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CEW Presents The Estée Lauder Companies’ Dream Team

By: Nancy Jeffries
Posted: April 24, 2013
CEW Estée Lauder

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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“BB is a hybrid product, and the language is so critical to describe the product’s benefit. Give consumers a formula they love or get them a product they’ll love, like a skin care product with multi-benefits. It’s key to understand what consumers don’t like about a category and then try to fill it,” said Carullo.

“Innovation is great, but it’s important to not lose sight of what you have and make it refreshed for new consumers," Khoury said, while emphasizing the importance of being true to the DNA of the brand. "I’ve also learned to trust my instincts, and I have a management team that also trusts my instincts, sometimes in spite of what the test results say. Don’t be constricted by fear of failure. If you want true innovation you need to allow for that, and that doesn’t happen if people are afraid of making a mistake.”

Event sponsors included Shape, Givaudan, 24/Seven, HauteLook, WWD, Beauty Inc, Experticity and Kaplow.