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Skincare Spotlight Also this year, some things we already knew, well, got confirmed. Yes, Sunscreen Helps You Age More Gracefully I grew up hearing from my dermatologist father that if nothing else, if I wore sunscreen every day, I would age gracefully, have fewer wrinkles than my sun-loving girlfriends and have a better chance of avoiding skin cancer. This year saw these claims finally proven, as reported in the Annals of Internal Medicine and then in The New York Times, both in June 2013. Researchers have now proven that people who've applied sunscreen every day have experienced 24% less skin aging, as measured by lines and coarseness of the skin, than those who've done otherwise. So, keep slathering on that sunscreen! Social Media Continues to Grow The impact of social media in the beauty industry continues to be a hotly discussed topic, having given rise to a series of "Digital Forums" by WWD. This topic was also a focus during the WWD Beauty Summit this past May. In particular, video—YouTube and Instagram video—is becoming increasingly channels, there are some great examples of what to do. Specifically, JULEP is a great case study. This brand is an example of pivoting a beauty business from a chain of brick-and-mortar nail salons to a social-media driven beauty company. As stated on the Maveron (one [In the men's grooming category]: Mintel predicts sales in the United States to rise 16% by 2017. important for beauty brands, skin care and beyond. Of particular note is the launch of the YouTube channel by Bobbi Brown to capitalize on the visual aspect of makeup. While the overall consensus is that beauty brands (skincare brands in particular) have much to learn in terms of interacting with consumers through social-media 60 December 2013 | beautystorebusiness.com of JULEP's investors) blog—"With over 100,000 Facebook fans, 26,000 Twitter followers and 12,000 Pinterest followers highly engaged in swapping nail art designs and 'nail swatches,'"—JULEP's social-media community has been a strong substitute for brand building via traditional print marketing. JULEP is a pioneer in using Facebook, Pinterest and the social Web to deeply engage its community of beauty lovers around color and its line of fashion-forward beauty products. It doesn't have to spend millions of dollars launching a new product. Its social-media fans help [it to] get the word out." And now, let 2014 begin, and let it be another milestone-packed year for our industry! ■ Ada S. Polla is the president and CEO of Alchimie Forever. She is the co-creator of her family's Swiss-based skincare line, which she launched in the United States in 2004. Her skincare knowledge and business skills have yielded double-digit annual revenue growth for the brand. She holds an MBA from Georgetown University and received a Bachelor of Arts degree from Harvard University.