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Cover Story: 20 to Know

By: Jeff Falk
Posted: January 10, 2008, from the January 2008 issue of GCI Magazine.

page 11 of 13

“With her zealous understanding of the ever-changing marketplace, she is well-positioned to meet the challenge to help revolutionize Fashion Fair Cosmetics,” said Linda Johnson Rice, president and CEO, Johnson Publishing Company, of which Fashion Fair Cosmetics is a wholly-owned subsidiary.

Lisa Hoffman
Founder
LH Skincare LLC
www.lisahoffmanskincare.com

Simplicity in beauty and in products does not have to forsake quality, luxury or appeal. Lisa Hoffman created a brand under the notion that consumers are looking for the “simplest means to create and express beauty.” Hoffman’s lines of bath/shower products, fragrances and skin care have been designed to yield exceptional results while making the beauty process as simple as possible.

Lifestyles, consumers’ daily habits/preferences and personal experience were also leveraged in the brand creation—as evidences in the “portable apothecary” concept of the packaging, allowing for products that render various regimens to be simple and convenient on the road. “It came to me in a dream,” Hoffman told the New York Times in 2007 of the packaging concept for one product line. “How neurotic is that?
I dream about packing and packaging.”

Emrah Kovacoglu
President, CEO and Founder
TotalBeauty.com
www.totalbeauty.com
 
Emrah Kovacoglu called the work during his 10 years at P&G “groundbreaking,” but he noticed a downside to the company’s streak of innovation after innovation—consumers were overwhelmed and frustrated. “I remember one consumer saying, ‘It’s too much—it’s just too much. I just bought this thing and now you’re telling me to buy something else instead,’” said Kovacoglu. With so many beauty products launched each year, Kovacoglu reasoned that consumers needed a comprehensive and objective beauty resource.
“This category is so emotional to consumers, I had to help them find answers even if it meant doing some pretty unorthodox things in the beauty industry.”