WoW Woman in Beauty Tech I Claudia Harvey, President & Co-Founder of BG Wealth Group, CEO Dig It Apparel®, Global Entrepreneur & Investor, Best-Selling Author, Philanthropist and Inventor
Claudia Harvey is a President and co-founder of BG Wealth Group Inc., CEO of Dig It Apparel®, global entrepreneur and investor, best-selling author, philanthropist and inventor.
Twenty-plus years into her successful corporate career, Claudia Harvey began her first independent venture, Dig It® Apparel Inc.
The company (based in Toronto, ON) debuted its first product, Dig It Handwear® gloves and struck a deal with Kevin O’Leary, famous venture capitalist of Canada’s Dragons’ Den and NBC’s Shark Tank fame.
Fast forward over ten years and Dig It® created other products, expanded its distribution across North America and in late 2020 bought the company that invented SPOTMYUV®.
A revolutionary patented product made of biopolymer technology, SPOTMYUV tells a person in real-time when to reapply their sunscreen and thereby changing sun care habits which in turn will make a quantifiable difference in the lives of others. Claudia became an international keynote speaker and was awarded the 2019 Top Female Business Leader Award from the International Association of Top Professionals and Entrepreneur of the Year from UK’s Livewire.
SPOTMYUV, a Canadian invention, and made in the United States, was created in 2014 because of the genuine need for people worldwide to increase their personal line of defense against harmful UV sun damage. SPOTMYUV is the world's first clinically proven UV Detection Sticker that gives you a personalized reminder of when it's time to reapply your sunscreen. As you run, swim, sweat, and play, SPOTMYUV's patented DermaTRUE™ skin mimicking technology interacts with sunscreen like your skin, giving you a clear view of your sun protection in real-time.
Claudia, tell us a bit about your background and your projects so far.
After a successful 20+ year corporate career in the world of marketing, operations and sales, I felt my time had come to find a better balance between my career and family life. So I created my first company Dig It Apparel Inc. when my children were ten, six and four years old.
The launch of the company and products was strategically created with a business, marketing and financial plan, and looking back, stepping through the door of the unknown is very much a part of my DNA. Not shying away from the unknown has opened so many other doors! We were six weeks into the start of selling our first product, Dig It Handwear, when we pitched on Dragons’ Den, the US equivalent of Shark Tank. Kevin O’Leary bought into a small share of Dig It, which validated our position in the marketplace as a viable start-up with quality products. It was surreal when the episode aired — 90,000 hits on the website that night (before social media was a thing). The little company that started at my kitchen table was on the map.
Fast forward 11 years later, and the “pitcher” became the “Venture Capitalist”, and Dig It bought another Canadian start-up and its patented revolutionary product, SPOTMYUV.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
As a mother of three, I believe in quality, sustainable products with minimal environmental impact. I am committed to bringing products to the market that help people take care of themselves and their families. Therefore, my team and I spend a lot of time researching what innovative and unique product would positively impact consumers.
In 2017, my team stumbled across this small start-up with this amazing product and large vision to change lives by changing sun care habits. SPOTMYUV was invented by graduates from the University of Waterloo’s Nanotechnology Engineering program, known for its cutting-edge thought leaders and entrepreneurs.
With family and close friends impacted by skin cancer, they found a need to bring a product to market that would tell a wearer when to reapply sunscreen and thereby positively affect sun protection habits. Skin cancer is the most common cancer in the world and is almost 100% preventable when sunscreen is used correctly. Unfortunately, people still use less than 50% of the sunscreen needed to avoid a sunburn. The SPOTMYUV technology has won over 50 awards, including a Dyson Award, grants from Johnson & Johnson, and Buffalo's 43North prize.
