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Beauty and Glam

By: Jane Evison
Posted: November 8, 2006, from the November 2006 issue of GCI Magazine.

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Men’s grooming was explored by John Gallo, Anthony Logistics, who described “deciphering the code.” With the male grooming growth, a major requirement is teaching men how to take care of their skin and making them feel comfortable with and willing to create different habits. The male grooming panel session emphasized the great potential for the men’s market, provided that male consumers are approached with appealing language and presentation.

Another area of growth is cosmeceuticals, described as bringing skin back to health. These active cosmetics offer beauty solutions mimicking cosmetic surgery without the downside/downtime associated with surgery. John Nolan-Neylan, The Natraceutical Company, covered the potential growth areas—such as natural cosmeceuticals, advanced science brands, hybrid brands from nature and science, and new cosmetic alternatives to eye tucks and face-lifts. He stated that the next generation of products will produce results that are even more dramatic. In addition, the physician brands continue to mature and move into the mass-market.

Michelle Feeney, former vice president of global communications, MAC Cosmetics, argued that cult has replaced niche brands. She described people as joining rather than buying a brand, especially hair stylists and teenagers. In her experience with MAC, Feaney delved into the company to find hidden assets to create a strong and authentic brand that uses beauty, makeup artists, characteristic black uniforms and artistry. “Question yourself constantly as a brand, and be safe in what you are saying because brands are going everywhere through the Internet. Make sure staff knows clearly what the company is about,” she advised.

Nancy Cruickshank, managing director of Handbag Publishing, described three trends transforming online usage—including always-on broadband access, rising Internet experience levels and social computing such as MySpace and blogging. In this environment, strong brands cannot afford to lose control of their message. Within this environment, new ideas can be floated, products developed and potential problems spotted.

Readers online are the new experts, according to Kate Creasy, beauty director of Handbag.com. Online readers can provide survey information leading to targeted editorial and trendspotting. Maximizing online potential can be achieved through videos, expandable banners and interactivity that leads to data capture, according to Jenny Cossons, Condé Nast Interactive.

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