Translating the latest trends in cosmetic procedures to skincare is no easy feat.
It takes the foresight and ingenuity of a careful leader, attuned to the needs of clients, to deliver power products.
On a rainy Tuesday morning at London's W Hotel in Soho, Maria Hatzistefanis proves that she fits the criteria. A group of beauty journos have gathered to hear about Rodial's April launch, Dragon's Blood. And Maria, who quit her job in finance in 1999 to start Rodial, explains why all eyes will be on this range for 2012.
Discussing the initial product-planning stages through to the protytpes that we have before us today, Maria has her finger on every detail, from the active ingredients to the gaps in the market that Dragon's Blood hopes to fill. We had a chance to catch up with her after the meeting to find out how she came to run one of the most sought-after luxury beauty lines in the UK.
How did you come up with Rodial?
I came up with the concept for Rodial while working as a beauty writer at Seventeen magazine, as I realised there was a gap in the market for an effective alternative to surgery. I then went to Columbia to continue my studies with a business degree and get valuable business experience in New York before moving back to the UK and starting Rodial in 1999.
What was it like when you were starting out?
It was hugely challenging as I was working from a tiny room doing everything from shipping orders and packing boxes to selling in products to department stores. It was important for me to create a really unique and effective range of products. I knew I had something special with our first hero product, Tummy Tuck, and when this was sold into Harvey Nichols and Harrods, it went crazy!
What makes Rodial so unique in the beauty industry?
Rodial is so unique because we offer a real alternative to surgery with targeted solutions to everyday beauty concerns. We have a cult celebrity following because our results are so effective.
What is the design process for a new product?
I'm inspired by many things - what I feel there is a gap in the market for, what myself and my friends need in our skin and bodycare routine, and current surgical trends. For example, Dragon's Blood Sculpting Gel was inspired by the celebrity favourite injectable restylane, and gives the same plumping and volumising effect.
What are your hero products?
Definitely Glamoxy Snake Serum and Tummy Tuck. Glamoxy Snake Serum is hugely successful because it offers a real alternative to Botox, and Tummy Tuck helps flatten and tone the tummy without having to go under the knife. We understand women's beauty concerns and create products to solve these.
How was the concept behind the Dragon's Blood range formed?
Dragon's Blood Sculpting el was inspired by injectable restylane, which plumps and volumises sagging skin. This is such a popular procedure and Dragon's Blood offers the same instant fix without the need for needles!
Who will benefit most from the Dragon's Blood range?
Anyone can benefit from Dragon's Blood as it is protective and preventative, as well as being targeted to sagging skin that needs a lift. The extension line is suitable for all skin types as it contains soothing rose water and hydrating hyaluronic acid, rather than skin-stripping ingredients that can leave skin dry and damaged.
Has the line evolved over the years, and if so, how?
Definitely, it's important for the range to evolve and grow with the current trends and demands in the market. We have extended the range hugely from when we first started to incorporate new skin and bodycare concerns.
What's in store for the future?
We have some amazing new products in store but these are top secret for now...
Stay tuned for more on Rodial's Dragon's Blood range.
By Dana Karlson
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