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Hi, I'm so excited you're here.
We're at the San Fransisco global headquarters of Bare Escentuals,
which is a billion dollar global beauty brand.
And we're going to focus on innovation through purpose, empathy and
building out that story.
For you, your innovation might be redesigning a meeting or
thinking about a new product launch, or potentially a new initiative.
For us here today,
we're going to be talking to Leslie Blodgett the founder of Bare Minerals.
And we're going to talk about an innovation that you're focused on right
now, building out the story for that.
Yeah, absolutely, we have a challenge right now, our business and
our kit sales has been declining over the years and it's 22% of our business.
so, we need to reinvent and innovate in that area, so
we're going to show you how we go about it.
Do you want to come with me?
>> Let's do it. >> Let's go.
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>> So we are currently re-thinking, re-inventing, and re-imagining,
something that we were first to bring to market 15 years ago, and
it's called the Get Started Kit.
>> The kit simplifies your life, gives you everything you need in one place.
It describes how to give you the perfect complexion
the natural healthy way all in one place.
No one had been doing that before.
>> The size of that is it's a huge business for us.
22% of our business globally.
And we own 45% of the market share in kits.
So you can just see the size of that, but it's declining.
So our objective now is, how do we re-innovate
a product that we brought to market first that everybody has now copied?
And how do we drive growth not only in that category, but
also without cannibalizing sort of our single item business?
>> Research shows that when you understand why you're doing what you're doing,
you're not only more clear, you're faster, you're more effective.
And so what we're going to do now, is do a deeper dive into nailing down purpose.
And there's two things to watch out for.
One is undertones of the purpose of the company.
So what does Bare Escentuals stand for and what is it's calling?
But also, what is the purpose of the innovation?
And as we go inside, you'll start to see how that unfolds.
All right, Leslie, tell me a little about what's going on here and who's here.
All right, so we have a little problem, we need to innovate.
So we brought together our key players from the global brand team,
product development, media, digital, all in one place so that we can figure it out.
Figure out what women want by deep diving into the data.
>> Great.
>> So, you'll meet them in a second.
want to come? >> All right, let's do it.
Bare Minerals purpose, I have to say that this is a real, living,
breathing thing, our purpose.
It's something that we all feel inside.
It's not something we created, put it on a piece of paper, put it up on a wall.
It's how we live and it's what we believe in.
>> Our purpose is pretty simple,
it's we exist to make a positive difference in women's lives.
And that drives every single thing that we do.
>> Hey you guys.
>> Hi. >> So what are you finding?
>> Well, right now we are diving deep into our kit business.
So where are you landing?
What are you finding?
What are women saying?
Where are you getting this information?
>> So much, it's so
amazing how much feedback we get from them online, which is incredible.
>> Adding purpose makes real innovation harder but better.
So for us that means making products that we truly believe in.
And that's products that make her feel more confident, that are good for
her skin and have healthy ingredients.
>> Purpose driven innovation for us is, all right, who's using your product?
Who do you want to use your product?
Who loves the category that you're in?
And then you talk to them and you find out what their needs are.
That's purpose-driven.
If we're all about making a positive difference in women's lives,
we have to find out what it is they're looking for and what's missing.
>> I was just going to say, I think that Complexion Rescue does work for
customers that do want that full face look.
>> Yeah. >> But also that no makeup look.
Because people are using it as their base,
we're seeing that it's the number one tinted moisturizer.
It's the number one- >> Earlier this year,
we launched a product called Complexion Rescue.
And when we were thinking about that launch,
we were thinking about the role of the Get Started Kit, within that launch.
So what we decided to do was launch the single product and really learn.
What she loved about this product, how is she using it, what didn't work,
what other products was she using with it?
And then how, from that, we could build the perfect Get Started Kit for
those women that did not buy the open stock, the single item product.
>> We're looking at ratings, reviews, we're looking on social media.
And we're trying to understand what it is that she's loving, and
maybe what she's not loving.
Sometimes it can be hard to articulate an issue or a problem, and
that's why we do a really deep dive into what she's saying or doing.
And we'll do focus groups, w e'll go out into the field and
we're just trying to understand how she's reacting to a problem.
>> Level of coverage are also using the- >> All right, so
you're saying that you're going to reinvent this kit by putting a brand new
product in the kit that's resonating because we're seeing sales numbers on it?
So you want to change the kit by putting something brand new in it.
And you're thinking that maybe you want it under-complicate it.
Is that the word?
Uncomplicate it [LAUGH]. >> [CROSSTALK]
>> I like that even more, all right.
>> Yeah, I mean we have the momentum with this new product.
It's spanning a much wider age range than we though it would.
So we initially positioned it towards millennials and younger audience.
I mean, I'm looking at reviews right now, women 55, 60 years old-
>> My mom is using it.
>> [LAUGH] Really?
>> All right, a lot of really good ideas here.
I think we understand what the problem is and what our purpose is, so
we can develop the next big idea for our kit's reinvention.
Great.
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