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Companies & industry

Stila: Constantly on the move!

Stila was founded in 1994, in the United States by Jeanine Lobell, a professional makeup artist for celebrities in the entertainment industry and runway fashion shows. In 2009, Stila was purchased by Lynn Tilton, Patriarch Partners, a private equity fund. Stila has a “modern, non-intimidating approach to beauty.” Innovative formulas, eco-friendly cartons, and the trend setting nuances of the product line have made the company one of the key players in the world of cosmetics. Many products have been featured in the most famous beauty magazines worldwide. The main stated goal of the Brand is “to help every woman celebrate her own unique beauty and create the best version of herself in her appearance and attitude.” The target age of the brand is 18-35, but there are many more consumers who are younger and older. Who does not know the “Stila Girl,” the brand’s iconic fashion illustration. Explanations are given to us by Jill Tomandl, V.P. Product Development, Package Design, and Innovation who never seems to run out of ideas.

Premium Beauty News - The name Stila was derived from the Italian word “stilare,” which means “to pen.” Stila’s official website states that the name was chosen because they believe “every woman’s makeup should be as individual as her own signature.” Is this true?

Jill Tomandl - Makeup should enhance the customers best features and compliment her lifestyle, so each woman’s makeup wardrobe will be unique. Stila is a professional make-up artistry brand that delivers prestige, high quality, performance based products to professional makeup artists, consumers, and celebrities. Stila is also known for innovative packaging.

The Stila Brand positioning describes Stila as “a carefree cosmetics brand that is as fun as a fantasy, as individual as a signature, and as inspiring as a dream. Every day is a new day to put your best face forward. You are now your own artist. Celebrate your individual style.”

Premium Beauty News - You are a very creative person and obviously you are never short of new ideas?

Jill Tomandl - I love coming up with new ideas for products, packaging or innovative programs! I feel so fortunate to be able to make an impact at a company that values creativity and innovation. We launch new core line products, limited collections and exclusive items seasonally (spring, summer, fall, and holiday.) Examples of promotional collections launched by Stila include Stila for E! Live from the Red Carpet tm Collection, Barbie loves Stila Collection, Breast Cancer Awareness Palettes, several movie partnership and fashion collaborations.

Premium Beauty News - The latest novelty to date in terms of packaging is the first solar powered, light up compact that is fully rechargeable that you just launched some weeks ago.

Jill Tomandl - Yes, this is the first ever compact with a solar panel on the lid. When opened, LED’s illuminate the reversed out Stila logo on the lid and the lights around the internal mirror allowing clear visibility for application in any lighting conditions. The compact is supplied by HCP. The compact comes filled with a duo of translucent and shimmer pressed powder that give skin a healthy, shine free, radiance for any red or green carpet appearance. The compact can be refilled with Illuminating Powder Foundation. The glass, solar cell panel has a five-year lifespan and is fully charged in nine hours of sunlight. The green star on the cover indicates the compact is charged. The glass solar panel is protected by a clear cling with 2 passes of silkscreen including the E! Live from the Red Carpet TM logo.

Premium Beauty News - Can you give us more examples of this creativity?

Jill Tomandl - The first time Stila offered a blockbuster eye shadow palette, it had to be innovative. In order to make the palette unique, I designed a compact inspired by the Color Wheel with the eye shadows positioned, so it is easy for customer to understand how to combine colors and apply each look. Blockbuster palettes are often overwhelming with too many shades and consumers tend to use only the neutral, wearable shades. There is a Dream Catcher inspired blockbuster palette and a new version launching for Holiday 12. The custom tooled eye shadow pans and compacts create a visually impactful design through the clear window, allowing the shades to be visible in an open sell, retail environment. There is an instructional lookbook and App for each palette to further assist customers in completing the looks. It is a Stila tradition to include a motivational quote inside the eye shadow compact, so it was printed on the dust cover.

Interview by Jean-Yves Bourgeois

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