With new backers and a seasoned new team, VariBlend is quickly gaining traction in the personal care product industry. VariBlend, a leader in the manufacture of custom-blending, dual-dispensing technology, recently announced the global launch of two new hair color products from Redken, a L’Oréal brand—the Blonde Idol Custom-Tone Violet daily conditioner for cool or platinum blondes, and Gold for warm blondes. The launch underscores the growing appeal of Variblend’s patented custom-blending technology in the billion-unit global market for hair care products. 

Yet, up until four years ago, the company, formerly known as Versadial, was considered a supplier with sophisticated, technically-advanced packaging solutions that were, perhaps, a little too advanced for the market at the time.  In fact, Versadial has been around for years, and claimed clear successes such as with Revlon foundation and Playtex sun care products.  Then, the company went public and fizzled, hampered by supply chain and pricing issues.

The technology, however, would hold great appeal as upscale packaging became the norm rather than the exception, and companies looked harder for differentiation as a flood of new products and flankers hit the market.

The company’s system is ideal for regimen-type products in skin-, hair- and sun care.  The dual dispenser design allows for precise delivery of two formulas of varying viscosities and flow rates.

In addition, an easy rotation of the dispenser head allows the consumer to select multiple formula strengths and, in the case of hair color products, vary the shade’s intensity. As the dispenser head is rotated, it changes the position of the actuating disc, which interacts with the pump pistons.  When actuated, this disc pushes each pump piston at different angles depending upon the selected mixing ratio.

The question was: how to properly structure the company so that it was aligned with market needs and realities? 

A ‘Brands’ New Start
In 2010, Versadial was reborn as VariBlend, thanks to the support of private equity fund, J. Burke Capital, which has been a true believer in VariBlend’s patented technology and seasoned R&D team in Greenville, SC.  VariBlend steadily improved the product and rebuilt its production assets, with Six Sigma quality, and aligned with top quality supply chain partners in molding and assembly. 

Recently, J. Burke Capital concluded an exhaustive management search and signed industry veteran and innovator Robert Brands to the position of president and CEO.  Brands has delivered consistent growth in the dispenser category with multiple products from Airspray (foam) to Rexam and Lindal Group (aerosol).  He is known widely for bringing mechanical foaming dispensers to market from the introduction in 1998 with Unilever’s Salon Selective to the point where Airspray was sold to Rexam Personal Care Group at 15x EBIT.

First steps under Brands include a “feet on the street” approach to sales, expanding from two exclusive sales representatives in New Jersey to four distributors and eight individual sales representatives worldwide.

“The French buy from the French and Germans from Germans; selling is still a contact sport, and a relationship-based effort, especially when it comes to technologically advanced dispensers and the consultative selling it requires,” Brands said.  “This type of selling needs to be done locally and in person.”  Brands immediately tapped his extensive network of hunters (versus skinners), men and women that have worked with him, and in this space, for years.

Look to the Future
Aside from the feet on the street initiative, the company’s lab capabilities have been expanded in Greenville to support validation of concepts and guidance of the projects, from concept to launch. Brands also has started to explore a sister company under J. Burke Capital called LEI (Leading Edge Innovation, LLC) that is at the forefront of advanced dual formulations.  The company had created a wealth of formulation concepts that can be used with VariBlend’s dispensing solutions and are unique and advanced in their own way.

In addition to the sales force initiative and market segment exploration, VariBlend is getting ready to relaunch its Mini version, now completely recreated with new US-based tooling.

The advanced dual mini is ideally positioned for the lip care market (expected to reach $1.9 billion by 2017, according to published reports), as it offers a three-in-one (two colors right and left and any mix of the two) configuration. The 20mm mini will be offered empty for a variety of uses, from skin care to cosmeceuticals, as well as filled with lip gloss.

A Strong Team
With VariBlend’s past challenges well behind it, the company is quickly making strides, thanks to the strengths of J. Burke Capital (and the private equity firm of Emil Capital), the talent of the VariBlend R&D team (which includes Tim Yerby, VP-operations, and Geoff Brace, innovation manager), the upcoming launch of its new mini, and the addition of Faber Castell, a leader in cosmetic coloring, as their filling partner and optional lip bulk supplier.

“Success is often a function of timing,” said Brands.  “Today, consumers are more technologically advanced, and have been exposed to more sophisticated home dispenser and mini appliances.  Meantime, formulations have advanced in complexity.

“As a result, marketers need to offer the unique solutions that set themselves apart and delight end-users,” he said. “With our recent momentum, change in leadership, retail launches by L’Oréal and new products about to be unveiled, VariBlend is a company to be watched, and to be aligned with.”