This CEO Is Rebranding a 30-Year-Old Company
And based on her previous experience, she's going to kill it.
Joy Chen can transform a business, even in midst of economic downturn. She joined Yes to Inc., after 17 years at Clorox, quadrupling the business revenue and increasing the valuation of the company five times. During her role as CEO of Yes to, Inc. the natural beauty brand was recognized as one of the Top 100 fastest growing companies in the SF Bay Area.
Last year, after five years with the company, Chen left Yes to for H20+, a beauty brand that's been around since 1989. Chen is helping modernize the co. (it's now H20+ Beauty) grow its global presence, and remains ever-enthusiastic about the jump from startup to established brand.
We checked in with CEO to get her take on innovation and playing it safe.
Can you tell us a little bit about your background? You’ve worked with some major brands, you were a VP at Clorox, you’ve turned major companies around, but where did you get your start?
I worked on many brands when I was at Clorox – from cat litter to cleaning products to bleach. Through this time, I worked on many brands including brand turnarounds where the brand was in trouble and had to revitalize it for growth. I realized that I was most challenged and excited when I was fixing a business problem like that. That’s why when I left Clorox, I was looking for a brand that I could turnaround to profitable growth.
Was there a “grunt job” that you remember hating, but ended up taking away some major lessons that you’re now grateful for?
I had to take a sales role at Clorox, but my career was in Marketing and my goal was to be a general manager someday. I saw the sales role as a setback to my career path. It turned out to be the best role I have ever taken because it set me up to be a better CEO. It taught me how to sell my ideas and influence others to come along with my vision. I met one of my mentors, who was then my boss. He taught me how to be successful in a male-dominated corporate world.
Let’s chat about your current position as CEO of H20+. This is a brand that’s been around since 1989. How do you innovate and differentiate with a brand that’s almost 30?
Innovation and differentiation are the lifelines for building brands. It does not matter how old a brand is, there is always a way to innovate because consumer needs always change. I worked on Clorox Bleach when it was around 80 years old and I launched concentrated improved bleach which ended up changing the entire bleach category.
"Innovation and differentiation are the lifelines for building brands."
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At H2O+ Beauty, we took the DNA that made H2O+ successful 26 years ago, and brought it into our re-imagined brand to meet changing consumer needs. This resulted in a collection of simple yet effective products, which brings beauty back into the hands of the consumer. As part of the legacy of H2O+ Beauty, innovation will continue to be part of our ongoing plan in addressing consumers’ ever-changing needs.
What are you working against when you’re rebranding?
The challenge is how to retain our current loyal consumers while making changes in the rebranding to appeal to new consumers. We made the products better and more effective, and we also removed the no-good ingredients like phthalates, parabens, mineral oil. Additionally, we are also working to shift our distribution channels so they are consistent with the omni-channel shopper. For example, we are placing emphasis on establishing our website as our new flagship store and supporting it with other brick and mortar beauty retailers like Ulta.
When rebranding you have to take a creative approach. But what are some creative approaches you’ve taken with leadership?
We have studied and gotten inspiration from disruptive brands in categories outside of skincare and beauty to refine our rebranding. In addition to consumer feedback, we have incorporated feedback on our rebranding from industry experts including retailers, beauty editors, influencers, and agencies. We found these creative approaches have shaped the reimagined H2O+ Beauty brand.
What’s exciting about working with an older brand? vs. a brand like Yes to?
H2O+ Beauty has a strong heritage and many have heard of it. It also has proven to be successful in the marketplace with its innovative products, particularly its Oasis Hydrating Treatment, the first of its kind featuring hydrogel technology. When we share the news of our rebranding with industry experts it’s even more exciting as they are familiar with the success and history of the brand.
When is the right time to play it safe?
Never if you want progress. One of my favorite quotes is a great reminder: “Progress always involves risks. You cannot steal second base and keep your foot on first.”
On the flip side, you’ve talked about “punching above your weight class.” When is the right time to aim up?
Always. My mentor has told me that danger lies not in setting your aim too high and falling short but in setting your aim too low and achieving the mark. It’s always important for a leader to aim high and lead the team to achieve the goal.
"Danger lies in setting your aim too low and achieving the mark."
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What are some tenets of building a smart brand that will always be successful?
1) Be clear and consistent with what the brand stands for. 2) Respect your consumers as they are always right. 3) Strive for positive change that benefits the consumer, the team and the broader community.
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7 Ways Successful Women Say Yes to Their Day
Today is definitely the day.
Moaning about Monday is very 2015. This year is all about finding ways to infuse our days with happiness and joy that lead to a sense of fulfillment and empowerment. Shifting your mood and what you say YES TO affects your career (and life) in more ways than you know.
So we checked in with our friends at “Yes to” who know a whole lot about just that. So yes to you with these 7 tips that will make your day naturally brighter.
1. SAY YES TO MUSIC IN THE MORNING
Music isn’t just entertainment. It can also give you the sense of power needed to get you through the day. Scientists have found that songs with heavy bass (hello #LEMONADE #sorry #formation) motivate us and give us the energy needed to make it through the day.
So whether you sing in the shower (while detoxifying with Yes to Tomatoes Charcoal Cleanser), drive to work, or rock a headphone while on the subway, you can play tunes that inspire feelings of power and more complex conceptual thoughts.
