He's been living by his motto "rebuilding skin, rebuilding lives" for the past 46 years, with Danné Montague-King a true pioneer in the development of successful skin treatments and products.
With a career that has seen him rubbing shoulders with the likes of Ben Affleck and Meryl Streep at the inaugural ball for Barack Obama to dodging bombs in the city of Belfast, Ireland – the stories this man can tell could keep you entertained for days (I just read his book The Maybelline Prince if you want proof).
Sadly, BD only had an hour interview with the founder of DMK to squeeze out as many stories as possible. Below, we get Montague-King’s entertaining and insightful take on the beauty industry and its changing nature.
You've been in the industry for a long time. What have been the major changes you've seen in skin services?
I have seen a major change in the way therapists regard their career; many are seeking to elevate their skills more on the paramedic level. There have been a lot of changes in attitude.
Has the technology come a long way or are we still using similar products to the past?
I've come a long way [with my skin developments]! I'm now entering into the mysterious world of stem cell therapy in a realistic way that really will work. There are pockets of advanced technology working away – but it's not the norm.
Has social media affected the brand or do you still rely on word of mouth recommendations?
Social media has affected the brand by a huge amount, especially in America. About three years ago our board of directors decided to focus on the US – and I thought, I don't have enough gas in the tank to focus on America now. But fortunately my nephew left his big banking job and came to work for us as my heir; he had this incredible premise called The Skin Games with Jennifer Rosenblum. She had this idea to hold a huge beauty therapist competition with big prizes and a red carpet event at the end. This was a format that would change everything. It was modelled after The Hunger Games. Last year was the first one and it really put us on the map – we got all kinds of traction.
So yes, social media has been good to us. I adore social media; once you learn how to do it. I used to cop out by saying, "I'm too old for this, this is not my time now." That's not true. You just have to get good people who love to do it and know what they're doing and you can do anything. It's the fastest way to attract attention. Word of mouth will always be there – that's your physical validation – but branding is no longer a full-page ad in Vogue.
With the popularity of the internet growing online shopping, what was the decision about staying in-clinic?
Professionals love us because we refuse to go online. You just undercut your whole concept, your whole brand by doing that. How can somebody self diagnose by buying online if they have horrible rosacea or something? You can't. It's ridiculous. Make-up, yes. If the skincare is not treatment-related, then it can be sold online.
How has being available in-clinic helped the brand?
Our approach is very serious. We teach our therapists to act like doctors. When people come in to be diagnosed, they're thorough – you know you are in the hands of someone good. Our clinics here are actual clinics, and that's the way it has been for 46 years. We started that niche. We're the grandfathers of it.
Is it important for a brand to affiliate with a charity?
Yes! Stuart Milk of the Harvey Milk Foundation openly talks about DMK at every conference, even in the House of Lords, even in Parliament, the White House – everywhere. People hear it, they check it out, and the more we sell of the limited-edition range [all profits from this range are donated to the Harvey Milk Foundation cause] – the more money the Harvey Milk Foundation makes. Levis jumped on board because they saw us doing it; they created the Harvey Milk range of clothes and jackets and gave a big donation. Then the Hard Rock Cafe chain jumped aboard – so we started this whole thing.
What do you think is the key for a skincare brand to remain relevant and popular?
Relevance is only achieved once you have a good reputation. If you have a good reputation, it's based upon results – people actually getting results for their money. That can carry over several generations because mothers teach daughters or sons and so on – so it's a knock-on effect. However, having said that, you don't want to fall back on old, tried, and true because new young people with new ways of thinking are born. Media itself, fast communication with everything instant on our cell phone – all of these things enter into the psyche and lifestyle of the individual; so you have to match that with what you're offering or they're not going to know about you. You have to keep in the public eye. Once you're relevant, you're it. Relevance is whether you can carry on from this great point – and we can.
