Beauty Store Business

MAY 2017

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8 May 2017 | beautystorebusiness.com News KAT VON D ASSEMBLES THE BEAUTY ARTISTRY COLLECTIVE Kat Von D Beauty has recently recruited a group of creative hands and faces to represent the brand as it pursues global expansion. The beauty entrepreneur behind the brand, Kat Von D has assembled a team of talented artists she calls the "Artistry Collective." It is made up of some of the beauty industry's most unique and talented makeup artists and influencers: Kelseyanna Fitzpatrick, Tara Buenrostro, Steffanie Strazzere and Leah Carmichael. Officially known as the Beauty Artistry Collective, each artist brings a unique perspective and skill set to the brand. "I am so excited to expand the Kat Von D Beauty family with these extremely talented women who are the perfect reflection of the brand. I can honestly say that I am a fan of each of these artists," says Kat Von D. "Leah excels with complexion and has the ability to make anyone look flawless. Tara has a raw style that stems from her art background. Steffanie's gothic aesthetic is romantic and beautiful. And Kelsey blows me away with her power to manipulate makeup to look like a painting, especially at such a young age." All four artists will be hands-on working full-time alongside Von D to represent the brand in press, product development, photo shoots and editorial, as well as teaching global master and 101 classes, launching new programs for the brand and creating exclusive content for social media. "Each of these girls has a super power. That's how I see them. And together, these girls are unstoppable. There's nothing they can't do," Von D says. Fans that can't get enough of the brand can now get more of it via its YouTube channel, where the Artistry Collective's skills will undoubtedly be highlighted, and exclusive offerings will be shared. With the launch of the Artistry Collective, the brand is posting new videos weekly (at noon) to give followers insight into the Artistry Collective's members, along with makeup performance pieces. The Beauty Artistry Collective artists' work may also be found on Instagram: @KatVonDBeauty, @kelseyannaf, @juscallmetara, @sstrazzere, @iamleah. Top: courtesty of Kat Von D Beauty, Bottom: courtesy of Caboodles L'ORÉAL HONORED AS A 2017 WORLD'S MOST ETHICAL COMPANY Ethics continues to be a growing priority in businesses today—and the beauty industry is no exception. For the eighth time, L'Oréal, the world's leading beauty company, has been recog- nized by the Ethisphere Institute, a global leader in defining and advancing the standards of ethical business practices, as a 2017 World's Most Ethical Company. L'Oréal is one of only two companies recognized in the health and beauty industry, which speaks to the global beauty leader's commitment to following ethical business standards and practices. "Culture is the foundation of a high-performing, innovative and sustainable company," says Jean-Paul Agon, chairman and chief executive officer of L'Oréal. "I am proud that ethics is the key pillar of our culture and leadership, requiring our teams throughout the world to always include ethics in the decisions they make. Emmanuel Lulin, senior vice president and chief ethics officer adds, "Receiving this recognition from Ethisphere for the eighth time is a source of pride for everyone at L'Oréal. Ethics is the new decision-making framework and we are convinced that a strong culture of integrity is an essential component for long-term success." Ethisphere honors companies who recognize their role in society to influence and drive positive change, consider the impact of their actions on their employees, investors, customers and other key stakeholders and use their values and culture as an underpinning to the decisions they make every day. "Over the last 11 years we have seen the shift in societal expectations, constant redefinition of laws and regulations and the geo-political climate. We have also seen how companies honored as the World's Most Ethical respond to these challenges. They invest in their local communities around the world, embrace strategies of diversity and inclusion, and focus on long term-ism as a sustainable business advantage," explains Ethisphere's chief executive officer, Timothy Erblich. "Congratulations to everyone at L'Oréal for being recognized as a World's Most Ethical Company." For more information, visit worldsmostethicalcompanies.ethisphere.com. SIMONE BILES TEAMS WITH CABOODLES Caboodles is partnering with Olympic Gold Medalist and World Champion gymnast Simone Biles. A longtime fan of the brand, Biles will serve as the chief design influ- encer working on the development of her own signature product line. An historic record breaker and inspiration to girls around the world, she will enhance the brand's mass appeal to girls and women alike. "I've always been a fan of Caboodles and am so excited to be able to help develop products that represent my personality and fashion sense in and out of the gym," says Biles. "Caboo- dles has been a big part of my cosmetic routine for as long as I can remember and it's a brand that I continue to rely on today." Product development will be inspired by the partnership's shared enthusi- asm for all things fun, stylish and upbeat. "Simone is a powerful role model for women and girls everywhere, making her the perfect partner for our brand," says Dave Dudick, CEO. "Her vibrant personality and winning spirit will enable us to share Caboodles with a whole new generation." b rand s p ire d s i - t i t y

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