Entrepreneurial: Interview with Kathleen & Ollie Johnson, Co-Founders of Dr. Miracle’s Beauty Brand

Whether you’ve seen the products in the beauty aisle of stores across the country, or caught their creative and catchy ads on television, Dr. Miracle’s has made a considerable impact in the ethnic hair industry in a very short period of time.

In our latest edition of Entrepreneurial, we speak to Kathleen and Ollie Johnson, co-creators of the popular beauty brand.

They share more about why they decided to develop the line, the company’s recent entrance into the skin care market, and a little more about their clever advertising campaign…

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In a matter of four years, Dr. Miracle’s has become one of the fastest growing and well recognized ethnic hair care lines. With so many brands on the market, first tell us why you decided to start a beauty company?:

After extensive surveying of the marketplace, our results showed a serious lack of creativity within the (hair care) category. Most of the products were either “knock-off” of previous brands or fell within the “organic” category.



Tell us more about your hair care products:

We wanted to offer consumers something different. Our Thermalceutical™ Complex, which we call our “Feel It” Formula, gives the consumer a sensory feeling when applied to the scalp. The Thermalceutical™ complex contains the latest scientific ingredients with natural anti-inflammatory properties. You will actually feel them working as they cool and calm your scalp. The sensation on your scalp promotes healthy, shiny, growing hair while stopping any itching or irritation.

With numerous product lines on the shelves to choose from, how have you been able to successfully separate Dr. Miracle’s from the rest of the pack?:

Our products are distinctly different from all others. Most noticeably, all of our products are packaged in a recycled “kraft” carton with unique graphics so they stand out on-shelf. It makes for a very eye-catching presentation.

Your television and print campaigns really hit home with women such as myself that have definitely needed a miracle performed on their tresses. Who did you work with to create those memorable commercial and print ads? What impact has the advertising campaigns had on your product line?

The Dr. Miracle’s commercials were conceived to highlight the frustration of having a “bad hair day”, when you feel like there’s nothing you can do to achieve a well-mannered mane. The commercials were shot at Center City Films in Philly, directed by Ron Laskodi, the creative director was Don Klein with Ollie (serving as) executive creative director.

You recently announced your forte into the skin care market with Dr. Miracle's My Goodbye Acne System. Drug Store News, the industry’s leading publication, selected the three-step acne regimen as one of 2008’s hottest product launches. Why the move to skin care and what has been the early feedback from consumers?:

Regardless of age, gender, or race, approximately 60 million Americans have acne. Further, research shows the sensitivity of darker-skin types requires special treatment to avoid acne. Having successfully answered the hair care needs of African- American women for the last 4 years, Dr. Miracle’s maintains that the one-size-fits-all approach to skin care is quickly diminishing.

Our research shows that 75% of women of color are searching for products ethnically-formulated to help solve their specific skin problems. 71% of Dr. Miracle’s users believe that products made targeting black women are better suited for their needs. Amongst the brand’s consumer base, 59% have stated that they would be predisposed to purchase skin care products from the familiar Dr. Miracle’s brand.

This Fall, you launched a six-stop national tour at various HBCUs. Tell us a little more about the tour.:

Dr. Miracle’s ‘A Face Like Yours’™ campaign aims to answer the needs of the African- American community. Dealing with rigorous courses, an unfamiliar environment, and new people places stress on young scholars, which is the leading cause of acne. Focusing on the largest and fastest-growing body of acne- sufferers, according to the American Dermatology Association, the 4-year-old beauty brand is targeting its efforts towards college-aged youths. HBCU’s provide an ideal environment to impart the skills on how to manage and prevent acne, as well as the best tool for the job, My Goodbye Acne System.

Dr. Miracle’s is also involved in charitable giving efforts and has partnered with Birthing Project USA on a critical issue within the African American community. Tell us about the partnership and its focus:

To raise awareness of the high number of infant deaths in the Black community, Birthing Project USA (www.birthingprojectusa.com), the only national community-based African-American maternal and child health organization in the country, is exclusively partnering with Dr. Miracle’s to implement a national campaign designed to recruit volunteers to participate in its signature SisterFriends program- where volunteers provide one-on-one support to women during their pregnancy and for one year after the birth of their child.

(Here are some of the startling facts):

* African- American babies are 2.5 times more likely to die at birth than other babies.
* Shelby County Cemetery is the home of BABYLAND, the final resting place for over 17,000 babies as well as being the national symbol of the Infant Mortality crisis in the United States.
(http://www.youtube.com/watch?v=KFIw5-PHvhs)
* (Overall) the US Infant Mortality Rate currently ranks 42nd behind every other developed nation, including Cuba and Taiwan.
(https://www.cia.gov/library/publications/the-world-factbook/rankorder/2091rank.html)

There has been a lot of discussion about African American owned companies losing dominance in the ethnic hair care industry. With a successful company such as yours, do you think there will be a resurgence in Black led companies?:

Multi-national companies now own the major ethnic brands. However, most of these companies have not produced any real breakthrough products. Traditionally, those “new”, “fresh” product ideas come from small entrepreneurial companies.

Lastly, what’s on the horizon for Dr. Miracle’s?:

Dr. Miracle’s will continue to bring new and effective products to market. It’s our desire to be the personal care company for the African-American consumer.

Photos: Courtesy of Shanon Stanislaus, Public Relations Asst. Director, Dr. Miracle's