The creator of Splat toothpaste wrote a letter about the isolation of Russia. Letters from the package Splat letters from the director of the company to customers
IF THE WOMAN IS HAPPY IN THE HOUSE, THE WHOLE FAMILY IS HAPPY. If a woman is unhappy, no one is happy. Such a simple and important everyday rule that everyone knows about, but neglects or underestimates. Forgetting that men and women are fundamentally different in nature, purpose, worldview and ways of self-realization. However, you can still learn to make each other happy if you understand what is the difference between us and why we sometimes do not hear each other.
From time immemorial, a man has been a hunter, earner and protector of the family. Saving energy, the man is collected and focused. Everything moves measuredly, logically, in order. There is a clear plan of life, there is a sequence of things. One day, one important thing. Any business is a competition, a competition in who is stronger, who is cooler, who has more booty. Competition requires maximum detachment, focus on results. Talk is empty; too many extra moves. A man is self-centered, because if he doesn’t exist, there won’t be a family either. His vision highlights the main thing, cutting off small details. Communication with others - only to obtain information or consolidate their status. Oddly enough, the man himself needs very little, a minimum set of amenities. And even he has his own concept of comfort: to turn on, to overtake prey with a jerk, turn off and rest. This is how a male person works, and little has changed over thousands of years.
THERE IS ALWAYS A WOMAN NEAR A MAN. Sensitive, flexible, emotional, talkative. A woman looks and sees widely, noticing the most insignificant shades and details. She does not compete, but cooperates, which is why she has so many acquaintances and girlfriends. She is open to others and easily shares her thoughts with those who are willing to listen. Since a woman is responsible for the family, coziness, comfort and warmth at home, she is included all 24 hours a day. It is very important for her to establish relationships, exchange emotions, make contact, and not just put food on plates. Women are more sensitive to intonations, sounds, smells, and “how” is much more important for them than “what”. And this leads men to complete confusion. For a woman, not just a nailed shelf is important, but nailed after the first request, neatly and quietly, without obscene expressions and tools scattered throughout the house. It is important, extremely important, incredibly important for a woman to talk and discuss everything that happens. For a man, this is an unbearable test, because you need to be turned on all the time, show interest and not say anything wrong.
What if we are equal to each other, but so different in essence? It is important to understand and accept this difference and, understanding, give each other what we so need from a loved one. For a man, it is important that his merits are recognized, his authority and status are high, and his successes are appreciated. It is very important for a woman to be heard and understood, it is very important for her to know that she is treated with respect and care. And it's not about how much money will be in the nightstand at the end of the month. And in how many times we talked with sincere interest, looking into the eyes, holding each other's hand, showing even small signs of attention. After all, a blooming willow branch as a gift is always more valuable than the largest mammoth. And then the woman will be happy, the whole family will be happy and the whole world will be happy! I can say that this approach definitely works, because I have repeatedly convinced myself of this in the experience of my relationship!
Thank you for your live communication and support. For real life stories, own discoveries and letters. It is a great happiness to feel your pulse and work in the same rhythm for kind, open and developing people! We are always there, real, living people, passionate about work and open to friends!
Everything will be fine!
Letter #93
Very close to our house there is a protected area of the forestry near Moscow. When you drive by, you can see that the sign "Dumping is prohibited" is almost half covered with the same garbage. A little further, right at the turn, a mother and a ten-year-old daughter run across the road, although the pedestrian crossing is hardly more than a hundred meters away. An oncologist friend told me that most women and men are well aware that they need to undergo a preventive check-up at least once a year. And this a large number of diseases in our country is due to the fact that no one does this. And no one cares.
