CAROLYN HOLBA Senior Vice President, Marketing, Maybelline New York-Garnier-Essie
Managing a billion-dollar beauty business that spans multiple categories is no easy task, but for Carolyn Holba, it’s all in a day’s work. Holba, who oversees marketing for Essie, Garnier and Maybelline New York, has taken a systematic approach, leveraging brand DNA as a means to expand. Take Maybelline, which before 2009 was viewed primarily as a mascara and eye brand (think Great Lash), and is now the biggest makeup line in the world. “In order to establish ourselves as a legitimate brand in color categories we needed to be a credible color authority,” said Holba, who began her revolution in 2009 with a Fashion Week sponsorship and bold advertising campaign. With the introduction of a blog, cross-device-compatible Web site and new items for eyes, lips and face, 2013 marked a year of even more expansion for Maybelline. “We want our consumers whenever and wherever to access information,” said Holba, whose sights are now set on elevating Garnier’s skin-care proposition and continued lip and eye innovation at Maybelline. She is on track with her plan: According to IRI, Maybelline, which now sponsors 14 fashion weeks worldwide, has increased its volume four percent and is up six percent in the general color-cosmetics category. Mission accomplished.
“I was touched by the fact that she lost her father, really before his time, and it was a real shock. She had two young children, she was married and she was expecting that she would have her own life for a good 25 years,” said Claire Foy about playing a young Queen Elizabeth in Netflix’s The Crown. Styled by @mayteallende 📸@jgreenery #emmys2017 #wwdeyeu
“Truth and lies have become a real interesting theme, more than ever, lately,” Emmy nominee Laura Dern told WWD. "It’s a very interesting time to use our voice." Styled by @cristinaehrlich, 📸 @shayanhathaway #wwdeye #emmys2017
“It transcends the genre that is you think of a sci-fi show — you don’t expect it to be so profound or emotionally riveting,” Evan Rachel Wood told WWD of her Emmy nominated role in Westworld. styled by @samanthamcmillen_stylist 📸 @emmanmontalvan #emmys2017 #wwdeye