Having grown out a desire by an enterprising woman to increase the volume of natural products, P’ree Designs and Body Line’s natural deodorant may well have become a landmark development in the country’s manufacturing sector. It may not yet be well known across local cosmetic counters but given the heavy dependence on imported cosmetics it could well mark the start of something big.
These days there is a marked interest in natural cosmetics. Much of this new-found demand is driven by consumer access to research that continues to unearth the harmful effects of some of the familiar commercial products.
Shyon Jones, 32, proprietor of P’ree Designs and Body Line says she prides herself on offering a natural alternative to run-of-the-mill lines of body deodorants. Following a largely unsuccessful search outside Guyana it eventually entered her head to experiment with manufacturing her own deodorant so she completed the Mini Natural Skin Production Course through an online school.
In June 2014, the first batch of ‘Nature All Deodorant’ was manufactured at Blue Sackie Drive, South Rumiveldt Park. The experimental batch was shared with family and friends. All of ingredients used in the manufacturing process were acquired in Guyana and this, Jones told Stabroek Business imbued in her a sense of pride and a realization that the customary high costs associated with importing raw materials could be eradicated.
There was, too, that sense of accomplishment that resulted from the ‘high marks’ which she secured from her relatives and friends. She was, she believed, on her way.
While some users have experienced a measure of discomfort from the absence of the customary roll-on method of applying body deodorant others didn’t mind. The product worked for them anyway and they recognized its potential. This motivated Jones to further develop the product and market it more aggressively. She embarked on extensive research on the benefits of natural deodorants compared with the popular imported ones. In the process she also discovered that many commercial non-organic deodorants contained aluminium as the main ingredient. Research suggests that aluminium mimics estrogen in the body, a circumstance that can create hormone imbalance.
The initial investment of around $200,000 in the manufacturing and packaging of the product included ingredients for the manufacturing process, jars, utensils and packaging and labelling material. Nature All Deodorant ingredients include coconut oil, spices, essential oils, cocoa butter, sodium bicarbonate, shea butter, vitamin E and arrowroot powder. The manufacturing process requires that the maker follow strict guidelines relating to the sanitizing of the stainless steel jars used in production process. The ingredients are mixed to a documented recipe, liquefied, bottled and left to settle for 48 hours.
When Stabroek Business spoke with the engaging graduate of the University of Guyana, wife and mother four, she said she finds adequate time to produce and market her product. Much of what keeps her going is “the fulfilment” she derives from her accomplishment and the positive feedback she receives from satisfied customers.
Asked about competition she says she is driven by the fact that for all the volume of other products to be found at cosmetic counters and on supermarket shelves, hers is the only one that is made in Guyana.
She talks about the feedback she gets too. Some customers prefer a more aggressive fragrance, others firmer consistency and others still lighter colour. All of this feedback provides her with room to further develop her product.
Over time, there have been product adjustments associated with leaving marks on garments. Some customers have spoken with Jones about armpit irritation, a reaction that is often thrown up by imported deodorants as well.
Jones explains that when you first start using any natural deodorant your armpits are likely to sweat but this will subside over time as the body makes the adjustment.
She acknowledged the contribution made by Noshavyah King, Manageress of Genesis Fitness Express, to her marketing efforts. It was King who hosted the October 2014 Cancer Awareness Zumba Party that provided the initial marketing platform for Nature All Deodorant and Jones says that the occasion provided a great opportunity for sampling and feedback.
Upon arrival at the Zumba party guests were challenged to remove their usual deodorant with wipes and sample the Nature All Deodorant during their workout. Ninety minutes later they compared notes on the use of the product and most of them were pleasantly surprised that the natural deodorant could endure the rigours of a workout. The Zumba party was a landmark event for the product.
In 2015 the presentation of the product changed from small sample vials to bottled, labelled products. There is, however, still a considerable road to travel.
In February this year Jones recorded another achievement when she produced her first batch of lip balm. Herself an avid user of lip gloss she sought to produce a product that would accentuate, soothe and highlight whilst protecting against parching in the heat. The ingredients for this product include coconut oil, beeswax, vitamin E, castor oil, peppermint, essential oils and natural colouring. The market response has been promising.
Down the road, Jones’s vision is to eventually produce an entire line of natural beauty products from local ingredients that will provide an alternative to the huge volume of imports. She is aware, however, that that ambition is still far from fulfilment. For the time being, she can be found at her place of business, 12 Merriman Mall, pushing her Nature All Deodorant and lip balm and contemplating what she must do to take her dream forward.
