Founded in 1752, Casswell-Massey is the oldest American beauty brand, according to Arauz. “We’re not exactly a startup,” he says, going on to acknowledge that for some time, Casswell-Massey “became a forgotten brand.”
In this video interview with Cosmetics Design editor Deanna Utroske, he discusses the project of maintaining a loyal consumer base while introducing the brand to younger consumers.
And, since joining the company nearly 2 years ago, Arauz has also been working to revive the company’s product portfolio by updating scents, partnering with contemporary creative professionals (like Michelle K. Gagnon), and thinking beyond fragrance to ensure Casswell-Massey has a strong presence in bath and body, men’s grooming, aromatherapy, etc.
Watch the full video interview above to learn more about the brand and the newest (or perhaps oldest) Caswell-Massey fragrance.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.