c5bb058cd.

Castillo, Michelle. “How Rodan Fields Bought Back Their Skincare Company and

Topped $1 Billion in Sales.” CNBC, CNBC, 17 Jan. 2018,

www.cnbc.com/2017/12/30/rodan-fields-selfies-and-social-media-1-billion-

revenue.html.

Chaykowski, Kathleen. “Skin Care Billionaires Rodan And Fields Return To The

Teen Acne Market.” Sinclair College Off-Campus Authentication Form, eds-b-

ebscohost-com.sinclair.ohionet.org/eds/detail/detail?vid=12&sid=e4284ee4-eac8-4c48-

8180-36eec1c8fdc7@sdc-v-

sessmgr03&bdata=JnNpdGU9ZWRzLWxpdmU=#AN=134757624&db=bth.

Hanbury, Mary. “The Most Popular Skincare Brand in America Can't Be Bought

in Stores.” Business Insider, Business Insider, 22 Apr. 2018,

www.businessinsider.com/most-popular-skincare-company-in-america-rodan-

fields-2018-4.

Rodan, Katie, et al. Write Your Skin a Prescription for Change. Pair O Docs Pub.,

2010.

http://drrodan.com/files/rodan-book.pdf

Rodan. “Rodan Fields Named the #1 Skincare Brand in the U.S. and North

America in 2017.” PR Newswire: News Distribution, Targeting and Monitoring, 16

Apr. 2018, www.prnewswire.com/news-releases/rodan--fields-named-the-1-

skincare-brand-in-the-us-and-north-america-in-2017-300630066.html.

Vinton, Kate. “How Two Dermatologists Built A Billion Dollar Brand In Their

Spare Time.” Sinclair College Off-Campus Authentication Form, eds-b-ebscohost-

com.sinclair.ohionet.org/eds/detail/detail?vid=17&sid=e4284ee4-eac8-4c48-8180-
36eec1c8fdc7@sdc-v-

sessmgr03&bdata=JnNpdGU9ZWRzLWxpdmU=#AN=115874720&db=bth.