Beauty is in the eye of the beholder...and those of us holding the mascara wand.

After two decades of covering the beauty industry, I've come to learn what makes it so alluring. Finding the perfect shade of makeup to match your skin tone, adding a swipe of eyeliner to give your tired eyes a lift, discovering an innovative new product line, or indulging in a totally luxurious spa treatment. My experiences have been documented in magazines, newspapers and websites worldwide. I've tested newly formulated products in the lab, explored hair removal options, shopped for lipstick, added shine to my hair and succumbed to massage marathons--all in the name of beauty. I've written press releases, hosted makeover events and co-authored a Do-It-Yourself Beauty book (Alloy). On this blog, I write about products and services that I come across every day as well as those that have been provided by publicists or the companies that make them. Either way, I write what I think. I hope to share some of my insights--and bring you the latest, greatest beauty news right here. Join me in the quest to find all things pretty.

Sunday, October 17, 2010

site focus: beauty connexion

A marketing and advertising veteran of 20 years, Roula Panagiotopoulos is an expert on promoting woman-focussed brands. She spent four years at an international skin care company and left there with a drive to provide woman with real honest information about skincare.

"The fact is, once my girlfriends found out my background they would pester me with all their skincare questions…like, "I have this, what do you think?" So she launched Beauty Connexion one year ago.

"We are a resource for women for all things beautiful from skin care, to style, to home, even down to their finances. For those savvy individuals, we provide expert articles, how to's, and new product launches. It's all about real information." Here, she shares her experiences with PrettyIsPrettyDoes...

Prettyisprettydoes: What is the inspiration behind Beauty Connexion?
Roula Panagiotopoulos: "The inspiration was two-fold. First, there were my girlfriends. Knowing my background in skincare, they would continually ask me about new products and what I would recommend for their skin type. The light bulb went off in my head quite quickly, making me realize the need for real information that was out there. In addition, there was my desire to support budding women entrepreneurs and give them a place where they can introduce their products. One of our recent features highlights woman entrepreneurs (5 Minutes With:) We have received great feedback on it. At the end of the day, it was about connecting the two."

PIPD: How does Beauty Connexion differ from other beauty oriented websites?
RP: "It is our experts that lead the way. These are industry experts that are currently working in the field in which they are writing about. And we feel that this manifests into articles with information that is unbiased and real. What we always strive for in our articles is to provide our audience with a little nugget of information they may not have been found anywhere else. For example we recently covered a launch of a new skin care treatment and, being curiously minded, we wanted to know what ingredient provided the effect so we dug a little deeper and shared that with our audience."

PIPD: Where do you hope to see Beauty Connexion five years from now?
RP: "We turn one in this month. It has been a tremendous year and we have been growing and learning along the way. Our goal for beauty connexion is to become the wikipedia of beauty and, in doing so, continue to help woman launch their beauty brands and bring aspiration to younger women."

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