Hey, Beauty Entrepreneurs – This Workshop is For You!


WASHINGTON—The Beauty Company (TBC) and HBA Global are partnering up for a day-long workshop—The Beauty Business Is Not for Sissies: How to be a Genius, Not a Disaster—for emerging beauty entrepreneurs, hosted by TBC's founding partner and CEO Alisa Marie Beyer. Taking place on Thursday, June 21, 2012 from 8:30 a.m. to 2 p.m., this interactive workshop will share TBC’s proprietary Beauty Product Development Life Cycle™ (BPDLC) —the agency's 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," Beyer said. “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.

Workshop Topics:

Show Me the Numbers!

Beauty by the Numbers: Interactive discussion of the facts and figures driving our multi-billion dollar industry with Beyer.

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, TBC

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

 n 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," Beyer said. “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.