Brand creation, renovation & innovation
Who Is Brand New Beauty?
Brand New Beauty is a one-stop destination for solutions to your beauty industry needs:
BRAND: Whether it’s building a new one or fixing an existing one, connecting with BNB will help you harness the power and potential of your brand
NEW: From ideation & innovation to expansion, the BNB way helps you discover your whitespace opportunities so your brand can organically blossom in new categories and markets
BEAUTY: is our primary business, but we do sometimes cross over into other areas including food and apparel.
Run by Laura DiGirolamo (DiGi), BNB has an industry perspective that spans over two decades with access to some of the best beauty contractors and manufacturers in the business.
Learn more about the brains behind the Beauty by scrolling down to Laura’s bio, or find out first-hand why she’s known as The Brand Whisperer by booking a free 15 min Meet & Greet.
About Laura
Some people call her The Brand Doctor... others, The Brand Whisperer. Whether you’re an established brand in need of help or are just at the beginning of your brand’s journey, look no further.
With over 20 years of experience in brand creative & strategy, innovation and R&D, Laura’s business is mainly generated from referrals. Her client list includes Sephora, Benefit Cosmetics, Burberry, Lululemon, Top Shop, and Trinny London. She has invented bestselling products for some of the biggest prestige beauty brands and retailers in the business, guided innovative ideas to launch, inspired dramatic returns-to-form for brands sold across the globe, and co-founded her own successful brand, which she later sold.
New product development
Laura invented the first healthy luxury deodorant over a decade ago (a formula chemists initially claimed was ‘impossible’), which overnight lifted sales in Sephora by more than 200%, won multiple Allure “Best of Beauty” awards, and effectively created an entirely new category in beauty.
Brand turnarounds
Over the years brands have turned to Laura when they needed to reconnect with their customers or improve their performance. What happens after that is often surprising and magical. Because Laura’s approach is grounded in something deeper and more dynamic than market reports and trends, those looking for innovation may discover an entirely new direction for their brand; companies looking for positioning advice have found themselves organically breaking into entirely new categories of products.
New directions based on core brand values
Laura’s ideas drive authentic innovation. That's because unlike many agencies, she becomes part of the brand family and advises with the perspective and thoughtfulness of a brand founder. Her ability to dig deep into the archives and translate core values into a genuine approach gives internal teams a foundation from which to continue evolving the brand.
With heaps of experience…
Over the years, Laura has worked in the U.S., Canada, the UK, and Europe, adding international fluency to plugged-in perspectives on whitespace opportunities, for brands ready to expand. Early exposure to beauty and sales as a makeup artist, training in visual and digital art and media, experience in brand and product R&D, and a past life as a lawyer in trademark, copyright, and entertainment law give Laura a rare and deadly mix of skills and street cred in the industry.
A lot of intuition…
Laura combines analytical thinking, an encyclopedic knowledge of all things beauty, and an intuitive understanding of what women at every age truly desire—and also what turns them off. With this rare mixture of skill and experience, she keeps her clients ahead of the curve.
And just a little je ne sais quoi…
With an ear to the ground and unparalleled instinct on which white space needs filling next, Laura is known for finding ways to do the impossible. Whether she’s finding the needle in a haystack or persuading talented chemists to push the limits, she’s got a knack for making “it” happen. If a cool product doesn't exist yet, she’ll invent it, make it, or find the people who can help realise the dream. She probably invented a new product this morning. She just couldn't help herself.