Spring is in the air, and thanks to Pacifica, so is love! Pacifica President and Brand Director, Brook Harvey Taylor, answers my questions below about Pacifica’s Power of Love Collection and its positive impact on the beauty industry and its customers.
How and why did you develop the collection?
The Power of Love Collection, exclusive to Target and created for the Made to Matter program, is based on Pacifica’s core value, compassion. It is this core value that drives everything we do, in all our products across the board. We have compassion for women (good for you ingredients), animals (100% vegan and cruelty-free) and the planet (emphasis on recyclability and social responsibility). We call the collection the Power of Love because ultimately, compassion is true love. It is my belief that without compassion, one truly cannot call one self an environmentalist. Ultimately, my goal is to be a positive force in the beauty industry.
The pattern and graphics are inspired by love. And the quintessential symbol, the heart is radiating with compassion. I love the feeling of modern nostalgia meets little girl magical thinking. That’s why we use rainbow colors to represent a playful, dreamy vibe. My husband and business partner Billy and I talk about this all the time. We have three kids and we love seeing how they experience the world. We also both surf and we are really attracted to vintage surf memorabilia, which I think is obvious in our patterns across our whole line. The specific heart shape we are using is also from the 60s. And the colors we chose are also really vintage inspired from the 60s and 70s. I am our Art Director.
How did the products/shades/etc. come to be?
For Pacifica, being eco-conscious does not mean being brown, gritty, or natural looking. It means appealing to the widest consumer base with the best products we can, that just so happen to use the best natural ingredients in eco-conscious packaging. At the end of the day, it is beauty, right? It HAS to be sexy, it has to be on trend and it MUST perform to the highest standards to be relevant. If it can’t do all of the above, all of the effort but into being green will not matter. And if you can’t reach a large group of consumers, then it doesn’t matter enough. That is why I am thrilled to work with Target’s Made to Matter program around these initiatives. Our shades are based on hours of studying trends, watching what is happening in prestige beauty and traveling. They are also based on what women really want to wear, what makes sense in their busy lives and what they seem to be asking for. Ultimately, my job is to serve women’s beauty needs.
Tell us more about Power of Love Buy One Give One Campaign.
I will always remember my great grandma in her last days. She NEVER let me visit her without her lipstick on, or left the house without it. I also will never forget her story about how during the Depression she let herself have one luxury item – lipstick. It was her go-to beauty product and made her feel like no matter how bad she felt, she could face anything with a good lipstick on. She was tenacious and super cool. Take this story and mix it up with our core brand value: compassion. What do you get? The Power of Love. For every Power of Love Lipstick we sell at Target, one lipstick will be donated to a woman in need. Our Power of Love Buy One Give One campaign aims to give women that little extra luxury when they need it most. By working with great organizations such as Dress for Success and others of the like, we can support women in transition to feel powerful and beautiful even when life’s tough times feel otherwise. We think that our lipstick can change the world and hope it helps to change your life, your day or even just your mood! We’re encouraging women all over to share their lipstick moments with us on PacificaBeauty.com/PowerofLove to spread the Power of Love and make a difference. I wish my sweet grandma was still here to share her story! But I feel like I am doing it for her.
