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Exclusive interview

Starlet Satin: A sleeping beauty brand awakes

By Deanna Utroske

02-Aug-2017
Last updated on 02-Aug-2017 at 19:54 GMT2017-08-02T19:54:48Z

image courtesy of Starlet Satin
image courtesy of Starlet Satin

Cosmetics Design checked in with Lisa Damron, co-founder of Starlet Satin, to discuss the ins and outs of reviving a dormant indie beauty company in a time when new innovations and just-launched brands are in the spotlight.

After nearly one full year of rebranding work, Lisa Damron, co-founder of Starlet Satin tells Cosmetics Design, “It feels amazing to have finally found our focus and direction….We now have a clear vision of who we are as a company and where we would like to go.” 

“It’s been an amazing journey with many lessons learned along the way and we are so excited to share our timeless family beauty secret with the world,” adds Damron.

Simply put, Idaho-based Starlet Satin makes and sells pillowslips. Previously known as Satin Serenity, the company founded by Damron and Crista Sellman-Jones has been around for about 15 years.

Getting started

“Crista’s Great Aunt Amy was a hairdresser to the famous Hollywood Starlets of the 1930’s and 1940’s….[and she] shared her beauty secret with them - sleeping on a satin pillowcase will maintain their hair styles and beautiful complexions,” explains Damron. The beauty secret and technique of sewing the pillowcases was passed through the generations to Sellman-Jones.

This family legacy became a business, which had over time lost focus.

Brand turnaround

“We have a great history and story behind our products and realized that there was very little in our packaging and intellectual property that highlighted our story,” Damron tells Cosmetics Design. “We had also lost our focus on our number one selling product, which was our satin pillowcases,” she affirms.  

“For the re-brand – we wanted to bring the focus back to our flagship product and the story behind it.” The Starlet Satin brand turnaround was fairly comprehensive and really leveraged product quality and benefits as well as the brand story, as Damron outlines:

“Name:  Our name changed from Satin Serenity to Starlet Satin – Our new focus was our story of the Hollywood Starlets who adored Crista’s great Aunt Amy and her advice that sleeping on a satin pillowcase was good for the health of their skin and hair.

“Packaging:  Our old packaging was drab and outdated.  It didn’t stand alone on the shelf and we wanted to create a package that would not only grab the attention of the customer, but stand alone on a shelf to be beautifully displayed to retail customers.

“Fabric:  Our fabric is now custom made to our specifications of a high quality satin that is thick, soft, and luxurious.  Our old satin was the highest quality that we could find at the time, however [it] often arrived with fabric flaws which made for waste during the production process.  It also wasn’t as thick and soft as we wanted.  The satin that we now receive from Japan is absolutely beautiful and flawless. 

“Website:  Our old website was simply put…old.  We needed a website that was more user-friendly and ‘beauty’ focused and reflected our brand direction.”

Moving forward

Starlet Satin markets to women between the ages of 35 – 55, women “who may have heard that sleeping on satin is beneficial and are the top buyers for anti-aging beauty products,” according to Damron. The brand retails on its own ecommcerce site, at salons, spas, and gift boutiques around the States (and at a few international locations too).

The brand is also distributed by skin care pros: “We have a number of cosmetic surgery centers that gift our pillowcase to their clients following facial treatments,” Damron tells Cosmetics Design.

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