TotalBeauty.com chats with Marla Malcolm Beck, founder of bluemercury, the nation's fastest growing luxury beauty products and spa retail chain
Q: What inspired you to start bluemercury?
A: I've always been a beauty junkie; I grew up in California and got facials when no one even knew what they were. When I moved to the East Coast I couldn't find MAC or Dermalogica (my favorite brands at the time) anywhere close by, that's when you could only buy cosmetics at a department store or drugstore, and then I discovered a little cosmetic boutique that sold great brands and indy brands like Nars and Kiehls (it was 1999). The store was having trouble so I decided to buy the boutique from the owners -- I was in finance at the time.
Q: How does the Internet affect your business?
A: It has been somewhat hard to measure, but our customers want to know what's new early and fast. This is why we have taken to sending email blasts to clients with deals and news. We recently sent out an email about an exclusive Tocca candle we were carrying. We sent out the email at 6:00 p.m. the night before the candle went on sale. The next morning there was a line outside the doors at the New York City store to get the candle.
Q: What advice would you offer to younger beauty business professionals that might hope to rise to the top of their company some day?
A: Figure out what you love and what skills you're good at and pick your job that way. If you love the idea of creating new products, work for a brand. Love writing? Work for a Web site or publication. Or find a buying position at a department store or beauty store if you like to see what's new.
Q: What do you think this economic downturn will do for the beauty business?
A: I think it will refocus us on why people buy beauty products. People will invest if they know how to use a product and if it makes them look and feel better. Some products are so complicated, I think now there is a need for simplicity. Consumers want to know what a product does in 10 seconds and what impact it will have and if it's believable.
Q: What products or lines are doing really well in your stores?
A: Even during recession people want new and innovative. New stuff is selling. Limited edition items are selling quickly too. Bronzers especially are doing well right now. Nars has a new bronzer and Bobbi Brown has six -- one especially for redheads, which was a clever new approach. Concealers are one of our highest grossing categories. They are a cheap investment and make skin look gorgeous. For under $50 you can buy concealer and foundation -- a new wardrobe costs far more than that. And surprisingly our bikini waxing services are way up -- over 10 percent from last year.
Q: What's your beauty mantra?
A: Exfoliate, exfoliate, exfoliate. I use the MD Skincare Alpha Beta Daily Face Peel two to three times a week. So many clients come in saying, "my skin feels dull" or "I'm breaking out." They need to exfoliate. It's such a simple step that people forget to do. It's so important for great looking skin.
Q: How have you managed to find balance between work and your personal life?
A: For me it's about having 100 percent focus on what I'm doing at the time. That helps me shift gears. A lot about being a mom is that you get to relive your childhood. You get to color, go on the swings at the park, play catch, etc. It's remembering to leave work and be a kid with my kids. And then I shift gears back into work.
