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Cosmetics Guru Calls for Beauty Rethink

What do you think characterises a beautiful woman? Jamie Kern Lima – co-founder and CEO of IT Cosmetics – has called on beauty industry leaders to rethink the images of beauty they use to sell their products and services.

Kern Lima was honoured with an Achiever Award at the 2017 Cosmetic Executive Women awards ceremony in New York. She said the recognition was proof that “unattainable images” of beauty are not the key to selling cosmetic products.

IT Cosmetics uses “real women of all shapes, sizes, skin tones and skin issues” in its marketing, Kern Lima said. She added that the company’s success proves that women do not need unrealistic “images of aspiration” to buy products.

Kern Lima told her audience that women are tired of seeing images that do not look like them, and it is time for a change. She said her career’s defining moment came when an investor rejected her company due to her appearance; he said to Kern Lima, “Women won’t buy cosmetics and makeup from someone of your body and weight.”

Kern Lima made it her mission to prove him wrong, casting advertisements featuring herself and other “real women” as models, including people of different age groups, ethnicities and skin types. Kern Lima removed her own makeup on live TV to show the rosacea on her face, and demonstrated how IT Cosmetics’ products work.

“The sold-out sign went up within 10 minutes,” Kern Lima said. “Real women let their voices be heard, and I realised we can change this.”

To read more about consumer trends in cosmetic medicine, click here.


Berich, J. (October 4, 2017.) IT girl calls for beauty rethink. Professional Beauty.

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