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How to Mine Growth — And Avoid the Pitfalls of Brand Building

Innovation is the lifeblood of the beauty industry, but it’s not always easy. To learn firsthand about both the challenges and opportunities in brand building at its earliest stages, WWD introduced a new speaking format at BeautyVest called Innovation Lab. During the conference, the founders of three hot beauty brands — Enrico Frezza and Junior Scott Pence of Peace Out Skincare, Cyndi Ramirez-Fulton of Chillhouse and Jose Alvarez and Michael Pass of Abbott NYC — presented their brand concepts to three industry leaders representing the areas of retail, investor and strategic buyer. The panel consisted of Carol Hamilton, group president of acquisitions at L’Oréal USA; Marita Burke, creative director of Mecca Brands in Australia, and Janet Gurwitch of Gurwitch Consulting Group. Together, their feedback revealed how each sector approaches new areas of growth for the industry. Peace Out is a San Francisco-based skin-care brand, whose problem-solution, patch-based skin-care line was inspired by Frezza’s lifelong fight with acne. The mission of the brand is to deliver one-step skin care, and in just a few years, Peace Out has reached $12 million in sales, a figure the brand expects to double by 2021 as it branches out into topical skin care and global distribution. “You’ve combined efficacy

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