HBA Global is pleased to announce that for the first time, fresh content from the recently unveiled FIT Capstone Research Program “Beauty in a Digital World;” will be part of its educational programming for the Innovation Track at the upcoming event June 18-20, at the Javits Center in New York. Three sessions on key areas of digital strategy will be led by 2013 graduates of the prestigious FIT Master Program as well as industry experts and program partners, Google and Beiersdorf.

As part of the Capstone curriculum, “Beauty in a Digital World” was unveiled at a sold-out invitation-only presentation on June 5th at FIT. During HBA Global, show attendees will have an unprecedented opportunity to get a deeper understanding of the significant findings from this two-year program that involved international field work, and its impact on business and brand success.

“We are excited to offer another platform for this ‘think tank’ of information. To bring the content to life in an interactive format at HBA Global will benefit all those involved in the research as well as attendees who will learn first hand how to authentically integrate all the elements of a digital tool kit into a brand’s personality and global marketing strategy,” said Professor Stephan Kanlian, chairperson, FIT’s master program.

The Digital Marketing Session on Tuesday, June 18th, focuses on key objectives for a successful digital marketing campaign that will create a more engaging consumer experience, reach new consumers and underserved demographics, as well as drive brand sales. Also explored will be how the different social media channels provide unique spheres of influence and support effective market segmentation along with the best ROI measurement tools. Moderated by Robert Ricci, Chief of Digital Strategy and Social Media Strategy, Marina Maher Communications, Omnicom Company, panelists include:
-Andrew Videira, Senior Brand Manager, Beiersdorf
-Ashley Boyce, Global Associate Brand Development Manager, AXE Hair
-Jeannine Shao Collins, EVP/Chief Innovation Officer, Meredith 360
-Kevin Kells, National Industry Director, Consumer Packaged Goods, Google

How technological advancements can help brands understand disparate seas of data as well as effectively utilize “big data” will be key discussion points in the Digital Analytics Session also on Tuesday, June 18th. Other topics include how to develop, test and integrate consumer insights in this digital age and the right strategies for mass, luxury, masstige as well as targeted industries. The advantages that digital platforms offer in reaching and micro-targeting consumers, testing concepts, and its influence on brand perceptions and speed-to-market are also part of this timely topic, moderated by Kristine Welker, Chief Revenue Officer, of Hearst. Panelists include:
-Elizabeth L. Preis, Vice President, Customer Strategy North America, The Estee Lauder Companies
-Emily Coleman, AVP of Interactive Marketing, Lancôme USA
-Erica Roberson, Global Multi-Cultural Hair Care Brand Development Manager, Unilever
-Sarah Newhall, Director of Analytics, Blue State Digital


The final session in this on-point research project will cover Digital Commerce on Wednesday, June 19th. . This session examines the future impact of all forms of digital commerce and how mobile and smart phone devices have forever changed the world of branded consumer goods. Applications and opportunities for beauty brands to integrate in-store experience, education and service with new digital technology and commerce capabilities will also be presented. Moderated by Jenny Fine, Editor, WWD/Beauty Inc/Fairchild Publications, this dynamic panel will also touch upon how these new developments bridge the divide between online and offline retailing, creating “frictionless commerce” experiences. The panelists for this session are:
-Alexandra Hardyment, Assistant Global Marketing Manager, Aerin/Estee Lauder
-Hana Chang, Emerging Business Lead, Google Commerce
-Lauren Edelman, Marketing Director, CHANEL
-Mariah Chase, Co-Founder, sendthetrend.com

“We are thrilled to be the first B2B event to share and expand on these important research findings on all things digital with the beauty and personal care product development community. Having the FIT Capstone class and research partners lead the discussion is of tremendous value to the entire industry and not to be missed,” said Jill Birkett, Brand Director, Beauty & Wellness, UBM Live.
In addition to the FIT Capstone Sessions that are part of the Innovation Track, other tracks in the comprehensive HBA Conference Program include Brand Development, Natural & Sustainable, Skincare and the IoPP Packaging Learning Conference. An exhibit floor showcasing a full spectrum of global products and services, including: private label, contract manufacturing, prestige and mass packaging components, delivery systems, raw material and ingredient suppliers along with the Trend Spot Theatre , SPLASH! Pavilion featuring emerging international brands, the International Package Design Awards (IPDA) Showcase, and the Spa Service & Products Pavilion make HBA Global an on-stop destination for education, sourcing and networking.

For more information on HBA Global Expo & Conference and to register in advance go to www.hbaexpo.com or call the registration customer service at 847-996-5847.