The Evolution of Wet n Wild by BBR11 Thought Leader – Brian Talbot, VP of Marketing , Markwins Beauty Products, Inc.

Please share key points from your roundtable presentation:

• Be Honest about who you are – and who you can be. Know how others perceive you, and be realistic about what you can evolve too.
• Have a Quality Product – if it is not quality, fix it.  Spend all you want on branding and advertising, but if it is a lousy product, it will not sell.
• Find your evolved voice – This is the hardest part of re-branding. Go for the deep dive and broaden your search to find your voice.  Use your Brand and Creative teams for ideas, then test it with customers, and finally, refine and retest again.
• Pursue it Doggedly – People inside-and-out will question your position, and it will take years to roll out and enforce across all your touch points and stakeholders. But that is the thorough labor intensive work it takes to build a brand’s foundation.

Please tell us about your career path/progression.  How did you get started?

I started with a degree in Packaging. I was a Packaging Engineer for 6 years before getting into Marketing and working my way up.  I earned my MBA from USC while working full-time.  Over the course of my career, I made sure I understood all sides of the Beauty Biz.  My technical experience grew from working in the R & D department, and I later worked on the Production side. Then I worked on traditional CPG marketing, and proceeded to work for almost 15 yrs on the Retailer side as a DMM/Buyer.

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

I wanted a mix of Marketing, Fashion and good salary, so Beauty is a great industry to be in.  The beauty biz is a great space for Marketers to do Brand work, since it’s part of the exciting world of Fashion. I also enjoy the creativity, the constant dynamic industry changes, and great compensation.

Brian Talbot, the VP Marketing at Markwins Beauty Products Inc., presenting his BBR11 roundtable discussion on “Evolution of a Mature Mass Brand – The Repositioning of wet n wild.”

Who are your biggest career influences?

David O’Connor, the former President of Merle Norman Cosmetics, was my single biggest influence.  He was my mentor, and he taught me how to manage and how to lead. He also helped me get my MBA, and has been a trusted career confidant for many years.

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

The middle market is getting squeezed, while the upper and lower-income segments are growing.  Buying patterns and brand success are reflecting this demographic shift which as an industry, we need to focus on.

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

Become “younger”, be more diverse, and stay on top of technology.  The Millenial Generation think and act very differently from previous generations, so we all need to be nimble and open-minded in understanding their needs. Because our country is becoming more ethnically diverse, there are amazing opportunities for niche brands to fill their needs, and for established brands to branch out.  As far as technology, the digital world is in its infancy, and OPP Brands and start-ups have an unprecedented opportunity to compete with much bigger brands in reaching and influencing today’s beauty consumer.

What do you see as the latest trends in your industry?

Lips. Lips. Lips.  In color, we’re coming off a 5 year binge of Nails and that hangover can be cured with a healthy dose of Lips.  If that does not relieve all your Nail Hangover symptoms, I recommend you mix in a dose of Mascara technology.

What attributes make a great leader? Tell me about your leadership style.

I’m not sure what makes a great leader, since I think it depends on your industry, the size of the company, and what phase of its growth cycle you are in.  But I can speak with confidence about being a good leader.  I believe in open honest communication, clear decision-making and direction-giving, empowerment, and recognition.  Talk to the team about where you are going, get their feedback, make a final decision on where you are going, give clear direction, and then let them do it.  Let them own it, grow and succeed. and when they succeed…recognize it!

What kinds of qualities do you look for when hiring someone to join your team?

Intelligence, passion, and the ability to handle change.  First, you need smart people.  Smart people can learn and bring new ideas.  Second, is passion.  It is a long slog and a lot of work and passion keeps you going and keeps everyone motivated.  Lastly, if you can’t handle change, then you need to find a different career.  The beauty industry is built on change, and since our retailers and consumers are in a constant state of flux, it is inevitable that you need to deal with it.

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

Be prepared.  I cannot tell you the number of people we’ve brought in for an interview, who did not bother to go to a drugstore and look at our in-store fixtures.  Research us and our competition, and present some ideas on what we should do.  We are a marketing-driven company, so the bare minimum is to come in with a basic understanding of our SWAT analysis.

Any other advice/words of wisdom?

Just get in.  Life and careers have momentum.  If this is is the industry you want to be in get in, learn, be open, network, evolve, and work with Mazur Group.  The first step is to keep moving and create your own momentum!

Brian is a proven Marketing and Product Development executive with over 20 years experience developing brands and driving profits in the Beauty Industry. Brian has worked on both the Brand Management and Retail sides of the industry for companies such as wet n wild, Bath & Body Works, The Body Shop, American Eagle Outfitters, and Merle Norman Cosmetics. Currently the Vice President of Marketing for Markwins Beauty Products, the North American leader in Opening Price Point Cosmetics  via the wet n wild, Black Radiance & Fergie Centerstage brands. Click here for more details about Markwins Beauty Products

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