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Profile: Streamlining Beauty

Posted: August 7, 2007

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Healthy choices, both for individuals and the planet, are the focus behind the trend toward green living in all areas of society. For Gross, the natural and organic market presents an area of intense personal interest. “My main hope is that consumers don’t see green products as a fad, but rather as just one aspect of a comprehensive lifestyle choice,” she said.

The trend toward sun protection, both in moisturizers and makeup, is one that Gross sees as part of a daily regimen geared toward such a comprehensive lifestyle choice. “I also believe that there is a shared sensibility against overly-tanned, rough, or weathered skin. In our antiaging world, these things make you look old—no matter what your ethnicity,” she said.

Skin health is the overall marketing message of MD Skincare, with healthy skin being the first step toward any other esthetic goal. “It’s also important for consumers to know that skin care doesn’t have to be complicated, which is why many of our products are multifunctional and for all skin types.”

Marketing the line is an extension of her consumer focus. “My job is to streamline things for consumers, to edit down all their choices to a select few that really stand out across all levels. Whether in beauty or fashion, this requires an understanding of the consumer psyche.”

Gross believes she has more responsibility to her skin care consumer than she did in fashion. “With personal care and beauty, you enter the realm of health and well-being. This is just one of the reasons that education is so important to our brand. We have the opportunity to teach consumers about caring for their skin, practicing safe sun, loving who they are and not becoming image-obsessed.”