Alisa Marie Beyer, founding partner and CEO of The Beauty Company (TBC), will share key insights into the delicate art of launching a new beauty brand during a half-day workshop at HBA Global Expo. Beyer will share TBC's proprietary Beauty Product Development Life Cycle (BPDLC)—an approach for structuring, managing and delivering a successfully commercialized beauty brand. Built from the hands-on experience of the agency as well as proven industry standards, this method is designed to be a blueprint for launching a highly desirable, consumer-validated, must-have beauty brand.
All attendees will receive a free copy of TBC's "The Beauty Business Is Not for Sissies Workbook," an in-depth journey through each phase of the TBC's trademarked Beauty Product Development Life Cycle, which dissects and fully explains the key groups of activities that span the life cycle of commercializing a beauty brand.
Topics covered include:
- Beauty by the Numbers: The facts and figures driving the multi-billion dollar beauty industry.
- The Beauty Product Development Life Cycle: A guide to building a "genius" beauty brand.
- Money Matters: Roundtable discussion on the strategy behind funding, investors and exclusivity, and how this impacts the future of your brand.
About the Presenters
After founding and exiting three companies, Beyer started The Beauty Company , a strategy firm that helps clients build beauty products and brands that women want to buy. New brand or established, indie darling or corporate visionary, The Beauty Company works to create blockbuster beauty success by developing the right concept; the right product and the right brand to secure both sell in and sell-through at retail. The company focuses on product concept ideation and testing, brand strategy and identity development, collateral development and design, product strategy and development and consumer product testing groups.
Jani Friedman, managing director, Demeter Group, has more than 20 years of strategic planning and brand development experience in the beauty and apparel industries. Prior to Demeter Group, she was vice president and divisional merchandise manager of skincare at Sephora North America. Friedman has also held senior merchandising, product and brand development, and global sourcing positions at Levi Strauss & Co., Victoria's Secret Catalogue and Anne Klein. She graduated with a BS in merchandising from Colorado State University and an MBA from Harvard Business School. She holds Series 7 and 63 securities registrations.
Nada Lantz, president/CEO, Lantz-A-Lot, Inc., is respected as a visionary, and her ability to identify and grow brands has made her among the top strategic, retail and marketing minds in beauty.