Beauty Store Business

NOV 2018

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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Page 48 of 67 | November 2018 47 Few people have let a lasting impression on the beauty industry like Kevyn Aucoin. Born in Shreveport, Louisiana, in 1962, Aucoin's passion or makeup artistry started when he was a young boy, and continued until his death in 2002. "He was constantly creating makeup looks on his younger sisters and riends, and was inspired by magazines and celebrities, such as Barbra Streisand," says Hillary Solomon, the ormer CEO o Kevyn Aucoin Beauty rom 2014 to 2018. When he was 20 years old, Aucoin made the pilgrimage to New York with the hopes o turning his passion into a career. He landed his irst gig, which didn't pay, applying makeup on test models. Soon ater, he was discovered by none other than Vogue magazine, and began work- ing with amed ashion photographers like Steven Meisel and Richard Avedon. Over the next ew years his career skyrocketed, and his roster o clients spanned hundreds o supermodels and celebrities like Cindy Craword, Christy Turlington, Naomi Campbell, Janet Jackson and Sarah Jessica Parker. Aucoin was arguably the most sought- ater makeup artist in the industry, and would be booked months in advance. "Kevyn worked with some o the most inluential and amous supermodels, celebrities, actresses and musicians. The list is endless, and he loved them all," Solomon says. At 21, Aucoin served as the creative director or Revlon's Ultima II line, and later helped launch The New Nakeds line, which was designed to cater to a wide range o skin tones. Something quite groundbreaking at the time, it paved the way or other cosmetics brands to be more inclusive. In an eort to share his trade secrets and techniques with the world, Aucoin penned the book Making Faces in 1997, which became a New York Times Best Seller. A precursor to YouTube tutorials, the book includes 200 photos and sketches that explain the undamentals or recreating his prized looks. It was such a success that he wrote another one, Face Forward, in 2000. Solomon says, "He helped inspire millions by sharing his techniques in his best-selling books, and his makeup needed to deliver and exceed those experiences and expectations." Ater celebrated makeup artists Laura Mercier and Vincent Longo asked Aucoin to endorse their popular cosmetics lines, he decided to create his own company in 2001 instead. "Today the line is inspired by his original vision, and includes many o his original ormulations and shades," Solomon says. Created or both proessional artists and beauty enthusiasts, Aucoin's goal was to make customers everywhere eel more beautiul and conident. "Despite any initial challenges that Kevyn may have had early on, as with any entrepreneurial startup, the company has grown to become a globally recognized artistry brand," Solomon says. "Kevyn's original ideas, such as contouring, continue to inspire and impact the beauty industry today." Over the last 18 months, Solomon says the brand has seen tremendous growth on social media not only in terms o ollowers but also in regards to the level o brand engagement, awareness and quality user-generated con- tent. "As an artistry brand, all o the social channels are a great opportunity to share and showcase how-to videos using the products," she says. In the uture, Solomon predicts the industry will see more gender neutrality and luidity, as well as one-swipe, holographic color. "High-intensity shades and payo and complexion will continue to drive the category anchored by highlighting and contouring," she says. Though Aucoin passed away in 2002, his legacy lives through Kevyn Aucoin Beauty, his books and various documentaries detailing his lie. For other entrepreneurs who want to start their own companies, Solomon advises, "Be true to your brand values. Everything else will ollow." GET CONNECTED! @kevynaucoinbeauty @kevynaucoin @kevyn_aucoin KEVYN AUCOIN Company: Kevyn Aucoin Beauty Founded: 2001 BEHIND THE HERO PRODUCT Inspired by the flawless skin of a geisha, Kevyn Aucoin developed The Sensual Skin Enhancer by collabo- rating with chemists from Japan to learn the secrets for dewy, radiant skin. "The Sensual Skin Enhancer is a Kevyn original, and many refer to it as Kevyn Aucoin in a jar," Solomon says. A concealer and foundation in one, it's available in 16 shades and is a fan favorite. With hydrating jojoba oil, honey and minerals, it provides longwearing, waterproof coverage, suitable on all skin types. SRP: $48 From top le : 1999 Ron Galella, Ltd., courtesy o Kevyn Aucoin

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