HAPPI - October 2015

DESIGN ESSENTIALS

alternatives to sodium hydroxide, even though McBride is convinced it gets a bad rap in the beauty press and in salons.

“There is a proper way to use straighteners, but it requires proper education,” observed McBride.

Today’s Trends

To make sure that stylists are properly trained, Design Essentials conducts three different types of classes: in-salon, which involves five or six attendees; interactive ( 30-40) or seminar (100-150). At the same time, the company works with more than 250 beauty schools, conducting classes and demonstrating products.

“The market has changed; consumers want smoothers rather than relaxers and stylists need to be educated,” he explained.

McBride saw the waning demand for relaxers and as a result, Design Essentials rolled out Strengthening Therapy System (STS). The formaldehyde-free formula is amino acid based to tame, smooth and elongate curls for up to 12 weeks. One of the newest STS SKUs is TS Express Smoothing Mousse Max Smooth, which is said to transform frizzy, unmanageable hair into long lasting smooth, sleek, shiny hair. Used as the second step in the STS Express Smoothing system, Smoothing Mousse Max Smooth is infused with micro-fine amino acids to strengthen hair from root to tip while delivering anti-swelling and anti-reversion properties, according to Design Essentials.

Besides product formulas, how consumers make their pur-
chasing decisions has evolved as well. During his career, McBride
has witnessed consumers taking a more
hands-on, do-it-yourself approach to their
hair. They watch a lot of YouTube to learn
how to use the products and conduct more
online research to find more out about
what’s in the products—and that’s having
an impact on the hair care industry.
“During my 40-year career, I’ve seen
the move toward gentler, more effective in-
gredients and I expect that to continue,” he
told Happi.
How company executives and consum-
ers view the hair care category is changing,
too. McBride maintains that hair is more
about texture and less about skin color,
helped along by changing demographics.
“There are more multiracial kids who
have a wide range of hair textures,” he
explained.

The world is changing too. Design Essentials is setting up distributorships in Africa. McBride noted that Nigeria is a rapidly growing market that is expected to be the fourth most populated nation in the next 30 years.

“We’re not just shipping products, we are setting up distributorships, establishing manufacturing facilities; we are positioned to do a good job,” he said.

But getting on a plane and travelling halfway around the world to set up businesses in new markets takes its toll.

“It’s a young man’s game; I don’t lead the charge anymore; that’s up to my son and his team.”

It’s All About Family

In fact, McBride is determined to remain on the sidelines and let the next generation take over. Cornell McBride Jr. is president, daughter Sholanda Armstrong is in charge of social media and son Andre McBride oversees operations.

“We’ve been able to sustain a family business and my kids
have picked up where I left off,” he noted. “It’s like a relay race. I
ran my leg, passed the baton and the next runner is taking off. It’s
been a smooth transition.”
It’s a smooth transition that’s been made possible by the sup-
port of Harriet, his wife of 52 years.

He hopes that the family ties will remain strong.

“I want the grandkids to get an education and do what they
want, but I hope that they want to pick it (the business) up. I like
having them around.”
If the grandchildren have half the drive of their grandpa, you
can be sure that Design Essentials will be around for decades to
come.•