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Live from New York: Sharing the Fantasy

By: Nancy Jeffries
Posted: August 7, 2006

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For Price, everything started with her love of fragrance, and she began mixing and blending oils in her kitchen. Her reputation grew largely through appearances at flea markets and by word-of-mouth, eventually bringing customers to her Brooklyn, New York, home to purchase products. After years of creating homemade blends (including one misadventure with an exploding Sea Moss Shampoo), she took on a business partner—a move that she says enabled her to grow and develop her business.

DeLuisa, whose career began in the film industry, first launched her now well-known eye gels that she thought were something actors would like. Her next product, lip venom, became successful as well. “It started off very organically,” said DeLuisa, who credits her partner with a lot of brainstorming. She noted that QVC has allowed the brand into people’s homes.

All participants emphasized the importance of editorial and PR as drivers for their businesses. “Developing relationships is how you get back in the door,” said Zomnir, “(And being) unique in terms of vibe and point of view (are key factors).” Caption: CEW Beauty Series presentation, with (from left), Susan McEwen, vice president, fine fragrance sales, Quest International Fragrances Company, Inc.; Lisa Price, founder and managing partner, Carol’s Daughter, Inc.; Wende Zomnir, executive creative director, Urban Decay and Hard Candy; and Laura DeLuisa, CEO and co-founder, DuWop.