top of page
Makeover

Too Faced

Mission Statement

  • Company credo “Own Your Pretty”.

  • Core Mission:

“With exuberant approach to everything we do:

We use the finest, cutting-edge ingredients to create innovative

cruelty-free color cosmetics that women love to wear

We are unabashedly pink, pretty, and feminine with a playful wink

We show you how to create different looks, inspire confidence to

experiment, and encourage you to Own Your Pretty.”


Demographics

  • In a statement made by Estee Lauder the company acknowledged the importance of  the younger shopper and consumer of Too Faced. The younger demographic is drawn to Too Faced products such as the cheekily named (and very popular) Better Than Sex Mascara.

  • Too Faced is expected to “win with millennials,” Estee Lauder said in response to their target market and demographic especially those younger consumers who are passionate about social media, fashion and pop culture. With Too Faced having

(Li, 2016)

​

Corporate Location

  • The company is based in Irvine, California. It is available to buy through distributors and online worldwide.

  • Headquarters: McDurmott West Irvine, California 92614 United States

​

Corporate Structure

Estée Lauder Companies International, Inc.

767 5th Avenue

New York, NY 10153

CEO and President Fabrizio Freda

The Executive Leadership Team is broken down by brand and region (Alexander, 2009)

Executive board: 9 men, 3 women

Board of Directors: 15

Executive Vice President of Global Communications: Alexandra Trower

       212-572-4430

      mediarequests@estee.com

Media Relations: Marianne Diorio

 212-572-4433

 mediarequests@estee.com

Pride themselves on inclusion and diversity

Restructuring to “reduce its global workforce” and withdraw from some markets (Cahill, 2016)

​

CIO

Denise Clark, CIO at Estée Lauder

​

Leadership

  • Too Faced is one of the largest independent cosmetic brands, LLC.

  • Too Faced Cosmetics and leading global beauty brand General Atlantic a leader in global growth investing announced partnership in 2015, in which General Atlantic  acquired a majority stake in the company from Weston Presidio.

  • In conjunction with General Atlantic's investment, beauty industry veteran Ken Stevens will join as Too Faced's Chairman, bringing a wealth of experience as former Chairman of Ulta Beauty, former Chief Executive Officer of philosophy, and former President of Bath & Body Works. Andrew Crawford and Andrew Ferrer, both senior leaders on General Atlantic's Global Retail & Consumer sector team, will also join the Board of Directors.

  • Jerrod Blandino (Chief Creative Officer) and Jeremy Johnson will retain significant ownership in the company with the creativity and direction of brand.

(PRNewswire, 2015)

​

Industry Share:

  • Estée Lauder net income $93.5M

             Ranked number 2 out of 25 by WWD based on sales, marketing, and brand equity

Media Contacts

​

Strengths

  • Celebrity endorsements

  • Innovative formulas

  • Cruelty free

  • Large online presence among competing cosmetic brands

  • Pretty packaging

  • Inspiring Confidence

  • Encouraging Experimentation

  • Offering Guidance

  • Freely Giving Encouragement and Support

  • Supporting Personal Beauty Experiences

  • Supporting Women, Not Trends

  • Celebrating Women

  • Parben Free

​

Weaknesses

  • Expensive

  • Limited demographic

  • Marketing as a strong brand for celebrating  “women” yet it excludes for growth among the LGBTQ community


Growth

  • Sample with purchase

  • Annual and bi-annual sales  

  • Special pricing on limited edition palettes or new releases  

​

Trends

  • Eye shadow color palettes

  • Collaborations with influencers, celeb products

  • Contouring palettes

  • Shimmer kits

​

Specialization

  • Created the first glitter eye shadow

  • Teddy Bear vegan brushes

  • Chocolate Soleil bronzers made with cocoa anti-aging properties

  • Better Than Sex mascara

Too Faced: Project
bottom of page