Birchbox, OHL collaborate on new fulfillment center
NASHVILLE, Tenn. — On the heels of published reports that beauty e-commerce company Birchbox has secured $60 million in funding, OHL, a provider of global supply chain management solutions, has announced that it has begun fulfillment operations and small parcel management for the beauty company.
Since 2010, Birchbox has grown from 600 subscribers to 800,000 subscribers with more subscribers signing up every day. This year will mark the fourth anniversary for Birchbox, and they are celebrating it with an entrance into brick and mortar with a store set to open in New York City.
"As we continue to look ahead to the future, we needed a fulfillment solution that would make our end-user paramount while being able to meet our growth in the future. Part of the reason we chose OHL was their ability to grow with us, as well as their customer-centric approach to fulfillment," stated Matt Hertz, director of logistics for Birchbox.
The new fulfillment center is located in Mount Juliet, Tenn., providing a more centralized location and faster transit times for Birchbox customers across the United States.
Cetaphil unveils first fully integrated marketing campaign
FORT WORTH, Texas — Galderma’s Cetaphil brand of skin care products has launched its first fully integrated consumer marketing campaign.
The Gentle Power campaign, created by the brand’s new agency of record Cramer-Krasselt, highlights the Cetaphil product formulations that are both gentle and effective for all skin types. The TV, print and digital advertisements focus on the skin, paired with statements that demonstrate how women balance the demands of their day-to-day lives with how Cetaphil products balance the day-to-day demands on their skin.
The Cetaphil brand’s first fully integrated consumer marketing campaign includes all aspects of communication including traditional media, social media, e-commerce and media planning. The new consumer-focused strategy will be a significant step-change in the Cetaphil brand’s marketing efforts, which have historically relied primarily on dermatologist recommendations to patients.
Maybelline New York names Yadim Carranza as global makeup artist
NEW YORK — Maybelline New York has named Yadim Carranza as the brand’s global makeup artist, providing artistic vision for Maybelline New York makeup and becoming the voice of the brand to consumers, press and industry influencers.
"We are incredibly excited to partner with Yadim," stated Jerome Bruhat, president, Maybelline New York worldwide. "Yadim will add a new energy and urban edge to the brand in both his artistry and expertise in global beauty trends. His instinctive sense of color coupled with his ability to connect with our consumer will create a brand experience in a disruptive new way."
Carranza has worked backstage with Maybelline New York, having led a team of makeup artists at fashion shows for DKNY, Charlotte Ronson and Bibhu Mohapatra during Mercedes-Benz Fashion Week in New York this past February.
A Mexican-American native of California, Carranza began his career behind a makeup counter, transforming and educating women through makeup application. Carranza’s passion and talent were quickly discovered, and after moving to New York City, his career was fostered by some of the biggest names in the fashion and beauty industry.