Based | 1999
Headquarters | Foothill Ranch, CA
Prime Executives:
Joni Rogers-Kante, Founder and CEO
Philippe Guerreau, President
Merchandise | Magnificence and Private Care
Across the 20-year mark, most firms are nearing the tip of their lifespan—in the event that they’ve made it that far. SeneGence marked its twentieth 12 months in 2019 by navigating an intense season of explosive progress, solely to be adopted by the challenges of a worldwide pandemic. Now, because the mud of large growth and logistical maneuvering settles, SeneGence is stronger than ever and able to tackle the world.
Agility Is Every thing
When Founder and CEO Joni Rogers-Kante launched SeneGence in 1999, it was assembly two very distinct wants—one had been slowly rising inside her for years and the opposite was extra speedy. The primary was a want to construct an organization of her personal, after experiencing large success as a guide in a direct gross sales firm. The second was the easy want to maintain her make-up wanting fabulous, no matter no matter got here her approach.
“Since 1999, the inspiration for SeneGence has not modified however it has advanced,” she defined. “It began when my then-toddler son would contact my face and provides me kisses. He would smudge my make-up, inflicting me to must re-apply a number of instances a day. I believed somebody must develop cosmetics that don’t come off. That’s what impressed SeneGence and LipSense, the primary long-lasting lip coloration in the marketplace. From there, our inspiration has advanced to offering merchandise which permit ladies to feel and look their greatest and supply them a possibility to dwell their lives in love and abundance if they’re keen to work for it.”
LipSense, SeneGence’s flagship long-wear lip coloration nonetheless hasn’t “budged,” and it continues to be an anchor for the corporate’s beauty line. However SeneGence has grown to supply a lot extra. In the present day, the corporate delights prospects and distributors alike with a full vary of non-public care merchandise, together with long-lasting coloration cosmetics, anti-aging skincare, physique care, hair care, solar care and males’s merchandise.
From 2013 to 2017, SeneGence grew by one hundred pc 12 months over 12 months. That spectacular progress resulted in equally spectacular rising pains. In 2016 and 2017, the corporate had offered out of many merchandise and was scrambling to maintain prospects glad; however what Joni and her staff lacked in provide, they made up for in agility and willpower. The staff tailored, confronted challenges collectively and emerged from that excessive season with classes discovered and an excellent stronger tradition of belief, grace and persistence—all virtues that they had no approach of realizing they’d want in even bigger measure for what would lie forward.
Simply because the enterprise had soothed the rising pains of growth, 2020 arrived with a recent set of problems to navigate and issues to resolve. However by this time, Joni and her staff have been consultants at adapting and knew find out how to shift gears shortly.
“I’m significantly pleased with our capacity to be agile and adapt to wanted change,” she mentioned. “COVID-19 proved this. We sustained and, in some methods, thrived in the course of the pandemic; discovered new strategies for conducting enterprise; and adopted a few of these classes into how we conduct enterprise as we speak.”
“We have been prepared as a result of we’d fastened our provide chain. We’d fastened our programs by the point the pandemic got here,” Philippe Guerreau, SeneGence President, shared. “By midnight on the day of the Governor’s orders, we had dozens of vehicles going to Oklahoma with stock. We duplicated our logistics. So if California was fully shutting all the things down, we might nonetheless service our prospects from our places of work in Oklahoma.”
As rivals have been slimming down their product choices, SeneGence continued adapting, including new merchandise and reallocating efforts to new, all of a sudden essential actions, comparable to manufacturing hand sanitizer for first responders.
“We’d by no means made hand sanitizer earlier than,” Guerreau shared. “However we made hand sanitizer in lower than a month. We began to drop them in each considered one of our orders and equipped them to first responders in each our California and Oklahoma communities.”
Magnificence and Enterprise Are Private
Simply as Joni designed a product and an organization round her targets and desires, SeneGence gives ladies the prospect to do the identical, with a variety of merchandise that meet the totally different wants of each lady and a versatile enterprise alternative the place the sky’s the restrict.
“The fantastic thing about our trade is that we’re twofold,” Guerreau defined. “One, we provide a possibility in a profession for girls to have the ability to obtain monetary independence; to have the ability to have a social life that they need; and to get to know folks, make associates and have the ability to drive their very own enterprise and be entrepreneurs. The second side of it’s that we offer merchandise which can be superb to prospects to assist them really feel extra self-confident; to really feel good; and to really feel that the merchandise are actually working.”
This private strategy to each magnificence and enterprise has confronted challenges all through the previous couple of years, as connecting on-line has changed many face-to-face actions. And whereas SeneGence has largely gone again to in-person promoting, assembly and coaching, the corporate has inspired distributors to search out the steadiness that works for them.
“Nothing can exchange direct gross sales. The one-to-one relationship—the relationships distributors have with their associates, the folks they know from church or college, the folks they really get to know on social media—that may by no means get replaced by brick-and-mortar firms,” Guerreau mentioned.
From the Inside Out
As a magnificence firm based by a sensible, formidable feminine entrepreneur, it solely made sense for SeneGence to accomplice with like-minded ladies. So, the corporate’s partnership with the Miss USA and Miss Teen USA pageant is a pure match. In 2021, SeneGence was introduced as Miss USA’s official presenting sponsor, and that partnership continues. Very similar to the SeneGence alternative, the Miss USA Pageant is about a lot greater than magnificence.
“The Miss USA group is dedicated to inclusiveness and permitting ladies from all backgrounds and circumstances to be the perfect model of themselves,” Rogers-Kante mentioned. “That is in full alignment with the merchandise and alternative provided by SeneGence to our prospects and distributors.”
SeneGence will quickly share one other approach that actual magnificence begins inside. The corporate is making ready for the launch of diet merchandise that can construct magnificence from the within out. Particulars about this new product line are anticipated across the first quarter of 2023.
“After we take a look at the long run, we ask ourselves how can we offer merchandise for folks to really feel good and assist them have good well being,” Guerreau mentioned. “That’s why we’re going into diet—as a result of we consider in each magnificence from the surface and sweetness from inside.”
As SeneGence continues to adapt, thrive and empower ladies throughout the nation and around the globe, Joni and her staff are anticipating what’s subsequent.
“We’re open and at all times able to study new issues,” she mentioned. “Between our unbelievable house workplace staff, who retains us rising and transferring ahead, to our distributors who hold us on our toes, on daily basis is one thing new and thrilling. We are challenged and excited by in search of methods to be first to market and that’s what retains us going robust.”
From the December 2022 problem of Direct Promoting Information journal.
