Over the last several years, Cosmetic Executive Women has come to a realization: To expand the organization’s reach, bring innovation to consumers and provide members with proprietary intelligence, as they say, “It takes a illage.” And so CEW has been busily partnering with trend forecasters, think tanks, number crunchers and media outlets to help accomplish these lofty goals.
CEW partnerships are not pay-for-play-based. In fact, no shekels change hands. Rather, the not-for-profit organization creates barterlike arrangements, often giving its partners access to its 6,000-plus members in exchange for exclusive studies, for example. “These relationships are in-kind exchanges of services or expertise,” explained Lisa Klein, CEW’s senior vice president, who heads up the organization’s development team.
Klein points to CEW’s relationship with The NPD Group as a key way to dish proprietary information to its members. For the past two years, CEW has partnered with this Port Washington, N.Y.-based market research firm for its Hot off the Press event, which presents a first look at year-end sales results and trend interpretations. In return, NPD discloses this elite info at a CEW Beauty Insider event. These expositions are in such demand that this year, for the first time, NPD showcased this data for West Coast CEW members in Los Angeles.
“These presentations are the only way many of our members have access to NPD data, since NPD does not typically reveal this information to non-paying clients,” Klein said.
CEW’s affiliation with The Future Laboratory was masterminded to provide even more targeted information to members. The U.K.-based trend forecaster conducted a proprietary marketing study for CEW on “the flat agers,” the over-50 market that refuses to admit its age and stop working, according to The Future Laboratory. It is viewed as one the most important beauty demographics both in numbers and buying power.
The Future Laboratory presented its findings at a CEW event called Future Focus: Game Changing Insights on Trends & Talent, held at New York’s Union Club on May 1, which also featured a double bill. In addition to The Future Laboratory, another CEW partner — the Boston-based global management consulting firm The Boston Consulting Group — held court. BCG presented the results of its beauty industry-driven study on the talent, skills and technology the industry will most need to successfully navigate the future.
But sometimes, it is “all about the money.” So CEW has joined forces with 24 Seven, the New York-based talent acquisition firm, producing the second annual Beauty Industry Job Market and Salary Survey, which details job market and hiring trends based on the feedback of leading industry professionals and talent in the community.
Still, an organization cannot live by information alone, and so CEW has developed strategic partnerships designed to spread the CEW word and broaden its membership base.
To help romance some of the more elusive beauty companies, this year CEW has joined forces with Cosmoprof North America, with the specific goal of catching the eye of smaller, spa, salon and indie brands. Courting rituals will include hosting a CEW cocktail party, conducting a Beauty Insider Panel and manning a booth at the July trade show in Las Vegas. For its part, CEW will promote Cosmoprof on its CEW Beauty Insider Web page.
Klein cites CEW’s relationship with QVC as another way to increase awareness and membership. Since 2009, the at-home shopping channel — 100 million viewers strong — has been one of the event’s sponsors and has aired the CEW Beauty Insiders’ Choice Awards Show that showcases and sells a selection of prestige award winners.
The show, airing this year on July 10, also features the Beauty Quest Award, which goes to one indie brand selected by QVC buyers from the CEW Beauty Awards demonstration. This year’s winner was Dr. Macrene Skin Results 37 Actives. Klein said the Beauty Quest Award has directly impacted its membership base, noting that since the accolade’s inception, CEW has seen a 41 percent increase in indie entries for its Beauty Awards.
Claudia Lucas, QVC’s director of beauty merchandising, noted that CEW and QVC share the goal of raising the visibility of the beauty industry to consumers and that their marriage has been a successful one. She said, “We have found that products that receive a CEW award offer the QVC beauty consumer an extra level of trust when deciding her beauty needs.”
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye