Personalized Products and the Future of the Beauty Industry


Celia Tombalakian
Celia Tombalakian

A global marketing executive with over two decades of experience, Celia Tombalakian serves as the senior director of global marketing at Elizabeth Arden, Inc., in New York City, NY. Throughout her career, she has successfully led marketing and product development initiatives based on trends, consumer insights marketplace data. At Elizabeth Arden, Celia Tombalakian is charged with remaining apprised of the latest trends in adjacent industries as well which help shape those emerging in beauty.

As is the case in other areas of business, consumers of beauty products are starting to demand more options to meet their unique beauty and skin-care needs. In today’s Internet-driven world, information about seemingly every beauty product on the market can be located with a few simple taps and swipes on an iPhone. This increased access to information has created a more savvy and discerning consumer who isn’t always happy with the one-size-fits-all approach to product development.

In addition to adding more shades and customizable options to store shelves, beauty brands have started to meet consumer demand for personalization with the help of innovations in technology. While custom blends have been around for many years, companies like MatchCo, which was acquired by Japanese beauty giant Shiseido, have leveraged new technological advancements to give consumers the ability to create completely personalized products using their mobile device.

According to many leaders in the industry, customizable beauty is a trend that’s poised for longevity. Today, personalized treatment is driving various areas of the beauty market. In addition to makeup, consumers can customize shampoos and conditioners, fragrances, and skin-care products.


A Look at the PENCIL Internship Program

PENCIL Internship Program pic
PENCIL Internship Program

Currently acting as senior director of global marketing at Elizabeth Arden, Celia Tombalakian draws upon years of experience in building business in beauty, CPG and wellness categories. Over the years, Celia Tombalakian along with other business professionals, has used this experience to led business workshops with PENCIL, an organization that helps young students work towards successful futures.

In collaboration with the NYC Department of Youth & Community Services Ladders for Leaders Program, PENCIL operates an internship program that allows students between the ages of 16 and 22 to prepare for their future careers. To qualify for the PENCIL Internship Program, individuals must reside in NYC, maintain a GPA of at least 3.0, and possess some experience with either volunteering or paid work.

At the beginning of the program, the students must participate in a minimum of 20 hours of career preparedness training that helps them build essential professional skills such as interviewing and networking. Afterwards, the students gain the opportunity to participate in a paid internship with a government entity, charitable group, or company in NYC. Over the course of six weeks, interns work hand-in-hand with dedicated mentors inside a real office setting. The PENCIL Internship Program thus enables young students to not only gain valuable professional experience but also to earn money that they can use to finance their future career endeavors.

Elizabeth Arden Insiders Community


Elizabeth Arden pic
Elizabeth Arden

A member of Cosmetic Executive Women (CEW), Celia Tombalakian is an experienced business executive in the cosmetics industry. Celia Tombalakian is currently serving as the senior director of global marketing at New York-based cosmetics company Elizabeth Arden.

In recent years, Elizabeth Arden has been at the forefront of a corporate strategy that has been revolutionizing the way that huge companies have been doing business: listening to customer’s voices. It has been a buzzword among companies, with some even setting up extensive systems in order to listen better. The results have varied, however, with some companies having difficulty responding what they’ve been hearing.

Elizabeth Arden is one of the few companies that have successfully aligned its brand products and services to reflect customer’s voices. How do they do it? In getting insights, the company went beyond traditional focus groups and formed their own insider community as a means of on-going consumer engagement. The company has over 5,000 women representing their target market that greatly influence the direction of their future strategic decisions. With the consistent opinions and feedback from this group, the company has been able to make research-backed decisions on big and small matters as a means of staying relevant and providing consumers with what they really seek in beauty products.

Healthcare Businesswomen’s Association (HBA)

Healthcare Businesswomen’s Association pic
Healthcare Businesswomen’s Association

Celia Tombalakian is a Senior Director, Global Marketing at Elizabeth Arden. While she has been focused in the beauty category over the past ten years, she maintains her ties to pharmaceuticals particularly as consumer wellness and product with benefits become a bigger part of the cosmetics space. With this in mind, Celia Tombalakian has maintained her ties and membership with the Healthcare Businesswomen’s Association (HBA), New York City Chapter.

The Healthcare Businesswomen’s Association is designed to advance the effectiveness and impact that women have in the healthcare industry. The HBA is a global organization made up of organizations and individuals from all areas of the healthcare community. HBA strives to provide more gender parity in positions of leadership, in addition to helping members develop business connections and reach their full potential.

Membership in the HBA allows members to associate with like-minded professionals and share experiences and leadership skills. The HBA has a membership of more than 8,000 men and women in a variety of industries, including pharmaceutical manufacturing, healthcare products, and biotech firms.