EXCLUSIVE Perfume Launch at Target

At Target, they know what guests love new, incredible beauty products …

From exclusive-to-Target brands to the latest trends, they're curating an assortment of beauty products that they believe guests will love to find during their Target runs. With last year’s launches including a K-beauty collection, a celebrity haircare line and a major natural skincare brand, 2018 has some big shoes to fill … so they're kicking off the new year with an exciting announcement: Target’s launching a new fragrance brand exclusively available at Target, Good Chemistry!

Created specifically with beauty guests in mind, the niche fragrance brand includes four collections inspired by different personalities: Confident and Charming, Good and Grounded, Vibrant and Playful and Cool and Collected. Each collection then includes four unique scents that come in perfume, body sprays and rollerballs, so there’s truly something for everyone.

“Beauty at Target is all about the joy of discovering products that work best for you, and we want to ensure this philosophy rings true in fragrances,” said Christina Hennington, senior vice president of Beauty and Essentials at Target. “That’s why we are reinvigorating our fragrance collection by introducing Good Chemistry, an exclusive brand that is all about inspiring our guests to find unique scents that they love.”

The vegan and paraben-free scents are made with essential oils and will be available in all Target stores starting Jan. 21. To help guests find their best scent, they can test out the different fragrances in store before selecting a favorite.

Also launching on Jan. 21 are eight new fragrances from Pacifica, a fan-favorite specialty beauty brand. 

Marketing: POWER of Building Relationships

It takes a dedicated amount of time and energy to build good, strong, lasting business relationships today. They are such an integral and necessary part of success, but people don’t seem to want to put in the work.

Alert: lasting business relationships just don’t happen and develop without the dedicated, consistent work.

Our business network should be a qualified, selective group of people we count on, tap into and rely on for support, direction and insight. We have to find that balance of being givers and takers. We can’t just give or take, we need both. Far too many people don’t ask for help when they need it and that can be fatal in small business.

Selectivity, consistency and engagement are essential for finding great people and growing relationships with them.

Here are ways to build lasting business relationships in today’s professional world.

1. Be Authentic

This is pretty simple. Be who you are and accept others as they are. It’s easy to create a false persona, especially online, but that is not the way to start a relationship and short lived when we start qualifying people and companies. Find people and companies you feel a natural connection and ease of communication with and things you both have in common. The authenticity of connecting personality, beliefs and point of view can accelerate relationships.

2. Identify Shared Goals and Values

We seek out people in life we like, share similar goals and values with. Are they honest, kind, knowledgeable, helpful? How do they treat others? This is about moral character. Do we respect them? I have sadly seen too many people present themselves one way only to take advantage of people, once they have their trust. We may not always share the same point of view with everyone, but the shared values are a must.

3. Develop Mutual Respect

I find this takes time, unless someone is referred to you by a trusted connection. We prove ourselves over time and through different activities and experiences. Join a chamber, professional group, or online community which are all great environments to develop relationships. Be patient, selective and watch people in action. Building mutual respect is an essential for growing relationships.

4. Share Some Vulnerability

We are human and sometimes that means sharing and supporting people through difficulty, challenge and change. Showing our vulnerability is part of our authenticity. One word of caution: this is best shared with a select few rather than more publicly. Use good judgment here.

5. “I’ve Got Your Back”

Let people know that you have their back as a way of showing loyalty to them. I have been at way too many events where gossip and unnecessary conversations go down among people that simple shouldn’t be doing that. As tricky as this can be, I have selectively addressed certain people directly and respectfully asked them to reconsider those conversations and choose not to continue interacting with them.

6. Make Meaningful Connections for People to Network with Each Other

The greatest compliment in business is a referral. We should be thoughtful, have the right motives and be connecting people for the right reasons. Not all referrals work out. It takes two to make it happen and work, so don’t be doing all the work.

7. Get More Personal

If you really want to get to know people, ask them to go for coffee so that you can talk more personally, one on one. Be willing to share experiences, ideas, points of view and simply learn more about each other’s story, family and professional history.

