Beauty Brand Authenticity from BBR11 Thought Leader – Christina Zilber, Founder & Creative Director of Jouer Cosmetics

“I’m one of those people that wears makeup to look like I’m not wearing any makeup.” 

It’s no wonder that Christina Zilber‘s personal mantra can clearly be seen throughout her cosmetics brand, Jouer Cosmetics, where she serves as the Founder and Creative Director. Jouer means “to play” in French and Zilber’s line is certainly playful from it’s unique “snap, click, & go” packaging to the fun but totally wearable color palettes.

With compacts that connect to create customized makeup palettes, Jouer allows women to carry what they want, when they want. This ingenious concept has earned Jouer a cult following with the who’s who of beauty, fashion and entertainment.

“I’ve designed Jouer to be a ‘No Makeup Artist’ required line comprised of signature pieces that act as the foundation to your beauty wardrobe,” says Zilber.

Please share 3 key points from your BBR11 Roundtable presentation “The Importance of Authenticity and How it Ties into Brand Objectives, Messaging and Product Content.”

• Consumers are far more informed and aware, socially connected and savvy, making authenticity imperative.
• A clear mission statement will give you a road map to authenticity.
• Be true to your business, share your passions and your mission, take time to listen and understand customers, employees, peers, & suppliers.

Smart Packaging : You can customize and assemble your Jouer Cosmetics palette with powder, eyeshadow, concealer, blush, and gloss! Photo credit: Jouer Cosmetics

Please tell us about your career path and progression.

I modeled in my twenties, shot a ton of commercials, did a little bit of acting, then decided it was much more fun to be on the production side of the business. After producing a couple of films and documentaries, I stopped working after I had my kids. It was during this time, when I was uber busy with two little kids, I came up with the idea of Jouer.

Sometimes the simplest ideas aren’t represented in the market. I found my niche when I kept trying to find a makeup palette with a concealer inside; simple but impossible to find. I wanted to carry a palette with what I wanted…no more, no less. The idea of real customization is at the heart of the line, and it doesn’t exist anywhere else.

I first met with an engineer to create a prototype of the compacts. Then I met with packaging manufacturers to determine the feasibility of creating custom packaging. I finally landed a company willing to proceed with small minimums and without a huge fee.   I also hired a product developer early on to help source the highest quality formulas. As a product junkie, I’m highly discerning with what I put on my face and did not want to compromise my line.

Why did you choose this career? Why the beauty industry?

I began my career as a model and my favorite place to be was the makeup trailer.  I was fascinated with how women could be transformed by makeup, and loved discovering and trying every product I could get my hands on.

I wanted to create a line of effortless, portable products you could combine to create customized palettes.  All of Jouer’s formulas have skin care benefits, along with easy-to-wear colors. The line combines my love of style with beauty.

Christina Zilber, Founder and Creative Director of Jouer Cosmetics, at her BBR11 roundtable

Who are your biggest career influences?

In business, I have a lot of friends with their own businesses whom I admire like Jennifer Hale (C Magazine), Monique Lhuillier (Fashion Designer), Lulu Powers (Caterer), Sally Perrin (Luxury handbag designer), etc. I look to them for support and inspiration.   Also, my father framed a poem for me by William Bennett, which I hang in my closet. I look at it every day for inspiration. It’s called “You Mustn’t Quit” and it’s my mantra.

Who is today’s beauty consumer? How are they changing?

Today’s beauty consumer is more informed and more engaged than ever before.  With the web, consumer have the opportunity to do additional research and the ability to hear what real customers are saying – not just corporate marketers.  The consumer also wants to engage more with the brand.  They want to see what goes on the behind-the-scenes, and to feel like you are speaking to them in an authentic way.  They want to be entertained via social media and really get to know the brand’s personality.  The consumer continues to evolve as they demand more from the brand.  Now, via social media, they have the ability to speak with the brand directly. Over time, I see the consumer becoming more involved and really using their influence to change the decisions that companies make.

What do beauty professionals need to do to continue to connect/attract with today’s beauty consumer?

Beauty professionals need to be available to the consumer.  They need to ensure that all social outlets are open and are maintained regularly.  Beauty professionals need to stay on top of all new social platforms and ensure that they are pioneers on the communication forefront. They also need to ensure that their message is clear and meaningful, so that they can build trust with clients in order to foster long-standing relationships.

What attributes make a great leader? 

The ability to inspire people and get them moving in the same direction makes a great leader.  If a team is inspired and they understand your vision and desired outcome, they will produce.

What kinds of qualities do you look for in an employee when hiring a candidate to join your team?

I look for someone who is experienced, driven and self-starting.  In a fast-paced growth environment, I need them to feel comfortable making decisions and moving the business forward.

 What is the best strategy for someone interested in your company to get their foot in the door? What makes a candidate stand out?

I seek out referrals.  I rely on other business owners, associates and friends to send over people they believe to be top talent.  If someone is interested, they should research the brand and use their connections to connect with a member of my team.  Candidates stand out when they have worked for start-ups and large companies alike.  I like to know they can function in our current environment, and they have the skill set to stay with us as we grow.

Zilber is a recognizable philanthropist, volunteer with UNICEF and advocate for empowerment of women and girls in the developing world. Amidst such a busy lifestyle, Zilber’s most coveted role is as mother to her two beautiful children. Click here to learn more about Jouer Cosmetics

Stepping Up with Christina Zilber at Step Up’s Power Breakfast