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QVC Queen Laura Geller On Reaching Millions Through Makeup

People

The minute you meet Laura Geller it is easy to see why she has been able to sell hundreds of millions in beauty products, reaching countless women across the world over the QVC airwaves.


With her conversational New York accent, bubbly personality and a smile that seems to exist permanently on her face, Geller is a beauty rule breaker who introduced now cult categories, like primer and baked highlighters to the market. To be sure, another part of Geller's modern legacy is her enduring television presence, as she has been featured on the direct sales network for more than 20 years. Geller, also a single mother, is the longest standing beauty founder on QVC, known for her lighthearted, uncomplicated approach to makeup and dedication to teaching women how to do their own makeup.

“People will often say I'm a 40 year overnight success," Geller tells SWAAY. “I just knew that for me beauty was a business I wanted to be in. I didn't know if it meant I would stay a makeup artist for a zillion years, which I was, or if it would mean owning my own line of cosmetics. My path came about by seeing need and following that venture. Every time an opportunity opened up, every time I saw a niche that I could follow I walked through that door. I never got comfortable. I never got stable and thought; 'This is it. I made it. I'm done.'"

“Laura Geller Beauty is a brand that is founded on education. It's often said about me that people identify with me. People who don't know makeup, or are afraid of makeup don't feel threatened when they work with me."

The numbers speak for themselves; Laura Geller Beauty is currently available in more than 1,200 points of global distribution. One of Geller's groundbreaking primers called Spackle is sold every 90 seconds, while one of her Baked in Italy bronzing and highlighting powders is sold every 48 seconds. When Geller introduced her Baked Gelato Swirl Illuminator in Gilded Honey, the entire inventory sold out just one week after launching.

“Had I known them I was starting a whole category that would become a staple in every woman's handbag, I would have done something more important to protect that," says Geller of Spackle's success. "But I am so proud of it. It makes us unique and iconic. And as [far as] Baked, it's an artisanal way of baking products with all natural pigments. It has very few ingredients because it's good for your skin."

Clearly, the magic Laura Geller formula is one that takes the consumer deeply into consideration, and it has paid off.

“My inspiration has always been the customer. I always say it's not just good enough to create a product. The product has to not just touch her, but she has to have a way to connect with you. She has to feel like there's somebody behind this brand. If it's not the founder, it has to be somebody who cares."

It is apparent that Geller's relationship with QVC has been a win-win for both parties. For Geller, QVC provided a platform to reach millions of women with her story, and for the television network, it allows them to continue their mission of showcasing brand founders who speak directly to the consumer.

“QVC dreams to continue to have founders of their own businesses out there really sharing their mission, and that's generally what's been the perfect marriage and success for the QVC platform," says Geller. “We are the longest standing color brand today at QVC. I am very honored that QVC gave me a platform when I wasn't known. They helped me to build my brand recognition."

“It was really all about supply and demand. As the brand grew, customers demanded more and more product, and thus I grew the product line."

"When I get on QVC I'm a teacher. So, it's not just the teaching aspect, but then we went on to have a mission to give people products that's different and unique."

Geller, who opened her first store in 1993 says her company was originally completely self-funded. Geller said rather than seeking investors she borrowed capital from friends and family who believed in her mission, and she poured her own money into the business. Although Geller says she didn't have the business acumen, she was able to learn how to navigate her company's growth by bringing in others.

“When I started I was a working makeup artist so I didn't know the path," says Geller. “It was just me, myself and I. I didn't have the business acumen. If I could go back and talk to my younger self I would say there comes a point when you realize you can't do it all yourself. You have to find a way to trust and engage people who might know a little more than you. You can't get to where you want to get when you're doing everything."

To wit, in 2012, Geller decided to bring on a private equity investor, selling a majority stake of her company to Tengram Capital Partners, a firm that focuses on branded consumer and retail businesses. Although numbers were not disclosed, industry sources reported Tengram typically spends between $15 million and $40 million on each acquisition. Just last year, newly-formed Glanasol (co-founded by former Revlon President and CEO Alan Ennis and private equity firm Warburg Pincus) acquired Laura Geller in its first round of acquisitions, along with indie brands, Julep and Clark's Botanicals.

“[Sometimes} you're better off being a lesser percentage and having somebody with an interest in the business and having some balance in your life," says Geller, who recently spoke on a panel at the White House on entrepreneurship, and has served as a participant in the FounderMade Challenge. “As I kept growing, I realized I needed more support to help me run the business. That's why a strong, supportive team is so key to growing a brand."

“When I launched Laura Geller New York, there weren't many brands educating women on makeup and how to use it. QVC gave me the platform to fill that white space and connect to customers in a different way."

For Geller, who is focused on future expansion in international markets, says part of her brand philosophy is to keep evolving as the customer does.

“We keep breaking ground; we listen," says Geller. Thank god for social media today. It's a platform that has helped me build my product range based on customer need and desire, so everything we are doing is to fulfill the need of the customer, and to make makeup fun."

“I am so not done yet," says Geller. “I think the next phase for this brand is to continue not just to grow in US but internationally too. You are going to see a lot more of retail expansion a lot of great things. Also, we have an amazing new mascara launching this spring that will show you how to be the boss of your lashes. We also have a new hydrating foundation that literally feels like a splash of water, but with coverage! Plus more for lips and eyes as well."

When asked what she learned throughout her journey to beauty founder stardom, Geller says there are countless lessons, but her biggest is to keep your brand identity regardless of what happens.

"Be true to yourself and true to your brand heritage," says Geller. "You don't always have to do what others are doing. Do what is best for your brand. And of course, it's so important to stay on top of global trends and growing social media presence."

3 Min Read
Health

7 Must-have Tips to Keep You Healthy and Fit for the Unpredictable COVID Future

With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.

When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.

Tip 1: Communicate with your current wellness providers and set a plan

Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.

Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.

The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.

Tip 2: Stay active for both mental and physical health benefits

The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.

With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.

Tip 3: Start slow and strong

If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.

Be aware of your sitting time and balance it with activity.

Tip 4: If your gym is open, prepare to sanitize

In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.

When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.

Tip 5: Have a good routine that extends outside of just your fitness

From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.

Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.

Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.

A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.

Tip 6: Focus on food and nutrition

In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.

If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.

Tip 7: Don't forget about your mental health

While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.

For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.

While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.