8. Plan Something Fun to Do Together

All work and no play makes us dull! Be willing to go out and do something fun together that may not have anything to do with work. Music, art, entertainment, meet ups and community events are all fun things to do to see different sides of people. Not to mention some random and memorable conversations and laughs that can come out of it.

9. Let Go of Expectations

Always go into relationships with an open mind, realistic expectations and never assume. People are only who we think they are based on what our interactions have been with them. One of the best pieces of advice I got from a client was: accept the way people are not as you want them to be. If we have preconceived expectations of people, then we are setting ourselves up for disappointment.

10. Schedule Brainstorming Time

Block out dedicated time to brainstorm, engage and do business together. Best to set a regular time, a time limit and an agenda for what you want to accomplish in it. Leave some time unexpected discussion.

11. Offer Something Before Asking for Something

In 2010, Trendwatching.com came out with a trend brief that highlighted “serving is the new selling”. They put a name on what we were already knew was the trend shift in sales and marketing and now it is the norm in business, social media and content marketing.

When we educate, help and inspire others with our experience and expertise, we are building the foundation for trust that underlies relationships that endure. When we blog, create content, speak, do a workshop, webinar, write an e-book, go to events, we are serving and helping.

When we get more serious and engaged on LinkedIn, Facebook, Twitter and other social media where community gathers and exchanges ideas, we are serving and helping . Serving and helping builds trust like nothing else.

Trust is the one ingredient that builds strong, long lasting business relationships.

If you put in the time and work, you will be rewarded.

Branding: Personal Branding Mistakes

Personal Branding Mistakes - Luxury Brand Marketing Expert

Entrepreneurs are supposed to be the face of their respective companies, but these seven costly mistakes can interfere with that role.

Every company has a brand -- an image, a reputation, and a persona that defines that company's character and reputation. What most people don't realize is that you can also establish and build a personal brand -- an image, a reputation, and a persona that defines your own professional character and reputation.

When working together, a strong corporate brand and a strong entrepreneurial personal brand can work wonders for attracting new business, but too many mistakes can compromise the entire operation. Be sure to avoid these seven personal branding mistakes as you build a reputation for yourself:

1. Neglecting to use personal branding altogether. The first mistake is by far the most egregious and damaging, but hopefully if you're reading this, you've already avoided it. A personal brand is almost necessary for an entrepreneur in today's world.

2. Not establishing a consistent persona. Just like a corporate brand, a personal brand has to be consistent to be effective. Know who you are, what you're good at, and what your goals are.

3. Being fake. Even though you can craft and customize different attributes of yourself in a public context, it's a good idea to remain sincere and true to yourself. People want to deal with other people--not with fictional characters.

4. Never guest blogging. Guest blogging is your greatest tool to success. Start out small by writing for other local establishments and niche blogs in your industry, then scale up to more authoritative and visible publishers.

5. Not getting social. Social media is how most personal brands build their empires. Get involved on as many platforms as possible, and don't neglect local networking events!

6. Skipping out on local opportunities. There are tons of opportunities to build a reputation for yourself in your own city. Get involved at conferences and speaking events.

7. Forgetting about your followers. Respond and commune with your followers regularly; build actual relationships with them.

If you can avoid these personal branding mistakes, you'll have a far greater chance at making a lasting impression with your personal brand. Work together with your corporate brand for the best possible results.


Branding: James Bond

James Bond Branding - Marketing Firm Amin & Co.

Is James Bond an inexhaustible branding partner?

The impending release of “Spectre,” the 24th entry in the James Bond film franchise, has made a host of chosen brands eager to offer consumers a Bond moment of their own.

From sharp suits to fast cars and equally flashy watches, the British spy, who has been raking in cash at the box-office for more than 50 years, has become something of a style icon for young males across the globe. Given the enduring popularity of the character, will brands ever stop pining for his allegiance?

The product is not enough

While James Bond began on the pages of Cold War thrillers written by Ian Fleming and achieved unmistakable popularity in the medium, the risky decision to bring the novels, criticized as being “blatantly sexual,” to the screen has paid dividends.

The original films, all based on Mr. Fleming’s books, honored both the Cold War setting and the more risqué elements, but as the series has continued to grow, the films have come to outnumber and out-gross the books while the political meanings have taken a backseat to the more spectacular elements.

