Beauty Store Business

JAN 2016

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20 January 2016 | beautystorebusiness.com What are your future goals with the brand? And what are your 2016 goals? My goals are to keep growing, [and] to keep producing exciting, new products that women want and need. I'm so thrilled to have a new wave of makeup savvy millennials discovering our brand. I want our products to appeal to them— as well as their mothers. And, of course, we're so excited to be launching our full range in 800 doors in 2016. What does a typical day look like for you? No two days are alike. I'm at the salon, running marketing meetings and design meetings in our offices, attending blog- ger events, traveling to New York to see clients. My days are always fast-paced and exciting. What are your hobbies outside of work? I love to cook. Every Sunday I go shop- ping at the farmer's market in Beverly Hills to find the freshest ingredients. Then I come home and prepare multiple course meals for my family and friends. It's so relaxing for me. Check out my new lifestyle blog, "Beyond the Brow," for my favorite recipes. I also love to remodel homes—something I've been doing for almost 20 years. I really appreciate good design and architecture, so I spend a lot of time researching materials, tiles, etc. And, I garden, so you can usually find me tending my plants on the weekends. What are your new products that you are currently working on? I don't want to give away too much, but you can expect new color ranges in our liquid lipstick and shadow collections, and a new brow product that will be revealed early next year. What is your favorite product in your line? They are all my babies! I can't name a favorite. But Clear Brow Gel and Brow Wiz is probably the one I use every single day, no matter what. It takes two seconds to use but has a major impact on your brows. And, of course, there's Liquid Lipstick, which lasts forever, and Illuminator, and Eye Shadow Singles, and [the list goes on]. From your angle, how was your CPNA educational seminar? Do you do seminars often? Cosmoprof North America was wonder- ful. It's always incredible to be around ambitious young people who have a lot of curiosity and energy. I was recently invited to speak at the CEW event in New York, which was all about our mil- lennial demographic. I'm always honored to give talks at these events and share my experience. If you could work with anyone in the world, who would it be? I recently watched the documentary "Dior and I," and was so incredibly inspired by the team at Christian Dior. I would love to be surrounded by that kind of talent and creative energy that inspires you on all levels. With one of the largest social- media presences in beauty, how do you manage it? I have fun with it. It's not work to me. I like connecting with my customers and discovering what they want and need. It's an instant focus group. I can talk directly to my followers and listen to their voice. It's that one-on-one, "Step into My Chair" kind of clienteling that I can conduct digitally on a much larger scale. And, it empowers my social-media fans when I give them my undivided attention. Would you talk about what beauty bloggers have done for your brand? And the influence they have in beauty today? Beauty bloggers are, of course, incred- ibly influential. We're so grateful for all their support and, of course, it goes both ways. We feature them on our feeds as much as they feature us. Over the past decade beauty bloggers have developed a unique voice that women trust. But it's a delicate time for them because advertisers have caught on. In the next phase, I hope that bloggers can find a way to stay authentic and true to what they believe, so they can maintain their followers' trust. "I'm so proud and grateful that we've been able to evolve and grow our brand over the past two decades from a salon in Beverly Hills to an international makeup brand." Anastasia Beverly Hills Must-Have Products A DIPBROW Pomade + Duo Brush #12: This is a highly pigmented waterproof pomade for the brows that is fast-drying. It resists smudging and is best used with Duo Brush #12. Suggested retail prices: $18 (DIPBROW); $18 (Duo Brush #12) B Contour Powder Kit (Light to Medium): Each contouring palette has three highlighting and three contouring powders that create a more defined look to enhance facial features. It is easy to use and great for daily makeup routines. SRP: $40 C Brow Wiz: This mechanical eyebrow pencil outlines and fills brows in for a flawless finish. SRP: $21 D Liquid Lipstick: The liquid lipstick line has a smear- resistant and long-lasting formula and dries matte. The shades are unique and the formula is amazing. SRP: $20 E Brow Powder Duo + Duo Brush #7: The Brow Powder Duo contains a densely packed light and dark powder to help define the brows. It is best used with the ultra-precise Duo Brush #7. SRP: $23 (Brow Powder Duo); $18 (Duo Brush #7) B C D E A Photography by Armando Sanchez D

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