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Beauty Culture The National Retail FederationÕs ÒThis is Retail: Careers, Community, Innovation,Ó campaign is underway, putting forth its efforts in broadening and enhancing perceptions of the retail industry. The campaign is highlighting the industryÕs opportunities for life-long careers; the role retailers play in strengthening communities at home and abroad; and its role in driving innovation. NRF president and CEO Matthew Shay also sent a letter to Capitol Hill highlighting the importance of the initiative and encouraging larger discussions about the impact that retail has on the economy, consumers and American jobs. Shay emphasizes the campaignÕs effort in dispelling myths about the retail industry and in highlighting its diverse career opportunities, and its impact on innovation. Through its efforts to raise awareness about the career opportunities that exist in the retail industry, the NRF released its latest research highlighting what young adults are looking for in a jobÑall attributes which are found in retail careers, emphasizes ShayÑincluding: ¥ 25% of 18- to 24-year-olds say that companies whose missions and values match their own are important to them when considering a future employer ¥ 18% say that having a reputation for giving back to the community is important ¥ 39% say that learning a new or innovative technology is an experience and skill theyÕd want to gain at their first ÒrealÓ job For those college students who have already or are currently pursuing careers in retail: ¥ 70.2% say that the No. 1 reason theyÕre interested in retail for a career is because itÕs Òexciting compared to other industriesÓ ¥ 43.6% are strongly drawn to the leadership opportunities in the industry ¥ 26% are drawn to the work/life balance they can find with a career in retail A centerpiece of the campaign is the interactive site thisisretail.org, which features original content, the latest industry news, retail case studies and research. The campaign will also be marked by significant investments in grassroots, social media and communications, including: ¥ A ÓThis is Retail Road ShowÒ and calendar of events that will include thought leadership from industry insiders on how changing the perception of retail is critical to growth ¥ The release of new, original research that explores trends within community building, retail innovation and what young people are looking for as they enter the job market ¥ Unique social-media crowd-sourcing initiatives with heavy emphasis on gathering creative content and stories ¥ New grassroots initiatives to enhance policy-makersÕ understanding of the industry, including retail roundtables in targeted congressional districts ¥ National advertising in multiple media, including print, digital and radio 88 July 2013 | beautystorebusiness.com The Most Valuable Cosmetics Brands The global brand valuation and marketing experts at Brand Finance have released their annual study of the top 50 most valuable cosmetics brands. Here they are ... 1. Olay 2. LÕOrŽal 3. Neutrogena 4. NIVEA 5. Lanc™me 6. Avon 7. Dove 8. EstŽe Lauder 9. BiorŽ 10. Christian Dior 11. Pantene 12. Chanel 13. Aveeno 14. Garnier 15. Schwarzkopf 16. Maybelline 17. Clarins 18. Shiseido 19. Clean & Clear 20. Natura 21. LÕOccitane 22. JohnsonÕs 23. Lux 24. M.A.C. 25. KŽrastase 26. Redken 27. Rexona 28. Biotherm 29. Vichy 30. Oriflame 31. Matrix 32. Clearasil 33. Rimmel 34. Yves Saint Laurent 35. The Body Shop 36. Pola Orbis 37. Sunsilk 38. Clinique 39. Softsoap 40. Irish Spring 41. Coty 42. Revlon 43. Elizabeth Arden 44. Eucerin 45. RoC 46. La Roche-Posay 47. KOSE 48. Head & Shoulders 49. KiehlÕs 50. Speed Stick Online Antiaging Advice Preferred Online sources are increasingly important to consumers looking to purchase antiaging facial skincare products, according to the Anti-Aging Facial Skincare Consumer Report by global information company The NPD Group. In addition to information found through searches done online, more women todayÑcompared to 2010Ñreport they are educated through Internet community websites such as Facebook and Twitter (21% todayÑup 4%), and blogs (19% todayÑup 3%). In contrast, magazine/newspaper advertisements appear to have less of an impact today as compared to 2010 (50% todayÑdown 4%). In a nutshell, says Karen Grant, vice president and global industry analyst at The NPD Group, the success of antiaging products is determined by product efficacy. So the more effective products are, the more buzz that will be generated by consumers and online. ■ Do you have culturally relevant information that our readers ought to know? Send it to senior editor Manyesha Batist at mbatist@creativeage.com. Istockphoto.com Tackling Industry Perception