On Wednesday the 22nd of July, CEW welcomed Dr. Yannis Alexandrides, Plastic Surgeon and Founder of 111SKIN, and Annalise Fard, Harrods Beauty Director to discuss the 111SKIN journey and the science behind the products.
Born in Greece into a family of doctors, Yannis was destined for a career in medicine. Keen to pave his own way, he became interested in plastic surgery, a field that was practically unheard of at the time in Greece. Travelling to Miami, Yannis trained as a plastic surgeon before moving to London.
Working in London, Yannis encountered a different approach to surgery than Miami. While he had no shortage of patients, his patients wanted to be discreet about the work they were having done. He realised that busy clients needed a quick and seamless recovery and so he sought a solution to reduce swelling, bruising and scarring.
In a twist of fate, it was at a CEW event that Yannis met Annalise Fard at a time when Harrods was looking for a post-surgery skincare brand. Struggling to find something that worked on the market, Yannis met with a team of former Soviet Space Program scientists to create a range of his own. Together they adapted a formula that the scientists had developed to keep skin healthy in space (NAC Y2), which protects, rejuvenates and hydrates skin and is unique to the 111SKIN brand.
Yannis found that his first product, the ‘Dramatic Healing Serum’ was not only helping patients recover, it was making their skin look beautiful and becoming part of their beauty regimen. He came to understand the commercial potential of the serum, launching 111SKIN to the public in 2012.
As a practicing plastic surgeon, Yannis had the unique experience of engaging with his brand’s customer base day to day. He learned from them, figured out what worked and what didn’t and channelled all his experience into creating a fantastic range of products.
Today the brand has established itself as one of the best-selling luxury skincare product lines in Harrods and continues to grow and evolve. Yannis’s close relationship with his patients allows him to identify emerging trends and develop new products quickly.
At the end of their discussion Yannis shared his expertise and gave his top tips for anyone launching a new brand in the beauty industry:
Be prepared for the process from conception to shelf, it will take far longer to make things happen than you anticipate
Don’t be afraid to network, my brand is testament to the value of networking
Invest in your team, as a surgeon in the clinic day to day I rely on my team to manage and grow my brand
Learn the value of saying no; on the journey to retail, and even to this day, people will have opinions and opportunities that may grab your attention, but may not necessarily be right for your brand
Have a plan, have a goal, and always keep that in the back of your mind
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