Lisa Hoffman
Creator and Founder, Lisa Hoffman Beauty
www.lisahoffmanskincare.com
For nearly three decades Lisa Hoffman was kept busy honoring the vow she and her husband, Academy Award-winning actor Dustin Hoffman, made when they married: to keep their family together no matter where his work took him. With six kids that meant a whole lot of packing and unpacking. Hoffman strove to perfect a technique that would take as little time as possible, in the process becoming so obsessed with transporting her toiletries that she dreamt up the concept for The Lisa Hoffman Night & Day 24-Hour Skincare Collection. Literally.
Nine years ago, Hoffman had a dream that she was going away for ten days and packed ten individual skincare packages, each containing one day’s worth of products. The next morning, she drew the packages. Her family and friends thought it was an inspired idea. Six years later when her youngest child left for college, Hoffman hired a branding consultant who helped her launch her skincare line.
Hoffman has since expanded to offer a spa collection and a fragrance line. All are available at high-end department stores and boutiques and on Hoffman’s Web site. Hoffman is still dreaming up new ideas. She’s got a few great packing tips as well.
What we learned from Lisa: “Learn as you go. The Web is very lucrative but never forget that most grass roots brand awareness comes from retail distributors.”
Friends Make for Good Consumer Research
“I showed my drawings to my friends and inevitably they would come back to me later and say, ‘I’m packing to go away for the weekend. I wish I had what you drew right now!’ I found myself saying the same thing when I was packing.”
Launch What You Love
“I’m a skincare junkie. But for many, many years I’ve been using skincare products from all around the world without being satisfied. So I started creating my own concoctions from those products. The chemists that I worked with loved me because after mixing things like moisturizer and collagen and heating them my microwave, I had done much of the work for them already.”
Entrepreneurs Need Experts
“I started meeting with lawyers and designing the packaging. I also met with a brand building consultant. She more than anyone else really got the concept, saw the potential, and encouraged me to move ahead and give it my best shot. She introduced me to chemists, designers, and operational consultants.”
What Women Want
“The philosophy behind the 24 Hour Packette came from me. But my consultant did have me meet with a consumer research company. We went across the U.S. to various cities and tested the Packette concept with consumers ages 25 and up to see how they responded to it. We learned a lot from that. We learned how confused women are.”
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Packing large bottles of skin care products is a waste of space (and weight) and spending time decanting them into travel-size plastic bottles is equally frustrating. I know that without having 6 children or an international travel lifestyle.
However, I’m disappointed to learn that Lisa Hoffman — who has the name & the $ to create whatever she wants — chose to create such an astoundingly eco-unfriendly product.
From the images on her site, the throw-away packaging looks like it weighs at least as much the actual product.
How many Ladies Who Launch will pay $20 for one day’s worth of skin care? (And how much of that product is waste because you can’t squeeze every last drop out of the ampoule?)
Sorry, but this looks to me like a badly designed over-priced product. Would Ladies Who Launch have featured this without the Lisa Hoffman / Dustin Hoffman glitter?
Well, my opinion is that you pay the price for convenience. Everything that makes your life a little bit easier is going to cost you more. Why do you think a 2liter of coke costs you double at the quickie mart down the street than it does at the grocery store? CONVENIENCE. So, I think Mahala’s comment was a little harsh. How many people would pay for it? Probably plenty. Because it makes their life easier.. As far as the comment on the “eco-unfriendliness” of the product goes, give me a break: if you drive a car, use your air conditioner or buy any product on this earth that was created in a factory that spews pollution into our air, well my friend, you aren’t very eco-friendly either…
my 2 cents
Lisa
Congratulations Lisa on your success. It’s great that you didn’t give up and brought your dream to reality. Most times negative comments can be good comments. Sometimes people pay higher prices for things they want. I will have to test the products to make a fair judgement. Anyhow, keep innovating and living your dreams.
Argina
I came back again because I was uncomfortable with my original post. I still stand by my disappointment with the amount of packaging involved. And for me they just don’t seem that convenient. (Maybe if each held 5 -7 days supply.)
But I am aware there was a level of anger in me that was off the charts. I apologize to Lisa Hoffman & Ladies Who launch readers for bringing it here.
(PS Lisa, I don’t own a car, run an AC for health reasons when the temp goes above 89, buy organic food, organic clothing whenever possible. We all have issues that are important to us & Green is one of mine. I’m just saying I try to walk my talk.)
I’m alittle behind on the date of this blog but did everyone miss the most important sentence of Lisa Hoffman??
“after my last baby left for college.” This tells me she did not park her kids in day care to go off in pursuit of self fulfilment.
KUDOS to you Lisa. Way to keep your priorities straight!!!
Joan
http://www.joangabriel.com