I was sitting on an airplane (once again) when the woman next to me asked what I do for a living. Somewhat evasively I told her I owned an Internet company. I rarely start off saying I own a cosmetics company because inevitably the questions that follow leave me feeling awkward and sounding juvenile. It’s not that I’m not proud of what I do; rather, I don’t know how to succinctly, logically, or with any panache explain what Paula’s Choice products are all about. That could be about to change with your help, so please read on!
It’s silly for me to not just say from the get-go that I own a cosmetics company because, as usual, this woman asked, “What kind of Internet company do you own?” I gulped and responded that I own a cosmetics company. She said, “Oh really, what kind of cosmetics?” I said, “A skin-care and makeup company.” She asked, “Whose products do you sell?” I answered, “I sell my own products, the formulas I developed.” Then, in understandably typical fashion she asked, “What kind of products are they?”, and that’s when I get stumped.
When a woman asks me what makes Paula’s Choice special or what kind of products I sell I know what she really wants me to say. I’m supposed to respond by saying my products are all natural, or organic, or herbal, or plant-based, or contain essential oils, or contain vitamins, or some miracle ingredient from some exotic locale that only I know about, and of course the products get rid of wrinkles, stop aging, work like Botox, or cure blackheads, or oily skin and on and on. Of course, I can’t say any of that. Aside from being completely useless, simplified, inane descriptions, none of those tidbits other cosmetic companies spew like a bad case of food poisoning have any basis in creating a superior or even decent skin-care routine.
So because I can’t use the same misleading information every woman is waiting to hear, I just sit there and say something like, “Well, they’re my formulations based on what the research says is good for skin.” That goes over like a lead balloon. Even I think it sounds dull and uninteresting.
Then it dawned on me in a recent meeting with my customer service team that no one in my company, not even me, can explain or has a concise understanding of what makes Paula’s Choice products unique, and they are absolutely unique. In fact, the more I thought about it, the more I realized they’re unparalleled in the world of skin care. I can say that confidently because I’ve reviewed thousands upon thousands of products, more than enough to know what’s brilliant and what’s terrible for skin. During that meeting the most outstanding thing happened: I finally grasped how to view and relate what my products are all about. Here it is:
Paula’s Choice is a range of skin-care products that work together synergistically in comprehensive skin-care systems to address a wide range of concerns including wrinkles, acne, oily skin, dry skin, rosacea, and sensitive skin. All of our formulations are state-of-the-art, based on published scientific research, designed to give skin exactly what it needs to be as beautiful and healthy as it can be.
Does that make sense? What do you think? If you were sitting next to me on a plane and I explained my products in this manner, would that make sense to you?
Let me know, I really want to grasp this. It’s about time, don’t you think?
46 Comments until now
I think your summary is really great! However, I would take out “state of the art” – it’s a greatly over-used and rather vague term. And I would add that Paula’s Choice is not a “one size fits all” remedy. It’s a system that allows individuals to find exactly what their skin needs! (And I love it!)
What I would say/do: “My products DO NOT contain coloring agents, fragrance, or irritating ingredients that are extraneous or unnecessary. I’m dedicated to only using ingredients that have proven benefit for skin.” Followed by handing out my brochure.
It makes perfect sense! You’re not the only one who has had trouble describing ‘Paula’s Choice’…I’ve run into the same thing whenever I’m asked what I use on my skin that makes it so nice. Inside, I’m laughing to myself because I’ve had the same range of skin issues as every other ‘normal’ woman, plus the problems that arise from being treated for cancer. I usually end up giving out your web address or loaning out my copies of the ‘Beauty Bible’…I’ve had to buy more copies for myself because of friends that ‘couldn’t find it’ to give it back to me…I tell them to consider it a gift! Thanks for giving me an great explanation…keep the good stuff coming!
First off, I love your products and always jump to the opportunity to recommend them.
I am not sure what kind of branding process you went through when you started this company, but to me, your explanation sounds like part of what should be your guiding internal brand statement. Anyways, just my immediate thought!
Fiona
Your answer implys that your focus is your cosmetic line. What I view as far more commendable (but what made Paula’s Choice possible) is your years of research and the invaluable information you provide and have provided to help make us informed consumers. Paula’s Choice alone does not tell of who you are and what you’ve done.
“Well, they’re my formulations based on what the research says is good for skin.”
Well…. I must be dull and boring because that phrase speaks to me. I care about my skin, I care about my money and I care about using products that perform a real and definable function and give me what I need and don’t waste my time, money and energy.
