With over 30 years in the business, what is the secret to your success?
Believe in a vision and never give up until you find a way to achieve success. Say yes to every opportunity with the confidence that you can figure it out. I embraced every aspect of the business from my early days behind the counter all the way to becoming a CEO and respected industry consultant. Maintain passion, persistence…and add a sense of humor
What do you think will be the next big beauty trend?
Finding the “white space” is always hard, but more difficult than ever now as customers re-evaluate their needs. Health, hygiene, and safety will be necessary elements of any new product. Customers will demand transparency of process and ingredients- “Skin-care that really cares” while delivering stand out efficacy with transparency.
The virus has put a focus on self-care according to NPD. (hair, skin, body, and pampering) Europe self-care is up 300% a recent Mc Kinsey study found. In China, Eye Care was up 150% due to the widespread use of masks. Amazon is reporting triple-digit growth in Nails and Hair Color and high double-digit growth in Bath & Body.
What does it take to successfully launch a brand in the US prestige market? What do most people get wrong?
The US prestige market, while large, remains intensely competitive. This requires many elements, a great product, a clear understanding of the customer you are serving, and a clear understanding of what your brand is and stands for. New brands can easily lose focus among the forest of bright shiny objects that is the US market. Distribution does not equal success; it is only the beginning of a long journey. Manage expectations and be prepared to be very patient and remain focused.
The US market is not one market, but many. Texas is not New York. Chicago is not LA. You must continually listen to the customer.
As the Jerry Maguire of the industry, how do you nurture your relationship with retailers?
That’s why I love these two less well known Jerry Maguire lines, “The secret to this job is personal relationships “ and “Let’s bring soul and character to what is already there”. As we keep doing what we do well, we all need to remember that values like honesty and integrity are the core of all relationships and especially with retailers.
What are the qualities of a brand you look for before deciding to take them on as a client?
My reputation with the industry requires that I only work with products I have a passion for. I only will work with people who, not only have great products, but also recognize it takes a long-term commitment to be successful in the US. I am a brand builder, not just someone who gets distribution.
As the Discover Beauty curator at Cosmoprof North America, what are your hopes for the future of this section?
Cosmoprof is the world’s most renowned international beauty show. The Discover Beauty section is a highly curated selection of very few prestige brands that meet our criteria and have a unique point of difference or are pioneering a new category. In a post COVID world, clean beauty has morphed into safe beauty as an additional criteria for inclusion. We will continue our relentless pursuit of innovation and product
excellence in the beauty category. Furthermore, we want to bring standout products that inspire, surprise, and excite the retail buyers in
these post-COVID times.
What was your first paying job?
I was a 15 hour/week beauty consultant for Clinique. That ignited the passion in me for this industry and the sales function. Every sale was fun and exciting, but also, rewarding to see the customers feel so good about themselves.
What is an interesting fact about you that people would be surprised to hear?
I would do my life over as a psychologist. Beauty helps people on the outside. Imagine the satisfaction of helping people on the inside.
What would you tell your 25-year old self?
To never give away your power. I spent a lot of time worrying about what would people think /say. I would tell my 25-year-old self to keep going — stay confident, believe in yourself, trust your instincts, and know you are heading in the right direction.
ABOUT MAGGIE CIAFARDINI
Maggie Ciafardini is a highly respected beauty executive specializing in marketing, sales, and brand development within the high-end makeup/skincare and fragrance industries. After an extensive and successful career in the luxury beauty space, Maggie launched her own consulting company, Maggie Ciafardini, Inc., in 2015.
Ciafardini was previously the Managing Director of the Americas for St Tropez (PZ Cussons Beauty). She was also the CEO of YSL Beauty USA (where she led the Beauty and Fragrance Division), the General Manager for Beaute Prestige International USA, and the Executive Director for Sales/Training for Bobbi Brown International where she was responsible for launching Bobbi Brown across Europe and Asia.
Categorized in: Beauty Declassified