Beauty Store Business

JUL 2016

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 27 of 115

26 July 2016 | and turn challenges into opportunities; that's where you really find the success." . . . . . . . . . . . . . . . . . . . . . . . . . . . . BEHOLD THE FUTURE Having experienced the beauty industry from both sides of the counter, Manna Kadar has gained a keen insight into the future of the industry and what it may hold: "I think people are looking for more knowledge, and more one-on-one personal experiences. That's not really the traditional route of walking up to a counter and looking at some colors. You're also going to see much better quality in products—packaging only goes so far. People are smarter. They can see right through a cheap product, versus something that is really long-lasting." . . . . . . . . . . . . . . . . . . . . . . . . . . . . Lilit Caradanian Owner/Creator, Elcie Cosmetics Age: 31 IG/ Twitter: @elciecosmetics FB: Sarah Lee and Christine Chang CEOs and Co-Founders, Glow Recipe Ages: 34, 35 IG: @sarah_glow IG: @christine_glow "Success is not measured by the amount of money you have, but where you are in life, where you want to be and how close you are to it." "The rise of alternative, natural and homegrown brands has been incredible as customers respond to this new wave of authenticity and transparency in beauty." In the 10 years since graduating from the Make-up Designory in Burbank, California, Lilit Caradanian has covered every corner of the beauty industry to prepare for the day she'd launch her own cosmetics brand. To gain the necessary experience for going freelance, Caradanian began her career as a professional makeup artist at Naimie's Beauty Center. During this time, she also obtained a bachelor's degree in sociology and a mas- ter's degree in business administration. But she wouldn't stop there—she opted to pass on her makeup prowess to others by opening her own makeup school. "Having my own makeup school for four years now, I am always educating my students on 'product knowledge'—how important it is in our industry and how to customize and keep customers happy." It was through this exploration that Caradanian first had the idea of creating her own product. "When I felt there was something missing on the market, I decided it was time to create it—a universal foundation for all skin types, age groups, ethnicities, etc." Focusing on perfecting one signature product—the Micro Silque Foundation—proved a smart choice for Caradanian. "In April, Elcie was featured on E! Online as one of the [Best Spring Beauty Buys for] spring 2016," she says. "In the same month, we also won the Cosmo- politan Beauty Awards for 2016. This has, by far, been our biggest milestone!" The brand's second product, which launched in April, has already experienced similar success. "The Glow Enhancer (a dry, shimmering face oil) has been raved about by media writers and influencers, and has been featured on many [YouTube] channels." This type of overnight success may not have been possible had Caradanian launched her brand a decade ago. "The beauty industry was very quiet when I first entered into the business," she says. "Your work was completely dependent upon not only on the quality of your work, but your personal network. Social media has completely changed the game." This is especially true when it comes to surviving in a saturated market, Caradanian says. "The biggest challenge for any brand owner is definitely the saturation of brands in the consumer world; to create something that stands out in the market and does not drown in the industry." With a winning formula—both in business and in her products—Caradanian's eyes are set on growth. "I am most excited about expanding my brand on a more global [scale]. In the next five to 10 years, I hope my brand grows into a full line of cosmetics." . . . . . . . . . . . . . . . . . . . . . . . . . . . . WORK HARD, THEN WORK HARDER When it comes to making it as a successful young entrepreneur, Lilit Caradanian has one piece of advice: "Work ethic, work ethic, work ethic! You can never be lazy if you're trying to be an entrepreneur. You work more, sleep less, stress more, lose a little bit of your social life, but it will all be worth it. [It's about] creating small goals to climb and achieve big goals!" Measuring yourself by those goals is equally important to remember, however. "Success is not measured by the amount of money you have, but where you are in life, where you want to be and how close you are to it." . . . . . . . . . . . . . . . . . . . . . . . . . . . . With more than 20 years of combined experience work- ing for major brands, such as L'Oréal, Kiehl's Since 1851 and Lancôme USA, Christine Chang and Sarah Lee had amassed a wealth of knowledge and expertise by the time they joined forces to launch Glow Recipe, one of the fastest-growing Korean beauty ecommerce sites. "We co-founded Glow Recipe in November 2014 with the mission of making curated Korean beauty innovations—especially natural skin care—eas- ily accessible to beauty-forward women around the world," Chang says. Chang's extensive background in brand development and Lee's experience manag- ing major retail partnerships for Lancôme USA have undoubtedly lent themselves to the premise behind Glow Recipe, which helps to foster K beauty brand part- nerships with key U.S. retailers, such as Sephora, ULTA, Anthropologie, Birchbox and Space NK. "Glow Recipe has been a fantastic learning experience and entrepreneurial journey since we started it. Our vision is to help establish K-beauty in the states as an ongoing part of the U.S. customer's routine—similar to how integrated French beauty products and brands are in the states," Lee says. K-beauty trends have been widespread in recent years, but Chang and Lee's mission for Glow Recipe emerged from a desire to make these brands and products a permanent part of the U.S. beauty landscape. "Our biggest challenge Sar Sar Sa Sa S ah ah Chr Chr Chr Chr Ch r hr r Chr h r is ist st ist ist i s i in in ne ne ne ne ne in n

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