I loathe misrepresentation, shill and farce. I dont care if it skin care, petfood or clothing. Don’t trick me, I like to be told the truth and the why as to what is good.
I LOVE Paula and her style and educational focus, science based but also recognizing the need for products that feel good, smell good and utilize the best science and practicality has to offer.
Paula’s Choice is a range of skin-care products that work together synergistically in comprehensive skin-care systems to address a wide range of concerns including wrinkles, acne, oily skin, dry skin, rosacea, and sensitive skin. All of our formulations are state-of-the-art, based on published scientific research, designed to give skin exactly what it needs to be as beautiful and healthy as it can be.
ABSOLUTELY! the goal is to make that reason enough for the average consumer,I frequently share with friends and family Paulas line and website, but they don’t know what to believe because they are swayed and excited over the pretty package and lofty promises….sigh
Thank you Paula, I’m inspired by your enthusiasm and research and promise to always promote what is “best” for skin.
A few thoughts/tag lines:
The most well thought-out products
“Whereas some products contain one or two beneficial ingredients and many irritating ingredients, mine contain abundant beneficial ingredients and no irritants.”
Paula’s Choice: the benefit of research.
Highlight the word choice. “I choose the best ingredients for skin, and then educate people about those ingredients; I choose what goes in rather than a marketing team.”
Paula’s Choice: Research-Based Skin Care
You’re kind of like the America’s Test Kitchen of skincare products. They are not warm and fuzzy, this is my grandma’s recipe, etc. They test recipes in a scientific fashion and come up with the absolute best one.
I think that’s a solid start. I think mentioning your devotion to avoiding the hype and over-marketing that many cosmetic lines partake in is definitely worth a mention. A huge part of how I view Paula’s Choice lies in the fact that the resources many cosmetic lines devote to marketing and advertising are used more ethically and productively by your firm for quality improvement/control and ongoing research. In addition, it’s worth mentioning your forever role as the “Cosmetics Cop.“ Beautypedia is a miraculous tool; nothing else in any form of media or communications even comes close in scope or credibility in helping to bring balance, scientific fact, and logic to the often lofty world of cosmetics. Integrating these factors into your explanation provide a more complete picture of what Paula’s Choice is and where you’re coming from.
dumb it down a little. “synergistically in comprehensive skin-care systems to…” – too technical sounding. The rest of it sounds a little generic – like all the other companies. I think you should focus on what lead to the product line. No long history required – just a statement that shows the frustration women have felt with products that don’t live up to their promise.
I would describe your products as “no-nonsense” products, with the following characteristics:
-all based on research, not hype
-no “flavor of the month” or trendy ingredients – only ingredients that actually work, whether or not they are trendy
-no outlandish claims
-simple, functional packaging
-strong focus on antioxidants from a variety of sources, not just one “star” ingredient
I also agree with ke that Paula’s Choice is really more of a skincare company than a cosmetics company.
Yes, as Allison said, your skin-care and cosmetics are the result of serious studying of research, years of informing the public of the truth/falsity behind the claims, and it’s the culmination of your life’s work. You saw a need, and you filled it because you were uniquely qualified and prepared from your days of debunking claims.
Essentially, what I mean is that you could include a bit of history. That history is mostly why I decided to try your skin-care line. I’ve used it for a few years now, it’s reduced my acne by about 80% and helped with my dry skin.
I’d say you make skin care products that work without the hype. Your makeup is good for the skin, both health and looks, and you have no blue eyeshadow!!
“Synergistically in comprehensive skin-care systems” sounds a little like what other skincare companies would say and to me it implies that I need to buy the whole line to get any results. I’d include what Marcus said about irritating ingredients and also Rachel’s input about your history, because it made me want to try your products!
I would simply tell people that I (meaning you) have developed a line of skin care in which I, contrary to popular beliefs, have eliminated all the bad ingredients and kept all the good ones that are proven to actually work for any skin care concern. Then give an example such as BHA and pH or the studies on essential oils.
Just say you’re the “Cosmetics Cop”! ;->
No nonsense. Effective. Researched. Paula’s Choice: Skin care that works.
(Feel free to use or tweak.)
I think you should go with what you wrote in the paragraph above: “..{Paula’s Choice products) are absolutely unique…they’re unparalleled in the world of skin care. I can say that confidently because I’ve reviewed thousands upon thousands of products, more than enough to know what’s brilliant and what’s terrible for skin.”
