Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.
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beautystorebusiness.com | June 2017 69 The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from Beauty Store Business. © 2017 by Creative Age Communications, Inc. All rights reserved. Deborah Carver Publisher/CEO » Deborah.Carver@creativeage.com Jeff Black COO » jblack@creativeage.com Mindy Rosiejka Vice President/CFO » mrosiejka@creativeage.com EDITORIAL Stephanie Yaggy Lavery Editorial Director » slavery@creativeage.com Kim Henderson Executive Editor » khenderson@creativeage.com Karen Wilhelmsen Managing Editor » kwilhelmsen@creativeage.com ADVERTISING Jerry Lovell Associate Publisher/Advertising Director » jlovell@creativeage.com Nazli Ozen Santana Account Executive » nsantana@creativeage.com ART Danielle Caseñas Creative Director Michael Block Art Director Sophia Freeman Pre-Press Manager Cristen Wilson Desktop Specialist WEB/MARKETING Ryan Boydstun Creative Director-Web Dawn Cobalt Head of Video Production Lizzy Sherman Senior Web Editor David Simpson Ad OPS/Digital Editor PRODUCTION Madlen Martinez Production Director Claudia Marquez Production Coordinator » cmarquez@creativeage.com Flora Robinson Production Assistant CIRCULATION Barbara L. Shepherd Circulation Director Steve Verba Email Marketing Manager Jamie Andrew Audience Marketing Manager ADMINISTRATION Lourdes Nuno Accounting Manager Viktoriya Milshteyn Accounts Receivable Manager Michelle Ruedy Accounting Assistant April Menendez Show Manager Denise Maiman Special Projects Manager For advertising information, call 800.442.5667, 818.782.7328. SUBSCRIPTION QUESTIONS? Write to Beauty Store Business , Attn: Subscriptions, PO Box 1072, Skokie, IL 60076-8072; call 800.624.4196 or 847.763.9615 or email beautystorebusiness@omeda.com. PUBLICATION OFFICES: Beauty Store Business , 7628 Densmore Ave., Van Nuys, CA 91406-2042 For all nonsubscription questions, call 818.782.7328 or fax 818.782.7450. How do you find balance? That is a tough question. Most of the time I feel that I don't. I definitely make it a rule that the weekend is the weekend, and time to spend with my family and recharge. My boys are growing up so quickly and at the end of the day, they are the most important things in my life. What trade shows do you attend? We love ISPA and just attended our first Indie Beauty Expo, which truly was a great experience. How did you develop the idea for your company? Whish has evolved over the years from a natural shaving line to a high-performance natural skincare line. Our marketing mes- sage has always been the same: it looks beautiful, smells beautiful, feels beautiful, and it actually works. Who are some of the celebrities you work with? We have worked with Lauren Cohan, Selena Gomez and Lauren Conrad. We also work with a lot of celebrity makeup artists, which we love! What was it like to be a finalist at Beauty Pitch last year and what did you gain from that experience professionally and personally? Businesswise, it made me feel like we have come a really long way in this industry, and I felt proud that we were part of it after building our company from the ground up. Personally, it made me realize I have finally overcome my stage fright! What has been your biggest challenge as a CEO? Delegating. I love every part of our busi- ness and sometimes I think I am too involved in everything. We have a great team and I know they get the job done, but I also want to stay in tune with all aspects of our business. You can't fix something if you don't know it's broken. It is hard because my husband and I did everything in the beginning, so we are both perfectionists. I think we are getting better, but it is hard to let go. What is a career highlight of yours? I think our launch in Nordstrom in 2009 was, and will always be, my career highlight. I remember when we started Whish, I went to a Nordstrom Beauty Trend show and I said to myself, "If only I could be part of this show someday, that would be amazing." And when I finally was, I was literally in tears. If you could work with anyone, who would it be and why? I have to honestly say, I already work with that person—my husband. He amazes me every day with his ability to get things done. He can literally figure out anything and I am so lucky to spend my days at work with him! What are your future goals for your company? To continue to innovate when it comes to products, but also continue to build a great company for our employees. What was the last "problem" you had to find a solution for? We were experiencing very long lead times for a service that is part of our packag- ing. We started doing some research and found that we could actually do it in-house and not only increase our flexibility but also shave a month off of our lead time. Can you tell us about your Massage Envy collaboration? Massage Envy is a great partnership; their corporate office is here in Scotts- dale as well and the relationship formed Whish founders, Aimee and Jesse Werner