conversations
(CONTINUED FROM PAGE 18)
insist for product inventors or experts to tell the story themselves.
Ultimately, don’t overpromise and underdeliver. This is a
common mistake many marketers commit and the fastest way
to lose consumer loyalty.
P: With assortment analysis among your key
responsibilities, how do you select your merchandise
mix to ensure that it is the right assortment for HSN
shoppers?
O: Assortment analysis at HSN is an intensive process. We
take on an objective approach when selecting the merchandise mix. We rate each brand and look at a multitude of
criteria when assessing them. Our goal is to give our customers the access to a balance of brands as well as to a
number of brand authorities.
Selecting which skin care to showcase, for instance, can
be challenging as the market is over-saturated with skin-care
products. Skin-care brands have a huge potential but they
have to have a concept that is highly differentiated, has innovation in the pipeline and be experts in their field.
nities in hair care, do-it-yourself products, hair removal
systems and makeup with new technology.
P: What words of wisdom can you give to marketers
who have failed to reach goals or experienced setbacks?
O: Often, marketers or entrepreneurs fail because they try to
do too much at one time. There’s a tendency to throw
spaghetti to a wall and see what sticks. Don’t be all things to
all people. Do what you do best. Be an expert in your field.
P: What beauty regimen do you swear by?
O: My beauty regimen is very basic. I never sleep with
makeup on. I clean my face every night, no matter how tired
I may be. I wear SPF, keep my skin hydrated and never sit in
the sun!
P: When shopping, what gets you weak in your knees?
O: Beauty products, of course! I open all beauty boxes like
it’s Christmas. I love the innovation of designs and packaging,
and can’t wait to try beauty products at home!
P: How do you live the spa lifestyle?
P: What beauty trends are you seeing that you think
will carry on in the next five or more years?
O: One trend in beauty and wellness is the shift from
“injectables” to “ingestables.” There are also growth opportu-
TO READ PAST CONVERSATIONS
of Envirosell CEO Paco Underhill, The Container Store President Melissa
Reiff, Wolf Means Business CEO Julie Gilbert and many other business
leaders, access past issues of digital Pulse on experienceispa.com.
20 PULSE
■
O: I love to meditate and do yoga. At home, I de-stress
through gardening. I built a solarium at the top of my New
York home and having my own little slice of nature in the
middle of city living gives me some peace and joy. ■
Wonder what the future of beauty merchandising
would look like? Olum gives her forecast. Visit digital
Pulse at experienceispa.com to read more.
October 2011
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