CristinaUrdaneta

h

m 634.896.941

e [email protected] w quiguadesignscom.ipage.com

ksmart design

Cristina Urdaneta

Trabajos realizados entre 2000-2010

en Lebhar-Friedman, Nueva York

y Quigua designs, Madrid.

Experiencia Profesional

Quigua Designs Caracas, Madrid | Noviembre 2007-Presente

DiReCTORa De aRTe

• Gestión integral de proyectos creativos a nivel de imagen corporativa, marketing y sitios web.

• Creación y realización de los diferentes soportes de comunicación.

Proyectos online: Responsable del estudio y coordinación del desarrollo de sititos web, gestionando las distintas etapas

del proyecto, planteamiento de navegación, funcionalidad y dirección gráfica.

Proyectos de marketing: Responsable de la ejecución de proyectos para empresas en distintos sectores.

LebhaR-FRieDman, inC. Nueva York | Agosto 2000-Julio 2007 Editorial líder en el mercado de revistas profesionales

DiReCTORa De aRTe, (promoción Enero 2006-Julio 2007)

• Diseño en su integridad el contenido editorial para cinco revistas del grupo.

• Responsable de la creación del diseño desde su concepción de nuevas revistas.

gestión de proyectos:

• Gestión y organización de proyectos a corto y medio plazo, dirigidos por el plan de medios, conjuntamente con el director

y editor, determinando el arte para ilustrar las reseñas y noticias, la maquetación de secciones y el diseño de la portada

• Dirección de sesiones de fotografías con modelos.

Proyectos Online:

• Participo en el comite de dirección para el desarrollo de la maqueta principal de sitios web de las revistas.

• Dirección de integración de gestor de contenidos, gestión de las maneras más efectivas de transmitir los mensajes en los

distintos formatos electrónicos.

• Trabajo conjuntamente con diseñadores online y programadores para las revisiones del diseño y su óptimo

funcionamiento y fácil uso para los usuarios.

Proyectos de Publicidad y marketing:

• Gerencia y desarrolla la imagen junto al director de marketing y eventos especiales todos los materiales de promoción.

Cristina nicole urdaneta von der Osten

dirección: Calle de Alonso Cano 38, Piso 2E, Madrid, España 28003

móvil: 634.896.941teléfono fijo: 917.267.419

e-mail: [email protected]

fecha de nacimiento: 05 de diciembre de 1973

website: http://quiguadesignscom.ipage.com 2

TemPLe univeRsiTy Filadelfia, U.S.A. | Agosto 1998-Mayo 2000

asisTenTe De PROFesOR

Dirección de clases propias para enseñar materia de diseño en el área de revistas y periódicos.

• Diseño de Publicaciones: Dirección a nivel de diseño para el lanzamiento de una revista llamada Zeitgeist.

• Diseño y Edición de Revistas: Imprartio la clase con los ultimos programas de diseño.

PhiLaDeLPhia magazine Filadelfia, U.S.A. | Verano 1999

PRáCTiCas

• Asistente en el rediseño de departamentos.

• Participación en el diseño del ejemplar especial de lo “Mejor de Filadelfia en 1999.”

TRiaDa Caracas, Venezuela | Diciembre 1993-Julio 1995

Empresa de consulturía

asisTenTe De PRODuCCión

• Departmaneto de arte: Asistente en la producción del diseño de los materiales promocionales para los eventos especiales

a beneficio de organizaciones sin ánimo de lucro, además de eventos para fomentar la imagen corporativa.

Clientes: Bach Academy of Venezuela, Schlumberger, Chrysler Motors of Venezuela, IESA.

• Diseño de materiales colaterales a nivel de marketing para promocionar a músicos, incluyendo plan de medios, porfolios para

ser divulgados en los diferentes medios de comunicación, conciertos, y, finalmente, festivales.

• investigación: Archivos históricos y modernos de fotografía para las exposiciones.

• Producción: Asistente en la producción de eventos especiales. Responsable de la lógistica de los eventos, contrato de personal

para el evento.

Dmb&b D’aRCy masius benTOn & bOwLes Caracas, Venezuela | Mayo-Diciembre 1993

Agencia de publicidad transnacional

PRáCTiCas

Rotación por todos los departamentos de la agencia.

