Can’t believe it’s July again! And can’t even more believe it’s Ashley’s birthday today. Ashley turns 33 today. She doesn’t mind getting older, she even enjoys it. And I felt like sharing this message for her (hope she sees it):
Dear Ashley, this website has celebrated its firtst birthday in January and it’s been a pleasure to update Tizzies on your life. I’ve been a fan of you for about 13 years now and every day is a pleasure. You’re a wonderful and unpromlematic idol. I’m more than proud to support you and to have your back through it all. You are inspiring, down to earth and fun to follow. The fact you created a beauty collection affordable and just perfect is so good. My skin is very strange from time to time but I never had an issue with your makeup brand. Thank you for that! Also all other merchandise ranges you published until this day were just so good. More people should follow your spirit. You admit if life isn’t good, you share all details with us and still keep your privacy. And you deserve it as well. Thank you for letting is be a part of your wonderful journey and I can’t wait to see what the future holds for you. Now have a wonderful day with your loved ones and let Chris spoil you a little today (winky face). Sending you lots of love from the fandom and save a piece of cake for us – or eat one for us?
The actress and influencer has bought Illuminate by Ashley Tisdale from BH Cosmetics and is planning a re-brand.
Ashley Tisdale is getting down to business.
The actress and influencer has acquired her makeup line from BH Cosmetics. The line, called Illuminate by Ashley Tisdale, will operate as a stand-alone lifestyle business going forward, and is about to undergo a re-brand, Tisdale said. Terms of the deal were not disclosed, but Tisdale said she bought the line just before BH Cosmetics got an investment from MidOcean Partners.
“The reason why it was better for us to separate is because as I was looking through my customers, and I have a really one-on-one relationship with my Illuminate customer, I started to realize my customer is very different than the BH customer,” Tisdale said. BH shoppers tend to be more into the heavy makeup favored by the YouTube community, while Tisdale says her shoppers are more “everyday girls.”
“It’s just like how I wear my makeup,” Tisdale said. “I like to wear makeup, but I’m not layering on tons of makeup on my skin.”
Tisdale is leading the charge for Illuminate, with Carrie Barber (who has worked for Sephora and Glossier) as creative director, she said. Initially, Illuminate will operate as a direct-to-consumer player, according to Tisdale, but eventually could branch into pop-up shops and retail. The plan is to launch three products every three months, she said.
“When I started to look into the market of makeup and who the brands are servicing, it just felt like there wasn’t really a company servicing to the everyday girl,” Tisdale said. “I think makeup is supposed to illuminate your natural features, so I really wanted to bring it back to that, but I also had an idea for my company to be more of a lifestyle brand, so there’s a lot more than just makeup that we’re going to be doing.”
Right now, the team is working to develop Illuminate’s aesthetic, re-brand and develop products that are expected to launch in November. Asked about where the brand might go behind makeup, Tisdale said she’d develop “everything that my audience knows and wants from me — so skin care is a big one, and also, hair care.”
The re-brand isn’t finalized yet, but simplicity will be at the core, Tisdale said. “As someone who buys makeup, there are so many makeup brands out there and it overwhelms you with so many different colors,” Tisdale said. “I’d just gotten a contour palette and I didn’t even know it was double-sided.…What I’m trying to do is make it more simple.”
“It’s also beauty for fun,” Tisdale added. “We’re in a place that we’re taking it very seriously because it is an art — and that is so true — but at the same time, there are a bunch of girls that really just love to have fun with color and makeup and don’t take themselves too seriously.”
Prices will remain in “affordable” territory, Tisdale said. “High-quality, luxury makeup, but affordable — we’re not trying to reinvent that,” she noted. Tisdale is also hoping the line will reach a demographic beyond just her core fan base. “The makeup has only been sold literally on my face — all the images we’ve done are just makeup on me,” Tisdale said. “One of the first things we’re doing is a photo shoot on all different skin tones.”
Don’t dismiss Ashley Tisdale. That’s something the industry has been learning more and more over the last few years.
Sure, you might know her as Sharpay from the High School Musical movies but in the decade since the third and final film, which took $252.91 million at the worldwide box office, she’s become a force to be reckoned with.
Blondie Girl Productions, the Los Angeles based production company that she runs with her sister, Jennifer, develops and produces television and digital programming that focuses on telling stories for millennial women and made by millennial women, including the acclaimed Freeform breakout comedy, Young and Hungry.
