Craig Dubitsky is on a mission to make the things we regularly use better and more beautiful, and in doing so, ultimately create bright spots in our day. Dubitsky’s career has been dedicated to transforming commodities into desirables and turning consumer insights into disruptive, emotionally charged brands. He has successfully engaged with a wide array of companies dedicated to breaking category molds via design and consumer-centric thinking.
With his latest venture, Hello Products LLC, Dubitsky and his team seek to disrupt and elevate the staid $30 billion global oral care category. Under his charter and creative vision, hello® brings together thoughtful, come-hither design and highly-natural formulations that embody the brand’s seriously friendly™ mantra. Hello has taken the category by storm, having gone from concept to commercialization in only 6 months, and from launch to approximately 20,000 top US retail doors in as much time. Hello recently launched throughout Canada, Norway, and Ireland. The brand is also available in Selfridges, Superdrug, and Boots in the UK, and has received inbound interest from established retailers and distributors in 67 countries. According to Nielsen, within 6 months of launch the company’s breathspray became the #1 selling product in the portable freshening category.
The range recently received two of the most prestigious and highly recognized design awards in the world, the Good Design Award and the Red Dot Award, and achieved Leaping Bunny status, the highest certification of friendliness with respect to animal testing. In addition, hello was named to Inc. Magazine’s annual Most Audacious list as one of The 25 Companies That Are Changing the World.
Dubitsky was named one of Brand Packaging Magazine’s 2014 Brand Innovators, and to The Internationalist 100 as one of Most Inspirational Marketers in the World. In January of 2015, Advertising Age named him to The Creativity 50, their annual list of the most influential and innovative creative thinkers.
Prior to hello, Dubitsky co-founded the Kind Group, a privately held company dedicated to the development and expansion of personal care brands. There, he conceived the eos brand, a line of women’s personal care products, featuring the ubiquitous spherical lip balm that turned the category on its head with an innovative, purse-search-friendly design and USDA-certified organic composition. Eos is now the fastest selling, fastest growing lip balm product in the category globally. Dubitsky was retained by Boots – the UK’s largest health and beauty retailer – to advise on its strategic US rollout of its No. 7, Botanics, and Mediterranean cosmetic and skin care brands, leading to a Boots aisle and over 700 SKUs in Target stores nationwide.
In addition, Dubitsky has also been a strategic advisor to various private equity groups with an interest in the Consumer space, including Goldman Sachs Investment Partners, The Blackstone Group, Tiger Global Management, and Lion Capital.
Dubitsky’’s history with transformational brands dates back to his role as SVP of Venture Development for the nation’s largest public retail REIT, Simon Property Group (NYSE: SPG), where he lead non core-retail real estate ventures. At Simon, enticed by a vision of safer home care products that didn’t have to hide under sinks, Dubitsky identified and led the initial investment in Method Products, the category-busting innovator of premium eco-conscious home and personal care products credited with shaking up the consumer products world. Dubtisky served on the Method Board of Directors from its inception in 2001 through December 2004.
Craig’s ongoing involvement with revolutionary consumer packaged goods spans category lines: strategizing with green home care brand Seventh Generation on innovation and design, serving as CMO of Popcorn, Indiana, one of the fastest growing salty snacks brands in the US, and advising OTC brand Help Remedies from his role on its Board of Directors. Dubitsky is also the Chairman of the Advisory Board of Lexicon, the leading global product naming consultancy, and served as a Board Member of the prestigious Art Directors Club from 2008 through 2012. He speaks frequently on the topics of brand, design, and innovation. Dubitsky was a keynote speaker at the 2015 Association of National Advertisers Masters of Marketing Conference, the largest gathering of Fortune 100 brands and marketers in the world, and the 2014 ANA’s Masters of Branding Conference. He has also been a keynote at the annual Cowen Consumer Conference, the Piper Jaffray Consumer Conference Chicago IdeasWeek, and Kraft’s Masters of Marketing Symposium.