Beauty Store Business

AUG 2019

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44 August 2019 | FIRST BEAUTY FORAY One o Rapay's 10 older siblings was a brother who immigrated rom the Philippines to the United States, where he joined the Navy. While stationed in Caliornia, he wrote home to tell his parents that opportunities abounded overseas. "My mother let our home when I was ive years old to live with my brother and get her U.S. citizenship so she could next petition or the relocation o her remaining children," Rapay recalls. Those were challenging years, as Rapay's mom split her time between two countries. Yet the youngest daughter also recalls times o joy, packed in a lively home with kids and dogs and cats as pets. Still, the experience orced young Liza to grow up ast. "Every day, my ather gave me an allowance to buy ood at the market and lunch at school," she shares. "I wasn't yet six years old when I learned the importance o being iscally responsible." One by one, the older kids let home, relocat- ing stateside and settling in Los Angeles. One sole sister, a nurse, went east instead. At age 19, Rapay joined her and their mother in the picturesque town o Dobbs Ferry, New York. By that time, Rapay had already completed two years o biochemistry and pre-med at Manila's University o Santo Tomas, one o Southeast Asia's preeminent institutions or medicine and science. "I was a very good child who obeyed her parents, they wanted me to be a doctor–but I had no desire or that lie," she says, laughing. Moving to America changed everything. The teen enrolled at New York's Pace University, pursuing a Bachelor o Science in inormation systems with a business minor. To help pay or school, she landed a job as assistant to the creative vice president o Ballantine Books, an imprint o Random House. "Studying while working ull time meant I didn't sleep much," she says. "Yet apart rom the papercuts, I loved every moment o those glory days o publishing." A 10-year stint, it served as both her corporate training and introduction to the importance o building and maintaining close working relationships. "It's been over 20 years, but I'm still riends with the boss who hired me at Ballantine," says Rapay. Such lessons shaped her as a young adult, and their importance would reverberate in later years. The curious career woman was almost 30 when she decided it was time or a proessional change. "I had no idea what I wanted to do," admits Rapay. "I just elt a burning desire or something dierent, and wished to see i I could apply the knowledge I'd gained at Random House to a new industry." On a whim, she interviewed or a job at Clinique, and got hired as a consultant a ew weeks beore her birthday. From there, she steadily ascended the ladder to North America marketing direc- tor, traveling the world with mentors Lynne Greene, group president o Estée Lauder (Clinique's parent company), and ormer Estée exec Ricardo Quintero. "I loved the discipline o my work," shares Rapay. "Everything had to be in order, otherwise our business was hard to manage, and I happened to excel at those types o detailed duties, given how I grew up." As caregiver o 11 children, Rapay's mother provided ultimate schooling in how to run a tightly structured ship. While at Estée Lauder, Jane Lauder Warsh, granddaughter o company ounders Joseph and Estée, personally recommended Rapay or the prestigious and highly exclusive graduate business program at New York's Fashion Insti- tute o Technology ( FIT ) . The Cosmetics and Fragrance Marketing Management division to which she enrolled, accepts only 20 students CPNA 2019 FEATURES Rapay shares several top highlights from this year's Cosmoprof Las Vegas show. 1 Trends Display: A cutting-edge demonstra- tion of various beauty trends currently hot around the country, curated on an interactive wall that filtered skincare and cosmetics images from over 1,400 brands. 2 Beauty Streams: Formerly known as Education Sessions, these Cosmoprof talks have been rebranded to be more informative and universally cohesive. 3 The Factory: For the first time ever at a Las Vegas event, a section of the show floor will be turned into a factory floor, so attendees can witness—live and in person—some of the steps behind our industry's complicated manufacturing processes. This nod to Cosmopack, the show segment dedicated to the cosmetics supply chain and its many components (from ingredients and raw materials to machinery and packaging), includes products given away as samples at the end of each demo. 4 Panel Discussions: Movers and shakers from international companies like L'Oréal, YouTube, Facebook, Clinique and Neiman Marcus, among others, are invited to host talks and workshops on each event day. "We took care to select thoughtful discussion subjects," says Rapay. "Last year, the highest-attended panel discussion was about CBD, which continues to make waves in our industry." 5 Happy Hour: Always a crowd pleaser, the famous Cosmoprof happy hour presents unparalleled networking opportunities. It is also an opportunity to honor key industry leaders, along with those brands honored with various Cosmoprof and Cosmopack awards. "Every day, my ather gave me an allowance to buy ood at the market and lunch at school." The Cosmopro team in New York ( L to R ) : Jerusalem Girmay, Liza Rapay, Emily Sanchez and Gabe Isedeh Courtesy o CPNA

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