For those who don’t know Laura Geller, can you share how the brand got started 25 years ago?
I had a makeup studio in NYC where I was doing makeup lessons, consultations, or special occasion makeup for clients as well as selling my own private label makeup. I got a call from QVC asking if I’d like to sell on their channel and the rest is history! We didn’t have a specific customer type we were targeting back then, I was just hoping to relate to the QVC audience who wanted easy, affordable, high-quality makeup.
I discovered a factory in Italy where I started baking creams into powders using several different pigments that gave a marbleized effect. The result was a creamy powder that offered dimension. It turned out, people loved these products! And to this day my baked products are best sellers.
The current niche with focusing on customers 40+ came organically. We know it’s who our customer is, so it makes both business and brand sense to create products and marketing that speaks directly to them.
How would you describe the current Laura Geller’s customer? Why do they turn to the brand for all their beauty needs?
The current customer is 40+ plus and looking for easy, efficient, everyday makeup that is going to help them get out the door faster. They come to Laura Geller because they know we’ve got them! Since our products are formulated for clients 40+, they know that our items are hydrating (since skin dries as we age) and will never cake or crease into those little fine lines and wrinkles we all get as time goes on.
We love the way Laura Geller features women of all ages in their marketing. Why is this so important to the brand?
As a 60-something woman myself, it was important for me to speak to my peers and the customers who have been with me for the last 25 years. I wanted them to see themselves on our website and social channels. There are so many brands that speak to younger women and that’s great, but I wanted my brand to be a haven for a huge portion of the population that are being ignored by most beauty brands.
We absolutely adore the Casual Collection Eyeshadow Palettes in our fall box. Can you explain why these palettes (rose and taupe, beige and brown) are the perfect complements to a fall beauty routine?
I always found myself focusing more on eyes in the fall versus summer when it’s all about bronzed skin. Fall is such a beautiful season, and as we shift to wearing sweaters and boots, I always turn to neutral makeup. But neutral doesn’t mean boring!
Both of these palettes will work with any skin tone, hair color, eye color, or outfit. I love how we have both matte and shimmer finishes in each of these palettes. Mixing finishes help dress up your eyelids a bit. There is so much versatility with the Casual Collection. You can even use certain shades as highlighter for your cheekbones, as powder finish eyeliner or to fill in your brows.
We are so thrilled to also be offering a few other Laura Geller products in The Shoppe, so even members who don’t get our fall box can try some out! Can you tell us a little bit about the other bestsellers members access through CURATEUR?
When I just need a quick bit of color correcting, there’s nothing better than our Baked Balance-n-Brighten Color Correcting Foundation! I just apply a light coat with a big fluffy brush and add a bit of blush for my “no makeup” days. To amplify the skin smoothing effect of this product, try it over our cult-favorite Spackle Skin Perfecting Primer!
The Baked Blush-n-Brighten Marbleized Blush is a favorite for all ages because of its creamy and lightweight formula. Pink Buttercream is going to be your classic pink blush great for everyday use. One of my favorite shades for every day and every skin tones is Ethereal Rose, which is going to be a bit softer. It has a bit of lavender in it which is so romantic and flattering almost anywhere on your face. All these blushes are easy to apply, especially with our Dual-Ended Blush + Bronzer Precision Brush!
If you’re going for a little more of a full-glam look that’s still appropriate for everyday, the Baked Natural Glow Highlighter in French Vanilla will give you a glow without the glitter. Add a little to the cheekbones, brow bones, inner corner of the eyes, and Cupid’s Bow to add some light and dimension to the face. Our mature customers love that this formula won’t settle into fine lines! Lastly, a couple coats of our At Long Lash Lengthening & Volumizing Mascara will give you soft and fluffy, clump-free lashes that last all day.
