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What a time of the year. Here in Chicago, a mild winter has given way right to summer, it seems, and the travel schedule is full while the deadlines mount—providing just the right amount of adrenaline to make it more of a rush than a panic.
As this issue goes to press, I’m getting ready for In-cosmetics and looking toward an exciting week in New York, May 14–18, where I’ll attend and/or participate in the Natural Beauty Summit America, New York Suppliers’ Day and Luxe Pack New York. And in fact, the year as a whole is filling up with intriguing events, and I felt sharing my travel calendar (right) may facilitate opportunities for us to meet. You can e-mail me at firstname.lastname@example.org if you will be at any of the same events, and, perhaps, we can set a time to talk.
In the meantime, I invite you to enjoy the newest addition to our pages, both in print and online, Retail Corner. The first contribution to this column space is provided by Daniela Ciocan, director of marketing for SoGeCos Americas/Cosmoprof North America, whose Discover Beauty and the International Buyer Program initiatives has given her unique insights into the brand/retail connection and environment—in addition to her experience in securing Awake Cosmetics’ luxury specialty store distribution in the U.S. while also overseeing all aspects of brand management.
In “The Rules of Engagement,” Ciocan writes that retail is the final touch point for beauty brands and consumers, and it can make or break a sale. But with e-commerce and continually progressing technology, the retail environment’s evolution is fast—and requires smart strategies from the brands on the shelves.
“Consumers won’t come just because you built it,” writes Alisa Marie Beyer in “The Beauty Business is Not for Sissies.” She notes that a successful beauty brand is more than just a good idea, beautiful packaging and a great formula. It takes a well thought-out plan and strategy for a brand to create long-term on-shelf viability, and Beyer outlines the process into steps: vision, plan and design, build, deliver and operate, and cycle for success.