We are completely into the US skincare brand Heritage Store, so when the opportunity presented itself to interview the company’s Chief Marketing Officer, Maura Cannon Dick we were 100% in! Maura talks us through her career background, passion for skincare, the products she takes on holiday, and where the brand is heading in the future.
Tell us about the journey that led you to launch your brand Heritage Store…
I have spent my entire career, more than 20 years in the beauty industry and I’m incredibly passionate about skincare. I was excited to join the Heritage Store brand to revive it and lead its first ever rebrand in over 50 years. The UK will see our new packaging introduced in September and will be supported with a fully integrated marketing campaign.
After working on more traditional brands like Clinique and Origins, I was immediately drawn to Heritage Store and the brand ethos, it’s a positive self care brand formulated with minimal plant based clean ingredients, something I’m very passionate about. The time tested formulas are beautifully crafted and energetically uplifting. Heritage Store has been a leader in soul-to-skin beauty since 1969. When you feel good, you look good and that’s what Heritage Store is all about.
What’s been the biggest challenge you’ve faced and how did you overcome it?
My biggest challenge as CMO has been figuring out how to breakthrough with a brand known for a small selection of hero products; mists, toner and castor oil, and discover the most engaging ways to highlight to our consumer that all of the products are efficacious and ritualistic. Good vibes, great skin (and hair!). We have a robust skincare innovation line launching this year and next which we are really excited to share with everyone.
Hero Heritage Store Products
If you were to describe your business mantra in three words, what would they be?
What advice would you offer anyone interested in venturing into the beauty and skincare industry?
Follow your passion and you will always succeed. I have loved skincare since I was a young teenager so working in the space has come naturally to me. Immerse yourself in the category by reading trade publications, always trying different products, reading product reviews, following brands you like on social media and checking out in store experiences. I’m constantly doing all of the above to glean ways to strengthen the Heritage Store brand.
Talk us through an average business day in your life…
These days it’s mostly video calls all day long! I’m constantly collaborating cross functionally with my teams; creative, copy, digital, social, product, innovation, operations and finance. My team is half remote and half in Salt Lake City, UT so we all come together once a month at our corporate headquarters in Utah with beautiful views of the Wasatch Mountains. It’s important to do this for team morale and creativity. Being so close to nature and the mountains is energising.
Business can be an upward struggle at times, what do you do to stay positive?
Every day I focus my energy on the biggest opportunities and don’t get caught up in too many details or things that could or do go wrong. I approach every meeting with my team as a fresh start, despite challenging days. And I spritz Rosewater to refresh my skin and mood whenever I need a pick me up.
What is your go to quote when lacking motivation?
I love this quote by Maya Angelou:
“My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humour, and some style.”
How much has social media played a role in the success of your brand?
Social Media has been HUGE in the US and it’s building now in the UK! Please follow us @heritagestorenaturalsuk – can’t help a shameless plug as we grow our following in the UK. Building our strong engaged community has been key for our US business. We now engage our loyal followers with educational content, soulful moments, brand updates, product spotlights, pro-motions, and our philanthropic initiatives.
How do you want people to feel when they first see and try Heritage Store products?
I want people to feel happy when they see our new packaging and curious to try a refreshing Rosewater spritz. It will immediately elevate mood and create positive vibes.
Our readers love to travel, what destination is at the top of your bucket list, and which of your products would you take travelling with you?
I will be spending time on Nantucket Island this summer off the coast of Massachusetts. I’ll certainly have my Rosewater spray handy to refresh my skin and hair after a bike ride or while at the beach. I also can’t live without my 2 oz Castor Oil mini bottle to use on my brows each evening. And of course I’ll have my new soothing Rosewater Regimen in my toiletry case Milky Cleanser, Toner and Moisturiser, coming to the UK in September.
What’s next for you and your brand?
We are excited to continue our international expansion across Europe. In the UK we are continuing to expand our availability and September will see us go live on SuperDrug.co.uk. We also have a number of new products launching in September so watch this space.
Where can people find out more about Heritage Store?