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Combining Caroline’s background in aromatherapy and Meredith’s experience as a maintenance manager ensured the product range that resulted was not only effective but also simple and functional.
The two women, in their thirties, saw Australian men had a huge take-up rate for skincare products, only second behind the European men's market. They saw a gap in the market for Australian-made and produced skincare that was designed exclusively for men, rather than a branch off of a women's brand. They went about creating a range of products that gave modern men an 'acceptable' urban themed product that was blokey, fun and easy to use.
As with any new business, it was challenging for the two women to learn the specifics of the industry, especially the complex legislative requirements for the cosmetic and skin care industry. As well as the 'magic formula' for each product, their learning curve encompassed packaging, printing, design and labelling requirements. Caroline and Meredith say that the only way through these requirements was research, a serious time commitment and 'learning on the job' experiences!
“Men’s skincare is a much more acceptable part of everyday living now, but in order for it to work for men, it needs to fit with in with their lifestyles by being easy to use, uncomplicated and fuss-free,” says Meredith.
The range is just three products that can be used by all men no matter what their skin type or how their skin changes from season to season – men simply alter the frequency of use based on their needs. Products in the range are made using pure essential oils, and the cleanser and exfoliator products also double as shaving aids, eliminating the need for shaving gels and foams.
Meredith says that the modern man is a lot different to those who have gone before him – he’s a ‘moke’.
“First we had the metrosexual and more recently a man who bucked the metro tag evolved – the machosexual. He defied the system by becoming a rough diamond with a need to reassert his innate sense of masculinity for the sake of all male-kind," says Meredith.
“Mokes are a new generation of men, who are maintaining a strong level of masculinity, yet aren’t complete scruffs either. He understands the importance of hygiene but doesn’t want to take longer than 10 minutes total prep time from the point of showering to walking out the door."
While the establishment of a new business is always a long, hard slog, the rapid take off of Facestuff is remarkable when one considers that Meredith is pregnant with her first baby, and both women also work full time in other roles while getting this business off the ground. Meredith works as a property & maintenance manager and Caroline (in addition to being a qualified aromatherapist) also runs her own bookkeeping business supporting small businesses in the Sydney metro area. They say anyone considering starting a business whilst having a job needs to be prepared to work hard and endure long hours. Both admit that it can be tricky to juggle the two and keep track of everything going on: you have to be organised; make lots of lists; and ensure that tasks are completed, in order to stay on top of things.
As for the future, Caroline and Meredith are passionate about keeping the business Australian owned and products are manufactured in Australia from predominately Australian made ingredients. They would like to see Facestuff expand to overseas markets and become a dependable and reliable brand name that maintains its cutting edge, urban style and ease of use and also increasing the local market share.
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