Online Exclusives

Creating a Successful Beauty Brand

By Melissa Meisel, Associate Editor | July 2, 2012

Expert insiders weigh in on how to make an impact on the market.

How do you sell out all cabins for an empowering beauty-themed cruise? Just ask Stacey Schieffelin, founder of cosmetics brand YBF. She did just that in a little over a minute with a mention on The Home Shopping Network (HSN), where she sells her beauty products.
Schieffelin, alongside Carol's Daughter founder Lisa Price, spoke to an eager crowd during the HBA Global Expo, which was held in New York City last month. Both cosmetic executives shared tips on how to build a beauty brand from the ground up and, more importantly, how to keep consumers coming back for more products.

Some strategies shared by Schieffelin include:

• Perfect your 30-second elevator pitch;
• Make vision boards and stick with them (50% of audience members use these tools); and
• Find out what makes your brand different and sell that concept.
Stacey Schieffelin
“You have to engage her to pick up the phone and place an order,” she said. “And if you only have eight minutes to sell a product on air, if you don't believe in it, she won't buy it. You got to own your brand, every day.”

According to Schieffelin, brand identity is the core of a winning collection. And there are four basic rules to “brand power”—a great product, i.e. having an exclusive launch on HSN; stories, the buzz around your brand; demos, showcasing the features versus the benefits of the products; and a credible spokesperson, who engages the audience while also building the brand itself.

Lisa Price
And don’t forget having strong relationships with suppliers. At the end of the day, “we’re only as good as our supply chains…extraordinary people have extraordinary brands.”

Price of Carol's Daughter, a successful personal care brand sold on HSN as well as in brick-and-mortar outposts such as Macy's and Sephora, also got her boost on air by having an intimate connection with the customer from the start, she said. Also, she cited different ways to communicate with the customer in different channels, and figuring out what works in each channel.
“Authenticity is the common point in all channels,” emphasized Price.

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