This is weird. Unclear. Almost inexplicable, but true! We treat with indifference and contempt own life, and to the lives of our loved ones, and to what surrounds us. Because we don't care. We can say that this is our national trait. Would there be so many unfortunate situations on the roads if you didn’t think that it would blow over and you could definitely get to the house in such a state? Or, by myself, I can say that it is unrealistic to send one of my peers for a preventive examination. A man goes to the doctor only when a fragment of a spear in his back interferes with sleep. Or you can't bear the pain at all. Very tough, tough position. But very selfish. Because our loved ones then pay for this steepness when we find ourselves in a hospital bed, and everyone around rushes around, fulfilling our whims. We can fly to a country where there is a war, on vacation, because they have already bought tickets, and in general, they are shooting in a completely different quarter. We can drink something, not being sure of the contents of the bottle, and then go blind because there was methyl alcohol. In the small town where I come from, there are dozens of such cases a week. We know for sure that belts fasten panties. We are absolutely sure that the helmet greatly interferes with hearing and seeing, and therefore it is, of course, better to fall off the moped without it. Sometimes it seems that in terms of the number of stupid ways to kill ourselves, we are leaders in the world standings.
Perhaps there are many plausible explanations for this. We have a hard life without confidence in the future, so every day we live to the fullest, like the last. The state does not think about us, does not fight to the last for each of its citizens, so why should we worry about each other so much? An incomprehensible and invisible danger is not perceived by us as clearly and as quickly as intoxication from the pleasure of breaking the rules. And in general, to be afraid of wolves - do not go into the forest.
And you can think and remember that foresight in Ancient Greece was one of the main virtues. And after all, they were brave people, and brave warriors, and outstanding thinkers. So, they understood that foresight and courage are very different from recklessness and selfishness. A brave warrior never took risks without measure, because he could set up his comrades. A wise father understood that it would be difficult for a mother to raise children alone if he died through stupidity. And the main value was in the accumulation of knowledge and useful rules, because they helped to avoid repeated mistakes. Pick up your garbage, because tomorrow your child may fall on this broken bottle. Fasten your seat belt. Call a taxi, if you allowed too much. Think that you keep your family healthy and nerves if you are healthy. After all, each of us knows that all the best in his life has not yet happened, so let tomorrow still come.
Thank you for your lively and warm letters, questions and thanks. Every Monday I collect your letters and send them to everyone in the company so that everyone can see and remember what wonderful people we work for every day!
Everything will be fine!
CEO Evgeny Demin and the SPLAT team ( [email protected])
145
Before us is a wide valley, overgrown with grass and shrubs, the edge of which is barely visible.
142
The airport is noisy and crowded, but there is still time, and I decide to buy a book for the trip.
141
Gray weather with long rains outside the window is often contagious and gets inside ...
140
Children's birthday reminds of a seething whirlpool, from which little kids, flushed from running around and playing, emerge from time to time.
138
A small green country in the south of a huge state that collapsed twenty years ago is immersed in flowers and aromas...
136
Composed of thousands of small pieces, the portrait is striking in its realism. From a short distance, it looks like a clear photograph.
126
This meeting is important for both of us, my interlocutor is collected and very attentive. He has an offer for me.
124
The rock ledge looks quite secure, and I lean on it with my foot. Shifting my weight onto this small step to move my arms.
123
This powerful story about the history of my life, full of bright and serious achievements, has already sounded to me countless times.
122
The wind is very strong, with light slanting rain. Prickly and ruthless, it crawls into the coat, drawing out the last of the heat.
92
The hardest part of archery is letting go of the string. This must be done calmly, confidently, keeping ...
69
"Made in Russia with love" - this inscription is on the packaging of our products, and for us it is especially important...
68
Each of us remembers a moment in our lives when you stand, swaying, on the edge of the pier, your back warms warm sun and the whole world...
66
Over the past few years, most often I had to answer one question - why do we not release toothbrushes ...
63
Why every day thousands of people stand in long queues at the Louvre just to see the famous Mona Lisa with their own eyes...
61
The best gift that a buyer can give to a director of a company is to communicate his slightest dissatisfaction with the purchase...
60
Interestingly, the 10 professions that became the most popular in 2009 around the world did not exist in 2004 in principle ...
59
To deliver green tea from Hong Kong to London in the 19th century, it took over 80 days for a fast sailing ship...
