![]() ![]() I definitely feel like this is a makeup artist product, but at the same time, we really did simplify concealer. “I wanted to go more toward the makeup artists with this. What is the strategy for launching the concealer? Everyone in the company has a social mind.” But it’s just part of what you go through. It’s good because it challenges you, but it’s bad because sometimes people will try to find any reason to say anything about a product, and that can be difficult. You probably also have to anticipate a chorus of opinions about every product you put out. the marketing angles.’ Everything comes together.” We talk about it, like, ‘This is what’s gonna happen on social. Nothing can launch until you can see the visual and the whole vision. “This is where I feel like my team has grown so much. Is that so you can envision people posting about it? ![]() I remember talking to the company that was distributing the products, and I was like, ‘I want eyes on the packaging.’ They were like, ‘You’re putting eyes on the packaging? That doesn’t make any sense.’ But I want everyone to see it, because you know what you’re gonna get.” I was like, ‘I want to see tons of lashes on a vanity,’ ‘I want to see a bunch of little eyes. ![]() When Instagram launched in 2012, we were just starting our products and we were going to launch in 2013. “For me, it always has, because was born on social media. To what extent does social media impact product development? That’s why they’re at Huda Beauty - they want to be challenged. “I constantly send things - TikToks, videos, different brands innovating and doing really cool things - to my team to get inspiration or to challenge them. What motivates your brand to reformulate a product? “It’s matte skin, but when you move, it kind of has a luminosity, which is our skin.” ![]() What does “luminous matte” mean, exactly? It’s not as full coverage, but it builds to be full coverage.’ People might be upset about it, but they won’t be upset when they see it, because it’s the old formula, but so much better. We took down the amount of pigment, added a couple of other ingredients and we ended up making a much more viscous product that moves with your skin, as opposed to just sitting. You always have to be working with manufacturers to find out, ‘If I were to tweak this and make it 1% better, what would I do?’ there was an issue where was creasing sometimes, and it was because we put too much pigment in the product, which originally was part of the plan. There are new technologies and new ingredients. With all of our makeup, I’m always going to be looking for areas of improvement. When we did a lot of social listening, there were definitely callouts areas to improve. We still have some people who love it so much, but with all of our complexion products, I always want to see what people are saying on the internet. “We originally launched Overachiever Concealer, which was a really beautiful concealer. Why did you decide to relaunch your concealer? A post shared by HUDA KATTAN a perfectionist, she took time during the pandemic to reevaluate her assortment - nixing some, reformulating others and developing others for fans to look forward to. ![]()
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