Beauty Store Business

AUG 2017

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Page 13 of 123

12 August 2017 | News From top left to right: courtesy of Umi Shave Club, Beauty Collection, Procter & Gamble Beauty UMI SHAVE CLUB FOR WOMEN LAUNCHES What Dollar Shave Club did for men, Umi Shave Club could do for women. Aiming to provide a superior shaving experience, Umi Shave Club launched its online monthly women's shaving products subscription service in mid-June, perfectly timed for skin-baring warm weather. The service offers natural shaving products— including moisturizer and shaving cream—and, of course, precision razors at a price the company claims is "the best value on the market today for women who want a great, close shave." New Umi Shave Club subscribers receive what's called an Everything Bundle as their introduction, which is a package containing one SweetSix Razor, one Fab Four Razor and one bottle each of ShaveJelly and SkinBliss, for the first-time price of $10. Each month thereafter, a new Everything Bundle arrives; the monthly subscription cost is $16.50 plus shipping and handling. "We feel the women's online shaving category is badly underserved," says Matt Green, owner of NutroGenix LLC. "A few clubs already exist, but they're confusing and expensive. Umi Shave Club plans to deliver a better overall experience at more reasonable prices." As the founder of the BladeButter Brand, Green is experienced with the online shaving products market. However in developing Umi Shave Club, he partnered with his wife, gaining her insight and expertise as well as a female perspective. Together, they have worked to create the service's quality skincare offerings, which are free of the harsh additives commonly found in other shaving products. In fact, all Umi Shave Club skincare product ingredients are 88 percent certified organic. To build loyalty around this new brand, Green offers a 100-percent satisfaction guarantee and a strong commitment to customer service. Subscribers can pause or cancel their plan at any time, and each subscription is fully customizable. The service provides email reminders to ensure that subscription renewal never comes as a surprise. Subscribers receive free bonus gifts and product samples occasionally with the month's subscription package. NEW LEADERSHIP AT PROCTER & GAMBLE BEAUTY On July 1, Alex Keith became the new head of Procter & Gamble's global beauty business, replacing Patrice Louvet, who was tapped as the next CEO of Ralph Lauren. A 28-year company veteran, Keith served as president of global skin and personal care since 2014. She now oversees an $11.5 billion business, including Head & Shoulders and Pantene shampoos, Olay skin care, Safeguard soap and Old Spice deodorant. She reports directly to CEO David Taylor. Aside from a four-year stint in fabric care between, Keith has spent the bulk of her career in Procter & Gamble's beauty businesses. "Alex comes into the role with a history of strong business results, outstanding beauty know-how, and a deep understanding of the industry and markets," Taylor said. Markus Strobel, who previously served as vice president and brand franchise leader of SK-II, has taken over as the new president of global skin and personal care. Alex Keith HONORING BEAUTY COLLECTION'S ED TAVAKOLI After a two-year battle with pancreatic cancer, Ed Tavakoli, the beloved founder of Beauty Collec- tion in Sherman Oaks, California, passed away on May 26, 2017. Tavakoli originally came to the United States from Iran in 1981 when he was 43, starting over with his wife, Janet, and their two sons, Shawn and Marc. Tavakoli got his start in the beauty busi- ness working at Wilshire Beauty Supply's warehouse, unpacking boxes for $2.50 per hour, seven days a week, taking the bus from Encino to Mid-Wilshire every day, while his wife earned her cosmetol- ogy license, putting in long hours as a manicurist. In 1988, Tavakoli opened Eddie's Beauty Supply in Van Nuys, California and in 1992— at his wife's insistence and using all of his personal credit—he opened Beauty Collection. The store quickly became one of the most successful beauty supply stores in Los Angeles, and continues to operate successfully after more than 20 years. Beauty Collection was a family business as for many years Janet, Shawn and Marc worked alongside Ed. "I learned everything about running a business from my father. In the 36 years that my dad has been in the beauty business, he has always been respected, admired and been spoken of with the highest regard. Not because of his successful business, but because of how he treated the people he dealt with—from employees to vendors to customers," says Shawn Tavakoli, who followed in his father's footsteps with five Beauty Collection stores in Southern California. President of Jay Halaby and Associates, Jay Halaby adds, "I met Ed in the early '90s. As a new rep in the streets, I serviced both Eddie's Beauty in Van Nuys as well as the brand new Beauty Collection store in Sherman Oaks. Ed was always kind to me, and always a gentleman. As my business grew, Ed was always there to give me bits of advice and guidance. I will always remember him as one of the original icons of the California beauty store model. I will truly miss him." Marc Spilo, CEO of Spilo Worldwide, says, "Ed Tavakoli was truly one of the pioneers of our industry. Ed was a true American success story, coming to America as an immigrant and building a very successful beauty store from scratch. With his beautiful wife Janet, they raised two outstanding sons (one of whom, Shawn, now runs one of the most high-profile and successful businesses in our industry). Ed, a true gentleman, was loved and admired by his industry colleagues. We will all miss his great spirit, his wonderful smile, business acumen and the friendship he showed us all over the years." Apart from Ed's Beauty Collection store in Sherman Oaks, his son Shawn opened a Beauty Collection in Calabasas in 1998 and has since added stores in West Hollywood, Malibu, Manhattan Beach and Marina Del Rey. The prestige beauty stores bring hand selected beauty products from around the world and customized spa and salon services to their clientele. Ed Tavakoli

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