TotalBeauty.com Chats with Carol Shaw, Creator of Lorac Cosmetics
Q: What made you decide to go from makeup artist to business owner?
A: Having ultra sensitive skin and hearing many of the same complaints I had about makeup on the market from my celebrity clients, I wanted to create my own makeup that I felt safe and comfortable using personally and professionally.
Q: How did you go about starting your cosmetics line? What or who made it possible?
A: I gave myself an ultimatum, either buy a condo or start a makeup line with my savings ... thank god I chose the line!
My uncle told me to get a phone number and an address and I would be in business, and that's just what I did!
Q: How do you use the Internet to drive sales or buzz about your brand?
A: Direct outreach, blogging, social networking and the cyber-based versions of the stores that sell Lorac.
Q: The beauty business is so competitive and saturated -- how do you continue to differentiate your brand while staying true to the mission it was founded on?
A: Lorac sits in the segment of "makeup artist lines" except that I am the only brand owner that is actively involved in working on the red carpet and on celebrity publicity and editorial, etc. I continue to work with A-list celebrities, but I also work with quite a few "up-and-comers" who resonate with our growing customer base.
Our relevance is also preserved by our customers continuing desire to not have a mask of harsh ingredients on their faces, but rather, effective, light-weight, good-for-the-skin products.
Q: Where do you get inspiration for new products?
A: I get inspiration many different ways, from something I see on the red carpet, in fashion magazines, or from the celebrities I work with -- from a pair of shoes they were wearing or a request from them. I get inspired by nature and from talking to people about what they need and want.
I also have an amazing product development team of beautiful girls at Lorac that inspire me all the time!
Q: What's the best job you've ever gotten?
A: The first job I did with Herb Ritts. He hired me for a cover with Christy Turlington, and then I continued to work with him for years after that. Working with Herb rocketed my career into a whole new dimension!
Q: What's your beauty mantra?
A: I have a couple ...
Fake it till you make it!
You are as beautiful as you feel.
Makeup is medicine.
Q: What celebrity have you worked on that you were most star-struck by?
A: Madonna, I made her god! And, I still get a little nervous when I work with someone new too.
Q: What signature tricks do you use when getting a celeb ready for a red carpet event?
A: I always start the makeup with the eyes, not foundation. This saves the delicate skin under the eyes and also time, without excess rubbing and clean up.
Q: Do you take it personally when a celeb client's makeup look gets trashed in the press?
A: I have been very lucky through my career and have gotten good press. Everyone has a right to their own taste and their opinion is subjective, but, yes, I am pretty sensitive and take it personally, it doesn't feel very good if they don't like my work.
