Estee Lauder bought the company and sold it in department stores but the line didn’t do well. The skincare line is aimed at women age 30 and up. The pair licensed Proactiv to Guthy-Renker, a company that sells products directly to consumers via infomercials. It was a game changer because it was sold through infomercials, and it worked. The duo had previously created Proactiv, a skincare line designed to target acne prone skin. Rodan + Fields was started by two Stanford trained dermatologists, Katie Rodan and Kathy Fields. Out of all the peer-to-peer beauty companies on the market today, Rodan + Fields is by far one of the most successful. They host shopping parties with plenty of cocktails and may casually mention a fabulous new lash product in the school car line or at Pilates class. This new army of consultants uses Facebook and Instagram to promote the products. What is new is how brands such as Rodan + Fields have taken the peer-to-peer model and adapted it for the digital age. Women in the 60s sold Tupperware to each other at home-based parties, and brands such as Mary Kay and Avon established themselves by having their saleswomen sell directly in their communities. The peer-to-peer business model isn’t new.
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What are the Best Skin Care Products of 2022? In their free time, they sell skincare brands such as Beautycounter, Younique and Ever Skin as well as retail brands such as India Hicks and Stella & Dot. Women, especially stay-at-home moms looking for flexible work options, have jumped on the peer-to-peer bandwagon. Like a growing number of companies, Rodan + Fields relies on an army of “consultants” to sell its products directly to consumers. If you’re a woman in your 30s or up, there’s a good chance that a fellow mom or gym pal has tried to sell you Rodan + Fields products.
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