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Mr. John Alessi, '98

John Alessi ’98, Studio Arts & Communication

John started his career in the cosmetic industry serving as the National Brand Manager for Lantz A Lot, the premier Cosmetic branding company which launched extremely successful cosmeceutical brands such as Dr. Perricone MD®, the first doctor who created the “cosmeceutical” craze in the United States, and celebrity dermatologist Dr. Frederic Brandt/Dr. Brandt skincare®.  It was at Lantz-A-Lot where John learned the foundation for launching skincare brands from product development, packaging, marketing, sales support and sell in/sell through.  His success with working with Dr. Brandt opened an opportunity for a career advancement.

In 2004, John moved on to become the National Sales Director for Dr. Brandt Skincare® where he grew the Dr. Brandt Skincare® US business from 2 million to 10 million dollars in two and half years.  John reported directly to President Al Roman (who previously was the General Manager for Revlon & Johnson & Johnson in Latin America).  Together, they created an incredible sales organization and company infrastructure. 

Coupled with the International business, Dr. Brandt Skincare® surpassed 17 million dollars by the time John was ready for his next venture.

In 2007, John was introduced to celebrity hairstylist, Oscar Blandi® by Sephora CEO, David Suliteanu at a Sephora conference in Arizona.   At the time, Blandi’s business was on the verge of being exited out of Sephora, and the line needed serious help.  John joined Oscar & served as the Vice President of Oscar Blandi®.  John salvaged the Sephora business by a revamping strategy which resulted in the most important financial “turnaround” for the business.  He led his team & improved net sales at Sephora from $3.3 million in 2007 to $6.1 million in 2008.  Additionally in 2008, John increased the channels of distribution from 180 2007 to 560 doors in 2008 as well as opened up 57 new points of distribution in first 4 Months of 2009.  John also secured national distribution with Ulta and many other accounts. 

2010 was the year that John decided to leave a lucrative cosmetic career to venture into entrepreneurship.  He started John Alessi Consulting and his first line of business was partnering with a small manufacturer of a cleaner called Whip-It®, High Performance Eco Solutions.  Whip-It® was a product he was introduced to years back through a door to door salesman. The product was horribly packaged and had no distribution direction, but the product was extremely unique, and John saw a larger opportunity.  Simply put, he was passionate about the brand. John partnered with the company to take the product to retail on a national level. 

John secured acceptance for distribution of Whip-It® by QVC and the brand sold out on his very first show on air.  That show set the pace for the company for the following years. Whip-It® became the number one selling roadshow at Sams Club as they sold over 20 million dollars of his cleaning kits. 

The success didn’t stop there. 

Currently, Whip-It®, is the #1 selling cleaning line at both the Home Shopping Network (HSN) and is #1 at Bed Bath & Beyond.  Whip-It®, sells out every month on HSN and the brand has had consistent success on the channel for the last 4 years.

Whip-It® sells at various chains such as HEB, Menards, Lowes, Supervalu, and several others. John hired Alfred Roman (his previous boss) from Dr. Brandt skincare®, to assist in the financial and strategic planning of Whip-It Inventions Inc.  

Simultaneously while working on Whip-It®, John was approached by the Makari group in NYC to launch Kimora Lee Simmons line of products Shinto Clinical®.  John developed everything from overall brand story, the packaging, the product formulation, the marketing material and was involved with every aspect of the branding and positioning the line for retail and online.  He secured distribution with QVC & Nordstrom and traveled with Kimora to conduct national in store events. 

John Alessi is currently the CEO of Whip-It Inventions, and selectively takes on cosmetic clients on a consulting basis for those who share the same passion for developing successful skincare brands.