SPOTMYUV was in its infancy yet already proven, and Dig It purchased the company and IP in 2020. Dig It combines its experience in the retail and consumer market with this revolutionary, life-changing product to launch this in worldwide retail and dermatology distribution.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
SPOTMYUV was invented to create a positive impact for anyone that cares about their skin and the harmful effects of UV damage. Consumers are often left wondering if/when to reapply their sunscreen throughout the day. This product takes the guesswork away. SPOTMYUV will actively tell the wearer in real-time when to reapply their sunscreen by changing from a clear sticker to purple color. With this visual reminder to re-apply, the wearer can surprisingly use three times more sunscreen - changing consumer awareness and behavior - while safely enjoying their outdoor lifestyle. In addition, the SPOT is waterproof and can be used all day with the reapplication of sunscreen.
The biggest challenge we face is consumer education. Many people think tanning is “healthy”. They do not believe or understand the long-term damaging and often deadly effects of UV exposure. The lack of education and awareness, as well as our own personal vanity, is the number one reason that melanoma has taken over as being the fastest growing cancer in the United States (CA Cancer J Clinic, 2020)
Let me share some facts with you:
Melanoma is the most serious and often fatal form of skin cancer. And the most preventable.
It is estimated that one in every five individuals in the U.S. is likely to be diagnosed with skin cancer in their lifetime.
According to the American Academy of Dermatology, in 2019, nearly 9,500 people in the U.S. were diagnosed with skin cancer every day. In the USA, one person dies of melanoma every hour.
90% of melanoma cases are caused by over-exposure to UV Radiation light from the sun and indoor tanning.
One severe sunburn before the age of 18 doubles your chances of getting melanoma. Tanning bed use increases your risk of melanoma by 74%. The David Cornfield Melanoma Fund, 2021
Global statistics reveal that 1 in 3 cancers diagnosed worldwide is skin cancer. There are more new cases of skin cancer each year than the combined number of breasts, prostate, lung, and colon cancers. Canadian Skin Cancer Foundation, 2020
Melanoma is the second most common form of cancer in females aged 15-29 and now the third most common cancer amongst 20–39 years old.
Our sales efforts are focused on selling into the Dermatology channel, where consumers are vigilant and care about their skin. We’ve created very targeted consumer messaging in all our marketing and consumer points of attraction to ensure our revolutionary product can clearly and easily explain its effectiveness.
SPOTMYUV is continuously expanding and creating valuable partnerships with organizations such as the Melanoma Research Alliance and the Claire Marie Foundation, both dedicated to advocating against the dangers of sun damage.
Other strategies are to support its distribution channel partners at POS with retailer education for awareness, conversion, and sell through white-label partnerships, dermatologists, Medi-spas and grocery, drug, and mass retail partners. Invented in Canada, made in the USA, and available for immediate distribution.
What are your biggest achievements to date?
Dermatologist and Pediatrician tested, SPOTMYUV is ground-breaking engineering of a unique biopolymer layer--the only sun awareness product of its kind using patented DermaTRUE technology. DermaTRUE has achieved patents worldwide and is scientifically proven to absorb the sunscreen and wear off at the same rate as your skin, enabling the color-changing layer of the sticker to warn you at the correct time to reapply. The SPOT will be clear when you are protected and then changes color - to purple - when you are not, alerting users when to re-apply their sunscreen throughout the day.
The SPOTMYUV proven technology has won over 50 awards, including a Dyson Award, grants from Johnson & Johnson, and Buffalo's 43North prize.
What are the projects you are currently working on?
Within the next 3 years, we will increase our distribution and expand to over three continents.
Is the #WomenInTech movement important to you and if yes, why?
I welcome the ability to champion and influence women in technology. According to recent statistics, women have increased representation in the tech industry by 2% since 2019 and only represent approximately 33% of the technology workforce. Empowering our future generation of women with the knowledge and certainty that they too can become changemakers and industry leaders is very important to me as a woman, CEO, mother of three, and the vision behind the global expansion of this technology-based product.
What will be the key trends in your industry in the next five years and where do you see them heading?
Future trends
• Increase educational awareness about dangers of daily UV exposure
• Better sun protection for all skin tones and types - inclusivity
• Promoting skin and sun care habits at an earlier age.
• Purchasing decisions will be based on digital research and companies that give back.
