Q&A with Patrick Jones Sei Bella® Senior Vice President What’s new
Are you keeping any elements of the old brand?
& WHY
I wouldn’t call Sei Bella old or new. Sei Bella as a brand name remains; we are just taking the great brand that it was and updating it to better compete within our market. The beauty industry changes rapidly. Progress will always be needed to keep up with the latest science, the best ingredients, and the expanding mindset of our consumers. Sei Bella’s transformation is doing just that. We made sure that the updates we’re making are deliberate; never changing “just to change” – instead, we’re only enhancing things that will result in a visible improvement to each product or line.
For those building a business, the beauty market has proven itself time and time again to be an engaging, fun, and dynamic market – one that’s perfect for driving consumer interest and excitement. Personally, I think beauty can be an easy sell within this business. Every time I sit down with a group of people and they find out what I do for a living, the energy level goes up and the topic of conversation becomes beauty. People love to talk about it! Beauty is fun, ever changing, and something even men are engaging with more and more. That leaves a huge opportunity for growth. The enhancements we’re making on this brand are going to make building a Melaleuca business with beauty even easier. We want Sei Bella to fit naturally into conversations about wellness and holistic improvement to both body and mind. Having spent my career in the beauty industry, I can attest that our products stand up against the top premium brands out there and can beat them in both cleanliness and performance. The other great thing is that Sei Bella customers are able to enjoy this exceptional performance at a fraction of the cost. How does this transformation make it easier for Marketing Executives to grow their Melaleuca businesses with beauty? thought and with the sole goal of creating a naturally powered formula combined with the safest science that performs. Melaleuca is one of the last independent, naturally driven companies out there, and that independence allows us to focus on safety and efficacy without undue pressure to save a buck versus doing what’s right.
Hello everyone! You may have noticed that Sei Bella has been going through A LOT of enhancements recently. We wanted to give you the scoop on everything that’s happening with the brand, so we decided to go directly to the source – with a Q&A featuring Sei Bella Senior Vice President of Marketing Patrick Jones!
What excites you most about the future of the Sei Bella brand?
What doesn’t excite me would be an easier answer. Anyone who speaks to me for five minutes will know that I LOVE this industry and I love Melaleuca. I believe in Sei Bella products and I’m excited about what the future holds for this brand! I also can’t wait to see how our Marketing Executives are going to use Sei Bella to expand their businesses. Beauty as a business provides tremendous loyalty, high-repeat purchases, and an increasingly engaged customer. It’s amazing to look at the average order size and the Product Point average of consistent Sei Bella customers. It makes me wonder why more leaders aren’t building their businesses with beauty. Right now we’re in the process of growing our portfolio of high- performance products. We’ll learn and we’ll adapt, but our business model allows Sei Bella to always provide exceptional quality without compromise – it’s a difference every customer will notice.
What prompted the changes we’re seeing to Sei Bella ?
SONDRA PARISER CUSTOMER SINCE 2009
Sei Bella is an amazing brand and has been since we launched it over 10 years ago. However, the beauty market moves rapidly, and some updates were required for a number of reasons. First, we wanted to better position ourselves to win within the wider beauty market. This allows us to effectively compete with brands entering our territory. Secondly, we wanted to better align ourselves with Melaleuca’s product philosophy. Sei Bella formulas were already clean, but now we’re making them even cleaner. Our formulas were safe, but now we’re making them even safer. Our formulas were effective, but now we’re making them even more effective. Finally, we wanted to use less packaging and be more conscious of our environmental footprint. How do you think these changes align with Melaleuca’s overall vision of nature-inspired wellness and enhancing lives? What I love about Melaleuca is not just that we have incredibly safe and clean products but also that we spend a lot of time making sure these products actually work and are effective for our customers. We don’t sacrifice safety for effectiveness or vice versa. Our natural ingredients help drive our formulas – we don’t just sprinkle these in to get a name on a bottle or to sound natural when we’re really not. The ingredients we put into each formula are chosen with careful
Patrick came to Melaleuca in July of 2018 at the height of a very successful career in the beauty industry. He spent over a decade working for L’Oréal in New York City, bringing his marketing expertise to brands such as Lancôme, Kiehl’s, Clarisonic, Ralph Lauren, Giorgio Armani, and YSL Beauty. He is passionate about skin care, cosmetics, and hair care and loves to see how beauty can enhance people’s lives. His career has brought him to Melaleuca because he wholeheartedly believes in our mission and sees the tremendous opportunity we have within Sei Bella .
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