58
The most important human right is the right to choose. Having been born, each of us immediately acquires this right once and for all...
57
The most delicious apples always grow at the top of the apple tree. It often happens that they remain untouched and hang until the very cold ...
55
Today is an unusual day for me - for the second time in my life I became a student to get a master's degree in one of the economic schools ...
51
Today is an amazing day for me. My daughter Melania is one year old...
50
Four last days Together with a wonderful team of SPLAT specialists, I worked with great pleasure at the booth of our company...
48
I often receive letters in the mail with the question “Do I use SPLAT pastes myself?”, “Which of them is my favorite?” and "why don't SPLAT have toothbrushes?"...
Sometimes students or journalists ask me: how did it all start? And I tell. But never talked about it here. And today, using the anniversary issue, I want to tell you. After graduating from university, I followed my future wife to Moscow. I was joined by my best friend and his girlfriend. And a few of our friends. We all made money together selling health products, but our dream was different - to create. To make something truly important and useful, with the help of our talents and scientists, and to produce it ourselves. To get a product of such a high level that people will buy all over the world. We invested all the money we earned from trading in the development of the first four toothpaste formulations. They themselves made design sketches, ordered packaging and agreed on production. It was 2001 outside, the world was completely different, without social networks, and almost completely without the Internet. As we waited to make the first batch of our own products, we thought about how cool it would be to make something ourselves. Yesterday this did not exist yet, and tomorrow you will be able to hold your realized idea in your hands. And that this is the biggest opportunity to be an entrepreneur.
WE MADE A GREAT PRODUCT.
He cleaned well, refreshed, was useful and unusual in appearance. The main goal was this - to bring the maximum benefit to those who will use it. We did everything as for the closest people and gave samples to friends and family. And everything about our pastas was great, except for one. Nobody knew anything about them. At that time, our little team was doing everything. In the first half of the day I discussed formulas and compositions with scientists. And in the afternoon she went around the nearest outlets to arrange deliveries. We hear dozens of rejections every day. It was a very interesting and incredibly difficult time. In order to focus on our dream, we refused to sell other people's goods and only dealt with what we produced ourselves. Step by step, from one point to another, we have evolved. But the expenses were greater than the income, and soon our team fell into a severe crisis. We had nothing to buy packaging and raw materials. It got to the point that the electricity was turned off in our house for non-payment. Each of us took out all our money from the wallet to pay the salaries of others, and continued to live our dream. I saw that everyone in our small office is trying incredibly hard, working 14 hours a day to make a flawless product. And that energy, that atmosphere was so powerful that, it seems, de-energized lamps could burn.
Time flies unnoticed, because we live our business. For each of our friends - buyers now in 70 countries of the world. And you can be sure that the tube in your hands is made with love and benefit, as for yourself.
The founder and CEO of Splat, a company that produces oral hygiene products, Evgeny Demin writes letters to his consumers every month and puts them in boxes with goods. In the last letter, talking about the conflict between Russia and Ukraine, Demin warned: “Before you find yourself inside a besieged fortress, it is important to understand where to get food and goods necessary for a comfortable life.”
Evgeny Demin, founder and CEO of Splat (Photo: TASS)
Usually Demin in his letters talks about cases from life and work, announces new products, sometimes shares his views on raising children and relationships between people, plans for the future. For example, he told customers of his toothpaste that he planned to get an MBA.
“We have already experienced enough wars, conflicts and disasters to learn to appreciate human life. There is no more stupid situation when those who are for the blues and those who are for the greens are ready to kill each other, losing their human appearance, only because of the difference in their preferences,” writes Demin.
He believes that the isolation in which the country finds itself at the moment will expose long-standing problems, to which eyes have long been turned a blind eye. For example, on the state of own production. “Surprisingly, we allowed ourselves to forget how to do the simplest things, lost a lot of technology, allowed the collapse of entire industries,” Demin lists in his letter. At the same time, the entrepreneur notes that development for all countries has now become too complex and fast, "to do everything alone."
