Challenge
Before launching Rodan + Fields Dermatologists, the two Stanford University School of Medicine graduates had previously launched the Proactiv Solution, widely regarded as one of the most successful skincare brands of all time. Building on their established reputation, they expanded their skincare line, including their new Multi-Med Therapy products for sun damaged skin. They decided to utilize the direct marketing business model not only to reach a wider consumer audience with advice-based skincare, but also to provide career opportunities for those selling the products. Direct marketing, or direct selling, depends upon well informed and enthusiastic individuals, known as consultants, to sell products directly to customers. How could the doctors reach, inform, and convince these individuals to join their team? They determined to use a mass marketed DVD. This DVD would play a pivotal role in providing company background information, in depth product descriptions, and the business system structure, including the complex, multi-tiered compensation plan. The presentation needed to be both detailed and comprehensive, but it also had to be compelling enough to motivate viewers to join.
