Beauty Store Business

JAN 2015

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84 January 2015 | beautystorebusiness.com News BEAUTYKIND.US MERGES BEAUTY SHOPPING, PHILANTHROPY A new beauty platform has emerged allowing consumers to shop for beauty products and donate 5% of the purchase price of each product to a cause of their choice, all at the same time, through BeautyKind.us. The newly launched ecommerce site offers customers prestige makeup, skin care, fragrances, hair and nail products. "We created BeautyKind.us to be more charitable and more rewarding than anything in the category," says Hil Davis, co-founder of BeautyKind. "At its core, BeautyKind represents three things: the most rewarding way to buy beauty products in the industry, an effortless and viral fund-raising platform, and a business model that empowers consumers, communi- ties and influencers. BeautyKind.us aims to reshape how consumers shop for brands in the 21 st century." The new site also offers a loyalty program in which up to 5% of every purchase will be given back to consumers in the form of "Beauty Points" as a reward for buying and sharing within their social community. The unique loyalty program gives back to consumers every time they shop or refer friends, as well as when their friends make purchases. On the site consumers will be encouraged to develop their own cause circle through a "Share" option that generates a personalized link that they can distribute via a personal email or on their social-media platforms. Consumers choose how to redeem their Beauty Points, which can be redeemed for additional donations, products, samples, expedited shipping and as a debit card to spend as they wish. The cause-focused ecommerce site has partnered with one of the entertainment industry's biggest power brokers, Scooter Braun, founder of SB Projects. Braun will serve as a strategic consultant, procuring influential ambassadors as well as facilitating partnerships for the site. "At SB Projects we are extremely passionate about giving back and infusing philanthropic initia- tives into everything we do," states Braun. "By partnering with BeautyKind, we can create 'everyday philanthropists' who give back while shopping for the products they're already using every day." Powered by "we-commerce," BeautyKind.us is marketed as the first beauty website that will unite consumers, beauty brands, influencers and causes to create a shift in how businesses deliver both emotional and physical brand benefits. Top left Image: courtesy of KENDO, bottom right image: courtesy of Murad KENDO ACQUIRES BITE BEAUTY KENDO, a LVMH company, announced in November the acquisition of BITE BEAUTY, a Toronto-based brand special- izing in natural lip products founded three years ago by Canadian entrepreneur Susanne Langmuir. BITE BEAUTY is the second acquisition for KENDO, which focuses on unique beauty brands with compelling stories and strong long term-growth potential. BITE joins Ole Henriksen, a skincare brand acquired three years ago, and four KENDO-created brands: Marc Jacobs Beauty, Kat Von D Beauty, Formula X, and Eliza- beth and James fragrance. In a period of only several years, KENDO's business has grown dramatically with distribution in 24 countries by the end of 2014. "BITE BEAUTY is an amazing brand that has enjoyed meteoric growth since Susanne founded it three years ago," says David Suliteanu, KENDO CEO. "It has enor- mous potential here in North America as well as abroad. We are delighted to welcome Susanne and the BITE team to the KENDO family of brands." Langmuir added, "I am thrilled to join KENDO and to work with David and his team to take BITE BEAUTY to the next level of growth and success. I am confident that with KENDO's support, BITE can expand its presence well beyond what we have achieved today to become a world-recognized and highly desired brand in the prestige beauty market." BITE BEAUTY's mission is to create beauty products that offer high performance and are formulated with ingredients healthy enough to eat. The company's mantra is "Edgy, Edible, Innovation for Lips." Its assortment of lipsticks, lip pencils, lip crayons and treatment products are handcrafted at the brand's facility in Toronto. BITE BEAUTY is currently sold at Sephora, where it has become one of the fastest-growing brands in the company's history, as well as BITE BEAUTY's LIP LAB in Manhattan. As part of KENDO, BITE BEAUTY will continue to focus on innovative formulas and delivery systems as well as expanding its digital presence and international distribution. BITE BEAUTY will continue to be based in Toronto and be led by Langmuir, who will report to Suliteanu. MURAD NAMES ASHMUN AS NEW CMO Elizabeth Ashmun has joined Murad as CMO, overseeing all global marketing, including brand development, advertising, public relations, creative and education, for products, services and new-market opportunities. Ashmun will be reporting to Richard Murad, global general manager. Ashmun will be responsible for driving brand growth and equity through global initiatives, identifying new-market opportunities, driving product development, increasing consumer engagement and brand profitability and developing an overall growth strategy for the company. "Elizabeth brings a fresh perspective and a great deal of experience that will be highly beneficial to Murad," says Richard Murad. "We are very proud of our continued success over the past 25 years, and we anticipate exponential growth in the future. With her strategic business and marketing background, I am confident that Elizabeth will play a crucial role in driving brand growth so we can continue to transform the skin and lives of current and future customers around the world." Ashmun comes to Murad from Kate Somerville with more than 17 years' experience in developing and implementing strategic business plans for effective brand management. Most recently, Ashmun held the position of vice president of global marketing at Kate Somerville, where she helped the company achieve double-digit growth across all retail channels and expand internationally into Canada, Singapore, Malaysia, Australia, New Zealand, South Korea and Hong Kong. Elizabeth Ashmun

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