Demin talks about the isolation of Russia after the imposition of sanctions by the US and the EU and retaliatory measures - an embargo on the import of American and European products: "Before you find yourself inside a besieged fortress, it is important to understand where to get food and goods necessary for a comfortable life." To be respected by others, strength alone is not enough, he writes, you need to be smart, “so that people want to cooperate with you, and other smart [people] want to come here and start their own business here; research, teach, start companies, and heal.”
Demin refused to comment on his letter to RBC.
According to the Synovate Comcon study, 94% Russian families use toothpaste. In the first half of 2014, Splat paste was used by 11% of consumer families in this category. The brand occupies a leading position in the market of therapeutic toothpastes - among families choosing therapeutic toothpastes, the share of Splat is 43%.
In the Synovate Comcon study 28 thousand people participated, that is, it can be assumed that at least 3 thousand people saw this letter.
Direct appeal to the consumer is not uncommon, although more often letters come from a fictional character. American k Mattel communicates withconsumers through the Barbie doll. Russian pManufacturer of parapharmaceutical products "Aseptika" sends out letters to small consumers of antiseptic wipeson behalf of Microbot.
The chief curator of the research center for brand technologies RCB & B, Nicholas Koro, believes that in marketing, the rapprochement between the owner of the company and the consumer can only be “in the zone of coziness, comfort and kindness”, but when communication goes beyond these limits and touches on a political topic, this can cause rejection in buyers, primarily from the main consumer - women.
In late August, Virgin owner Richard Branson and several businessmen from Russia, Ukraine and other countries called for an end to the conflict in Ukraine, citing humanitarian and economic considerations. The authors of the open letter reported that the Ukrainian conflict poses a threat to the entire global economy. Entrepreneurs called the fall of the Berlin Wall and the end of the Cold War the greatest moment of their lives: no one, the appeal said, wants to witness a return to those times. However, almost a quarter of a century after these important events The world has entered a dangerous period of deteriorating relations and armed confrontation, businessmen believe.
In the summer, I got to know the philosophy of SPLAT, visited their office, looked where the letters come from in each box of toothpaste and learned a lot of interesting things about this brand.
I tried two toothpastes from the SPLAT Special line, and although Active is my favorite so far, these two also turned out to be pleasant in different ways.
Each package of toothpaste from the Special line has an insert with a letter from the company's CEO, Evgeny Demin.
Here are my two letters - No. 92 and 93
If you bought pasta, then pay attention to this - it's interesting to read.
SPLAT toothpastes are safe for humans and the planet's ecology
For those who give warmth
Special warming toothpaste GINGER / Ginger is designed to take care of gum health. Natural active ingredients provide effective prevention of inflammation of the oral cavity, protect against the formation of plaque and unpleasant odors. The novelty of the Special series is recommended especially for those who give warmth.
My opinion:
In fact, this is a fairly ordinary toothpaste, I did not feel such a warming effect as described. It's just that mint doesn't cool your teeth too much.
The composition contains ginger oil, improves blood circulation, accelerates regeneration processes, supports local immunity of the oral cavity. Ginger is generally a useful thing.
In general, the paste takes care of the health of the gums, but it does not eliminate my bleeding, so I had to alternate it with Active from the professional line.
GOLD
For VIPs
The first precious SPLAT GOLD toothpaste with colloidal gold, diamond extract and royal jelly, designed specifically for effective care for the beauty of a smile. The natural active components of the paste gently brighten, polish and strengthen the enamel, protect against caries and prevent the formation of plaque, tone up and take care of the health of the gums.
The taste of pink champagne will remind you that SPLAT Special GOLD toothpaste is recommended for VIPs.
My opinion:
I took this pasta to my mom. She is overjoyed. According to her, the paste perfectly removes plaque, prevents its formation during the day. Pleasant cleanliness remains in the mouth for a long time.
I also tried this paste as I sometimes brush my mom's teeth. It tastes very pleasantly minty, with a vanilla undertone, I would say, as tasty chewing gums have. It turned out to be champagne, but I apparently did not pay attention to it.
