Community - Armenian Reporter

16 The Armenian Reporter | May 24, 2008CommunityROAD LESS TRAVELEDEntrepreneurialsisters take onthe world ofcosmoceuticalsby Mariette TachdjianThree continents. Two devotedsisters. One flourishing business.For Irma and Carla-Maria Khanjian,having oceans between themhas only catapulted their successto new heights. With operationsdivided between Montreal andGeneva (with a foothold in Asia aswell), their biotechnology company,Befutur, is up against some of thebiggest players in the cutthroatindustry of cosmoceuticals. Partglobal businesswomen, part scientists,and part cosmetologists, thistenacious twosome exemplifiessuccess born out of sibling devotionand fierce perseverance.As CEO and executive director,respectively, of Befutur Suisse, Carla-Mariaand Irma never imaginedbecoming leaders in the field of skincare, let alone owning a whole biotechnologycompany. In fact, theword “biotechnology” never evenentered their vocabulary as theywere growing up. The sisters, whowere born and educated in Beirut,studied economics at the AmericanUniversity of Beirut – Carla-Mariaearning a Master’s and Irmaa Bachelor’s. After escaping theLebanese civil war and immigratingwith their family to Montreal,Irma excelled in human resourcesand recruitment while Carla-Mariaworked in various high-level positionsin China, Europe, and theMiddle East.As fate would have it, Irma’s personallife took her to Switzerland.ArgamDerHartunian andScott Badenochturn their passionfor environmentalpreservation into aglobal initiativeby Jon AlexanianLOS ANGELES – In 2007, ArgamDerHartunian was in his finalsemester of law school at PepperdineUniversity when he decidedto take the path less traveled.Though he finished the year at thetop of his class, after attending afew interviews at large law firmshe decided practicing law was notgoing to give him the personal fulfillmenthe desired. DerHartunian’spassion for the environmentwas cultivated at a young age. Now,as an adult, he is determined tospark a global “green” revolutionvia his Web platform, CreativeCitizen.com.Prior to law school, Der Hartuniangraduated from UC Berkeley witha degree in political science. Anavid follower of Armenian affairs,he interned at the anca officesin Washington, and participatedin Birthright Armenia projects byworking for usaid in Yerevan andthe Land and Culture Organizationin Karabakh.Skin deep and oceans wideIn Geneva she joined an investmentfirm whose clients includedthe founder of Befutur Suisse, acutting-edge Swiss biotech companythat specialized in cell andtissue engineering. Soon the twosisters were asked to join the corporateranks of Befutur Suisse asproject specialists, to help developand launch a new line of skin-careproducts. Teaming up with an elitelaboratory and renowned scientists,the company developed newmethods of harvesting human skincells, which in turn were sold to topskin-care companies forcosmetological testing. After anumber of years building experienceand professional relationships,the sisters began to strategize abusiness partnership together. By2002, after tireless efforts, sleeplessnights, and a shared vision, theybought out Befutur Suisse, becomingits sole owners.The relentless work, which combinedyears of marketing skills andfinancial strategies, finally paid offwhen they licensed and launchedBefutur’s own, proprietary cellularcomplex as a skin-care line. La Peau(which, appropriately, means “skin”in French) was marketed as a line ofskin creams that claims to outperformsome of the leading brandswith its antioxidant and anti-wrinkleagents. Mostly through wordof mouth, interested buyers soonemerged, ranging from medical andscientific circles to beauty-productretailers. But the sisters’ workdid not stop there. They continuedtheir efforts in heavy marketingand public relations, hitting marketsin Asia and the Middle East.With only two pairs of hands andlittle financial backing, the sistershave seen a small company reachglobal appeal with very limited resources,believing you don’t needmillions to realize your passion.“When we bought the company, theIn his last academic semesterat law school, DerHartunian developeda business model withhis partner, Scott Badenoch, andeventually created CreativeCitizen.com. In a nutshell, the website incorporatesmember input, creativethinking, and analytical calculations,in order to find environmentallysound solutions for people toadapt to their everyday life.Global warming is no longer theonly major environmental issue.Carbon emissions are only onecomponent of the equation. “Wehave smog in the air and mercuryin our water, deteriorating forests,and much more,” DerHartuniansays. “To create a community thatdoesn’t abuse the world’s resourcesand to rethink the way things aredone. That’s where Creative Citizencomes into play.”Creating a user profile on theCreative Citizen’s path to greeneasy-to-navigate CreativeCitizen.com is similar to many social-networkwebsites. DerHartunian isoptimistic that the synergy of multipleusers will help spawn efficientplans to better preserve and savethe environment from further deterioration.The concept behind thesite was made simple in order to effectivelyexpand the amount of contributors.Even it its early stages,the site has already generated a lotof attention. CreativeCitizen.comwas selected as a sponsor of eventssuch as Vernare’s Green Showroomin Los Angeles and the EcoCitiesDigital Be-in in San Francisco.