Beauty Grad Is Executive Director for New Prestige Brand
We recently chatted with former Stila Director of Product Development Caitlin Woo Nobles who is now the Executive Director of the new prestige beauty brand Petite ‘n Pretty.
What was your FIDM major and grad year? I graduated FIDM in 2010. Originally, I attended FIDM for the Merchandise Product Development major. I had focused myself in fashion illustration and wanted to become an illustrator as art was a huge passion of mine. I grew up sketching fashion figures as well as doing makeup. In high school I had made my own business cards that my dad had professionally printed for me and was doing makeup for school dances, portraits, parties – everything. Moving from fashion into the Beauty Marketing & Product Development major was a natural step for me; I have always been surrounded by cosmetics.
What did you do after graduation? Right after graduation, I was managing the hair and skincare department at Beauty Collection in West Hollywood. I was approached by my old internship boss at Stila that there was a position as a Marketing Assistant open at Napoleon Perdis Cosmetics. I got the job and worked my way up from Assistant to Coodinator within the first couple months. About 10 months in, Napoleon decided to bring on a new Product Development team and moved me onto their team. I started as a Product Development Coordinator and spent the next three years learning everything I could about the development process.
We were a small team, so I learned it all. I handled formula, packaging, gift, and print collateral. In addition to product development, I oversaw the Visual Merchandising for the brand. I helped design and implement the custom gondolas that launched at the new Nordstrom Innovation Doors, as well as Napoleon’s huge launch into Myer in Australia. Our department was the only global department for the brand, so part of my job was making sure both USA and AUS Marketing Teams were always up to date with launches – especially since we were on opposite seasons. By the time I left, I was overseeing the department and reported directly into Napoleon and his wife, Soula-Marie. Napoleon really kickstarted my career and I am grateful for all the opportunities I had while working there.
You were also the Director of Product Development for Stila. Can you tell us about that role? Going to Stila was like going home. I had done my FIDM internship at Stila in the PR department when I was finishing school. I got the call about the job from Samantha Cutler, who had just accepted the position as the Chief of Product Development and was also going back. I had met Sam during my internship time and she had been my mentor in the industry ever since.
I worked closely with Sam in developing some of Stila’s most recent top selling products, most recognizably, the Glitter & Glow and Heaven’s Hue Highlighters. I worked closely with the Packaging team and Regulatory / QC teams, as well as Marketing. I also oversaw the photography samples and press samples for all new launches. I had so much fun at Stila and was really able to expand my skill set with true formula development as it was more focused in category than my time at Napoleon.
Tell us about your new venture. I am the Executive Director of Product Development for Petite ‘n Pretty, a new prestige beauty brand for girls and boys. I am so excited for this brand because I started experimenting and playing with makeup when I was a little girl – it’s what sparked my love of beauty and is the reason I am where I am today. This brand serves to fill a gray space on the market with makeup that is quality and safe (we have done extensive safety and pediatrician testing), and is age appropriate for our “young creatives” to experiment with.
I oversee all product development for the brand – formula, components, secondary packaging, accessories, print collateral, etc. I work closely with our CEO and Founder, Samantha Cutler, to source and develop all products in our line. I oversee all sourcing, costing, formula development, packaging, secondary packing, and testing, as well as collateral items (i.e. influencer boxes, gift collateral, makeup bags, etc). I’m so excited to work for a brand that aims to inspire young girls and boys to explore their creativity through beauty.
What do you love most about working in the beauty industry? I love that this industry is oversaturated, and the competition is tough – it makes every day a challenge as trends are constantly changing.
How do you feel FIDM helped prepare you for your career? FIDM taught me how to network. The beauty industry is very small – it’s like one big family. Everyone knows everyone and when someone leaves a brand or vendor, you see them again at a different brand or vendor. I’ve created a lot of great relationships and worked with the same people for the past eight years of my career. From my acceptance into FIDM, they really drilled in the power of networking and relationships. I even met my best friend on the FIDM Facebook page, back in the day when I was first accepted.
Categories: Beauty Marketing & Product Development
