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CINDY CIRLIN
Home Office: 212.996.7461
1755 York Avenue, Apt. 16G  New York, NY 10128
[email protected] Mobile: 917.597.9493
[email protected]
MARKETING
­BRANDING­PRODUCT DEVELOPMENT
Senior­level executive and inexhaustible problem solver possessing 25+ years of expertise in the development of successful new product innovation, leadership and collaborative development of key corporate initiatives as well as consulting with industry leaders and global corporations.
Proven ability and reputation to develop first­to­market products, on time and executed with excellence. Have the skills to fast­track complex initiatives within key channels of distribution: prestige/specialty, mass, direct and private label. Work effectively with all key functional areas to ensure that all products, new launches and existing products meet consumer needs, product performance expectations, aesthetic goals as well as cost­of­goods objectives.
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Leadership experience & areas of expertise:
 Marketing
 Creation of product claims  Competitive Intelligence
 Branding
 Product Development
 Idea Generation
 Portfolio Analysis
 Identifying new trends
 Effective Use of Research
 Formula and Shade Development
 Strong Verbal and Written
Communication Skills
 Strong Leader of Highly Productive 
Teams of Executives
Amassed a tremendous breadth of marketing and product development skills:
 Development of key objectives and strategies for both entire brands as well as product categories.
 Expertise in formula and shade development across all color cosmetic categories.
 Ability to use Consumer Market Research and point­of­sale data to develop profitable product portfolios, relevant product claims, new products and positioning as well as productivity analyses of key initiatives.
 Extensive knowledge of packaging and new delivery systems.
 Ability to lead cross­functional ideation/brainstorming sessions for development of new product ideas. Generated concept boards, portfolio and competitive analyses as well as used different methods to create new product concepts for a three­year pipeline.
 Dual expertise in marketing and product development skills.
 Participation in advertising campaigns, including strategy, copy, beauty and product shots, with on­site product development direction at both print and television shoots.
 Longstanding relationships with packaging suppliers and private label manufacturers, both domestic and International.
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PROFESSIONAL EXPERIENCE
Consultant
CINDY CIRLIN April 2006 ­ Present 
Work with major global corporations and start­up companies, on marketing, branding and product development initiatives. Consultant
CCM BRAND SOLUTION, INC.. October 2007 ­ Present
 Launch of Natural Beauty, Inspired by Carmindy, Cosmetics Line
 As consultant to the Sally Hansen Beauty Division of Del Laboratories, Inc., created a line of cosmetics called Natural Beauty, Inspired by Carmindy. Worked with both the Sally Hansen Beauty team as well as Carmindy, the well­known makeup artist featured on the television show “What Not to Wear.” Natural Beauty was selected “Best Executed Launch Strategy of the Year for Mass Color Cosmetics by Women’s Wear Daily Beauty Biz Magazine.
Consultant April­July 2006
REVLON, INC.
 Completed assignments for two major new product initiatives for 2008 as well as analytical Marketing reports.
Vice President, Marketing and Product Development COSMOLAB, INC. September 2004 – March 2006
 Managed a team of seven executives, for Cosmolab, a private label manufacturer. Re­staged corporate image to make it temporary, competitive as well as increase awareness of Cosmolab, Inc. and the company’s core competencies. Notable accomplishments:  Re­staged all products that Cosmolab manufactured and created new sales materials, with new copy, product claims and unique sales tools for more impactful presentations.
 Created two patent­pending new products that were launched by major beauty companies in both the mass and prestige distribution channels during 2007 and 2008.
Vice President, Product Development
REVLON, INC. January 1995 – July, 2003 (Promoted from Director, Product Development: 1995­1998)
 Launched first transfer­proof foundation in the mass­market channel of distribution. (REVLON)
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Developed formula and shades for Revlon’s ColorStay Makeup, a multi­patented formula, which became the #1 foundation in mass market within three months of launch.
(Source: A.C. Nielsen Dollar Market Share, excluding Walmart.)
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Developed formula and shades, participated actively in market research, product claims development for packaging, merchandising and advertising campaign.
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Product was awarded the Cosmetics Executive Women award for best new launch in 1995 in its product category.
 Drove Revlon’s foundation category from #4 to #2 between 1995­2002 (based on Nielsen Dollar Market Share for mass outlets, excluding Walmart.) 2
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Achieved via: 1) new product launches; 2) re­positioning of existing products; 3) creation of a universal shade range across all of Revlon’s foundations which resulted in higher SKU productivity across their shade ranges. 
As part of the Revlon Face Category re­stage, eliminated non­productive brands from the portfolio, contributed to new advertising campaigns, new packaging, with new claims and merchandising changes which reinforced re­positioning efforts.
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Re­stage of Revlon’s eye category
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Led re­stage of Revlon’s entire eye category by launching first­to­mass wet/dry formula, with full shade realignment, new packaging and new product claims for existing products as well as new products. The Wet/Dry Eyeshadow became #6 out of the Top 10 mass market eyeshadows during launch year.
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Re­stage of Almay brand in 2002
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As Vice­President of the Almay brand’s product development department, was an integral part of a cross­
functional team that conducted an extensive test­market of new brand positioning. 
Developed new products and shade ranges specifically for test stores, working closely with Revlon’s Research & Development Laboratories, in record time.
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Worked with Marketing, the Creative and Advertising Departments to develop more competitive product claims, package copy, merchandising copy and visuals. Test market stores had sales growth of between100% to 400% versus control stores in key product categories during test market period, leading to final re­positioning of brand and launch of new products.
Director, Product Development – Worldwide Makeup
ESTEE LAUDER, INC., Estee Lauder Division August 1992 – December 1994
 Developed new products which resulted in over $50 million in sales. Also developed new sales tools for beauty advisors. The foundation tool is still being used today.  Created concept of a wet/dry eyeliner pencil which was later launched by several brands, including Revlon.
Senior Product Development Manager
L’OREAL, INC March 1989 – July, 1992
 Responsible for all product development of L’Oreal’s Face and Nail Category products. While at L’Oreal, launched several new foundation brands, including ancillary products, which resulted in double­digit growth and was the catalyst for L’Oreal’s growth in the face category.
Marketing Manager, Fragrance
L’OREAL, INC. May 1985 – February 1988
 Developed “Glorious by Gloria Vanderbilt” new fragrance, which won the FIFI Award for Women’s Fragrance Introduction of the Year – Broad Distribution in 1987.
Marketing Manager, Assistant Marketing Manager, Marketing Assistant
REVLON, INC., Princess Marcella Borghese Division October 1979­ April 1985
 Managed portfolio of Borghese color cosmetic products as well as Ivoire de Balmain fragrance.
 Created first cream eyeliner in a compact, a product form which has become popular within the last several years. EDUCATION
The Wharton School, University of Pennsylvania September 1975 ­ May1979 3
Bachelor of Science in Economics, Major in Marketing
PROFESSIONAL AFFILIATIONS
Cosmetic Executive Women, Fashion Group International, Penn Club of New York, Wharton Club of New York, Society of Industry Leaders, Volunteer and Mentor at Stanley Isaacs Organization, National Association of Professional Women
REFERENCES
Available Upon Request
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