High-end beauty event commerce site appoints new CEO and VP of Merchandising for re-branding.
(1888PressRelease) November 07, 2009 - Los Angeles, CA - The Fairest, an exclusive, members-only online beauty destination where beauty lovers can participate in premiere-brand, private events, each open for 48-72 hours, announces the appointment of Arthur Swanberg as CEO and Kim Logan as Vice President of Merchandising. Prior to joining The Fairest, Swanberg served as CEO of Dermstore.com and Glow.com, building them into two of the top ecommerce sites in beauty and successfully selling the companies in 2008. According to Charles Perer, Partner at Intermix Capital and board member of The Fairest “Art brings both a history of success and unparalleled knowledge of the online beauty space.”
Logan, who led Business Development at Dermstore.com and Glow.com, has been appointed Vice President of Merchandising. Logan was responsible for building Dermstore.com’s stable of brands to over 325 prestige brands and 9,000 SKUs. According to Swanberg “Kim’s commitment, honesty and integrity is beyond reproach and this is widely recognized in the beauty space. We’re fortunate to have her on The Fairest team.”
Both Swanberg and Logan have stratified a new positioning for The Fairest that embodies The Fairest as an online event commerce site that generates consistent excitement around the numerous featured brands through a series of value events targeted towards its members. By focusing on value-driven events for only a handful of SKUs and targeting an exclusive members-only subscriber base, The Fairest can actually increase traffic to a manufacturer’s brick and mortar customers much the same way that events on HSN and QVC increase the overall awareness for a brand and drive traditional retail sales.
As for consumers, The Fairest is the place to shop for beauty enthusiasts who want to experience new brands. “Although women gain a strong affinity to specific beauty products used in their daily regimens, time, trends and friends provide a fluid and fertile environment of change,” states Arthur Swanberg, CEO. “The struggle for most women is to evolve their beauty habits, and feed their sense of experimentation and excitement for ‘new,’ while also realizing value.”
The Fairest restores the excitement inherent in discovering a new product in a rewarding, value-driven environment, and allows a woman to share her experience with friends. “Brick and mortar retail stores have long known the value of event marketing, offering trunk sales and special value events, which allow a woman a guiltless outing with friends. This aspect of shopping has been overlooked in traditional ecommerce retailing,” says Swanberg.
About The Fairest:
www.TheFairest.com is the go-to site for purchasing your favorite beauty brands at a great value. Forging a new channel of distribution for manufacturers, the event commerce site focuses exclusively on beauty by providing a platform for brands to communicate directly with consumers in an exciting, event-driven environment. This includes: user-generated makeup brand reviews, industry insider commentaries, and expert editorial content from site editor, Nadine Jolie. Site launch partners included: Stila, Clark’s Botanicals, Korres, Anastasia, Tarte, Jurlique and BURN.