November 23, 2015

Beauty Trends by BBR13 Thought Leader – Jennifer Karuletwa of PeclersParis

November 23, 2015

Beauty Trends by BBR13 Thought Leader – Jennifer Karuletwa of PeclersParis

With fickle consumers in a highly saturated market, the beauty industry is constantly on a search for the next BIG THING. What will be the next big beauty product to hit stores and be plastered all over social media?

This is where trend forecasting comes into play.

Trend forecasters not only predict innovative trends, they can also share valuable insight into consumer behavior and patters which can translate into commercially viable products.

We were SO excited to include Jennifer Karuletwa of PeclersParis in our panel of Thought Leaders at Beauty Biz Roundtable 13!

BBR13 BBR13 Thought Leaders Online Registration by Cvent

Jennifer Karuletwa, is a seasoned design professional with an emphasis on trend forecasting, currently holding the position as the West Coast Director at PeclersParis, the leading trend, style and innovation agency. She has a unique hybrid of skills where creative and business intersect with more than a decade of experience guiding clients to design the most desirable products based on cultural shifts in consumer behavior.  Previously contributing to the success of clients in the Fashion, Beauty, CPG’s, Automotive and Consumer Electronic industries.

Here’s an exclusive interview with Jennifer!

 Please share 3 key points from your Roundtable presentation, “How Hedonism is Influencing Macro Trends.”
  • Hedonism in Beauty for 2017 and beyond is being driven by Mindfulness, Self-Indulgence and Self Performance.
  • The quest for wellness now involves self-esteem, and so paves the way for a kind, self-confident approach to beauty. Naturalness and hedonism are the watchwords.
  • In the face of uniformity and rebelling against the normcore trend, a desire for uniqueness, lightness and freedom is what motivates the creative optimists who are adopting the new social image rules.

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

I started as a fashion designer. While continuing to do freelance projects on the side, I fell into assisting a woman who did trend reports and suddenly realized I had a knack for it! This catapulted me in a career of trend forecasting, and I continued  to work for several of the largest trend services in the world as a West Coast contributor.

We’re seeing major shifts in beauty consumer behavior, especially with their buying habits. What are you seeing as the current Top 3 Beauty Consumer Trends?Jennifer Karuletwa's BBR13 Roundtable

  • First segment:  Women who are ultra-consumers and see makeup as a fashion accessory and a way of expressing their personality, especially through social media.
  • Second segment: Women who associate beauty with general wellness: slow sports, getting offline, awakening the senses, travel and healthy, tasty food… For these women, spas and holistic treatments win over makeup.
  • Third segment: Women who are beauty experts looking to age better in a more authentic and natural way. A homemade form of beauty that comes from the home and the garden, products which focus on simplicity and prevention rather than cure in daily beauty and wellness routines.

Who/what are your biggest career influences?

My own passion has been my biggest career influence. I’m like a sponge; I’m always open to learning more about the style, beauty and trend industries.

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

Beauty professionals need to anticipate consumers needs and values vs. reacting.

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

Self starter; confident; curious; detail oriented; good listener.

jennifer karuletwa for bbr13
 Capitalizing on its deep understanding of Fashion and its trend forecasting analysis capacities, PeclersParis accompany the market leaders in the Beauty & Cosmetics sector in their innovation strategies and projects in order to develop the most desirable products. For more details about PeclersParis and their services, click here

About BBR

Founded by Mazur Group in 2009, the BBR series has evolved into the preeminent event for beauty executives on the West Coast. Starting with a cocktail hour for open networking followed by a Keynote Address, guests interact directly with Thought Leaders and other attendees in 3 rounds of roundtable discussions.

About Mazur Group

MAZUR GROUP places outstanding executive, managerial, and professional-level candidates. We provide unique access to both full time / direct-hire candidates, as well as industry consultants available for specific projects or indefinite engagements. With a strong emphasis on local brands, Mazur Group specializes in helping small- to mid-sized businesses make critical executive hires, positioning them to scale towards acquisition. Mazur Group is headquartered in Santa Monica, California and recruits for companies across the United States.

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