# The Power of Product Positioning and Staying Relevant for 25 Years

Page: https://stenobird.com/podcast/ecommerce-evolution-743223/the-power-of-product-positioning-and-staying-relevant-for-25-years
Text version: https://stenobird.com/podcast/ecommerce-evolution-743223/the-power-of-product-positioning-and-staying-relevant-for-25-years.md
Podcast: [eCommerce Evolution](https://stenobird.com/podcast/ecommerce-evolution-743223)
Published: 2025-08-07T14:00:00+00:00
Episode link: http://ecommerceevolution.libsyn.com/podcast
Audio file: https://episodes.captivate.fm/episode/83e671c3-3ccf-4dc3-82dc-c373948f6c4e.mp3
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JSON: https://stenobird.com/v1/public/podcasts/ecommerce-evolution-743223/episodes/the-power-of-product-positioning-and-staying-relevant-for-25-years
Duration seconds: 2356

## Resource

What does it take to build a skincare brand that not only survives but thrives for over two decades in one of the most competitive markets? In this powerful episode, Stefan Kalu, CEO and owner of Dr. Brandt Skincare, shares the remarkable journey of how a dermatologist's vision became a $100M+ beauty empire that pioneered the "doctor skincare" category. From surviving the tragic loss of their founder to navigating COVID-19 and a complete brand revamp, Stefan reveals the strategies, mindset, and bold decisions that kept Dr. Brandt at the forefront of innovation while staying true to their core mission: "Take the doctor home with you." — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters:  (00:00) Introduction to Dr. Brandt Skincare (03:27) The Unique Aspect of Dr. Brandt Products (07:10) Notes on Product Positioning  (09:31) Balancing Clinical Authority and Accesibility (12:21) Longevity and Staying Relevant in the Skincare Market (16:16) Strategies for Customer Retention and Loyalty Programs (21:21) Innovative Research and Development Practices (26:55) Attracting Customers & Storytelling in Marketing (30:59) Stephane’s Journey to CEO (36:14) Mental Health Advocacy and The Dr. Brandt Foundation — Connect With Brett:  LinkedIn: https://www.linkedin.com/in/thebrettcurry/   YouTube: https://www.youtube.com/@omgcommerce   Website: https://www.omgcommerce.com/   Relevant Links: Stephane’s Instagram: https://www.instagram.com/stephanecolleu/ Dr Brandt’s Website: https://www.drbrandtskincare.com/ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzi…

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## Transcript

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