“Once you start breaking downsmall tasks that can be done toconserve resources, it almostbecomes contagious,” DerHartuniansays. “From something aslarge as cutting down pollutionemitted by vehicles to somethingas small as making sure none ofyour faucets in the home leakwater, there are tons of ways tohelp out. Our website serves as aforum to share this content andactually will actually run a valuationon the amount of benefit itwill provide to society.”For example, if you think of anew way to reduce the amount ofwater wasted in your householdby two gallons a day, you may submityour idea, which is termed asa “creative solution,” and CreativeCitizen will quantify the impactit will have on the environment,then assign the user an amount of“greenage.” Users can subsequentlytrack their progress as citizens andsee how much they have saved interms of waste, water, emissions,energy, and money.Irma and Carla-Maria Khanjian.Co-owners Argam DerHartunian (right) and Scott Badenoch.product line was just a concept,”Irma says. “Our merit lies in thefact that, yes, although we inheriteda concept, we made it happenby our own means.”Gaining rave reviews at a steadyrate, their product has now begunpenetrating celebrity circles.Singer/songwriter Gloria Estefanis among their newest clients, asis actress Susan Sarandon. The dynamicduo’s motto, “You promise,you deliver,” can be heard loud andclear in their voices. Their senseof integrity and uncompromisingwork ethic resonate through theirtremendous energy and excitementfor a product which has beendeveloped to represent quality andgood health.In 2007, Carla-Maria was honoredas one of three nominees forthe Earnst & Young “Entrepreneurof the Year” award in Canada. TheKhanjian sisters’ story has alsoappeared in various publications,and La Peau has graced the pagesof Elle, Marie Claire, and Cosmopolitan,among others. But their mostcritical test was passed when theygained acceptance and respect fromthe world’s most finicky connoisseursof scientific-grade skin care,the Swiss themselves. Their nextstep is to partner with an investoror distributor to market and distributetheir products on A largerscale.Despite the distance that stillkeeps them apart, this sisterhoodthrives on its unique working styles,which complement each other.“Carla sometimes is more of a risktaker,I am more down to earth.We learn from each other,” Irmaexplains. Not surprisingly, they saythey were over-achievers in school,both in academics and competitivesports. To this day they both stillcompete in athletics. Carla-Mariahas participated in multiple triathlonsand Irma is an avid swimmerand runner. The term “wonderwoman” comes to mind.One message Irma and Carla-Maria would like to pass on to thereader is that exercise and sportsmay just be the best coping mechanismsfor surviving some of life’sworst hardships. The sisters haveempowered and mentored numerouswomen through professionalnetworks as well as communityoutreach programs – which haveincluded mentoring of immigrantwomen.As proud Armenians, Carla-Mariaand Irma feel blessed to havebeen raised by loving parents “whoinstilled trust, hard work, and ethics.”The sisters were always activeparticipants in girl scouts and Armenianclubs. They said they feelGreenage will be tied in withphilanthropic contributions. A significantamount of the company’srevenue will consist of contributionsfrom causes that share thesame values as the online community,with contributions growing inproportion to greenage generatedby users. The more greenage, thebetter.After creative solutions are submitted,site members will have opportunitiesto rank, edit, and critiquethem, in essence making thesite function like a “Green-Wikipedia.”DerHartunian explains, “Theconcept is to allow humans togovern their own ideas, and thisin turn will bring about the mostefficient ways to save the environment.If you think about it, globaleconomies and businesses operatethe same way. The ‘free market’ dictatesthe direction of business asthe ‘free ideas’ will dictate the directionon ideas on CreativeCitizen.very proud of being Armenian andalways emphasize that they areLebanese/Canadian sisters of Armenianorigin. Perhaps it is thatflexibility and adaptability that hashelped manifest their dreams intoreality. Indeed, Carla-Maria’s dreamof someday being on the cover ofForbes doesn’t seem so far-fetched.After all, they have already paveda unique path for future femaleentrepreneurs. We look forward towatching their stars rise higher andhigher.An interesting tidbit: Irma andCarla-Maria are cousins to anothersuccessful woman, actress ArsinéeKhanjian.connectlapeauskincare.comcom. As the administrator of thesite, I really won’t impose anythingmore than my own personal opinionas any user would.”The concept of zero resourcesis something businesses are alreadytrending toward and lookingat as the future. “EssentialLiving Foods is a company thatcreated organic products that arealso made with zero resources,”DerHartunian says. “Rainwater isused to grow corps and providea very holistic approach. This isthe type of eco-friendly productionthat society needs to adopt.”DerHartunian adds that the opportunityto improve global environmentalconditions is moresignificant than ever and it willtake a shift in the way things aredone to truly produce sustainableconditions.Creative Citizen represents a significantparadigm shift. Instead ofcontinuing down the same path ofglobal unawareness and consumption,a Creative Citizen helps reduceworldwide problems throughdaily, personal solutions.“It’s time to be the creators insteadof the takers,” DerHartuniansays. “With the input of the globalpopulation, we can fine tangibleways together. Our goal is to helpeach person see how little acts havetruly big effects.”CreativeCitizen.com is alwaysseeking to add to its talent pooland staff. Internship opportunitiesare also available. For furtherdetails or questions about the website,contact argam@creativecitizen.com