In the July 2009 issue of GCI, Liz Grubow, vice president/group creative director of LPK Beauty, investigates how beauty- and skin-care brands are evolving their environmental practices, including cradle-to-cradle (C2C) certification, to reflect shifting consumer values. Companies that keep the value proposition transparent, honest and authentic while also addressing environmental challenges head-on, says Grubow, will be seen as the true innovators in the beauty- and skin-care industries.
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 Covergirl. 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.
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.
LPK’s independent spirit champions a vibrant creative culture, and the company has been 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.”