First CEW got a makeover, then it had a big reveal.
This story first appeared in the June 27, 2014 issue of WWD. Subscribe Today.
The organization unveiled its sleek new look and updated positioning to the beauty industry on Monday via cew.org. What changed? In a word, everything. Revisions included a new mission statement, tag line, Web site and logo. And that’s not all.
“The last re-branding we did was 10 years ago and a lot has happened since,” said Carlotta Jacobson, president of CEW. In that time, she noted, membership has zoomed from 900 to more than 6,000 constituents and in 2010, men were invited to join. In addition, a number of initiatives have been added, such as the Young Executives programs and MentorNet (relaunched this week as MentorMatch).
Randi Lloyd, CEW’s vice president of marketing, worked with New York’s Badger & Winters on the revamp. The agency started by articulating statements for CEW’s mission, positioning, benefits and overarching philosophy, an immersive process that took about three months.
“I think everyone knows CEW as the heart and hub of the beauty industry,” said Jim Winters, president of the advertising, branding and design consultancy. “They know it most specifically for the hugely attended events. A major goal was to communicate the full platform of services that CEW offers the industry beyond their fabulous events.”
A new brand video featured on cew.org explains its guiding principles. “It’s what we call our four pillars: leading the conversation, moving careers forward, keeping you one step ahead and recognizing achievement. The pillars highlight the breadth and depth of what we offer to our members and to the industry as a whole,” Lloyd said.
The tag line has changed from “Building Leaders,” which didn’t reflect the scope of CEW, to “We Move Beauty Forward.” “What we really do beyond just building leaders is that we help move the beauty industry forward,” Lloyd explained. “We help our members achieve more.”
The new logo, meanwhile, slants forward to suggest movement. “It’s the idea that we’re leaning into the future,” Winters said.
As for the redesigned Web site, it looks modern and cohesive, and all the wording on it communicates the new positioning. “It’s cleaner and more authoritative, more editorial,” Winters noted. The palette is similar to that of the old Web site, with lots of red, CEW’s signature color.
Beauty Insider, CEW’s beauty news and info Web site and twice-weekly e-mail newsletter, has relaunched with a design like that of cew.org, so it no longer looks like a separate entity. New content and search functions, stronger navigation and bigger and better visuals are among the improvements.
“Beauty Insider will be accessible throughout the cew.org site, and we’ll feature more stories on Beauty Insider’s homepage versus the existing homepage,” said Andrea Nagel, vice president of content at CEW and CEW Beauty Insider. “The biggest thing that’s happening is that people will be able to search stories by category on every page. They can explore by topic: trends, retail, makeup, skin care, hair, scent, people, financial and videos. We’ll have icons on every Beauty Insider page so that people can immediately access the top 10 trend stories, the top retail stories, a story of the week and the archives.”
Other user-friendly changes include the ability to post multiple photos with each story and the elimination of scrolling in articles.
Finally, in the third quarter, Beauty Insider will launch expert columns and special reports that analyze hot beauty categories and provide members with proprietary data, Nagel said, adding, “The refresh is really designed to keep people engaged. We’re looking to connect with our members every single day.”