Speaking exclusively with CosmeticsDesign-Europe.com, Sam, the man himself behind the unisex personal care company for teens, says that equality is the main message behind the brand, having tried to buy a deodorant for his daughter and was left ‘dumfounded’ by the gender segregation and sexually submissive and aggressive stereotyping used to sell the products.
This led to him creating his own deodorant, obtaining a diploma in cosmetics science through the SCS, and creating a range of gender-neutral skin and personal care products.
“Young adults first use our products as they are going through enormous changes, both physical and emotional,” he says. “Personal Care products are kept in the most private spaces in the home and are used every day, on the most intimate parts of the body.”
“It’s hard enough dealing with peer pressure and school, what they don’t need is to be encouraged to feel inadequate or embarrassed by being pigeonholed and defined by their sexuality, when all they want is to not smell at school and have clean hair.”
“‘Personal care’. These two words mean something to me. I care about how our industry interacts with young people, it’s personal.”
For a demographic that has to deal with these pressures and who are affected by low self-esteem and body confidence issues, Sam says that it presents an ‘amazing’ opportunity to engage with this age group but without segregating them by gender – given that skin and hair has essentially the same structure scientifically.
“I believe we can have a positive impact on the lives on young people and how they feel about themselves,” he continues. “We need to stop talking at them and start listening to them. We need to change and evolve alongside them as they’ve so much to teach us.”
Maintaining philosophy
This philosophy runs right through the business, even when it comes to distribution, as Sam reveals that he has even turned down retailers who want to stock his products purely because they don’t share his belief.
“I’m driven by equality in personal care. If the retailer doesn’t share my belief then it’s disingenuous for me to then go into partnership with them,” he explains.
“A large retailer can swallow you up and spit you out the other side, then it’s all for nothing. It’s never been about unit sales or exit strategies; it’s about providing young adults with an affordable alternative to the aggressive and submissive sexual stereotyping and introducing them to personal care in a positive and meaningful way.”
This approach does have an impact on the business as it doesn’t grow as fast, but Sam says this doesn’t bother him as he feels he is able to hold his head up in a roomful of scientists and keep his integrity in the marketplace.
“I’m not interested in short term gains; I want to change personal care for future generations of young people as they negotiate adolescence,” he says. “Growing the business slowly but steadily means I keep control. My message can’t be watered down or controlled by investors who, understandably, are generally only interested in financial gain.”
“‘Personal care’. These two words mean something to me. I care about how our industry interacts with young people, it’s personal.”
This is the first in a two part interview series with Sam Farmer. Part Two will be on the site next week...