LQD is for men who want an honest brand that is built on science and innovation, not marketing hype and false promises. It’s for guys who are prepared to challenge the status quo and not just accept the myths that continue to be propagated throughout the skin care industry. We liked the cut of their jib, so we had a chat with Founder, Anthony McDonough.
Tell us about LQD.
Developed in Australia under one of the world’s harshest climates comes a range of skin care products created exclusively by men for mankind, with a philosophy of empowering men to look the best they can. Utilising the best of nature, combined with the latest breakthroughs in skin care science, we have developed a no-nonsense, uniquely masculine collection of award winning products that deliver results. Recyclable packaging, specifically designed for maximum efficiency, protects the product from air, light and contamination from fingertips, while also protecting the environment. Our products contain no known irritants and are therefore perfect for all skin types.
What inspired you to start LQD?
I started using skin care products in my mid 20’s, but back then there were very few men’s brands, and those that were around just irritated my skin. Like most people, I’d go on holidays and romanticise what I’d do if I didn’t have to work. I came up with the idea of creating a non-irritant skin care brand that was masculine and designed specifically for men – without fragrances and other skin irritants, that would be perfect for guys with sensitive skin. Fast forward 20 years, and while there were a lot more brands around, they were all still doing the same thing – that is, they take a women’s formulation, re-colour it, re-package it, add a new fragrance and brand and then sell it as a men’s product. I was having a classic mid-life crisis, where I wanted out of corporate, and wanted to do my own thing, so I separated from my wife, quit my job, bought a Porsche, got a boyfriend and started a men’s skin care business – it was quite a big change looking back. I decided if I couldn’t find the products I needed, then it was time to create my own.
Tell us about your career and background.
I studied Organic Chemistry at Melbourne University, but went straight from University into a graduate role in Marketing for Ampol Petroleum (now Caltex). From there I went to GM Holden where I worked on product development and Brand Management, before moving to SCA where I developed brands, categories and new markets – initially in Australia, and then globally while living in Vienna, Munich and Moscow. After moving back to Australia for personal reasons, I joined Tabcorp as the GM Marketing, before starting Liquid Skin Care.
Describe a typical work day for you.
Working across three different time zones means the only time you aren’t working is when you are sleeping. Being part of the “always connected age” and having a large part of our business online, means that if you are awake you are working. It’s still very much a 7 day a week business and if you didn’t love it, you wouldn’t do it. We normally wake up to a barrage of emails and texts from either the UK or the USA and just as the work day is finishing in one location, it’s starting in another. We are lucky we have a great team of people around the globe who are as passionate about our business as what we are.
There is, however, no typical work day in our life at the moment – the only thing typical is how quickly priorities can change depending on what crisis needs to be dealt with first. As we are still in the start up phase, this requires us to be very hands on. Any one day can consist of wearing multiple hats and dealing with product, marketing, sales, distribution, strategy and any other issue that might be required at the time. In a small business you have to be prepared to roll up your sleeves and do whatever is necessary to get the job done. The small step taken today becomes part of the journey to longer term success.
What advice do you have for those wanting to start a business?
There are a number of lessons we’ve learnt along the way that are worth sharing.
- Very few business’ deliver what they promise – so always under promise and over deliver to your customer/consumer.
- Create differentiation in your business through a higher level of customer service – the days of business’ caring about their customer are gone, so when you bring this back, customers reward you with their loyalty
- Everything will take longer than you think it will – if you know this, you can plan for it
- Don’t expect to turn a profit in the start-up phase, so you need to be able to support the business for a long time before it will ever be able to support you
- Make sure you understand exactly where your strengths are and what your key differentiators are – remember there is always a bigger competitor with more money, so you need to have a clear point of difference that people will be prepared to pay for, time and time again.
- People pay for quality – don’t be afraid to price your products accordingly
- Grow at a rate you can manage – sometimes there is a benefit not being everywhere too quickly
What’s next for you, and LQD?
Our products are now on sale in Sephora and David Jones in Australia, Bloomingdales in the USA and Harrods in the UK and globally through our website at www.lqd.com.au. At the moment our range only has 7 products, however this is expanding to about 20 over the next 12 months, and we have over a dozen new products in development right now. The next twelve months will be more about me working on the business rather than in the business, as we now have so many capable staff to guide and coach to achieve our goals. Having said that, every year we look back and can’t believe how much further we’ve come, so no-doubt the next 12 months will be no different.