That’s it in a nutshell. Paula’s Choice products are the results of your life’s work studying what works and what doesn’t for skin care. No exaggerated claims, no gimmicks, no magic ingredients. Just the things proven to help skin needs to look and feel its best.
If you want a testimonial, I’ve been taking your skin care advice (sunscreen, sunscreen, sunscreen) and using your products for years and I’m now over 40, but people routinely assume I’m 5-10 years younger (as long as I remember to keep my roots touched up, that is…)
I agree with the previous comments and think you should also make sure to tell people that not only do you own a cosmetics company, but you run and maintain Beautypedia, an educational resource that offers expert skin care advice, product reviews/recommendations and the supporting evidence behind the products that you developed. I learned about the Paula’s Choice products through Beautypedia, so I think that you should use Paula’s Choice to promote Beautypedia and vice versa!
Paula’s Choice: Purest ingredients;proven research;stable packaging: Skin care that makes sense!
Yeah I know the stable packaging doesn’t sound sexy but it is one of the characteristics of your line.
Don’t forget to mention that all of your products are no more expensive than any drugstore line, and are the best value in skin care available anywhere.
Well, if you want it in “lay” terms, I’d just say: ‘Paula’s Choice’ represents HONEST skincare and claims – no gimmicks or false promises! And, that is, the refreshing antithesis of the cosmetic industry at large!
I’m a communications coach who does this sort of thing for a living. Some free advice you can take or leave as you wish… The statement is beautifully written as are all your pieces. I would punch up the first sentence a bit and toot your own horn a little more:
“Paula’s Choice is [one of] the only comprehensive skin care system[s] based on scientifically validated ingredients and formulations that truly deliver. Our state-of-the-art products are developed using only the most rigorously reviewed, published research data to help women with their most common skin concens; wrinkles, acne, oily skin, dry skin, rosacea, and sensitive skin. Paula’s Choice gives skin what it needs to be as beautiful and healthy as possible.”
Paula’s Choice is the skincare and cosmetic answer for consumers who have tried it all, hated most of it and resigned themselves to lackluster skin. Paula’s Choice products are state of the art, cosmetically elegant, high performance, fragrance free and backed by thoughtful scientific research culled from decades of work by the Cosmetics Cop: Paula Begoun.
I also don’t like the word “synergistically”. It’s a word other cosmetics companies throw around to get the consumer to buy their full range of products and not mix and match with products from other lines. You, on the other hand, have been telling us for years that this just isn’t true, and that it’s ok to mix and match to find the best combination of products that work for you – truly unique and valuable advice.
I am a very loyal Paula’s Choice fan (I even remember Paula’s Select!), but also use some products from other lines that got smiley faces in the Don’t Go books. To me, what makes you different is that you sell your own products, but also recommend some competitors’ items. It is the combination of your products and your recommended products from other lines that has saved my skin. The fact that you facilitate (and encourage!) this type of mixing and matching is truly unparalleled in the industry, and I commend you for it. Keep up the great work, Paula!
I would be simple. I would say: that after years of using bad products (for example bad coloured makeup products), working with them, and watching how people hurt their skin with some over-advertised parfumed and toxic thing, I just wanted to know why all these things make sense.
Then You studied, learned a lots of tings, and now You give the opportunity to learn (a lots of things about ingredients, formulations, effects, etc.) and the knowledge which is essential for every skin-lover and advertisement-hater (or just doubtful) woman.
It’s just a side-thing that You made Your own line – but I like that You don’t mention Yor products as must-haves, and still give the chance to decide.
/
/It’s an other thing that the products are very good!
Paula’s Choice: Purest ingredients; Proven research; Stable packaging: Products that work!
I love trying new products, but always refer to your book or beautypedia before buying. I TRUST what you say, and you make so much sense. I have tried and use many of your products and have been happy with all of them. I use your products with the greatest confidence. I know I’m purchasing products that are “state of the art” as you say, based on extensive research and formulated for my particular skin issues. I don’t have to question whether or not these are good products. I know they are. I used to have a lot of redness in my skin, but since using your Skin Recovery Cleanser and serums, the redness has gone. My skin feels and looks great. What more could I ask for? I choose Paula’s Choice products because they are well formulated, state-of-the-art, good for my skin, and reasonably priced. I took a chance a couple of years ago and decided to try your products. I’m glad I did. YOUR STATEMENT MAKES TOTAL SENSE TO ME!
What makes me buy your products, and be happy with them, is the integrity of your brand. And that is absolutely clear to me via Beautypedia, where you are not afraid to recommend products that compete with your own. It’s definitely worth mentioning your concern with the consumer.
