Circle of Friends was started with the mission of creating a professional hair, bath and body line for children, while introducing them to a world of styles and cultures. Founded in 1995, Circle of Friends became a PBA member in 2007. PBA caught up with Eleanor Keare, president and owner of Circle of Friends, this October to ask about the behind-the-scenes work of producing and distributing a professional beauty product to a niche market.
1) What is the origin story of Circle of Friends?
Circle of Friends (COF) was started in 1995 by a mom who was working for a contract manufacturer. She saw a need for children's professional products. During her own childhood, she moved every few years with her father's job, so she had the benefit of learning first hand about many of the world's cultures. She wanted her own children and others to have that same experience. The inspiration for COF's multi-cultural packaging was born! After running the business for five years, she sold it to an investor so that she could spend more time with her family. That investor hired me at the end of 2002 to run COF for him. In 2005, I bought COF from him with the objective of further expanding distribution and launching innovative new products.
2) How successful has your innovative line of children's products been?
Circle of Friends is the leading children's line in the country. We are in more doors than our competition and we offer the most comprehensive product assortment. Our salon/beauty supply business has grown every year, up to 40%. Our sales success is due to many factors. Our unique branding and packaging attracts children and parents which encourages trial. Our exceptional product quality keeps them coming back for more. Our trade partners appreciate our strong customer service including communication, order turn around and in-stock ratios.
3) How wide is your distribution? Where could I buy a bottle of Ana Banana Shampoo?
Our products are available nationwide through salons, spas and beauty supply stores. In addition to our full service distributors' professional-only stores, we are also available at Ulta Beauty Brands and select Beauty First stores.
4) Do you have plans to expand into other areas of the industry or into other lines of child-specific products?
We launched our lice prevention system, called Lice Defense, with two products in 2007. They have been so popular; we launched two styling SKUs to the range this year. We have several other new product categories in development for launch in 2009. We are very excited about them, but need to keep the details a secret at this time.
5) Where do the names of your individual products, like Hans' Oom Pah Pah Shampoo, come from?
We do extensive country research as part of product development for each new product. It's important that the character comes from a country that grows or represents the fruit that inspires the fragrance. The creative names (e.g. Oom Pah Pah Shampoo or Dragon Dance Conditioner) are a result of our research.
6) How do you get the word out about your products to your customers?
We offer lots of product sampling. For example, we give out product samples to over 100 charities each year. COF also does smart marketing through the internet and bloggers-we have dozens of blog reviews. We also attend about a dozen trade shows each year. COF works with PR firms to support new product launches and special events.
In-salon marketing is also a big part of our outreach program. We have a generous back-bar and tester program for stylists, give out extensive merchandising materials and offer suggested planograms.
7) What advice would you give a manufacturer looking to start a line of beauty products that fits a niche such as children's beauty?
It takes time to grow distribution. We have a very loyal customer base, which we have been building and nurturing since 1995. Don't expect overnight success! Your product and your brand must have a point of difference.
8) Why are you a member of PBA?
It's important to support our industry; a weak industry is bad for all businesses. We also joined to take advantage of the membership discounts and networking opportunities.
Visit circle-of-friends.com to learn more about this pioneering beauty company and to view their full product line. Know of a member company you'd like to learn more about? Email marketing@probeauty.org with suggestions for future member profiles!