traline is an innovative aesthetics company committed to your overall health and well being- both inside and out. They believe that confidence is ageless. And they’ve made it their goal to help you once again see the true you in the mirror every day: Youthful, refreshed, and self-assured.
At House of Coco we love everything that this brand stands for and so we went along to find out more. Here, we chat to Blair French who, not only has a super cool name but he is also the VP of Marketing…
When did you launch the brand and what was the reason behind it?
Intraline Lifestyle Aesthetics launched in October 2015 at the Clinical + Cosmetic + Reconstructive Expo (CCR). We have a growing portfolio of high quality preventative and restorative treatments to combat the signs of aging. It started with our flagshio Hyaluronic Cid Dermal Fillers, Intraline One and Intraline Two and our Restorative Moisturizer with Sea Buckthorn.
The clinician and consumers view of the aesthetic industry have parallels. Currently, there are questions over regulations, the quality of products and the training of clinicians. Traditional media primarily amplifies this perception, as headlines are rampant with negative headlines and patient stories that would make the general public question receiving a treatment. In addition, top organizations like the British Association of Aesthetic Plastic Surgeons (BAAPs) are continuously discussing the need to “Tweak not Tuck” and encourage educated patients walking through their clinic doors.
The above is a key motivator behind how we do business and promote our products at Intraline Lifestyle Aesthetics. We accept that the stories have merit, but we want the attention to be on clinician and consumer education. We will be proactive in creating a behavioral/social change around the perception of the industry. We would like to build a rapport with both clinicians and consumer that is fresh, unique and most importantly, genuine. There are amazing clinicians and products in the market, which should be highlighted and supported in combination with ensuring consumers, are provided the right tools to allow them to make the right decision when considering an aesthetic treatment.
What’s your background?
I’m Canadian, but seriously, I’ll try to keep this short and sweet! I have a Bachelor of Science and Diploma in Communications, a perfect blend for working in the Aesthetic Industry. Prior to Intraline Lifestyle Aesthetics I held variety of marketing roles, but it wasn’t until Fairmont Hotels and Resorts that I got my true taste of luxury branding. I was responsible for hotels in the Pacific North West, Europe, Middle East and Africa and honed my skills as a brand storyteller. I am excited to take my 15 years of experience into my current role of VP of Marketing for Intraline Medical Aesthetics.
How many people are involved in the company and what are their roles?
Currently, we have 12 employees split between our Head Office in Kelowna, Canada and our UK Sales office in London. It is an exciting time for Intraline as we are expanding rapidly and I encourage everyone to look at our Join the Team page
Our company is steered by a truly visionary CEO, Reece Tomlinson. Personally he has been an amazing mentor to work with and has truly supported the vision for the Intraline Lifestyle Aesthetic Brand. Combining that with the cultural vision of our VP of People and Culture, Kaz Zvanitajs, we are building an amazing team and company.
I feel like this is an Oscar Speech, so as the music comes on, I would like to also highlight the work of Sandip Badyal, Director of Regulatory Affairs. She makes sure that our products get to market and allows the Marketing and Sales team to work their magic. Not to mention our design and UK teams! Phew! Done!
If you could start over with the business, would you do anything differently?
For me, I always go in 100% and do everything possible under the time and resources available. That ambition and drive has been instilled in me from a young age by my parents. So to the questions would I have done anything differently, my answer is no.
That is not to say everything went perfectly. When something doesn’t go as intended, it is a huge learning opportunity, both personally and for the company. We can take the information and apply it to future projects to ensure we as a company are constantly progressing and improving. Over my years, I have learned it is ok to fail. It is how your react and what you do with that failure that will determine long-term success. It is amount moving forward and not dwelling on the past.
What is the hardest challenge you have faced since you started the company?
As a marketer and brander, you dream of being able to create a brand from scratch. But, with this comes the pressure of being responsible for every visual/ written aspect of the brand! That can be a lot of pressure, but as long as you do the research and create something that is relevant and genuine to the end user, it can also be the most rewarding.
Intraline truly lives and breathes the lifestyle approach to marketing. It is engrained within our company values and culture of a company it is easy for us to genuinely promote this. The hardest part of the journey has been to effectively communicate this to clinicians who want to buy our treatments and to consumers who what to feel valued and understood by a brand not pressured to change their appearance. It is about enhancing what you already have and celebrating that. It is the attitude of less is more.
The amazing part is that this position and stance has been understood and continues to build traction. A true behavioural shift is happening and that is the most powerful result.
Tell us one fact about you that people wouldn’t know?
Hmmmm… When travelling for personal reasons I like to push myself physically and emotionally. Last year I went on an 8-day rafting expedition on the Kilnaklini River in British Columbia, Canada. We were one off only 18 trips ever to paddle the river and the first in four years. More recently, I did my first Back Country Skiing trip. You have to continue to push yourself outside your comfort zone to really see how much potential you have. Plus you are never to young our old to do so.
2016 is here, where do you plan on taking the brand?
For 2016, our goal is growth. For the launch, we focused on the UK, but we are a global company and want to continue to build. Additionally, we have some very exciting product launches in the near future that I can’t wait to share! The journey for us is only beginning.
To date, what has been the highlight since launching?
There have been so many highlights and things to celebrate. As a marketer and brander the biggest reward is that people have articulated that they understand our brand and company, relate to it and want to start their Intraline story.
Our UK Team has been working so hard and to see the sales/ orders come in is amazing and something that they should be proud of. They are the brand warriors on the ground and live and breath the vision every day in front of the public.
Which city do you feel most at home in, London, Paris or New York?
This is an easy one for me: London! I had the privilege to spend two months in Kensington when I was 20 and for that reason, London will always have a little piece of my heart. More recently, I explored the Shoreditch area with Kaz and had an amazing brunch at Dishoom.
Three beauty/health products you can’t leave the house without?
I would like to do a Public Service Announcement to men and encourage them to look for products that care for their skin. For me there are two essentials: a good lip balm as well as Intraline Restorative Moisturizer. Also, during the summer months, a good sunscreen is key.
When asked anything about style, I always default to New York legend Iris Apfel and my favorite quote, “Fashion you can buy, but style you possess. The Key to style is learning who you are, which takes years. There’s no how-to road map to style. It’s about self-expression, and, above all, attitude.”
Best thing about London to you?
Getting lost in all the neighborhoods. To me it is a very walkable city and you always see so much more when you walk.
What Item of Clothing do you never travel without?
For me, it is essential to have a great sport jacket and fun Bowtie, that way you are ready for any occasion that may pop up. If I could pick one more thing, it would be a pair of Nude Jeans. Once you find the perfect pair and fit- stick to it.
Best place for a coffee?
Stumptown Coffee Roaster, which is in the Ace Hotel Portland. Great coffee, cool vibe and the best people watching.
I recently bought a house and now I am addicted to the website Houzz – so many cool ideas and ways to spend more money.
If you could spent 24 hours anywhere in the world, where would it be?
I have been so lucky to travel to a lot of places. One area I would like to explore is Patagonia, but I think I need to take more than 24hours.
Where can people find out more?
There are many ways that you can converse with Intraline but the website and twitter may be the best start.
For our medical treatments one has to go through a qualified clinician, but if interested in our topical products you can now buy through shop.intraline.com. The restorative cream is a great preventative product to start with.