See what else is new for Spring:
L’Dara’s Advanced Anti-Aging Serum targets wrinkles and improves tone, texture and moisturization, giving skin a more radiant appearance. The serum is derived from the goji berry featuring antioxidants and hyaluronic acid for improved hydration. (Available at ldaraserum.com)
L’OCCITANE’s beautifully-packaged spring themed sets have something for everyone. The Iris Bleu & Iris Blanc Gift set features the new Iris Bleu & Iris Blanc fragrance, Shower Gel and Body Milk. Nourishing Shea Butter to the rescue with the Shea Butter Collection which has Shea Butter Hand Cream, Ultra-Rich Body Cream, and a travel sized Shea Butter Shower Cream. The Hand Cream Trio features three of travel sized hand cream in Jasmin & Bergamot, Neroli & Orchid, and Iris Bleu & Iris Blanc fragrances. (Available at usa.loccitane.com)
Red Carpet Manicure’s Spring 2015 Nail Lacquer Collection takes a cue from catwalks of New York Fashion Week with nail lacquers in creamy pastels, super brights, and pops of sparkle. (Available at redcarpetmanicure.com)
Kérastase Couture Styling Fix Fabulous is the ultimate finishing touch for a sleek pony look. The non-aerosol fixing spray has targeted diffusion and an extra strong hold without a frozen effect. Spray onto a comb to smooth flyaways. (Available at kerastase-usa.com)
Farmhouse Fresh brings a cocktail twist to their new Brandy Pear Sea Salt Body Polish. The 98% natural formula includes, sea salt crystals, rice bran oil, and pear-infused brandy for a rich scent. The sea salt gently exfoliates, while the oils moisture leaving skin soft and fragrant. (Available at farmhousefreshgoods.com)
Alterna pumps up the volume with the Alterna Haircare Bamboo Volume Weightless Whipped Mousse. The medium-hold, light mousse builds body and lift. The Alterna Haircare Bamboo Volume: 2-in-1 Volumizer can be used on wet or dry hair to achieve buildable volume. Use as a cream on wet hair, or as a paste on dry hair. (Available at alternahaircare.com)
Palmer’s Shea Formula Moisture Repair Curl Shampoo and Conditioner features raw natural Shea Butter, sustainably sourced in Africa, to provide rich moisture and combat frizz. It’s specially formulated for curly hair and is free of parabens, sulfates, and mineral oil. (Available at drugstores)
Carmex Moisture Plus incorporates colors, prints, and textures from Pantone’s official spring color forecast. This season’s Girly stick features Pantone’s scuba blue in a gingham pattern and the Adventurous stick offers a fresh update to the classic zebra print by incorporating another Pantone color—strawberry ice. (Available at drugstores)
StriVectinLABS Extreme Cream is a deeply nourishing hydration cream formulized with patented NIA-114 technology and energizing oxygen complex to activate cell renewal and stimulate collagen formation, diminishing the appearance of lines and wrinkles. (Available at strivectin.com)
Urban Decay adds new shades to their Moondust Eyeshadow line. Microfine bits of iridescent sparkle combined with intense hues create a luxe vibe and diamond-like effect. New shades include Scorpio, a matte black with gold 3-D sparkle, Ether, a smoky purple, and Solstice, a metallic pink with green shift. (Available at Sephora.com)
Style Edit, a new hair care line, presents Root Concealer, an easy and fast way to camouflage gray roots. The temporary root touch up spray extends the life of color using a pinpoint applicator for targeted coverage. The cult favorite has been awarded Beauty Launchpad’s Readers Choice Award. (Available at styleedit.com)
Weleda Creamy Body Washes and Body Lotions are rich in natural oils to target specific skin needs. Citrus features a clean lemon scent and moisture for normal skin, Sea Buckthorn features antioxidant sea buckthorn oil, Wild Rose helps the skin’s regenerative process, and Pomegranate targets premature aging for mature skin. All are in recyclable and environmentally friendly packaging. The Weleda Almond Soothing Facial Care line is hypoallergenic and fragrance free for sensitive skin. The regimen includes Facial Oil, Cleansing Lotion, Facial Lotion, and Facial Cream. (Available at Whole Foods)
Neutrals take on a whole new dimension with the Borghese Eclissare Color Eclipse Shadow and Light Luminous Palette. The twelve new eye shadows are velvet in texture and blend seamlessly. The palette features matte, satin, metallic, and glitter finishes. The Eclissare ColorStruck Lipstick is a color-saturated lip crème infused with pigment and pearl. It’s available in twelve shades. (Available at borghese.com)
CIRCA is a new cosmetics line from Eva Mendes and Maesa. The brand aims to provide women with a diverse range of professional quality products at an affordable price. The line features rich, saturated color for lips, cheeks and eyes, foundation, concealer, and powder for face, in addition to highlighter and primer. (Available at Walgreens)
Nonie Creme, industry icon and famed manicurist, founded Nonie Crème Colour Prevails Nail Lacquer & Precision Painter. The collection features 35 shades in their safety-first, 5-free formulation and is bottled with an ergonomically designed brush. (Available at colourprevails.com)