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Smoothie Beauty - Why You Should Wear Food On Your Face

Lifestyle

By Ryann Casey


Sitting through any conference, you get to a point where all you can think about is food. Across the room, a mini-fridge display filled with little smoothie bottles caught our eye. After further investigation it turns out they weren’t food, but smoothies for your face.

We may have first discovered Smoothie Beauty at FounderMade because our stomachs were growling, but after hearing the founder’s story, we decided to take a deeper look at what the brand is all about. Below we get the scoop from founder Stephanie Peterson on everything from why we should be putting food on our face to how to distribute a product that only has a 30-day shelf life, and why a hands-on product experience is so important for customers.

Inspiration for Smoothie Beauty came from watching your Korean grandmother make fresh skincare out of ingredients in the kitchen. How did this lead you to start a beauty brand of your own? Where does Smoothie Beauty fit within the landscape of K-Beauty?

For me, it was the combination of being in the beauty/modeling industry, my interest in natural beauty, striving towards healthier living, my blog, and finally the motivation of filling a need in the market in hopes of creating awareness that we have effective ingredients all around us that the earth naturally provides. Everything just came together at the same time and my grandmother was living proof that I was on the right track. Besides being half-Korean, I believe that Smoothie Beauty fits right in within the landscape of K-Beauty because K-Beauty focuses on simple yet effective ingredients.

Once you had your brand concept established, how did you bring the brand to life? How did you fund the business? How did you go about looking for investors?

From speaking to people within the health/beauty industry, I got a lot of interest in the concept very early on. I funded the initial phase myself and once we had some traction we were able to get angels on board that are very excited about the concept and strongly believe in my vision. So this part was not as stressful as expected, purely because the trends in beauty are moving in our direction and investors can see a lot of potential in the natural beauty space.

What made you decide to exhibit at FounderMade, and what were you hoping to get out of it (investments, press, networking etc.)?

All of the above. It is important for a new brand to gain exposure and FounderMade is definitely a good place to showcase a new concept or product.

Before starting Smoothie Beauty, you had a well-established beauty blog called The Global Beauty. Are you building The Global Beauty and Smoothie Beauty as separate businesses, or has the blog been a marketing vehicle for the business?

My blog is where it all began and it strengthened my desire for knowledge in the natural beauty space. I definitely use my blog as a marketing vehicle, but running a blog and a business at the same time can be very time consuming – luckily they blend together beautifully so that my research for the blog can turn into new product ideas for Smoothie Beauty.

Aside from being an entrepreneur, you are also a model. Do you feel that having a public persona as a model has helped in getting the word out about your products? Do you have any advice on how to create/leverage this presence for other aspiring entrepreneurs?

The marketing/advertising space is constantly getting more complex due to the variety of platforms and it’s also changing at speeds that we have never experienced before. But to answer your question, yes modeling has helped me get the word out to a certain extent, but I believe just having a public presence is not enough to achieve great things. Knowing how to leverage your own network is far more important and that can be any network for that matter.

Smoothie Beauty products are 100% food grade, made without preservatives, and are delivered on ice. What are the challenges in launching products that require refrigeration and must be used within 30 days?

We face the same challenges as any fresh food-based business and we have to have a well-organized supply chain management. The expiry date is merely a tribute to our products so that people understand exactly how fresh they really are and that’s why our customers love them! Consumers have become increasingly aware of what they use in their daily routine. If a product has a long shelf life, you have to ask yourself why that is. For us, the challenge of refrigeration is our biggest opportunity and our differentiator in a very saturated market where everyone fights for attention.

Taking into consideration the product’s short shelf life, what is your distribution strategy and how do you plan on expanding and scaling your business in a sustainable manner? Is a long-term distribution strategy possible with such a short shelf life?

We offer 1-2 days shipping through our online store to guarantee our products arrive cold. All of this needs to be factored into our processes. Also, it is possible to scale in a sustainable manner. We plan to operate using strategic warehouses nationwide to cut down on the delivery routes. Rather than individuals traveling/driving to shopping malls, we will distribute more strategically with our delivery partners to cut down on emissions to reduce our carbon footprint. Finally, efficient long-term distribution is indeed possible due to the factors mentioned above and they go hand in hand with the trend of people ordering online rather than physically shopping in stores. We are also actively looking for partners to further strengthen our mission of sustainability in order to give back to Mother Earth. Since this past Earth Day we have started to plant one tree for each “Earth” face mask purchased and we will continue to look for partnerships that share our vision.

What has been the most effective marketing tactic for you? What role does social media play in your marketing strategy?

I think it is too early to say what the most effective marketing tactic has been for us, but we do see that people like to try the product in person before committing to ordering online—therefore, we are increasing our exposure on the ground before we invest too much into online promotions. It is a new concept and people need to understand and experience our products first.

Who have you identified as your target market? How do you successfully reach and engage them?

Our target market is 18-38. But to be honest, I am my target market! A woman that is in her late 20s to early 30s that is thinking about starting a family and the well-being of herself as well as her future family. As well as, wanting to live a healthy, clean, and conscious lifestyle.

You currently have a space at the Canal Street Market. How has this been a successful retail space for Smoothie Beauty? Do you feel that your customers crave that in-person experience?