I caught up with Ashley and Jennifer to talk about their latest project, Daphne and Velma, as well as how she got Hollywood to take her, and her company, seriously as one of the key content players for the millennial market.
Simon Thompson: You started Blondie Girl Productions almost a decade ago. How has that journey been so far?
Ashley Tisdale: I set the company up about eight years ago and we started producing reality television. I had a producing partner at the time because I knew I wanted to produce TV but I was still learning and I finding my voice. Over the years, what has transitioned the most is having my sister join me. Jennifer started working for the company about five or six years ago. It’s always great to work with family but it’s also really nice to have someone who I trust, who knows our voice and what the company stands for. When I started the company it was really hard for people to take me seriously. When I was pitching to networks, because they obviously knew me as an actor and we were a female production company, it was a little difficult at first. I knew that I really wanted to get physically in that room and put female voices in the spotlight.
ST: Has it got any easier?
AT: Over the years it has changed but that’s only because we’ve proved ourselves. We’ve had Young and Hungry, which went for five seasons on Freeform; we’ve produced a lot of content for E! and MTV and we’re developing a lot of new projects right now. It’s been really awesome and I do feel that the company definitely has blossomed. I feel so proud of the company and so proud that we’ve come this far. We’ve shown people that we know what works and that we know what we’re talking about.
ST: Ashley, you mentioned that when you started the company that people saw you as an actress. Now your work speaks for itself but how did you overcome that at the time?
AT: I think for me specifically, people had the idea that, or assumed, that the company just had my name attached to it and I had someone else running it. In reality, from the start, that has never been the case and I’ve always been someone who is 100% involved. I hear every single pitch before we take it somewhere. I think I had to just prove that over time. I think people didn’t expect that I would be sitting in the room with network execs, that it would just be a producing partner sitting there pitching a show. I come from a long line of family members that were pitchers in Hollywood, including my grandfather, so I think that’s where I learned how to pitch my projects. When I’m pitching to a network, I am going to convince that network to buy it. I think that they always expected me to be kind of quiet and that I’d let other people speak for me.
ST: Are there any times where that’s happened that really stick in your mind?
AT: One of the biggest moments for me was sitting down at MTV. It was years ago. All the big executives were there and we were pitching in front of pretty much the entire company. I didn’t know who I was talking to but we were pitching a reality show that was mostly on social media and they were like, ‘Wow! I don’t know how this is going to work.’ I was stunned and told them that social media was going to be the future but they had no idea. So, I stood my ground and I started sticking up for myself and for the project. After the meeting, everyone turned to me and was like, ‘Do you know we’re talking to?’ I had no idea at the time but it was the head of MTV. I’ve just always been confident in that way but I had to learn you know where my voice was. I think that over the years, with people seeing me pitching things that I believe in, they’ve started to realize that it’s not a vanity company, it’s something that is a passion of mine and I do know what I’m doing.
ST: How do you find the balance between creating quality content that people want to watch and that is financially viable? They don’t always go hand in hand, right?
JT: When we’re looking at developing any sort of content really our main thing is that we want fully developed characters. When you look at content that works, whether it be television or film or digital, the base of all great stories are characters that are properly fleshed out and who you want to watch. For us as a company, that’s where everything starts. We’ve also really put a focus on telling stories about females but not in the context of men. I think that’s a really important thing to touch on. For years we see these female characters that are basically just the secretary or the hot best friend, you’re not seeing a fully developed female character as often as you should. I also think that, all of a sudden, people are taking more risks in our content because it has been proven time and time again that females can sell just as well as males. Look at Wonder Woman and how that movie really proved that it doesn’t have to be a male lead in order for people to go out and spend money – it just needs to be a properly developed character and a good story. It’s why we do what we do.
AT: That’s absolutely true. For me personally, as an actor, there have been tons of times that I’ve auditioned for a role that is on a TV series and it’s as the girlfriend or the second lead as a female but she’s just the hot little friend to the male lead. I just started to feel like there’s got to be so much more than that for us as actors and for audiences sitting at home. They’re hungry for it. Like Jen said, people are now taking more risks, financially and with stories, they’re being braver and audiences are responding well to that. We’re now a part of this movement that a couple years ago I didn’t even know would be open to us.
|« Older Entries||Newer Entries »|