BBR9 Thought Leader Q&A: Dan Obegi, CEO of DermStore Beauty Group talks “The Intersection of Content and Commerce”

“I want happy customers.” 

A simple yet effective statement by DermStore Beauty Group‘s Dan Obegi, who was a hit at our Beauty Biz Roundtable BBR9 event held in June.

Dan Obegi, CEO of Dermstore Beauty Group, was one of our inspiring Thought Leaders for BBR9

Dan Obegi brings more than a decade of experience in building brands and running high-growth startups to his role as CEO of beauty e-tailer, DermStore Beauty Group. Leveraging his strong advertising background and unwavering passion for customer satisfaction, he continues to nurture the company’s ongoing growth. An expert when it comes to the latest advances in digital marketing technology, Dan attributes his success to minding the principles of old-fashioned customer service. Under Dan’s leadership, DermStore Beauty Group has grown to offer a portfolio of websites whose mission is to innovate the way beauty consumers shop online. Offering three expertly curated sources from which to buy skin care, cosmetics and hair care—DermStore.com, blush.com and HairEnvy.com, respectively—DermStore Beauty Group combines award-winning customer service with interactive content to deliver a one-of-a-kind experience marked by quality and authenticity.

Obegi explained the importance of engaging content and building a strong foundation for repeat customers during his BBR9 roundtable discussion on “The Intersection of Content and Commerce.”  He also discussed how to develop content that results in a transaction and  how to gain return customers using engaging and entertaining content like live videos and tutorials.

BBR9 Thought Leader, Dan Obegi (CEO of DermStore Beauty Group),  at his roundtable with Kate Thornton of LORAC

We sat down with Dan after his BBR9 roundtable to gain some more insights:

Please share 3 key points from your Roundtable presentation/discussion on “The Intersection of Content and Commerce.”

1. Content providers are looking for incremental monetization and commerce providers are looking for incremental traffic so content and commerce are merging.
2. There’s an opportunity for video commerce to explode in the near future.
3. The best examples of content and commerce add content that’s personalized.

Please tell us about your career path/progression. The road to… where you are now? How did you get started?

I started on the agency side doing brand advertising, but quickly moved to client side so my goals were aligned with the overall health of the business rather than the agency.  Eventually I moved to direct response advertising because of the accountability.  Eventually I think everyone will practice branded direct response where brands are built while making money.

Why did you choose this career? Why the [beauty] industry?

I was in the bay area during the .com boom and agencies were the easiest jobs to get.

What is the best way/strategy for someone interested in your company to employ to get a foot in the door? What makes a candidate stand out?

Informational interviews are the best foot in the door.  Natural intelligence and strong work ethic will make you stand out.

Read about other BBR9 Thought Leaders like Maria Rush (Purchasing & Brand Development at Beauty Collection), Jennifer Goldfarb (President of ipsy), Cesar Arellanes (Center for International Trade Development), Scott-Vincent Borba (Founder of Scott-Vincent Borba, Co-Founder of e.l.f cosmetics), Amy Liu (VP of Marketing for Josie Maran Cosmetics), Eleanor Keare (President of Circle of Friends), and Fabrice Croisé (Global Business Development Director of SelectNY)

Click here for more details about BBR9

Click here to view photos from BBR9