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Sonia Kashuk, The First Lady Of Designer Makeup Brands, Looks Backward And Forward https://ift.tt/2GXqxHK If you follow high fashion and make-up, Sonia Kashuk’s name will not be new to you. Kashuk has had an exciting life full of larger than life characters and foes. She was a rising make-up artist who came up under the wing of legendary fashion photographer Arthur Elgort. For 15 years Kashuk did makeup for the models in Elgort’s famed photos profiled here in Fashion Magazine. It was Elgort that introduced Kashuk to Vogue and the fashion editors of the time with whom her name carried weight. Refining the big idea In 1997, along with Cindy Crawford, Kashuk authored, Cindy Crawford’s Basic Face. The book took something mysterious, the art of applying make-up, and brought it to the masses. It parallels what Kashuk was about to do for the cosmetics industry. Kashuk, who grew up in the Midwest in the 80s with a slew of sisters, knew the make-up arts, but also knew that the tools and brands of the professionals were nothing her sisters could afford. She believed there should be a professionally based make-up line in the mass market. But she also knew she didn’t yet have the influence to secure financing. Leveraging the power of your name & the capital of others Target, who was familiar with the book she had penned with Crawford, took a meeting with Kashuk. The leadership at Target at that time was interested in innovations that combined the power of the brand with the economic reach of the mass market. They encouraged Kashuk to create something for every woman. Kashuk refers to what would become her cosmetics line as, “Mass-tige;” she brought a prestige brand to the masses. She credits Target’s vision with helping her make her line a reality. By working directly with the retailer, she could go direct from manufacturing to retail and forego all the markups and middlemen. This she felt would result in a line that would be both high quality and affordable for her sisters. Be first, be best, but don’t overwhelm the market Kashuk’s creative partnership with Target led to her becoming the first make-up artist brand ever to launch in retail. She got her contract with Target the day she came home from the hospital from delivering her second daughter, Sadie. She feels on some level she birthed twins that day. Business via Forbes - Entrepreneurs https://ift.tt/dTEDZf May 28, 2018 at 11:34PM
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