A new start for Jewel.
The Los Angeles-based beauty brand, launched in 2008 by Christina Zilber, has appointed Frances Grant as president.
“She has a deep understanding of not only the business behind the business, but also how to market the business, which is something I’m really, really excited about,” said Zilber. “Hiring people who can run the company is also important, but what I was looking for was someone who really knew how to grow the company strategically.
“We have a lot of synergies in terms of value,” said Grant.
With a background in marketing, Grant began her beauty career at L’Oréal in Paris and New York, worked at Lancôme and Kiehl’s before joining Shiseido as Senior Vice President of Marketing. After that, she headed her North American marketing team at Charlotte Her Tilbury, consulting for No7, Dior, Puig, and more.
Jouer is looking to revamp the brand as it celebrates its 15th anniversary this year.
“I was digging up weeds before I joined,” said Grant. She laughed as she read her reviews of almost every brand.
“Everything is very healthy at Jewel,” she continued. “We’ve won a lot of consumers, but what we’re doing well is driving consumer lifetime value, actually driving it, getting people to buy across categories. It’s not.”
The company’s sales have remained relatively flat over the past three years, “hosing around $10 million” year-over-year, she said. Digital She is a native brand, has many social followers (Jouer’s face, she has more than 1 million on Instagram, thanks to Zilber), and her retention rate is as high as 20%. , she added, as low as 30%. The age group of consumers is from she is 18 to her 70, but the core buyer is she is 35 and older.
Our plans going forward are to create a retention strategy, rebrand our website, and “clean up” our product offerings.
“For the size of our sales, we have too many SKUs for brands our size.
Jouer’s best-selling product is the $32 Soft Focus Hydrate + Set Powder, which hydrates and covers fine lines, followed by a lip oil, lip enhancer, and concealer. This year, the brand is focusing on skincare, launching Luminize Overnight Dark Circle Slugging Balm ($30) and Hydrate + Repair Skin Barrier Cream ($40) in January.
“We anticipate strong double-digit growth next year and look forward to working with more strategic retail partners to really expand the brand in 2024,” said Grant.
Management decided to pull Jouer out of Sephora’s brick-and-mortar stores, choosing instead to focus on its D2C business and Amazon. The product is also available in stores and online at Anthropologie and online at Beautylish and Revolve.
“They’re amazing partners when you want to scale and have the backbone behind you that can fuel that engine. We were a little naive to them.” was not always ready from….what we’re doing now is rebuilding the back end from a process standpoint and supply chain wise we’re going to have inventory at the right time at the right time. We can secure it and take advantage of those opportunities.”
When Zilber started Jouer (French for “play”), she was the mother of young children. Initially, she focused on packaging, creating customizable compacts for women on the move. But once she started developing her products, she turned her attention to ingredients, infusing her cosmetics with skin care ingredients.
“Clean didn’t even have a concept back then,” she said. “It wasn’t even a word people were using. But the idea was there — what are you putting on your skin? It’s important. It’s always been Jewel’s core DNA. It’s the product, It’s all about formula.”
Products are sourced and manufactured worldwide. Zilber is looking to the experts, she said. [South] in Korea and Germany. ”
“We manufacture all over the world, which can be a problem, especially if there are supply chain issues,” she said. I would say none of the formulas are made in China.
Jouer is also gluten-free and completely vegan as of 2023, she added.
Managing a team of 12 full-time employees (and a list of contractors), Zilber is at the heart of it all, while wanting to offer “accessible, affordable, luxury products that work.” , to stay connected with your audience.
“We’re just not always doing our best job of providing the right content at the right time to serve them and their needs,” Grant said of his followers.
“I have a goal of wanting every professional makeup artist and every woman with a drawer full of makeup or a handbag with a small makeup bag. We hope that it will,” said Zilber.
