Company will expand reach of its
dermatology-created products with a modernized approach to its
people centered business model
SAN
FRANCISCO, July 15, 2024 /PRNewswire/ -- Rodan +
Fields ("R+F" or "the Company")—a brand known for delivering proven
results in skincare and haircare through science-backed,
dermatologist-created products—today announced a simplified
business model to unlock growth and reach new customers.
Rodan + Fields to move away from
multi-level direct selling model to streamline customer and
Consultant experience
Starting September 1, the Company
will move away from the multi-level direct selling model to
streamline the customer and Consultant experience. This new model,
which will be supported by a broader array of marketing and
advertising across traditional channels and social media to
complement Consultants' advocacy, will better position R+F to meet
customers where they are discovering and buying beauty
products.
When the new model takes effect on September 1:
- Consultants will begin participating in the new Affiliate
program, which will only be available for existing R+F
Consultants.
- Under the new Affiliate program, existing R+F Consultants who
continue to sell R+F products will receive increased commissions on
customer sales and product discounts, resulting in over 90% of
current R+F Consultants having a higher earning potential based on
their current sales performance.
- Recruitment and commissions Consultants receive through product
sales by those they have recruited will no longer be a component of
R+F's model, resulting in a simplified Consultant experience.
- Customers will find it easier to browse, discover, and engage
with the R+F brand across its digital channels, and continue to
benefit from the incredible passion and knowledge of the R+F
Consultant base.
"Since day one, our brand has been focused on giving people the
proven results they desire in skincare and haircare through
science-backed, dermatologist-created products," said Dimitri Haloulos, CEO of R+F. "We are confident
these changes will enable us to meaningfully expand the lives we
can impact and—importantly—allow us to continue to provide our
passionate Consultants with a modern and meaningful earning
opportunity."
As part of the evolution of its business model, R+F has also
reorganized its corporate structure to support the future needs of
the business, which resulted in the elimination of approximately
100 roles. The Company is grateful for the contributions of these
individuals and is supporting them with the transition.
About Rodan + Fields:
Rodan + Fields was launched
in 2008 and founded by Stanford-trained dermatologists Dr.
Katie Rodan and Dr. Kathy Fields with the
mission of delivering proven results in skincare and haircare
through science-backed, dermatologist-created
products. Rodan + Fields is the #1 Dermatologist Founded
Premium Skincare Brand in North America in
2022Ʌ and the #1 Premium Skincare Regimen
Brand in the U.S. for 5 consecutive years, (2018 –
2022)+. Rodan + Fields is proud of its track
record of providing confidence to millions through
regimen-based skincare and award-winning innovation, and
global community of passionate brand advocates. Products are
available through R+F Independent Consultants or on
the Rodan + Fields website
at rodanandfields.com.
+ Source Euromonitor International Limited;
Beauty and Personal Care 2023 Edition, retail value RSP terms; all
channels, Premium Skincare.
Ʌ Source Euromonitor International Limited;
Beauty and Personal Care 2023 Edition; all channels; Premium Skin
Care Regimen includes Sets and Kits; retail value RSP
terms.
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SOURCE Rodan + Fields