CORPORATE PROFILE: TOP OF THE LINE SKIN CARE

Inland Empire Business Journal, Nov 01, 2001 by Elkins, John

Bluefield Associates Inc. of 1100 N. Heilman Avenue, Ontario, and its sister company, Clear Essence Cosmetics USA Inc. manufacture and market skin care products especially formulated for men and women of color.

Dark skin is physiologically different from Caucasian skin. It has special needs and this organization is dedicated to providing the solutions.

People of color tend to suffer from excess dryness, oiliness and uneven skin tones, as well as dark spots. Produced with the finest skin care ingredients and supported by comprehensive scientific research, the Clear Essence Skin Care line offers a range of products that addresses the various needs of African American and Latin women and men.

Since the late 1980s, the Clear Essence Beauty Skin Care System has been distributed internationally in Europe, Africa, and the Caribbean Islands. It is now being promoted in the United States and Canada, filling the gap for ethnic skin care products.

Clear Essence Beauty Skin Care Products are sold worldwide through a network of distributors, beauty supply stores, and mail order outlets. Clear Essence, an African-owned company, was born from a dream.

When lheatu Obioha graduated from the University of Maryland with a Ph.D. in business, he had no plans of becoming just one of countless other business graduates who join the corporate world.

Obioha wanted to make a productive contribution to the African-American community by providing products specifically designed to enhance the lifestyle of the growing ethnic diversity.

The idea was to address the skin care concerns of African American and Latin markets-backed by extensive scientific studies and formulated with only the finest ingredients.

Jenny Cheng was interested in expanding that market. "I have always had an interest in the skin care and beauty industry," she said. She answered an ad for a job that included 75 percent traveling for the skin care company. That was almost five years ago. She is now domestic sales manager. "I travel two weeks every month," she noted. "It is a great company with a great product."

Dr. Obioha started out small-as a sales person selling ethnic products. But there were few skin care products for people of color. Most were for lightening dark spots. He recognized that there was more to skin care than that and developed a total beauty regimen. "It is not something that you can do in one day or even a week," according to Cheng. "It is very important that skin tone treatment is incorporated in your daily routine."

Dr. Obioha had started by exporting ethnic hair care products to West Africa. He realized one way he could ensure the top-notch quality, of his merchandise was to manufacture the products himself. He was from Nigeria, so he started in the territory that he knew the best.

Then he moved to European countries. After about five years, the entrepreneur recognized the need for his quality skin care throughout the world. The product has been on the market now since 1990, more than 10 years.

Clear Essence is popular in Africa, especially East Africa. The line was launched in London and Lagos, both in 1992, followed by Antigua, Martinique, Barbados and Jamaica in 1996.

In 1991, Obioha incorporated Bluefield Associates. He worked tirelessly with his burgeoning network of buyers and distributors to establish this niche market that has been largely ignored by the major brands. Because of the active participation of Bluefield Associates in promoting "Made in U.S.A." products, it became one of the few companies invited to attend NAFTA support group functions at the White House, hosted by President Clinton in 1993.

Bluefield was also among select minority-owned businesses, participating in the South American trade delegation. It was spearheaded by Secretary of Commerce Ron Brown. In 1996, Clear Essence Cosmetics U.S.A. Inc. was formed to handle the marketing of Clear Essence products under the direction of Dr. Obloha's brother, K.C. Obioha. It has been in the domestic market about four years, with business doubling within the last five.

Domestic gross sales run about $2 million, according to Cheng. She was unable to say what international sales run but sources close to the company quote about $6.5 million.

Clear Essence products have brand recognition in West Africa and European countries similar to Lancome and Estee Lauder in the West. "We are hoping to achieve the same brand recognition in the U.S.," Cheng projects. "Our target market is the middle class. We offer quality products at affordable prices. Our prices range between $5 and $15. Most of them are between $5 and $10. But the body wash is great! We package it two for $15.

"K.C. Obloha has brought a dynamic approach to promoting the product. In international markets we generally work with the distributors," Cheng said. "We offer exclusivity for a particular region. Because there are beauty supply stores everywhere in the U.S., we look for national distributors that are able to reach different areas.

"We work with local distributors, local wholesalers and merchandizing representatives to make sure service and shelf space are properly maintained," she continued. "We also market in the U.S. through education, sampling, and attendance at business and consumer trade shows.