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July 2, 2012

How To Build a Brand

How do you sell out all cabins for an empowering beauty-themed cruise? Just ask Stacey Schieffelin, founder of cosmetics brand YBF. She did just that in a little over a minute with a mention on The Home Shopping Network (HSN), where she sells her beauty products.

Schieffelin, alongside Carol's Daughter founder Lisa Price, spoke to an eager-earred crowd at the second day of the HBA Global Expo conference sessions on June 20 in New York. Both luminaries shared tips on how to build a beauty brand from the ground up and more importantly, how to keep consumers coming back for more products.

Some strategies shared by Schieffelin include:
- Perfecting your 30-second elevator pitch
- Making vision boards and sticking with them
- Finding out what makes your brand different and selling that concept

After all, "if you only have eight minutes to sell a product on air, if you don't believe in it, she won't buy it," she said.

Price of Carol's Daughter, a successful personal care brand sold on HSNas well as in brick and mortar outposts such as Macy's and Sephora, also got her boost on air by having an intimate connection with the customer from the start, she said.

For more on this informative session, look out for a feature on