Joins Palm Beach Beauté
Beauty Fashion sat down recently with Joelle Guedalia to discuss her vision for her new role as Vice President of Marketing for Palm Beach Beauté.
Beauty Fashion: Please define your new position at Palm Beach Beauté.
Joelle Guedalia: I am in charge of developing some new opportunities and looking at new licensing. I will be supervising new product development including new fragrance juices and new packaging.
BF: How will you nurture and grow each of Palm Beach Beauté’s luxury brands?
JG: By studying each of the brands and appraising their market strengths and see how we can grow them even more extensively. I will study the trends to make sure that we are following the market in each of these brands and keep their DNA.
BF: How are you going to take care of all of your diverse brands to make sure they all get the right attention?
JG: I did it in my past professional life and will do it again at Palm Beach Beauté. Our strength is in our diversity. I will review each of the markets to discover more about them. Diversity is a challenge, and we just have to go for it.
BF: Do you think that Palm Beach Beauté’s brands will resonate globally? Are you going to expand the company’s travel retail business?
JG: We are already global on certain brands. Judith Leiber is very strong in the Middle East. There are other markets that we must develop such as South America and especially Brazil.
I really believe there is a huge opportunity in the travel retail business. I have built a good relationship with the travel retail market and its distributors, and I’m going to use all of my knowledge of it in my work for Palm Beach Beauté. Strong areas
Strong areas for travel retail’s growth potential are Mexico and the Far East. We already know what works for customers in Japan, but now I am tracking the markets in other Far Eastern countries to learn what appeals to their customers.
I am going to attend the TFWA World Exhibition in Cannes this month [for the travel retail and duty free industry] and will be based at the Carlton Hotel at the Alain Delon suite. Next year, Palm Beach Beauté plans to have a booth.
BF: Will social media play a bigger part in getting out the message of Palm Beach Beauté’s brands?
JG: I believe in social media, but it is not yet the major player for our brands. Palm Beach Beauté has classic brands, and I’m not sure yet what we will be doing. I am attached to traditional media but this is something to watch carefully.
BF: What is your vision for the future growth of Palm Beach Beauté?
JG: We are looking at new projects and are hoping to soon announce a new brand. Harold Ickovics, President and Chief Executive Officer of Palm Beach Beauté, wants to acquire brands for the Palm Beach Beauté portfolio. We currently own Kanon.
I formerly spent ten years at the Falic Fashion Group where I was happy. But, I can honestly say that I really love to work for Harold Ickovics. He is an amazing person. Palm Beach Beauté presents a great opportunity for me, and I’m looking forward to grow them and to grow with them.