TBC announces collaboration with HBA Global for day-long workshop at the 2012 HBA Global Expo in NYC

April 12, 2012 - PRLog -- Media Contact: Alisa Beyer
202/249-1500 x12
alisa@thebeautycompany.co


Washington, DC – April 12, 2012. Just in time for the 2012 HBA Global Expo, The Beauty Company (TBC) and HBA Global announce a unique partnership. For the first time, Alisa Marie Beyer and TBC will host a day-long workshop at HBA Global for emerging beauty entrepreneurs called “The Beauty Business Is Not for Sissies: How to be a Genius, Not a Disaster”. A special event hosted on Thursday, June 21st, 2012 from 8:30 – 2pm, this innovative and interactive workshop will share TBC’s proprietary Beauty Product Development Life Cycle™ (BPDLC) – the agency’s proven approach for structuring, managing and delivering a successfully commercialized beauty brand.

“This methodology is built from the hands-on experience of the agency as well as proven industry standards,” notes TBC Founding Partner and CEO, Alisa Marie Beyer, “It is truly the definitive blueprint all new beauty entrepreneurs need to follow for launching a highly desirable, consumer-validated, must-have beauty brand.”  Divided up into four modules, the Beauty Is Not For Sissies Workshop will address the key areas that anyone looking to launch a new beauty brand or product needs to intimately understand and features guest speakers Jani Friedman, Managing Director of Demeter Group and Nada Lantz, CEO of Lantz-A-Lot, Inc. as well as a walking tour of the HBA show floor.  

Workshop Topics:

Show Me the Numbers!  
- Beauty by the Numbers: Interactive discussion of the facts and figures driving our multi-billion dollar industry with Alisa Beyer, Founding Partner and CEO, The Beauty Company

So, how do I really make it in the beauty biz?  
- The Beauty Product Development Life Cycle™: The ultimate guide to building a genius beauty brand presented by Alisa Beyer.

Point of entry – what it takes to sell-in and sell-through
- The nuts and bolts of getting your product into the right retail environment and making it a success with Nada Lantz, CEO, Lantz-A-Lot, Inc.

“Just make it pretty and she’ll buy”, and other classic mistakes when building a beauty brand.
- The vital elements needed to create a brand identity that sings, and the strategy to take it to market, including what does (and doesn’t) work and why with Kate Helfrich, VP, The Beauty Company

How exactly do I fund all of this? (AKA, show me the money!)
- Roundtable discussion on the down and dirty answers on money, distribution and how to put it all together with Jani Friedman, Managing Director, Demeter Group

In addition, all attendees will receive a free copy of TBC’s ‘The Beauty Business Is Not for Sissies Workbook’, an in-depth journey through each phase of the Beauty Product Development Life Cycle™ that dissects and fully explains the key groups of activities that span the life cycle of commercializing a beauty brand.  Designed to appeal to anyone involved in the beauty industry, The Beauty Is Not For Sissies Workshop is ideal for entrepreneurs, retailers, manufacturers, suppliers, venture capitalists, salon/spa owners, private label manufacturers, brand managers, senior executives, strategic planners, marketers, celebrities, doctors and anyone else with their passionate spark of an idea into the next big beauty breakthrough.

“Our intention with this workshop was to really help guide and educate new beauty entrepreneurs on every step that must happen when they first set about starting a new brand or beauty company, but it will also be very useful and informative for anyone already in the industry, as well,” said Beyer. “And with the added insights of industry powerhouses Jani Friedman and Nada Lantz, everyone attending this workshop should come away with a solid foundation of knowledge that is immediately applicable to their brands and businesses, no matter what brand phase they are in.”

There are two registration options for the Beauty Business Is Not for Sissies Workshop. Option A allows attendees of the HBA Global tradeshow to also participate in the workshop, including breakfast and lunch, as well as the free workbook, and costs $90.  Option B, designed for non-attendees of the HBA Global tradeshow, is priced at $145, and includes breakfast, lunch, a 45 minute walking tour of the tradeshow floor and the free workbook.

For more information or to register for TBC’s The Beauty Business Is Not For Sissies: How to be a Genius and not a Disaster Workshop, please visit their website at: http://www.thebeautycompany.co. Or, please visit http://www.hbaexpo.com/tbc-workshop.

About The Beauty Company: After founding and exiting three companies, Alisa Marie Beyer started The Beauty Company (TBC) five years ago. TBC is a strategy firm that helps clients build beauty products and brands that women want to buy. We are often referred to as the ‘McKinsey’ of the beauty industry. We offer product concept ideation, brand strategy, identity development, creative writing and collateral design, as well as product strategy, product development and consumer testing. Serving clients at every stage of development—from startups to 13 of the top 15 global beauty companies—TBC intimately understands the consumer and the market and becomes an integral part of each client or project team. As the publisher of the must-read Pink Report®, TBC is on the pulse of the industry. Our expertise spans skin care, makeup, fragrance, hair care, devices, beauty-focused supplements, functional foods and beverages. We are so proud of our company and our clients.”

About HBA Global: HBA Global is the leading source in the beauty and wellness space for product development initiatives. GBA is the only B2B event that provides the top personal care and beauty manufacturers with the entire spectrum of new ingredients, solutions, supplier resources as well as world-class education to help bring new products and innovate concepts to market. HBA provides you with the opportunity, as an industry, to attend one venue and see, learn, hear about the major product areas you are specifically looking for, including: packaging, raw materials & ingredients, contract manufacturing, private label, naturals products from suppliers worldwide.

About Jani Friedman, Managing Director, Demeter Group:
Jani has over 20 years of strategic planning and brand development experience in the beauty and apparel industries. Prior to Demeter Group, Jani was Vice President and Divisional Merchandise Manager of Skincare at Sephora North America. Jani has also held senior merchandising, product and brand development, and global sourcing positions at Levi Strauss & Co., Victoria’s Secret Catalogue, and Anne Klein. Jani graduated with a BS in merchandising from Colorado State University and an MBA from Harvard Business School. She holds Series 7 and 63 securities registrations.

About Nada Lantz, President/CEO, Lantz-A-Lot, Inc.:
Nada Lantz Krasnow is respected as a true visionary in the personal care industry, and her unique ability to identify and grow brands makes her among the top strategic, retail and marketing minds in beauty. She began her career in cosmetics 30 years ago when she founded her own company, the successful brand management firm, Lantz-A-Lot, Inc., Cosmetic Architects in 1997.