In “Goldfinger,” just the third film in the series, James Bond drives an Aston Martin DB5, to this day the most famous Bond car and perhaps the most known Bond product of any kind. The partnership continues to this day: Bond will drive a bespoke Aston Martin DB10 in Spectre, premiering for United States audiences Nov. 6.

The automaker is commemorating its role in the James Bond film franchise over the last 50 years with a new limited-edition model tied to the release of Spectre.

Aston Martin’s DB9 GT Bond Edition, of which only 150 will be produced, includes a host of accessories and trim features that honor the link between the fictitious spy and his car of choice. This model is apt to appeal to both car and film collectors, allowing them to have a piece of the Bond world in their own garage (see story).

At only 150 cars, it’s easy to think that the selling power of the Agent 007 has been exaggerated, but that is not the case. Instead, Bond-spurred sales are in a more experiential realm.

In addition to the DB9, Aston Martin is partnering with The Opportunity Network, which helps low-income students enter and graduate college, to offer consumers who donate an opportunity to attend the premiere of Spectre, meet current Bond actor Daniel Craig and drive an Aston Martin. The popularity of Bond will increase the donations for Opportunity Network, while Aston Martin gets to turn lucky winners on to its stylish and speedy cars.

The Peninsula Hotel, Hong Kong, where the ninth Bond film, “The Man With The Golden Gun,” was filmed, is also offering experiential Bond-themed promotions.

An exhibition of long-time Bond photographer Terry O’Neill’s work will be on display at the Hong Kong hotel, which will also provide fans and patrons with a “Bond-worthy Stay.” That Bond-worthy Stay will also offer a dinner at French fine dining restaurant Gaddi’s, which will showcase its “License to Thrill” with courses taken from or inspired by Bond films and limited-edition Champagne from Bollinger created in conjunction with the release of Spectre (see story).

Another automaker, Jaguar, is approaching the series’ popularity in yet another way. Beyond pushing its car, the C-X75, which will feature in the new film, the brand is also providing its followers with behind-the-scenes videos on its Web site and social media followers, a way of linking the brand to the character even for those who can’t afford the latest model (see story).

Tom Ford never dies

Other brands, from watchmakers to department stores to apparel labels, have also sought to capitalize on James Bond’s popularity.

Early last month, U.S. apparel label Tom Ford announced it is reprising its role as the brand behind the attire of James Bond in the upcoming film, Spectre.

High-end brands often work with the costume designers of Hollywood films due to the relationship the label oftentimes has already established with the actors, or to create a large field of visibility for its products. The James Bond franchise is an especially good match for a luxury brand due to the sophistication of the clothing worn by the character, the situations he finds himself in and, of course, his sports cars (see story).

Other films have also have brought out the creative side of brands hoping to leverage cultural prestige to make a sale.

In one notable example, online menswear retailer Mr Porter explored its British sartorial roots through a capsule collection and content hub influenced by the feature film, “Kingsman: The Secret Service.”

Launched on Jan. 13, to coincide with London Collections: Men, which wrapped on Jan. 12, Mr Porter’s Kingsman capsule collection celebrates the “classic British gentleman’s wardrobe.” Connecting fashion heritage with popular culture, especially a film, may help Mr Porter relate to, and embrace a traditional Londoner’s wardrobe (see story).


Business: How to Create a POWERFUL LinkedIn Profile

Beauty Marketing - Use LinkedIn

Among the social networks, LinkedIn (PS - Let's Connect!) can be one of the MOST useful when it comes to cultivating critical, lucrative business opportunities, since it has a high concentration of business decision makers.

The trick is going beyond connecting with besties, college roommates and family members to strategically building a POWERFUL network of individuals who can and SHOULD be future clients. 

This doesn't happen overnight, in fact, it takes months and even years. Over the last 5 years I have managed to take my 27 links and turn them into a LUXE POWER network of over 7000 global connections!

So, how do you get this to happen for you and your business? Read on below.


If a picture tells a thousand words, well your LinkedIn profile pic can tell grillions! Some of you don't even have a pic, and for those of you who do, many use social pics taken straight off of facebook. Please please, take this down.

