Bobbi Brown: “It's About the Product, Not the Marketing”

Bobbi Brown, founder and chief creative officer of Bobbi Brown Cosmetics.

LAS VEGAS—“It is so nice to be part of an industry that is now a global force for economic development around the world.” Those thoughts were according to Liz Holland , the newly elected chairman of ICSC and CEO of Abbell Associates in Chicago. Prior to Bobbi Brown ‘s keynote presentation at Tuesday’s ICSC RECon event, Holland explained that so much of the world we live in today is in transition. “Things are shifting and that transition extends across all facets of our lives.” She continued to point out that almost 60 years ago, when ICSC was founded, the promise of modern times and modern conveniences offered less work, but that isn’t the case. “Thanks to my Smart Phone, I am always at work and thanks to my Fit Bit, I am always at the gym.” But the real time differences between millennials and boomer parents have been exaggerated, she explained. “The retail tech story is no longer how clicks is killing bricks. Many e-tailers are opening physical stores to maximize their potential.” But how is technology changing shoppers? It is giving them more information at their fingertips, she noted, “so everyone is an expert.” Next up was Bobbi Brown , founder and chief creative officer of Bobbi Brown Cosmetics , who talked about her journey in building her company. Her simple idea was to make a lipstick that looks natural. “I wanted something where I didn’t look like I was wearing my mother’s lipstick,” she said. Emerson College taught Brown that it isn’t about what you learn in school but about what you put into everything. “What you put into something is what you get out of it,” she said. It all started with a simple idea—natural looking makeup and a lipstick that looked like lips, she said. And according to Brown, the secret not only to beauty but to being a successful business owner is to be who you are. “In this noisy environment, it is important to be authentic,” she said. “It is not about what the trends are. It is about the product, and not the marketing.” Another key to success, according to Brown is to be comfortable in your own skin. “Have positivity, be nice and be who you are…Confidence is key.” Check back with GlobeSt.com for all the coverage you need from ICSC’s RECon 2016 event.