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Time for a Fresh POV

By: Alisa Marie Beyer and Kate Helfrich
Posted: June 1, 2012, from the June 2012 issue of GCI Magazine.

page 5 of 5

It’s no secret that when it comes to innovating new brands and products, most of us are looking to the same formulators, ingredients and suppliers. But then what? What your brand decides to do with these elements is what makes all the difference.

Alisa Marie Beyer is the founder and creative director of The Beauty Company (TBC), a global beauty consulting firm offering business, strategy, consumer intelligence and branding. Serving its clients at every stage of development (from start-ups to 13 of the top 15 global beauty companies), TBC intimately understand the industry, the consumer and the market, and becomes an integral part of each client or project team. alisa@thebeautycompany.co; thebeautycompany.co

Kate Helfrich, vice president with The Beauty Company (TBC), has been a member of the team since 2008. She works directly with Beyer, heading up product strategy and development, running the beauty product testing business and helping to guide overall brand strategy for clients. Prior to TBC, Helfrich was part of the global product development team at L’Oréal for the Maybelline New York brand; managed top beauty accounts and new product development initiatives at EI Laboratories; and ran new product launch strategies and events for a variety of beauty and wellness clients with Bratskeir & Company, a lifestyle PR firm.