BBR12 TL Q&A: Robin Coe-Hutshing of Studio “Strategies for Success in a Changing Industry”

What is the difference between luck and chance? What does it have to do with having a successful business?

That’s what beauty industry veteran, Robin Coe-Hutshing, discussed during her BBR12 roundtable.

Robin Coe-Hutshing operates the consulting firm STUDIO, as Creative Brand Strategist. An industry veteran with cutting edge sensibilities, she offers a branding and product development think tank with additional competence in copywriting, fragrance development, for multiple channel distribution, from luxury, niche to masstige. After years in retail as Owner/Founder of STUDIO BEAUTY MIX at Fred Segal, Robin has a sixth sense about product success, having consulted with and advised many brands. She is a notorious stickler for excellence.

In 2010, after selling Fred Segal STUDIO BEAUTYMIX to Sandow Media, and selling a catalogue of intellectual properties to Fusion Brands, consulting has taken center stage for Coe-Hutshing. Her primary focus is on strategic development and implementation of new concepts, formula development for clients and proprietary projects.Her services as Fragrance Developer are consistently requested in numerous arenas of Perfumery- from luxury Parfum, candles and home fragrance, to ambient scent for hotels and public spaces.

Robin’s methodologies ensure that brand integrity is represented by every small detail that adds up to the whole, so clear messaging is intrinsic.

Robin Coe-Hutshing at her BBR12 roundtable presentation on “Luck is Just a Four Letter Word: Strategies for Success in a Changing Industry”

Robin, please share 3 key points from your Roundtable presentation “Luck is Just a Four Letter Word: Strategies for Success in a Changing Industry.“

• The three vital necessities to success are creative innovation, excellence of quality, and long range planning.
• A successful brand is the artifact of a successful strategy.
• You can’t depend on chance, but you can create your own luck.

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

As a lifelong product scout, I felt absolutely driven into beauty after starting as a Buyer at Bergdorf Goodman in NY, and subsequently moving to Los Angeles in 1984.  Frustration with the available modes of shopping and the products available in the USA at that time led my sister (and business partner in STUDIO BEAUTY MIX at FRED SEGAL) and I to pioneer an alternative beauty experience, where there was no barrier between the consumer and the products. This is now called “Open Sell.” It was revolutionary and dangerous on every level then and many brands were reluctant to participate at first. Of course, now it is the norm!

Robin in her earlier years at Studio Mix Fred Segal

Beyond that, we sourced our products from around the world, importing brands that no one in the USA had seen unless they had traveled to St. Barths (Comptoir Sud Pacific), Tahiti (Monoi de Tahiti), Australia (Aesop), and Paris (Jean la Porte, now known as L’artisan Parfumeurs, Annick Goutal, etc.).

Our goal was to become a global destination for beauty shoppers and create our own brands as well, and eventually all of that happened.  It wasn’t always easy, but it was an amazing experience, for which we are ever grateful. The beauty industry continues to be a great forum in which to express creativity and reach people in a way that touches them in a positive way. I believe that best explains my lifelong connection.

Who or what are your biggest career influences?

Of course, there are so many individual mentors in the beauty industry whose career paths are inspirational and whose work is influential -Mr. Leonard Lauder, Jo Horgan of Mecca Cosmetica,Philippe Starke, David Hicks, and Raymond Loewy just to name a few.

But I truly try to look outside of my industry as much as possible for inspiration. Art and music are what propel and inspire me. My Spotify playlists could decode my secret projects!

Having a broad worldview is very important, so I believe it is critical not to have tunnel vision only in my specific industry ,and encourage my associates to be fully rounded individuals. Read newspapers and books. Go to museums and films. Have a cultural backbone.  Creativity doesn’t come from swirly lines. It’s about meaningful content!

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

I honestly hate that question! But I will answer it, and then explain why I hate it.  The answer is Asian Skincare, especially Korean Masks.  And you will see them in every channel momentarily, some authentic and most not. Then pretty soon everyone will be “ over” Korean Face Masks, and on to the next trend.

 I think one of the most damaging and damning tools our industry has today is  “riding the tails of a trend.” Basically once the trend can be identified, if you (as a brand), have not already developed that trend, it is history for you…you are just a copycat.

I am a firm believer in listening to the consumer, but I also think they are hungry for discovery, authenticity, newness and improvement.  Brands continually discuss “innovation” as if they believe it is the holy grail, and then proceed to develop products based on last year’s metrics, calculations, and focus groups culled from a carefully monitored group. Innovation and trend do not emanate out of this type of stagnant water.

If brands spent as much time, money and focus on new technology, formulas, and delivery systems as they do recycling trends, our industry and our consumers would be way ahead of the game. Trend comes out of research and creativity.

Robin is married to award-winning Motion Picture Editor Joe Hutshing and lives in Pacific Palisades, California with their frequently shampooed standard poodle Billie.

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About Beauty Biz Roundtable
Hosted by Mazur Group, the Beauty Biz Roundtable (BBR) SERIES brings together 125 Mid to Senior Level Beauty Executives in a roundtable format that fosters networking and idea sharing. This is NOT a lecture or panel discussion. The BBR series is your opportunity to sit down in small group settings with industry peers and executives.