A simple photoshoot in the bathroom with a white wall background will suffice for time being, but when you get a chance take a moment to invest in a professional head shot. It's worth it! You never know who is trying to find your face on LinkedIn, and it helps to have that perfect pic give a seamless introduction.


Tell everyone who you are in three words or less... if you can't, that's ok, but do try to tell it in as little words as possible. Ever heard of the "elevator pitch"? 

An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization does. You can also use them to create interest in a project, idea, or product – or in yourself. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name.

They should be interesting, memorable, and succinct. They also need to explain what makes you – or your organization, product, or idea – unique. Your profile is just that, so get straight to it!


By filling out your work experience and educational institutions, you can create a larger net for capturing searches. Plus, this allows you to access the second and third-tier connections you've been trying to meet!


Connect with like-minded individuals who are also serious about making the most of their LinkedIn experience. Participating in groups also enables you to share your knowledge and learn more from other members.


Creating a group not only gives you a certain level of credibility within your field it also allows you to connect with influentials within your niche sector.


Don't just send any old email...

I can't tell you how many I have deleted in the past. One, when sending your first request/invite be sure to introduce yourself and state how you can assist the person you're looking to connect with, and/or how they may be of assistance to you.

Do not, and I repeat, do NOT send an invite with no action request. You want to leave the other person feeling like it's a "win win" opportunity, and it is. You're AWESOME! Don't forget it.

Let me know of any other questions you all may have when it comes to LinkedIn and I'll do my best to answer below.


LUXE Branding: Sensory Marketing

Amin & Co. - Dallas Beauty Marketing

Involuntary Memory describes how everyday life triggers like sounds and smells can recall memories of the past without conscious effort. Elements such as scents, sounds and color can make someone feel like they are a place worlds away, when in actuality, they are physically elsewhere. For example, a coconut scent can jog our memories to a tropical beach getaway, while we are actually at home, just trying to survive sub-zero temperatures in the middle of a Midwestern winter.

This powerful memory tool can be utilized in spas or salons to create sensory experiences that your clients will recall long after their visit. The experts at Universal Companies share their advice of how you can build your own brand through this marketing technique.

Scent Branding:  Using scents in your spa business can create desired moods and impressions. The spa experience becomes the nostalgic memory sparked by a particular scent. Karen Short, vice president of marketing says, “Using our ESS Aromatherapy blends, you can layer a signature scent throughout your spa, immediately sending your clients back to their last experience in your spa whenever they smell your brand scent. Coordinate with retail items that allow clients to take a bit of the spa home with them." Scents can trigger an emotional response, which can then create a deeper connection between clients and their experience.

Sound Branding: Waves gently crashing, wind rustling the leaves and gently falling rain may quickly bring to mind your favorite vacation spots or a relaxing backyard oasis. Your spa can use sounds of nature, chiming tones, chanting, or signature music to tie in with your specific brand. Using speakers that are built into massage headrests is a simple way to replicate the feel of an expensive sound system. “The Zenvi is a face cushion offering little pockets for an iPod to slip into and flat panel speakers built in,” Short says. “The head rest is angled so that only the clients can hear the music in about a one foot area. Outside that span, it is quiet and does not interfere with other rooms or the hallway. You can create a completely customized sound system for your spa.”

Elemental Branding: Wind, water and fire create a dramatic ambiance at your salon or spa. Fountains, ambient lighting, wind chimes, candles and fire effects, or anything you can think of that plays off the four elements can create a unique look and feel to your space.

Color Branding: A consistent color scheme creates a one-of-a-kind pallet for your salon or spa, whether that be through the room’s paint, linens or hardware. Coordinate the look of your brand and show consistency by choosing colors and patterns that reflect your spa. Or use pops of color or exotic prints for international treatments or elegant damask patterns for a luxurious feel. “Selecting a linen line that feels opulent to the touch will increase your client’s sensory experience,” Short says.




Interview: Q&A with Adina of S.W. Basics

LUXE Ambiton (Beauty Influencer): Q&A with Adina of S.W. Basics 

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