2. SAY YES TO FLOWERS ON YOUR DESK
Everyone knows that fresh flowers look pretty, but studies have shown that florals in an office setting can also help reduce stress (yes, please) as well as pollens in the air.
You may not be thinking about air purification when decorating your space, but when you breathe easier, your head is more clear. Which means, you’re working smarter. A lot of people assume air plants and greens are best for desks, but did you know that gerbera daisies pack quite the air-purifying punch? They are a pop of color that also work to filter out benzene that is spread in the air by inks.
3. SAY YES TO A COFFEE BREAK
As if you needed an excuse to take one, a mid-morning java run is good for the brain (and body). It’s important to keep moving during the day and leave your desk from time to time.
A coffee break also boosts workplace culture two-fold. One, there is something about a coffee break that feels like you’re rewarding yourself. It sends signals to your brain that you’re doing a good job and you deserve it-- which, let’s be real, you do. Two, if you snag a co-worker and bring them along, they are receiving the same reward benefit and you’re also building non-competitive office culture.
4. SAY YES TO SOMETHING SURPRISING
No matter what, you are going to have to say “no,” to certain projects, people, and proposals. That’s part of any job. But sometimes we tend to say “no’ to things because of an unaddressed fear. Maybe you don’t want to take the lead on a meeting. Maybe you think that you’re not quite capable of taking a client meeting alone. Maybe someone offers you an in-person interview when you’d rather send an email Q & A. There are a lot of ways we say “no” to things during the day at work out of fear-- oftentimes without even realizing it.
Next time your knee-jerk reaction is to say “no,” say “yes” instead and inject your career with a bit of confidence when you realize you are capable of handling the situation.
5. SAY YES TO WIPING OFF YOUR MAKEUP BEFORE HEADING TO THE GYM
If the work week is a marathon, the individual days can feel like sprints. And sometimes we forget to do the most simple tasks. From remembering to drink water (proven to increase productivity and focus) to taking off our morning makeup before we head to the gym to let off some steam, these small actions are important. Keep Yes to Cucumber Facial Wipes in your work bag and be sure to remove the day’s ups and downs from your skin. Sweating is great for our mind and body, but if we’re sweating with pores clogged from makeup it can create impurities known to affect self-confidence. This in turn, affects our work.
6. SAY YES TO A HEALTHY DINNER
On average you can raise your productivity by 20 percent if you are eating the right foods. Fish is the classic brain food fortified in Omega-3 fatty acids and rich in oils essential to brain function and development. Omega-3s also help our memories as we age. Sushi for dinner anyone?
7. SAY YES TO GETTING A GOOD NIGHT SLEEP
A good, restful sleep is imperative to starting the next day with a fresh perspective. That means, keeping the tech out of your bed--sorry! How many of us sleep with one hand on our phones? Or scroll Instagram before snoozing? Or get locked in a three-hour Netflix binge on accident? It’s affecting our sleep-- we know you know this. Get a calming night sleep, do your skin a favor with Yes to Cucumber Calming Night Cream, and say yes to you and wake up refreshed.
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Up In the Air: 3 Ways Boss Women Fly Hydrated
It's 10pm and you're in the airport lounge waiting to board a redeye for your business trip across the country. It's a flight path all too familiar to you-- after all, the hustle can sleep on a plane. Why not make moves across the country to make moves with your career the next day? You say it's time well-managed.
However, it can ravage your body. The mixture of recycled plane air, low humidity environments, and the moisture zapping tendency of winter, can leave you with dry skin, itchy eyes, and you're even more prone to catch a virus. So, what's a boss to do?
Drink Water
This may seem obvious, but for anyone on-the-go a drink and a movie sounds much more appealing (especially on a redeye) than a bottle of water. But make a point to buy a big one before you get on your flight, and make sure you finish it by the time you land.
Flyers tend to nix big bottles of water to avoid annoying their aisle mates by heading to the bathroom every hour, but lack of water and sleeping on a plane make for the perfect recipe for fatigue. Which, IS THE LAST thing you need when you're trying to nail down and impress an investor.
Have trouble remembering? Make it a game and take a sip every time the stewardess turns on the seatbelt sign.
Take Emergen-C or Airborne
It's not in your head that you always get sick on a plane. The air inside the cabin of a plane usually has a humidity level of 10 to 20 percent, which is much lower than typical indoor humidity of 30 to 65 percent. This low humidity level actually affects your health. When your airways are moist, the lining traps viruses from entering your body. When they are dry, those germs have a one-way ticket to your body.
Pack an immune booster in your carry-on.
Pack the Right Moisturizer
Dry, itching skin is the worst. So is a dehydrated looking face. You want to look fresh-faced and rested when you step off the plane. Yes to has a new line formulated specifically for dry skin. The Yes to Coconut is a natural collection that combines nourishing moisturizers like coconut oil that's perfect for skin in need of heavy hydration. To wipe away impurities and makeup try the Coconut Cleansing Wipes. The Ultra Hydrating Facial Souffle Moisturizer is non-greasy and super hydrating. And a dab of Ultra Hydrating Overnight Eye Balm says bye bye to dry eyes as you say hello to a new city.