Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Germaine Bolds-Leftridge.
💼 Business Overview
- I Know Skincare: A skincare brand created to empower women—especially Black women—by embracing their real age and promoting self-care.
- Mission: To challenge the anti-aging narrative and replace it with a pro-aging, affirming message: “#RealAge.”
- Inspiration: Germaine’s late mother, whose glowing skin and wisdom about self-care sparked the brand’s creation.
💡 Key Insights
- Anti-Aging vs. Pro-Aging: Germaine rejects the term “anti-aging,” advocating instead for embracing the natural aging process as a privilege and a journey.
- Target Market: Primarily Black women over 40, though the products are inclusive and used by a diverse customer base.
- Marketing Strategy: Focused and intentional—Germaine emphasizes the importance of knowing your audience and not trying to market to everyone.
- Cultural Relevance: The brand is rooted in cultural pride, self-affirmation, and economic empowerment, drawing parallels to movements like Black Wall Street.
🧠 Business Wisdom
- “The win happens in the fourth quarter.”
- “If you don’t like what you see, do something about it.”
- “You can’t sell to everyone. Know your audience and serve them well.”
📦 Bonus Highlights
- Dragonfly Symbolism: Represents transformation and resilience—core themes of the brand.
- Clinical Testing: Products are tested specifically on Black women to ensure effectiveness for their unique skincare needs.
- Legacy Building: Germaine’s goal is to create generational wealth and a lasting legacy for her family and community.
#AMI
#STRAW
#BEST
#SHMS
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