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Beauty with a Twist

By: Karen Newman
Posted: November 7, 2006, from the November 2006 issue of GCI Magazine.
Beth Ann Catalano and Tina Hedges

Beth Ann Catalano and Tina Hedges

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The two say there is no company that they know of that does the sort of end-to-end work they do: raising the financing all the way through training retail sales people. Their vision is that end-to-end opportunity, and they want to look at brands that need that kind of involvement.

“Beth Ann and Tina are a very good fit,” said Art Spiro, president of Liz Claiborne Cosmetics. “Tina is very gifted in product development, advertising and marketing. Beth Ann has a very astute business sense. She is thorough, tenacious, passionate and driven. They are both very flexible and hard-working, which are essential qualities for success.”

Hedges and Catalano agree that there are many fabulous consultants in the beauty industry, but they want a different relationship with their brands. When you are an owner, they say, you come to the table with a different perspective. Instead of pointing out what’s wrong, you’re solving problems. Having an equity share in each of the brands motivates them to find the right people to work on the brands. They are building twist.new.brand.venture with people who really share their entrepreneurial spirit.

“Our favorite questions when looking at a brand are, ‘Who do you want to be when you grow up and how are you going to get there?,’ ” said Hedges.

Hit-seeking Missiles

So what’s next for this dynamic duo? They currently are looking for a brand that is either celebrity-driven or supportive to a celebrity with a different point of view—a colorist or a spa esthetician, for example. “We’ve talked to 40 plus people,” said Catalano. “In order for twist to go to the next level quickly, we need a hit on our second time out. The pressure is on to select the right person or brand.”