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Wrinkles Schminkles founder and CEO Gabrielle Requena

Three years after launching its wrinkle-fighting silicone pads onto the Australian market, Wrinkles Schminkles is continuing its smooth journey to success.

Launched in 2015 by company founder Gabrielle Requena, Wrinkle Schminkles’ medical-grade silicone pads” were created “to treat and prevent the formation of lines, creases and wrinkles”.

According to Gabrielle, the reusable pads adhere to the skin but “go way beyond the popular sheet masks or skin patches currently available on the market”.

“Rather than try to ‘push’ an ingredient topically into the skin, Wrinkles Schminkles silicone pads generate hydration and stimulate collagen production from the inside out,” she says.

“When a pad is placed onto the skin, it creates a micro-climate environment between the skin and the silicone. This helps the skin heal itself as hydration is drawn up from the lower layers of the skin to the dermis, causing it to plump and smooth itself.”

Gabrielle says the pads, which are left on the skin while the user sleeps, produce “immediate results after the first use” as well as “cumulative results over time”.

She attributes Wrinkles Schminkles’ continuing growth since the launch of its first product, the chest/décolletage silicone pad, to the fact “there was, and still is, no other product that can deliver such immediate, overnight results to visibly soften and treat wrinkles”.

“Wearing the silicone pads while you sleep literally delivers the results we say they will – wrinkle-free smooth skin the morning after.

“Outside of in-clinic treatments like botox, fillers and lasers there just isn’t any other category of homecare product that can deliver the same results.”

Although the pads are sold at wrinklesschminkles.com and other online retailers, Gabrielle is adamant that salon and clinics have been an integral part of the brand’s distribution strategy since its launch.

“Salons and clinics are a very important part of our marketing mix and distribution,” she says.

Image supplied by Wrinkles Schminkles

Indeed, the brand has recently rolled out new initiatives to further grow and support salon and clinic stockists.

“We have introduced a mix of opening orders to suit all salon sizes as well as ‘no minimum order’ quantities beyond opening orders,” says Gabrielle.

“For new stockists we also now have a 60-day buy back policy on any unused product they haven’t been able to sell so they can try the range with minimal risk.”

In addition, Gabrielle will be appearing on The Salon Marketing Coach Show on Facebook Live on April 18 and is planning “two really exciting TV appearances for the brand mid-2018” which will “undoubtedly enable the brand to enjoy another growth period”.

“The impact of our appearance on The Real Housewives of Sydney last year was so beneficial for our salon stockists as their clients had been exposed to the brand.”


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