The Beauty Company announces corporate restructuring, new clients and new staff appointments.

Sept. 10, 2012 - PRLog -- Media Contact: Jennifer Thomas
239/573-0088
Jennifer@beautyresultspr.com

The Beauty Company announces corporate restructuring, new clients and new staff appointments.

Washington, DC – September 10th, 2012. The Beauty Company (TBC), a Washington, DC based beauty strategy and consulting firm, has announced the strategic restructuring of the firm’s core operating services. “After a record-setting revenue year, it became clear that we needed to align our key business areas to better serve our clients and the industry,” said Alisa Marie Beyer, Founding Partner and CEO. “In order to truly capitalize on this change, the company made the decision to grow our business in two targeted areas while at the same time, terminating activity in an area which was previously a primary TBC service – product development.”

With this change, TBC’s business offerings will focus on the agency’s core strengths – branding and consumer product testing. “For the past five years, TBC has been building significant expertise in the consumer product testing category including claims development, consumer testimonials, consumer reviews and before & after photography, the results of which are currently being used in national beauty advertising campaigns, on home shopping and at retail outlets nationwide,” remarked Beyer.

The company is also announcing new staff appointments and new clients. Joining TBC are Morgan Fogelman and Elena Ahn. A former TBC employee, Mr. Fogelman helped start the agency’s consumer testing business and is now returning as General Manager, Consumer Product Testing.  In his new role, Fogelman will bring his extensive project management and consumer engagement skills to directly manage both the pre-market and market-ready consumer product tests for the company, as well as work internally with the team to build and grow TBC’s PinkPanel – the company’s customizable consumer panel used to test brands and products.  “In today’s tight marketplace, the cost of launching a new beauty product or brand is extremely high. To mitigate the rate of failure, fully evaluating and validating your offer both pre-market and when market-ready is critical, and brands must garner real-world results—consumer opinions and insights as well as benchmarked consumer claims to do it,” notes Fogelman. “A Consumer Product Testing Group (CPTG) or quantitative study reveals what your target consumer thinks of your brand from concept to messages to reasons to believe, and reveals purchase intent in order to help position your offer and drive success.”

Also joining the company will be Ms. Elena Ahn as Manager, Brand Strategy & Consumer Marketing. Prior to TBC, Ahn worked for Color Me Beautiful where she directly oversaw the management and product development for five of the brand’s leading lines: Color Me Beautiful, Proof Positive, Flori Roberts, Adrian Arpel and Gale Haymen. In her new position, Ms. Ahn will work directly with the CEO, overseeing client engagement and account strategy, as well as helping to grow brand’s consumer marketing footprint. In addition, Ahn brings extensive social media expertise to the agency, and will help guide and establish marketing support programs and consumer social-media outreach management strategies for all TBC brands. “Because we are involved with our brands from day one, we fall in love with them just like consumers! To really gain traction with consumers, we know that the final branding element must include strong marketing and social media programing. TBC is expanding our ability to help our clients achieve these critical milestones by forging launch and media partnerships nationwide. In January 2013, TBC will be debuting three new brands at the Sundance International Film Festival, and this is only the start,” said Ms. Beyer.  

TBC is also welcoming new clients, including:  

•   AmazingCosmetics
•   Julep Beauty
•   Palladio Beauty
•   Yu-Be
•   Rx for Brown Skin

For more information on The Beauty Company’s complete portfolio of offerings or to learn more about how a Consumer Product Testing Group can help your brand, please visit http://www.thebeautycompany.co

About The Beauty Company: After founding and exiting three companies, Alisa Marie Beyer started The Beauty Company (TBC) five and a half years ago. TBC is a strategy firm that creates blockbuster beauty successes by developing the right concept, the right brand and the right marketing support to secure both sell-in and sell-through at retail. We are experts at product concept ideation and testing, brand strategy and identity development, product strategy, and consumer product testing groups (claims, testimonials, and before & after picture development).  TBC has worked with clients at every stage of development – from startups to 13 of the top 15 global beauty companies, and we have a proven and award-winning track record in skincare, makeup, hair care, fragrance, devices and beauty focused supplements.