In 2011, upon doing user and market research I learned that Latinas were craving for more beauty products.  Also, formula-wise, toxic ingredients that had already been banned in other countries were still being used in products sold locally (e.g. especially whitening actives, preservative systems, and coloring agents). Also, there were few products offered by industry leaders, mostly multinationals, local copycats, and Chinese cosmetic generics; but no new, innovative, natural, and quality products available to the lower end market. I realized there was a lot of space for new product concepts. So I began taking online cosmetics formulation classes, reading trade publications, reports and investigating local competitors.

After 200+ interviews, I understood that if I was going to commit to the adventure of developing a beauty brand for them, it had to be something special that would touch their hearts and souls, but also attract their fellow Caucasian counterparts. As Latinas, have always emulated Caucasian women and also aspired to be regarded highly in American society. I had to create a brand with an authentic message, but with a wide acceptance and appeal. 

CLINICAL CLEAN,  WATERLESS, MULTI-FUNCTIONAL, AND HIGH QUALITY FORMULAS WITH 20+ COLD PRESSED INDIGENOUS EXTRACTS IN A PORTABLE FORMAT AT AN ACCESSIBLE PRICE POINT

It was also perfect timing. At the time, the beauty industry was experiencing double-digit growth in several LATAM countries. Latinas were also driving sales in several beauty categories in the U.S.A. (and are the second largest, fastest-growing, highest-spending minority in the beauty industry). And, in both in the U.S.A. and LATAM, newer generations of Hispanics, were and still are experiencing retro-acculturation, the desire to revive their cultural roots and heritage. 

This made me believe strongly in that, just like other races, Latinas also deserved a brand of their own. A brand that would represent them under a new light, where instead of feeling ashamed of being Hispanic, they would feel proud of their heritage, culture, and the bountiful undiscovered indigenous extracts and traditions the LATAM region holds in store for the global beauty industry.  To the world, Hispanic should mean more than tacos, tequila, and underpaid illegal labor. They deserve to be represented by a global, trendy, chic, high-quality brand that is inspired by Latino native medicine and backed by a strong heritage of traditional beauty rituals and is accepted by a wide cross-culture audience. 

I began developing, prototyping and testing 7 product concepts that weren’t available in the mass market at the time: Anti-Age Face balm, Shimmer Balm, Lip Plumper, Hair Wax, Solid Perfume, Mom & Baby Balm, All-Purpose Universal Balm.

The biggest challenges I faced:

1. Finding a local cosmetic chemist. Local universities do not offer Cosmetic Formulation training.
2. Sourcing and importing specialized ingredients that were unavailable locally.  I had to import bulk (25kg minimum) and at $56-300/kg.
3. Developing non-greasy formulas for hot climates. Consumers prefer lightweight formulas. We had to find a balance in the percentage of waxes to maintain formulas from not melting in the hot climate while maintaining a pleasant skin feel.
4. I was testing approximately 20 formulas of 10 different products each week with groups of 10-20 people at a time. The total process took me 16 months and the research stage lead me to new ideas and 40 SKUs.

FROM KIWI SHOE POLISH TO BEAUTY PACKAGING

Inspired by the traditional salves, the balms contained high-quality formulas, that came in portable, easy to carry, vintage-looking, affordable packaging, small and large-sized metal tin cans, to resemble and commemorate traditional pomades used by earlier generations, commonly known as “the grandmothers´salves.” I found a local partner, in my home-country, Honduras, that manufactured this sort of packaging. To save on packaging and keep the tradition of balms in the line, I started brainstorming on non-aqueous cosmetic raw materials I could use to develop high-quality formulas. This packaging also kept product costs low: Metal Tins: $0.05/each vs Plastic Jars: $0.21/each

The local market had never seen cosmetics in a tin other than Nivea Creme®. The concept of a lip balm or any cosmetic in a tin was new to them. So was the concept of a multi-functional product that could be used for both lips and body. They also had never heard of product concepts like the ones I was about to introduce e.g. solid perfume, shimmer balm, lip plumper, lip & cheek tint. They also related the tin to shoe polish and found it hard to open; however, the tins reminded them of their grandmother´s remedies and the nostalgia brought them a smile and that is why I decided to keep the tin packaging. The manufacturers reworked their existing tin mold to take out the butterfly pin on the side and made them easy to open.

Launched 40+ SKU portfolio focused on cosmetics, skin/hair care, fragrance, and OTC products across seven countries in LATAM; negotiated sales with Wal-Mart and TvShopping. 

• Built fully functional and compliant laboratory in adherence with international regulatory agencies (i.e., FDA, GMP) and filed legal sanitary permits and registered brands across the US and LATAM markets.
• Formed team of 20+ independent distributors in LATAM and 10 internal employees, including chemists, production staff, in-store promoters, and sales representatives; led morning meetings for goal setting, monitor progress, and inspire team success.
• Developed and manufactured cosmetics and personal care products with a Latin-Chic “masstige” strategy; conducted ethnographic research with 200+ stakeholders, competitive analysis, prototype development, and focus-group testing.
• Conducted due diligence for new growth opportunities, including competitive analysis, ingredient sourcing, and importing of specialized cosmetic ingredients; partnered with external parties on integration of manufacturing and distribution, resulting in a line re-launch with improved innovative concepts, formulas, and brand image and expansion to other Latin American markets including Mexico, Colombia and Costa Rica.
• Partnered with U.S. brands including Petticoat Lane, Cosabella, The Vintage Twin & La Esquina NY.

• DISTRIBUTION To reach sales goals, Vonne was sold in different channels ranging from natural food shops (Pronavit), pharmacies (Farmacia Regis), convenience stores (Gasolineras Uno), supermarkets (La Antorcha, Paiz, Walmart), television (TvShopping), specialized chains (Magie, Beauty Outlet), department stores (Tiendas Siman, Carrion, Xtra, Emporio), and small boutiques in different cities/countries. (Caliente Tv Shopping Ad)
• LIMITED EDITION Vonne developed a limited edition of designs with Latin American artists.  We also had in-and-out products with different ingredients and flavors.
• TRADE MARKETING The promotions team had 5 members in different retail locations and beauty shows.
• BRAND AMBASSADORS Vonne recruited 16 Brand Ambassadors in 10 countries to test the markets, trends, and competition in each country by running a test pilot to get feedback from consumers before a full launch. In Honduras, we had distributors in Tegucigalpa, Choluteca, Ocotepeque, Copan, San Pedro Sula, Roatan, and La Ceiba. Vonne was also sold in Spain, Colombia, Puerto Rico, Costa Rica, El Salvador, Guatemala, Mexico, Nicaragua, Honduras, and the U.S.A.
• ADVERTISING Vonne had paid social media campaigns on Facebook. Also, newspaper ads, magazine articles, billboards and appearances on television shows to promote the brand.
• KIOSK: Our kiosk was located at the bus station in San Pedro Sula, Honduras.