Actually, this is a rather easy question.
You sell cosmetic products that honestly work without hype and without gimmick. Your line of products is based upon knowledge gained from years of experience in the cosmetic industry and a distaste for the marketing scams. Furthermore, your products are formulated on solid, current, scientific research and priced at reasonable reasonable price points. In short, your product lines are a reflection of your philosophy.
Paula, when I hear words like “synergistically” or “comprehensive”, I think marketing BS. I am not saying it isn’t true, but I like plain speak better.
Something like this:
Paula’s Choice is a range of skin-care products that work together to address wrinkles, acne, oily skin, dry skin, rosacea, and sensitive skin. All of our formulations are based on current scientific research, designed to give skin exactly what it needs to be healthy and beautiful.
This is so important – it is your “value proposition”. Everyone is too busy to remember long rambling sentences,you need the 2 minute elevator speech; a quick description of why your company is unique such as “None of the typical cosmetic industry hype, just well researched, clinically tested products that work”. I consult to medical and cosmeceutical companies in areas like branding and messaging and I LOVE your products. I would be happy to help!
Paula, why not say you’re a consumer advocate, and let the conversation take its course from there? It could lead to discussion of your own line – or not.
To put your products in a nutshell for small talk, simply say they’re state of the art products based on reliable research on what’s best for skin. It’s simple.
I agree with David that your consumer advocacy is tremendously important to your loyal, longtime customers and should be mentioned in your answer to the question “what is Paula’s Choice?” I have always thought of your cosmetics line as the only one that grew out of consumer advocacy. I’m sure your team can find a jazzy way to express that! Frankly, without being off-putting, you need to at least hint that you are opposing, or rebelling against, the status quo. In fat, your “cosmetics cop” nickname accomplishes this nicely.
Paula, some of us have loved and appreciated your work since your earliest books, but some of us also have long memories. I recall vividly (pre-Paula’s Choice) your scoffing at skincare claims via SAs that the products should be used together for maximum benefits, that such claims are just sales tactics.
So, no, claiming your own products work as a system doesn’t sell me on your skincare line. In fact, it makes me roll my eyes as surely as if an SA in a Clinique lab coat said it.
I know there have been great advances in skincare since the 1990s, so if other lines do in fact work better when all their products are used, please enlighten us with a list. Otherwise, I can only think of the goose and the gander.
I view your wonderful products as “evidence-based skincare.”
I don’t wear any make-up other than your pressed power and sheer cream lipstick, so my skin has to look the best that it can be and your products really deliver the goods in that regard.
I have to agree with others that the ’synergistically’ whatever sounds like marketing BS. Your company statement is too long and I would never use it as a selling point.
Paula’s Choice is research based skin care that is not animal tested and is formulated to work gently and effectively on most skin types to honestly address a wide range of concerns without hype or false promises. Satisfaction guaranteed, returns accepted. Period.
So what I gather from all of these wonderful comments is the following key points:
*Paula’s Choice needs a simple message that explains our products
*We need to stress Paula’s role as a consumer advocate
*Our major point of differecne is we know what works and what doesn’t, and we only formulate products proven to work as claimed, no false promises
I would also like to critique this statement “Synergistically in comprehensive skin-care systems” – isn’t that the kind of marketing language many other companies are using, while trying to persuade us to buy everything in their line?
It would be better to say
“These are quality products, where everyone is likely to find at least a a few very useful products for their personal skincare needs” – that is realistic, not too much hype.
Isn’t the “synergistic” stuff what Paula has been warning us about?
Since you’ve been a cosmetic industry consumer reporter first & foremost, I think you should start off with that (in a nutshell) and proceed to state that based on what you’ve learned from years of experience that you developed your own line in an effort to cut through the marketing hype to offer quality, comprehensive & well-formulated products based on the latest published research. I, too, have an issue with words like synergistically & state-of-the-art (right off the bat). I, for one, based on my knowledge of Paula’s Choice, would be turned off by someone else starting out that way. Introduce yourself & start on a conversational level. I think people will be more interested hearing about who you are first, rather than simply coming up with a string of adjectives to describe your business. THEN you can move on to your products, and amp up the adjectives as you go along.
