Leasing Format: Pop Up
Open any woman’s makeup bag or medicine cabinet and you’re bound to be greeted by a number of different makeup products, each one in its own container. Even for the makeup minimalist, this can quickly lead to a state of disarray. Now, thanks to Z Palette, a solution that was once a trade secret of makeup industry professionals is available to makeup users everywhere.
Founded by two-time Emmy-Award winning makeup artist Zena Shteysel, Z Palette allows for any product, in any combination, to be housed in one palette. This is achieved through a process called “de-potting”, which allows a product to be removed from its original packaging and neatly placed into a palette of one’s choosing.
Recently we sat down with Karima Bouyahi, VP of Marketing and Brand Development for Z Palette, to discuss the de-potting trend and the opening of Z Palette’s first Pop Up at Westfield Fashion Square.
THE OWNER AND BRAIN CHILD OF Z PALETTE IS THE AWARD WINNING CELEBRITY MAKERUP ARTIST ZENA SHTEYSEL. WHAT IN ZENA’S MANY YEARS OF EXPERIENCE IN THE MAKEUP INDUSTRY INLUENCED HER DECISION TO FORM Z PALETTE?
Z Palette is living proof of the old adage, “necessity is the mother of invention.” As a seasoned celebrity makeup artist, Zena was lugging around a heavy, bulky makeup kit from set to set, thinking to herself, “there has to be a better way to get all of my makeup products organized.” She put her ingenuity to work when she created Z Palette, the ultimate customizable makeup palette. Finally, all of your makeup products could live in one easy place, saving you both time and space.
Z Palette has completely revolutionized the way in which makeup professionals and everyday makeup wearers organize their makeup. Can you tell us more about the de-potting process?
De-potting is the process of removing your makeup from its packaging to save space and customize your beauty routine. It’s been a professional “beauty hack” for quite a while, but recently, it’s become a huge movement! It is a quick and easy process that involves a little heat to loosen the makeup pans from their plastic packaging. The expert team at De-pot Depot has perfected the process with state-of-the-art technology, and can de-pot your makeup quickly and safely on the spot.
Your tools are available for purchase online as well as at a number of beauty retailers, including Sephora. What led to your decision to open your own, exclusive, Z Palette location, and why is having a brick-and-mortar store important to the success of your business?
We opened De-pot Depot because we wanted to provide our customers with the ease and convenience of being able to have someone else de-pot their makeup for them. Time and time again we heard, “if only someone else could do this for me!” So we listened. Never before has this service been available, and as the de-potting experts, we really wanted to do something special for our customers. We’re getting the word out that a customized, organized, and simplified beauty routine is something everyone can have.
How would you describe the Z Palette customer? Do you find your user profile to be a good match with Westfield’s customer base?
Z Palette customers are makeup lovers who want to organize their makeup. Because our products and services solve a real problem that women, young and old, as well as men (we have a huge following of male makeup artists), we’ve found that our customer profile is wide and varied, making it the perfect match for Westfield’s customer base.
How do you see Z Palette growing over the next 5 years? Do you see Westfield being part of this journey?
In the next five years, we see Z Palette becoming even more of a household name and de-potting becoming a staple in every makeup lover’s beauty routine. We plan to take De-pot Depot nationwide, making our services accessible to everyone. We see Westfield as a successful partner in our journey towards opening additional locations in cities coast-to-coast.