So, she decided to do something about it – and developed a cream in her own kitchen to relieve the pain. It worked. And soon, friends and family were hailing her natural product and its effectiveness for a range of debilitating skin conditions, including eczema, psoriasis, dermatitis, burns, acne and even nappy rash, cradle cap and sore teething cheeks. That was 14 years ago. Today, the cream, known as Caroline’s Cream, is sold throughout the country at pharmacies, Priceline, health food stores and online, and her Caroline’s Skincare range includes creams, lotions, washes and lip balm. All with impressive results. We spoke to Caroline to discover the journey behind the success …
What was the impetus behind developing Caroline’s Cream?
Just over 14 years ago I had developed severe eczema on my hands, which worsened when my baby, Daisy, was born. I found the simplest household tasks difficult or impossible to do. I tried many of the treatments available at the time with little or no success. I even resorted to putting my hands in the freezer to numb them and get some relief from the constant itching. In a word I was ‘miserable’.
Ultimately I turned to my long time passion for natural remedies and after some experimentation with a selection of herbs and oils I created the formula which is now known as Caroline’s Cream. Steadily over a few months my condition improved, but it was when others heard about the cream and tried it on themselves, their children or other family members, that its effectiveness in helping with the symptoms of common skin complaints such as eczema, psoriasis and dermatitis became apparent.
I registered by business name Caroline’s Skincare in 2003 and became a company in 2011.
I never set out to be a business owner, let alone a manufacturer of therapeutic skincare; I was simply led the way by the increasing demand for my hero product ‘Caroline’s Cream’. The first pharmacy to stock my cream in October 2003 still have it in pride of place on the top shelf.
You developed Caroline’s Cream in your kitchen. How?
My hero product, Caroline’s Cream was originally made in my kitchen, using a very rudimentary manufacturing process. In researching the ingredients for my cream I looked at the symptoms of my condition, and thought, okay, it’s itchy, dry, inflamed, etc, and selected ingredients that had the properties that I believed would help.
What are your qualifications
I had no formal qualifications. It was only that I had skin problem and couldn’t find a way to manage and control it that led me to develop Caroline’s Cream. I had a passion for aromatherapy and these were the building blocks that began the process.
Having Caroline’s Cream listed on The Australian Register of Therapeutic Goods [ARTG] register was of the utmost importance to me – this has allowed me to promote my product as a complimentary medicine, as I was determined to get my product to those in need and the ARTG listing allows me to do so. Today Caroline’s Cream is produced by an Australian pharmaceutical manufacturer.
What are the benefits for eczema sufferers
When I developed my cream I wasn’t intending to create a commercial product. I included numerous plant based ingredients in the formula as my focus was helping my own skin problem. When I began to market Caroline’s Cream commercially I didn’t compromise or dilute my formula at all. It is the personal relationships I have developed with customers, my accessibility and my genuine desire to help those who suffer from skin conditions. While I am not inclined to compare or comment on other products, it is the constant positive feedback from both retailers and customers that assures me that Caroline’s Cream continues to achieve results.
What where the hurdles and highlights launching a product in the Australian market?
Caroline’s Cream was never officially launched. Having no start-up capital or experience in retail I can confidently say that the product ‘sold itself’ from the outset. The ever increasing demand for Caroline’s Cream has for the most part been driven by results and the word of mouth from one happy customer telling another.
The highlights for me have always been the stream of messages I receive daily from members of the public who have benefited from using my cream. As far as hurdles are concerned there have been many. My business was started from scratch (pardon the pun) and I was forced on to a rapid learning curve in an industry which I was unfamiliar with. There is always something to learn.
What advice do you have for other women wanting to launch a business?
Firstly, a strong belief in your product or idea is essential. It is important initially to build your business within your means and learn as much as you can about the market you intend to enter. While being aware of the potential, it is also important to be methodical and patient in its development and growth. Quite simply by all means have a business plan for the bigger picture but never take your ‘eye off the ball’.
Personally I have found that being honest, accountable and authentic creates the best business relationships. Be aware that not everyone in business will share these values. However, your personal integrity will always lead you in the right direction and will ensure good relationships with those you work with.
For more information, visit Caroline’s Skincare. * Use as directed. Always read the label. If symptoms persist see your healthcare professional.