Canal Street Market has been a successful space for us because it is located in a high-traffic area and it has given me to the opportunity to engage with people from all over the US and the world on a daily basis. Nearly everyone I speak to personally is taken by the product/concept and has been very excited about it. Being at Canal Street Market has helped me educate the consumer and has laid the foundation of our long-term marketing strategy.

This article first appeared in BeautyMatter.

Culture

A Modern Day Witch Hunt: How Caster Semenya's Gender Became A Hot Topic In The Media

Gender divisions in sports have primarily served to keep women out of what has always been believed to be a male domain. The idea of women participating alongside men has been regarded with contempt under the belief that women were made physically inferior.


Within their own division, women have reached new heights, received accolades for outstanding physical performance and endurance, and have proven themselves to be as capable of athletic excellence as men. In spite of women's collective fight to be recognized as equals to their male counterparts, female athletes must now prove their womanhood in order to compete alongside their own gender.

That has been the reality for Caster Semenya, a South African Olympic champion, who has been at the center of the latest gender discrimination debate across the world. After crushing her competition in the women's 800-meter dash in 2016, Semenya was subjected to scrutiny from her peers based upon her physical appearance, calling her gender into question. Despite setting a new national record for South Africa and attaining the title of fifth fastest woman in Olympic history, Semenya's success was quickly brushed aside as she became a spectacle for all the wrong reasons.

Semenya's gender became a hot topic among reporters as the Olympic champion was subjected to sex testing by the International Association of Athletics Federations (IAAF). According to Ruth Padawer from the New York Times, Semenya was forced to undergo relentless examination by gender experts to determine whether or not she was woman enough to compete as one. While the IAAF has never released the results of their testing, that did not stop the media from making irreverent speculations about the athlete's gender.

Moments after winning the Berlin World Athletics Championship in 2009, Semenya was faced with immediate backlash from fellow runners. Elisa Cusma who suffered a whopping defeat after finishing in sixth place, felt as though Semenya was too masculine to compete in a women's race. Cusma stated, "These kind of people should not run with us. For me, she is not a woman. She's a man." While her statement proved insensitive enough, her perspective was acknowledged and appeared to be a mutually belief among the other white female competitors.

Fast forward to 2018, the IAAF issued new Eligibility Regulations for Female Classification (Athlete with Differences of Sexual Development) that apply to events from 400m to the mile, including 400m hurdles races, 800m, and 1500m. The regulations created by the IAAF state that an athlete must be recognized at law as either female or intersex, she must reduce her testosterone level to below 5 nmol/L continuously for the duration of six months, and she must maintain her testosterone levels to remain below 5 nmol/L during and after competing so long as she wishes to be eligible to compete in any future events. It is believed that these new rules have been put into effect to specifically target Semenya given her history of being the most recent athlete to face this sort of discrimination.

With these regulations put into effect, in combination with the lack of information about whether or not Semenya is biologically a female of male, society has seemed to come to the conclusion that Semenya is intersex, meaning she was born with any variation of characteristics, chromosomes, gonads, sex hormones, or genitals. After her initial testing, there had been alleged leaks to media outlets such as Australia's Daily Telegraph newspaper which stated that Semenya's results proved that her testosterone levels were too high. This information, while not credible, has been widely accepted as fact. Whether or not Semenya is intersex, society appears to be missing the point that no one is entitled to this information. Running off their newfound acceptance that the Olympic champion is intersex, it calls into question whether her elevated levels of testosterone makes her a man.

The IAAF published a study concluding that higher levels of testosterone do, in fact, contribute to the level of performance in track and field. However, higher testosterone levels have never been the sole determining factor for sex or gender. There are conditions that affect women, such as PCOS, in which the ovaries produce extra amounts of testosterone. However, those women never have their womanhood called into question, nor should they—and neither should Semenya.

Every aspect of the issue surrounding Semenya's body has been deplorable, to say the least. However, there has not been enough recognition as to how invasive and degrading sex testing actually is. For any woman, at any age, to have her body forcibly examined and studied like a science project by "experts" is humiliating and unethical. Under no circumstances have Semenya's health or well-being been considered upon discovering that her body allegedly produces an excessive amount of testosterone. For the sake of an organization, for the comfort of white female athletes who felt as though Semenya's gender was an unfair advantage against them, Semenya and other women like her, must undergo hormone treatment to reduce their performance to that of which women are expected to perform at. Yet some women within the athletic community are unphased by this direct attempt to further prove women as inferior athletes.

As difficult as this global invasion of privacy has been for the athlete, the humiliation and sense of violation is felt by her people in South Africa. Writer and activist, Kari, reported that Semenya has had the country's undying support since her first global appearance in 2009. Even after the IAAF released their new regulations, South Africans have refuted their accusations. Kari stated, "The Minister of Sports and Recreation and the Africa National Congress, South Africa's ruling party labeled the decision as anti-sport, racist, and homophobic." It is no secret that the build and appearance of Black women have always been met with racist and sexist commentary. Because Black women have never managed to fit into the European standard of beauty catered to and in favor of white women, the accusations of Semenya appearing too masculine were unsurprising.

Despite the countless injustices Semenya has faced over the years, she remains as determined as ever to return to track and field and compete amongst women as the woman she is. Her fight against the IAAF's regulations continues as the Olympic champion has been receiving and outpour of support in wake of the Association's decision. Semenya is determined to run again, win again, and set new and inclusive standards for women's sports.