Something from Nothing - Building a Brand Heartbeat

I’m lucky, I work in an industry where what we do gives us the opportunity to be an addition to someone’s life.?There’s a levity to working in an industry full of creativity, colour, whimsy even.?We use words like glow and illuminate – we get to be the creators behind small important moments like the relaxing smell that surrounds you in a morning shower or those 5 minutes getting ready in your bathroom mirror that are just for you.??What I have realized over this past decade is that there is a depth to those individual moments for people that can’t be measured.?We are masters of the moment – and I don’t take that responsibility for granted.???

When I was little my parents always used to read me a book called “Something from Nothing”. It’s about a little boy named Joseph who gets a gift of a beautiful blanket from his grandfather. As he gets older it starts to tear but instead of throwing it away, his grandfather miraculously alters the blanket into useful items again and again throughout the story. THAT is my favourite part of what I do - creating something from nothing, pivoting, adapting, growing, changing, sometimes inventing but often innovating.

I find when I sit down to try to build that “something” I have a few questions that go through my mind - What is the heartbeat here? How does it make someone feel? What makes this product, this brand a living breathing thing? ?The lesson here for Joseph and for me, after a decade of diving head first into the beauty and personal care industry, is that we have to keep an open mind, roll with it, embrace the trends while being gutsy enough to create your own and most importantly focus on how we get to make people feel – life can be crazy so let’s do our best to not minimize the moments.