In a product, treatment and trend-flooded world, distinguishing your brand is an uphill battle. We bury ourselves in marketing language like “SEO” and “conversions, start seeing it in every aspect of our lives and obsess over the algorithm. It can feel like the baseline amount of work to make our brands sing is unreachable, but that’s not true.
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In a product, treatment and trend-flooded world, distinguishing your brand is an uphill battle. We bury ourselves in marketing language like “SEO” and “conversions, start seeing it in every aspect of our lives and obsess over the algorithm. It can feel like the baseline amount of work to make our brands sing is unreachable, but that’s not true.
While getting your brand out in the world and among the people is critical, churning out an endless stream of content in the hopes of unlocking the secrets buried in social media isn’t the end goal.
Randy Zeno, CEO of INNOVÉ Beauty & Wellness talks about the engine powering the brand’s momentum, and his insight gleans an aspect of business that’ll never go out of style.
“We have a responsibility to the people and respecting the consumer,” Zeno says. “Respecting their well-being, respecting the planet.” Every decision he makes for INNOVÉ is motivated by considering what the consumer might need, which means keeping the company’s skin care and spray tanning booths accessible and affordable. INNOVÉ’s been a provider of beauty and wellness solutions for more than 20 years, but it’s not just about keeping people happy with what they see on the outside.
Zeno adds: “It’s also about the inside, ensuring that they [clients] really like what they see in the mirror.”
Sit a While in Their Booth
When it comes to staying grounded in the needs of the consumer, Zeno reflects on his own buying habits as well; he considers himself a member of INNOVÉ WellFit's—the brand’s full-body skin care line—target audience. The whole world is passionate about healthy, radiant skin, so all brands need to do is meet consumers where they already are. This is why he wants to ensure that INNOVÉ is accessible both in and out of the home, and why the brand has a diverse line of products.
“[WellFit] invokes a fusion of wellness and personalization,” explains Zeno. “The different versions allow you to mix and match.” For example, users can choose certain attributes like hydration, depending on what their goals and priorities are, while also choosing the type of care they need, lip care, for instance.
WellFit products were designed with skin’s appearance and health in mind, Norvell is INNOVÉ’s professional line, while Mystic and VersaSpa give buyers options in booth type according to their needs.
“Unity [Mystic] embodies the fusion between beauty and wellness, but there’s also a fragrance and skin tone component, and then experience and craftsmanship,” he says.
These different flavors of personalization are key. “It’s the power of choice,” reinforces Zeno. As a company, INNOVÉ is quick to adapt, adjusting to consumer expectations for wellness, both inside and out. Achieving the success that INNOVÉ has comes with honoring the trust consumers put into the brand, and that means being transparent about what’s in the products INNOVÉ uses, what the booths do and making education on the brand’s offerings and vision accessible.
Zeno adds: “It’s about this experience economy we live in, of bringing experience to the market globally, to folks who don’t know we exist, and to make their lives better. It’s been a real joy to lead this company through this transformation, particularly as the world of skin care changes.”
Comprehensive Success
INNOVÉ prides itself in merging its technological innovations with its approach to science-backed skin care, allowing the brand to offer something unique: a nourishing full-body skin care treatment. “When you think about it, skin’s the largest organ we have,” muses Zeno. Being a successful skin care brand isn’t as simple as being “prescriptive, especially when everyone’s needs are so different.
It’s not just a matter of having a specific skin condition or type, but also what about their lifestyle? What factors exacerbate their condition, and what’s feasible for them to maintain within their regimen? This is what powers INNOVÉ’s approach to innovation. As far as where exactly that approach will continue to take the brand, the most we were able to get was that INNOVÉ is moving full steam ahead.
Zeno teases: “There are some big things in store, in terms of elevating visibility in the beauty, tech and science worlds…”
If his strategy is anything to go by, we can take away this: demand being lucrative is one thing, and a rather important thing at that, but it’s certainly not the only factor. If demand’s not the issue with your brand, advocacy might be.
“It’s part art and part science,” Zeno says. “The innovation process is about working through this balance. Sometimes you ask people about an idea, and they don’t even know what it is! Then you know that education and exposure is the bottleneck.”
Tracking industry movement effectively isn’t just a matter of seeing where communities are craving something specific, but whether they’re even aware of everything that’s on the menu, something that Zeno became acquainted with when he worked in the food and beverage industry.
Bottlenecks in Beauty
One area we’ve seen improvement in advocacy is men’s aesthetics; Zeno attests that INNOVÉ does really well with men. The brand also targets millennials, as well as those from Gen X and Gen Z. Seeing as there’s not a super siloed performance across ages, and how a demographic that’s easing more into aesthetics, beauty and personal care responds super well to INNOVÉ, Zeno and his team can see that their focus should be on placement and what sort of messaging works best according to where consumers are showing up.
The way the brand’s messaging has evolved reflects the observable changes in the industry at large: there’s no such thing as “aging out” of beauty, and skin radiance and health are for more than just one range of skin tones. Full-body glow isn’t reserved for one “ideal” body type that would exclude almost everyone participating in the real-world market.
“It’s about the core things,” Zeno reaffirms. “Placement and messaging.”
Of course, different movements ebb and wane in industries as consumer priorities change—often as a result of the dialogue between various industries, the sociopolitical climate and the mainstream cultural dialogue. Zeno characterizes the current era like so:
“With the consumer being as educated as they currently are, advancements in skin tech have a lot of runway space.” Skin health diagnostics and even savvier customization tools are just a few at the top of his mind. These aren’t limited to the B2B market either; the consumer market is quickly trying to get its arms around AI, leading to a myriad of personal AI shoppers, service-finding platforms and regimens generated by the new household name ChatGPT, acting as a makeshift consultant, springing forth. Zeno draws a throughline between these tools and the long-building diagnostic movement as more aware consumers have sharpened their buying habits according to their skin’s needs and what has provided proven results. Simply: the evolution of diagnostics demands better customization tools.
As for what’s exciting INNOVÉ, there’s a lot: an Australian subsidiary, an updated booth portfolio embedded in this whole notion of skin health and the launch of the Unity Booth. The brand also took center stage at CES 2026 in Las Vegas, the world’s largest stage for consumer technology and innovation, this January, where it showcased the new WELLFIT Powered by Mystic to a global audience of industry leaders, media, and trendsetters.
Zeno marvels: “I move fast and intentional, but wow!”
