A Day
in the Life!
BY ALEXANDER MENRISKY
IRINA MARK
President • Caviar of Switzerland USA
Glenview, Illinois
rina Mark, president of Caviar of
Switzerland USA, likes to start her
day active and early. “To get an
early start, I check my emails at
around 6 am and then go out for a brisk
walk or run, weather-permitting. Exercise
clears my mind and gets me ready for the
day,” she says.
Exclusive distributor of the European
skin-care brand, Caviar of Switzerland
USA has brought the skin-care line into
the United States and Canadian markets.
Mark, whose role allows her to be in the
frontline of market demands, thinks that
the busy, modern-day lifestyle has
pushed consumers to look for products
with multiple benefits, similar to a “one
stop shop” skin care.
“This provides an economic benefit
and limits the number of products customers need to keep track of and use on
a daily basis,” she says. “The new trend
points to an easy-to-use, all-in-one skincare product that is gluten-free and
contains peptides and natural ingredients
to deliver high-performance anti-aging
and pigment-correction benefits.”
Although no two days are alike, Mark’s
I
60 PULSE
n
July 2015
The life of a spa professional is a continuous cycle of daily
responsibilities that help make the spa world go round. Pulse
asks ISPA members to give us a sneak peek into their daily
lives to help us understand the roles they play and the
difference they make on a daily basis.
daily schedule often consists of connecting
with her team, consisting of four regular
staff members, as well as team members
from two marketing companies and a contract-based research firm.
H 9 am Meets with staff members to
get everyone in a creative mood. In the
summer months, this occasionally means
a team-bonding trip to local inspiring
spots like the Chicago Botanical Gardens,
the Shedd Aquarium or the Art Institute
of Chicago.
H 11 am Training. “We sell all over the
U.S. and Canada, and offer both on-site
and virtual training to estheticians on
Day-to-day challenges: “Even though
the brand has enjoyed tremendous
success in Europe, it still requires a concerted effort, much dedication and plenty
of business-savvy and intelligence to
promote and distribute it [in the U.S. and
Canadian markets]. This, without a doubt,
is my biggest challenge,” Mark says.
Most time-consuming part of the
job: Mark says following up on emails,
phone calls and social media inquiries
often take up most of her time. “I prefer to
meet people in person and establish a
face-to-face contact. This gives me an
opportunity to showcase my expertise
and personality more effectively, and get
Caviar of Switzerland products,” Mark
says. “We invest heavily in educating
them on how vitally important ingredients in the collection are for improving
overall skin health and appearance.”
H 2 pm Meets with existing clients to
upsell products and discuss how the line
is doing at their location, or starts
prospecting new clients if no meetings
are prescheduled.
H 4 pm A quick check-in with the team
on progress and updates. “I try to understand everyone’s needs and personality,
and aim to find a way to work together
productively,” she says. n
to know my clients and their needs
better.”
Most challenging part of the job:
“Making strategic decisions is the most
important aspect of my role, and this
requires tremendous expertise, continuing
education and a comprehensive [knowledge] of different fields.”
Most rewarding part of the job: Mark
loves the idea of connecting with people
and hearing positive feedback from
clients. “When I receive testimonials from
clients telling us how much Caviar of
Switzerland has meant to their business,
my eyes light up,” she says.