Consumers want to know what’s in their products and on their skin, as well as what’s behind the mission of the brands they choose to support. Physical vs Chemical sunscreens - 80% of today’s sunscreens use oxybenzone as a chemical UV blocker despite studies that have shown it expedites the destruction of DNA cells, oceans, and coral reefs. Complex issues are also affected due to global warming. Early studies have prompted the spotlight and banning of oxybenzone and octinoxate in many jurisdictions globally (Women’s Dermatology Society, 2021). Many states and countries have now banned the use of oxybenzone and its derivatives to stop the devastating effects on the world’s marine ecosystem. Methylene blue has the potential to be a friendly sunscreen active ingredient that can provide broad-spectrum protection. This is important in future joint ventures to ensure SPOTMYUV aims to meet these new demands and aligns with no sunscreen upon due diligence.
Anti-aging category:
Preventing and delaying signs of aging before they occur and for as long as possible. The #1 anti-aging product recommendation from the Beauty Alliance is SPF. North American consumers spend over 8M dollars on medical cosmetic procedures every day. This is a rapidly growing market but is highly competitive. Blue light protection will become increasingly important as we continue to spend most of the time working from home on computer screens, cell phones, and tablets, which can cause premature aging from HEV light. Dubbed the “Zoom Effect,” more people are seeking out ways to lift and tighten their faces after seeing themselves so often screens.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Like anyone forging a new career, there are key strategies that impact success in your chosen field. These include:
1. Understand your personal definition of success and what that means to YOU. Define your goals and design a plan to meet those goals. Be open-minded to adapting the plan as you evolve. Life is not linear and gives you the grace to make changes as needed.
2. Your network is paramount to your success. Surround yourself with positive people, that will give your truthful guidance, are kind, and you can trust!
3. Everyone has unique abilities. Realize and acknowledge these skills that are unique to you. Our experiences contribute to the development of growing your own abilities and celebrating your uniqueness.
4. Mindset is vital. First, believe in yourself and your vision, and then the “how” will unfold. We as women need to know that our vision is often a unique perspective, and we should trust our inner voice guiding us to our vision.
5. If what you’re doing doesn’t seem to align with your goals, adapt and change is ok! Move on instead of stagnating in the same place with a false sense of loyalty. Remember… you have a choice and be true to yourself.
Who are three inspirational women in your respective industry you admire?
I look beyond my industry to inspirational women who impacted their times and future generations. Their vision, strength, and personal certainty changed and impacted lives that, in turn, impacted others. The “ripple effect” is immeasurable.
For instance, Margaret Thatcher was the United Kingdom’s Prime Minister between 1979 and 1990 and the first woman to hold this office. The nickname “Iron Lady” was associated with her decisive political actions and leadership style. She impacted and changed lives while keeping her vision true to her beliefs regardless of what others thought at the time.
Amelia Earhart was a pioneer in aviation. Imagine being born in 1897 and taking to the skies when aviation was in its infancy and the right to vote for women was a distant dream! Yet, in 1928 (close to 100 years ago,) she was the first woman to cross the Atlantic, and she piloted her own aircraft across the Atlantic in 1932. At only 39 years old, she was doing what she loved despite the fear of the dangers of the unknown. She was the definition of a “Trailblazer.”
Closer to home, my own mother was my true inspiration, and I’m so grateful to have been raised by such a quietly strong and determined woman. She came to Canada from Germany in the post-World War 2 era with $100 in her pocket and the desire to raise a family in peace. She became a business owner in her mid-50s and inspired me daily to “just do it.” She met life with laughter and kindness and a no-nonsense attitude. She died ten years ago, and every day I hope to be like her “when I grow up.”
There are so many women that we can choose to follow and admire… and so many women standing strong with their accomplishments that can be acknowledged.
“I’ve learned that whenever I decide something with an open heart, I usually make the right decision.” Maya Angelou
Find out more about SPOTMYUV on their website.
Follow SPOTMYUV on Instagram, LinkedIn and TikTok.
Connect with Claudia on LinkedIn.
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.