BEAUTYFIX
Brand Director · 2008–2010
Nicole Robertson joined Beautyfix by Dermstore to launch one of the first curated beauty subscription programs, years before subscription beauty became a mainstream category. At a time when the subscription box model was virtually uncharted territory, Nicole built the program from the ground up, conceptualizing the business model, leading all brand development, and negotiating partnerships with dozens of prestige beauty brands to deliver a curated seasonal edit to members each quarter.
The result was a members-only beauty club unlike anything on the market. Each quarterly box contained eight panel-selected products, full-size or deluxe travel-size, chosen by a dynamic advisory panel of celebrity doctors, colorists, hairstylists, and makeup artists. Members completed a beauty profile survey and products were matched to their individual skin care, hair care, and makeup needs, divided into Must-Haves and Panel-Faves. It was smart sampling before smart sampling had a name.
Nicole was responsible for all business development, bringing on a new roster of prestige brands each quarter. The program earned coverage across major media, including the Today Show, WWD, Health, SELF, and the Chicago Sun-Times, and was promoted to over one million targeted beauty consumers through Dermstore’s email platform.
MEDIA + COMMUNICATIONS
THE EXPERT PANEL + THE BRANDS
The advisory panel was Nicole’s concept, bringing together leading voices across skin, hair, makeup, and nails. Panelists included Beverly Hills facial plastic surgeon Dr. Babak Azizzadeh and celebrity colorist Rita Hazan, alongside a roster of top dermatologists, plastic surgeons, makeup artists, hairstylists, and manicurists regularly featured in major publications and nationally syndicated television.
Nicole led all brand partnerships, bringing on a curated roster of prestige names each quarter. Beautyfix gave members access to some of the most coveted names in beauty, many before they reached mainstream retail, including Bliss, Décleor, 3LAB, Perricone MD, COOLA, Colorescience, PCA Skin, Exuviance, SpaRitual, Juara, Kerstin Florian, and Jonathan Product.