Uplift: She challenges the anti-aging narrative and replaces it with a pro-aging.
The Steve Harvey Morning Show7 Helmi

Uplift: She challenges the anti-aging narrative and replaces it with a pro-aging.

Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Germaine Bolds-Leftridge.

💼 Business Overview

  • I Know Skincare: A skincare brand created to empower women—especially Black women—by embracing their real age and promoting self-care.
  • Mission: To challenge the anti-aging narrative and replace it with a pro-aging, affirming message: “#RealAge.”
  • Inspiration: Germaine’s late mother, whose glowing skin and wisdom about self-care sparked the brand’s creation.

💡 Key Insights

  • Anti-Aging vs. Pro-Aging: Germaine rejects the term “anti-aging,” advocating instead for embracing the natural aging process as a privilege and a journey.
  • Target Market: Primarily Black women over 40, though the products are inclusive and used by a diverse customer base.
  • Marketing Strategy: Focused and intentional—Germaine emphasizes the importance of knowing your audience and not trying to market to everyone.
  • Cultural Relevance: The brand is rooted in cultural pride, self-affirmation, and economic empowerment, drawing parallels to movements like Black Wall Street.

🧠 Business Wisdom

  • “The win happens in the fourth quarter.”
  • “If you don’t like what you see, do something about it.”
  • “You can’t sell to everyone. Know your audience and serve them well.”

📦 Bonus Highlights

  • Dragonfly Symbolism: Represents transformation and resilience—core themes of the brand.
  • Clinical Testing: Products are tested specifically on Black women to ensure effectiveness for their unique skincare needs.
  • Legacy Building: Germaine’s goal is to create generational wealth and a lasting legacy for her family and community.

#AMI

#STRAW

#BEST

#SHMS

Support the show: https://www.steveharveyfm.com/

See omnystudio.com/listener for privacy information.

Jaksot(3944)

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