Defining Brand Traits Liz Grubow identifies three strategies that hair care brands have utilized in recent relaunches.
		In an article for GCI’s August 2007 issue, Liz Grubow, vice president and group creative director of LPK Beauty, examines the defining traits in the beauty care industry today, including studies of Joico Laboratories, PZ Cussons, ThermaFuse, Pantene Pro-V, Suave, L’Oréal Vive, Garnier Fructis and Herbal Essences. LPK was involved in the global redesign of Pantene Pro-V, which re-established the brand as a serious cosmeceutical and reinforced emotional connections with women seeking to liberate the true potential of their inner beauty. LPK was also involved in the redesign of Herbal Essences, which reinvigorated itself to reach young women who are exceptionally style- and trend-conscious. Global Cosmetic Industry (GCI) magazine is a business and marketing magazine for the cosmetics, fragrance and personal care industry.
		About Liz Grubow Liz Grubow is vice president, group creative director of the LPK Beauty Group. Throughout her 20+-year career, she has led brand identity programs for the world’s leading beauty brands including Pantene, Olay, Max Factor International and Cover Girl. Intimate involvement with these brands has afforded Ms. Grubow the opportunity to work in and travel frequently to Europe, Asia and Latin America. Ms. Grubow often lectures and consults on regional and global branding issues in the categories of skin care, hair care and beauty care in North America and abroad. Ms. Grubow also frequently authors articles for the Design Management Journal and Global Cosmetics Industry Magazine. Ms. Grubow has been recognized internationally by the prestigious London International Advertising Awards for Design and has been bestowed with the Procter & Gamble CEO Design Award. She has also been named a CLIO finalist and a finalist for the DESI Award at the New York Art Directors Show. Ms. Grubow, whose first language is Russian, has lived in the U.S. and Europe. She is the design director of the Cincinnati Opera and has donated her design talent to many other cultural and civic organizations, and has been recognized with over two-dozen design awards for her ongoing contributions to these organizations.
		About LPK LPK is an international design agency where remarkable people Build Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses. The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time. With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods. LPK’s independent spirit champions a vibrant creative culture, recognized by The Wall Street Journal as a “Winning Workplace” and described by HOW Magazine as “one of the largest and most influential branding agencies on the planet.” Contact: www.lpk.com.