Beauty Store Business

AUG 2017

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62 August 2017 | beautystorebusiness.com at Harvard. I think there's always some- thing to learn, and everything effects the industry," Jacobson says. Creating Cancer and Careers (now 11 staff members strong) remains a true highlight—both personally and profes- sionally. The inspiration came when, over a period of five years, a number of board members were diagnosed with cancer. Some of them told their colleagues at work; others kept it private. But they all continued to work during or following treatment and experienced one common dilemma—a lack of information on how to work while undergoing treatment. "Today, Cancer and Careers is the definitive national authority on work and cancer, empowering and educating people with cancer to thrive in the workplace," Jacobson says. "Our innovative programs for survivors and healthcare professionals provide the vital support, tools and infor- mation they need to navigate the practical and legal challenges that follow a diagno- sis." The foundation has built a massive network of support over the last 16 years. Online, in print and in person, Cancer and Careers helps more than 365,000 individuals each year, across all 50 states. PUSHING BACK Jacobson stays on top of an ever-changing industry by remaining a true student of life. She reads voraciously, speaks to people across many different industries and always asks questions. She even mentored a group of Fashion Institute of Technology students about five years ago—and still regularly helps them out. Her busy schedule also brings her to CEW's many events, where speakers share insights with members, or where awards honor lifetime business achieve- ments and women on the rise. And, of course, she stays in the know through events and tradeshows throughout the year like Cosmoprof, Luxe Pack, Elements and Axis, among others. Through all of that real-life research, she's noted some top trends for 2017, including K-beauty, the evolution of retail in an online world, the indie brand explo- sion and a host of antipollution products with a focus on true sustainability. "I'm not a retail expert, but I think beauty stores can adopt certain trends such as personalization, with big stores acting small, more intimate," Jacobson says. "Since consumers can buy products and do their own research online, the store can become the place to experi- ence the products and to get advice, beyond just the salesperson. I think the real change will come in stores as they need to play a different role—what can the store offer them? What can't they get online? The answer is, more service and education about beauty and products." And, like anyone in the industry, Jacobson struggles with her own chal- lenges, even amid so many standout successes. Her greatest goals include remaining relevant to all generations and building more programs online. However, still having a small staff that works tirelessly to produce more than 20 near-perfect programs per year with limited resources means that CEW doesn't have the capacity to execute all her great ideas. Even so, another new program is on the horizon: the organization's first-ever con- ference, based on research that identified the critical areas that its members wanted CEW to focus on. The half-day event, titled The Connected Consumer, is scheduled for October 12 in New York, and will explore the new paths to purchase: How are con- sumers purchasing now, primarily online? What works and doesn't work? "The event will mix outside experts with companies that are really advanced on this front," Jacobson says. "If it's successful, we can look toward doing a full-day conference next year." Meanwhile, Jacobson is looking for- ward to crafting more membership bene- fits. CEW is already surveying members' needs and wants to add more educational content, including intimate workshops on specific topics that are most affecting the industry, such as finding success with Facebook and Instagram. And the organization is now building a new web- site with more content to complement its popular e-newsletter, while further expanding its online capabilities. "We're always evaluating our events and programs; after every event, we sur- vey attendees on key metrics—relevance, learning, topic, demographics, sugges- tions—so we can institute changes quickly," Jacobson says. "A physical event is always well-attended because people want to network and get to know each other, but with 7,000 members in the United States, not everyone can always attend. That makes online development so important." With a focus on constant innovation that shows no sign of slowing, it's obvious that Jacobson has found an industry that ideally suits her. And as much opportunity as it has given her, she has given even more back. She says, "This is an indus- try where women can advance. Each year, we're seeing more programs to sup- port women's advancement. The men and women in this business are so impres- sive, smart and philanthropic—they're unbelievable thought leaders. I can't think of a better industry to build a career." ■ Tracy Morin is a freelance writer and editor based in Oxford, MS. Get Connected! @cosmeticexecutivewomen @cewinsider linkedin.com/company/cew cew.org, cancerandcareers.org @cewinsider CEW president Carlotta Jacobson at CEWÕs product demonstration event in March 2017. BY THE NUMBERS Here are the stats on CEW's members. Member Breakdown • 7,300 members in the U.S. (83%) • 1,000-plus members of CEW U.K. (11%) • 500-plus members of CEW France (6%) • 8,800-plus members total around the world Career Stage • Early Career: 17% • Mid-Career: 46% • Senior Career: 37% Demographics • Female: 87% • Male: 13% Top 5 Reasons Members Join 1. Networking 2. Beauty Insider news and features 3. CEW events 4. Trend reports 5. Career development

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