I have spoken to lots of people about your products and although your explanation is very professional and exact, possibly consider the viewpoint of hanging out in a “Mommies” group. We are intelligent/educated mothers yet we speak in simpler terms while relaxing and hanging out together with our children. I explain your products to be the best product for my money! You have designed a line to address a wide variety of skin issues without adding more irritation and harm to the skin. Not only do you offer irritant free products but you don’t try to make money off people’s hopes for a miracle product that just doesn’t exist, and in today’s economy that is a must!! In my little group keeping our skin clean, dealing safely and effectively with skins constant fluctuations,and protecting ourselves from sun damage (hence aging issues) are our primary concerns. There are too many products out there promising the “Fountain of Youth” while maintaining beautiful skin and they can drain the wallet. I refer people to your website constantly!! What a wonderful and giving concept to sift through the hype and deliver real information and products without focusing on getting wealthy first. In a nutshell…”Paulas Choice products are safe, cost-effective products geared towards keeping the skin clean and healthy without harming the skin further or promising claims that we as women already should know are just not possible. If you take care of your skin properly now, you will age beautifully down the road. Thanks so much Paula, your website and products are a must in our family!
I tell people that you are a kind of Consumer Reports for skin care, with emphasis on your writing (which I have always loved and looked forward to). From there, you started formulating your own products to meet your own standards, and branched out into an online encyclopedia for beauty products, newspaper and TV, etc.
I think what initially sets you apart is the intelligence and writing skills that you bring to a very confusing marketplace. And of course you have a very loyal following, too!
Paula, if it wasn’t for you I’d be a lonely spinster wearing heavy blue eyeshadow by day and cleaning what was left of my my face with mentholated linseed oil by night. Fortunately, I’ve been a devoted fan since the Illegal Blue Eyeshadow days, so I’m a reasonably attractive 44-year-old with very healthy skin. When I tell people about your products (people always ask me what skin care I use), I tell them that you are a Consumer Advocate reporter and consultant who used her years of exposure and experience to create products based on first hand understanding of “the best of the best of What Really Works.” I don’t think many of us want to use cosmetics that make us feel like we’re test subjects. We don’t want to invest in something that may turn out to have long-term negative effects. We want to know that we have the ability to choose beneficial skin care products in the same way that we choose to eat foods based on their proven ability to be healthy; i.e. apples, soybeans, etc. Your skin care provides a comprehensive range of everything a consumer’s skin may need or want, with products formulated with beneficial and safe ingredients, as determined by the most credible, up-to-date dermatological sources. That’s too wordy for the average airplane-seat-mate. I suppose you could say, “No snake oil here. Just good ingedients your dermatologist digs.”
i think one of the biggest aspects about your brand is the focus on educating your customers–not on your brand per say, but on skincare itself. the more knowledge i have, the more i can think and make decisions for myself, which leads me as a consumer to feel confident and in control. it is extremely apparent that you want to educate people to be able to know how to take care of their skin, and your dedication to that over making money or selling your products (though i’m sure that is still important) makes you trustworthy as a person and as a brand. that is how i found your site–i was looking up information because i wanted to know. Also, and this is huge–i fell as though you trust your customers; you see them as intelligent, curious, and able to participate in and understand the science and research behind skincare. you give your customers credit. i can’t think of any reason why people don’t use your products other than they don’t know about them! and i like the fact that your “store” is online.)
Hi Paula,
Dont know if you actually read these comments but thought I would share anyway. I’ve always been into make up and skin care and very fussy about products and curious about ingredients and hype. I worked at the Cliniue counter for several years and in that time went through every single product on the market. I have problematic skin so I was always on the look out for -products -that- work-. Now my skin is great. EVERYONE asks me what I use. I tell them and they ALWAYS say they have never heard of Paula’s choice. SO I explain it like this:
“Paula’s choice is like the Choice Magazine version of cosmetics. She reviews and audits products and explains why they do and dont work.
Paulas choice skin care is a range of products that contain all the best ingredients and technology without frills, colours or hype. ”
and then they go and buy the Dior anyway becauase of the pretty packaging!
Anyhow – for skin all I know is, Paula’s choice simply works!
Dear Paula,
What you wrote is a mouthful that doesn’t come out naturally when talking to someone – and unfortunately it doesn’t sound much different than what everybody else says.
Why not say that you built your reputaion as the “Cosmetics Cop” analyzing products from a scientific point of view based on their ingredients and effectiveness. That you happily recommend some and expose others as unable to meet their claims. Your readers relied on your no-nonsense approach, but begged you to just make products that worked as well as possible. So now you do and thousands of people trust Paula’s Choice products and buy them online.
An easy tagline, which gets to the *essence* of Paula’s work over the years might be the simplest way to explain Paula’s product line. Something like:
Paula’s Choice, skincare and cosmetics based on science, not advertising.
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