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CEW Presents The Estée Lauder Companies’ Dream Team
By: Nancy Jeffries
Posted: April 24, 2013
From left, Jennifer Balbier, senior VP, global product development, Artistry Brands (overseeing MAC Cosmetics, Bobbi Brown, and Smashbox); Anne Carullo, senior VP, global product development, Estée Lauder and Tom Ford Beauty; and Karyn Khoury, senior VP, corporate fragrance development worldwide, The Estée Lauder Companies Inc.
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“Consumer information is critical, however, there needs to be a balance for intuition. The biggest successes often come from a leap of faith, but it’s also key to look to people who’ve been doing this for a long time,” said Khoury.
Consumer Influences and Creative Processes
“You have to know who your customer is,” said Balbier. For Khoury, connecting with consumers is key. “The customer wants to be part of the process. The cupboards are open now. Customers know. It’s exciting to make these connective approaches. Once we wrapped our heads around it, we found a whole new level of communication,” she said.
Carullo added, “We’ve had an opportunity to introduce our products to a whole new generation and attract them to our franchise—different ethnic groups; people from around the globe. They are speaking to us with incredible love for the brand and are totally engaged.”
Balbier spoke to the creative process, saying, “It all depends on the brand. For Bobbi Brown, she has women following her everywhere. It’s for real women looking beautiful. For MAC, it’s about the artist, so the process is different depending on the brand.”
Carullo spoke to the importance of authenticity. “Freeing your mind and looking at materials from other industries is also important. What I find interesting and exciting is finding new testing protocols. This is a way to get authentic, knee jerk responsess, and help us dissect down what it is that the customer is responding to,” she said.