Laura Geller: Changing the Face of Beauty for Women over 40 and Loving Every Minute of It

https://mcdn.podbean.com/mf/web/8vmced/LGFINAL_-_5_4_21_907_AM9s77x.mp3

EPISODE SUMMARY:

As a makeup expert and creator of her own beauty brand, Laura Geller has used her expertise and amazing products to help people of all ages feel beautiful and confident. In this week’s episode, we sat down with Laura to discuss her career, delving into her history as a makeup artist, her favorite Laura Geller Beauty products, and where she hopes to expand her brand in the future. First, we spoke to Laura about her decision to exclusively use midlife models to showcase Laura Geller Beauty. She told us that the decision came from a desire to speak to the brand’s biggest demographic, which is women over 40. Since so many of the products were being purchased by midlife women, it seemed only fitting that midlife women would become the face of them. While it was a risky marketing move, Laura said she was overwhelmed by the positive feedback and was glad to see that women of all ages were supportive of the choice. We then asked which product is the most popular amongst customers, and without missing a beat, Laura revealed it is the Spackle Skin Perfecting Primer.

After working on film and television sets for years doing makeup, Laura saw the importance of primer and wanted to create one that made skin feel hydrated without the product penetrating the skin. Laura has been working with QVC for over twenty years, and when asked why she believes their work relationship has lasted for so long, she told us it is because of customers. By having a positive and honest relationship with consumers, it encourages those consumers to buy products, which allows a brand to continue to grow. In Laura’s case, the customers of QVC and their desire for more Laura Geller Beauty products are what has kept her on QVC all this time. We then asked Laura why she decided to start her own makeup brand, and she said that the idea started when she was a makeup artist. After opening and owning her own boutique for 21 years, in 1997, a representative from QVC approached her saying that the network would love to have her on air. QVC allowed her to create relationships and reach an audience that demanded products, which led to the eventual creation of her brand Laura Geller Beauty. One of Laura’s best products is her bronzer, and when asked about it, she spoke about how it was her first product. It launched in 2004 on QVC and was created using high standard techniques Laura saw while watching makeup be made in Italy. We then got onto the topic of midlife skincare and asked Laura how Laura Geller Beauty addresses midlife skin concerns when using makeup. She told us that after doing celebrity makeup for so many years, Laura understands the needs of skin of all ages. For midlife skin, her brand uses products to help with issues such as wrinkles, fine lines, hyperpigmentation, sagging, large pores, and more. She also told us she describes her brand as approachable beauty since it is meant to be used to make a person feel comfortable in their own skin. When asked about makeup must haves in midlife, Laura gave us a list of essentials. She said the most important products to have are concealer, a quick and easy foundation, primer for underneath makeup, blush, lipsticks and lip glosses, creamy and waterproof lip liners, eyebrow products, eyeliner, and eyelash products. She also recommended that you should sit down when doing your makeup to make the experience more relaxing and enjoyable.

For selling makeup during a pandemic, Laura told us that the only changes she’s had to face so far are with the models. When presenting her products on models on QVC, the models now have to do their own makeup. Laura also said she can no longer interact live with the host. We then asked about the crazy work schedule Laura’s had to face working with QVC, and she spoke about how she’s had to wake up and go on air at extremely early or late times and that the last show she did in person was last year. Finally, we asked Laura about her desires for the future of Laura Geller Beauty, and for long term, she hopes that the Laura Geller brand’s legacy lives on. For short term, she wants more people to learn about her brand and plans on implementing more streaming into her marketing techniques.

Laura Geller

From Laura’s Website:

From an early age, Laura Geller has had a love affair with beauty. Her passion led her to become a successful make-up artist, working under the bright lights of Broadway and behind-the-scenes with celebrities and socialites. But it was Laura’s devotion to making make-up work for real women that led her to create her own beauty brand and launch it on QVC over 20 years ago.

Laura believes that beauty is for everyone and should be uncomplicated, mistake-proof and fun. At heart, she is a teacher. Every time Laura is on air, she conducts a master make-up class, with her uniquely warm and inviting approach. Using tips & tricks, Laura translates professional application into techniques that work for real women, every day. She demonstrates how easy and fun the transformation of beauty can be.

Laura was a pioneer in bringing primer into every woman’s make-up routine and the Spackle® collection of primers has become iconic. Laura is also famous for her collection of Baked cosmetics handmade in Italy – cult favorites of women for over a dozen years.

Laura is a board member of the CEW Foundation, the non-profit organization that created the Cancer & Careers program dedicated to empowering and educating people with cancer to thrive in their workplace by providing expert advice, interactive tools and educational events. In 2011, she was also honored by the City of Hope, a leading research and treatment center for cancer and other life-threatening diseases, in recognition of her generous support of multiple cancer-focused charities. In 2012, Crain’s New York Business recognized Laura as one of the Top Entrepreneurs of the Year. Born and raised nearby, Laura lives with her son Daniel in New York City.