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Northernexpress | Writeup Review

Michele Carter: Adventuress
Northernexpress - By Kristi Kates 11-05-2012 » Page 13

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Adventuress products are what Carter calls “airless,” which she says helps maintain freshness of the product while keeping air and other contaminants out. This, she explains, also makes the containers less prone to explode on an airplane, and less likely to be crushed and leak like a tube in a suitcase.

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Born in a Detroit suburb, Michele Carter was always, as she puts it, “an outdoorsy girl,” taking part in everything from hiking and golfing to skiing and canoeing, much of that in Northern Michigan, including the Upper Peninsula. Little did she know that her love for the great outdoors would lead to a rewarding career.

“While on a motorcycle trip to the U.P., I started to really take note of the environmental elements such as the wind and sun, and how they were having a negative effect on my face,” Carter explains. “I started to think about existing products on the market, and how I still hadn’t found a line that worked well for my sensitive skin.”

And the foundation for Carter’s Adventuress Skin Care line was set.

THE IDEAS

Prior to Adventuress, Carter worked in the ad agency and graphic design fields, where she worked on the creative side of developing brand identities and launching products. So for that component, she felt confident - but she needed to do some research to learn more about the skin care side of the business.

Fragrance-free, petrolatum-free, and naturally derived were a few of the bullet points she knew she wanted to focus on.

“I knew that perfumes and even essential oils can have negative reactions on skin, let alone sensitive, stressed skin,” she says.

She spent five years reading, attending seminars, testing existing products, and interviewing chemists and formulating labs. Eventually, she met one of her secret weapons - a chemist who’d spent over 20 years herself developing technologies for such brands as L’Oreal.

Today, Carter lives in Boyne City, and has a great team of chemists that help her keep Adventuress products competitive. And her own background in design helps her products look cool, too.

“The other large component I thought about was packing and portability,” she explains. “While on a motorcycle, you are very limited in packing space, as you are when you hike or enjoy other hobbies. So this was a twofold opportunity to build a product line that dealt with the rigors of the road/trail/slopes, etc., and that was thoughtfully packaged for an on-the-go lifestyle.”

THE PRODUCTS

Adventuress products are what Carter calls “airless,” which she says helps maintain freshness of the product while keeping air and other contaminants out. This, she explains, also makes the containers less prone to explode on an airplane, and less likely to be crushed and leak like a tube in a suitcase.

“The oval shapes pack flatter into the Adventuress carrying case, as well as the quartsized zip lock bag that the TSA requires for carry-ons,” she says.

The packaging and graphics were a balancing act, she explains, as she wanted it to feel clean and fresh, not too tough and not too girly.

“The Adventuress logo shield, or ‘iron butterfly,’ as I refer to it, has the edgy feel, but the windswept graphic and softer color palette offsets the harder edge of the logo,” she says.

And of course, within the containers are the carefully-developed line of Adventuress products, a selection that Carter says are “quick and simple.”

“Just the basics of what one needs to use to cleanse, treat, moisturize, and protect delicate facial skin,” she says.

These products include Adventuress Naturally Liberating Cleanser, a crème-based cleanser with 40% moisturizers; the Vividly Restorative Skin Purifier, used after cleansing to hydrate and firm; the Boldly Nourishing Moisturizer to take moisturizing a step further; the High Performance Sunscreen Swipes, a lightweight SPF 30 formula; the Wickedly Protective EnviroBalm to protect even more; and the Fearlessly Refreshing Facial Wipes to refresh the face any time.

Adventuress’ Intro Offer Collection contains samplers of several of the items in a sleek carrying case for $85, while the rest of the individual products start at a very reasonable $18. It’s a great start to what looks to be a solid future for Carter and her Boyne City-based Adventuress line.

“We will continue to add products, and have been approached on a line for men, which we are in development on,” she says. “Being a consumer myself - I am the lifestyle demographic with sensitive skin that Adventuress markets to - I knew what was important to me and the demographic I wanted to reach.”

Adventuress products are available now at www.goadventuress.com, and are also being picked up by a range of national and international retailers and spas.

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