>>


2experiencia

Formación

Premios

Informática

Idiomas

Microsoft Office (word, excel, powerpoint…)

Premios otorgados por Lebhar-Friedman:• Mejor foto del año: 2006, 2005• Mejor portada: 2001-2006

Honores Académicos en Temple University:• Cigar Aficionado: 1999• Premio de fotografia: 1998

inglés: BilingüeFrancés: Básico


TemPLe univeRsiTy, Philadelphia, Penn. agosto 1998 Licenciado en comunicación y teatro, Magna Cum Laude• MAC OS X • Adobe Creative Suite: InDesign, Illustrator, Photoshop, Acrobat • Quark XPress

TemPLe univeRsiTy, Philadelphia, Penn. mayo 2000

Master en periodismo (esp. gráfica). Becada como Asistente de Profesor

Formación EspecializadaeFTi, Madrid Octubre 2010

Curso Profesional de Fotografía

CiCe: esCueLa De nuevas TeCnOLOgias, Madrid enero 2010

Máster de Desarrollo de Proyectos y Diseño de Páginas Web

• Adobe/Macromedia Dreamweaver • Adobe Flash (básico)

PaRsOns sChOOL OF Design Nueva York, NY 2003, 2006

Programa de Educación Continua • Collage/ Mixed Media • Advanced Digital Imaging • Adobe Illustrator

sChOOL OF visuaL aRTs Nueva York, NY 2006

Programa de Educación Continua • Fine Arts: Scketching 2formación

2008-2010imagen corpotativa•2

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Carretera Cartaya – El Rompido km. 7 - 21450 Cartaya (Huelva) España

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imagen corporativa

brochures

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newsletters

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luisa monzón

novia • f iesta • comunión

luisa mOnzónarreglos • restauración

novia f iesta comunión

luisa mOnzónarreglos restauración

El vestido que siempre has soñado....

www.luisamonzon.comPuedes concertar tu cita en el teléfono: +34 699 895 007

C/ General Rodrigo. 28003 Madrid.

hazlo realidad en el taller de Luisa Monzón

global greenGG

GLOBAL GREEN MANAGEMENT S.L. Paseo Landabarri Nº 1 – 1º Oficina 102 |48940 Leioa | Bizkaia | CIF: B95594362

En caso de pérdida enviar a: Paseo Landabarri, nº 1 – 1º - ofic. 102. 48940 Leioa, Vizcaya. España

global greenGG

Bruno Lelieur

Director

mov.: +34 660 48 18 27

tel.: +34 94 431 91 62

fax: +34 94 431 42 41


web: www.global-green.es

global greenGG

Paseo Landabarri, nº 1 – 1º - ofic. 102. 48940 Leioa, Vizcaya. España

Global Green Management

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PANTONE 363 PC PANTONE 179 PC

CMYK: 68.0.100.24 CMYK: 0.79.100.0

PANTONE

GUIA DE COLORES

CMYK

RGB

CMYK: 67.150.57 RGB: 241.93.34

Paloma Jiménez-Ontiveros Socio Gerentem 609 35 25 55 t 91 519 04 19 e [email protected] Peñota 12. 28002 Madrid. España

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Kamen Stone

Fran Nogué

epicentro creativo internacional

2000-2007

marketingdiseño de material colateral •para conferencias, ceremonias y seminarios

2

Conferencia:Global POS & Store Operetions

Conferencia:Pro Dealer

Eventos:Golden Hammer Awards

2Lebhar-Friedman, Nueva York, 2000-2007

foto para Retailing Today, en Bill Blass Fashion Show, Nueva York, 2005

mundo editorial

2Lebhar-Friedman, Nueva York, 2000-2007

In today’s challenging marketplaceniche beauty brands play an increas-ingly important role as retailers seekout ways to set themselves apart

from the competition, drive incrementalsales and inject excitement into theshopping experience.

Niche beauty brands—defined notby the size of the manufacturer but asbrands with very specialized marketsor focus, such as nail care or valuecosmetics—are important playerswithin the industry on several fronts.

When it comes to beauty, com-pared with many other front-endsegments, the category is trendier bynature, so beauty shoppers often aremore willing to try new products.This is good news for the manufac-turer and for the retailer, as nichebrands can be a great driver of foottraffic—if done properly.

“In the retail business there is muchconsolidation so it is vitally importantthat retail companies differentiatetheir product selection, and so nichebrands and specialized brands play avery important role in the total pictureof how a retailer will present theirentire merchandising to the public,”said Grant Berry, chief executive offi-cer of InterMark USA, which isknown for its Styli-Style brand.

Judging by the numbers, the world

of niche brands, especially in beauty, isperhaps larger than many realize. Infact, 150 of the leading niche beautybrands generated about $1.3 billion atfood, drug and mass for the 52 weeksended Dec. 25, 2005, according toInformation Resources Inc.

“Niche products do drive sales,maybe not to the extent of a new prod-uct launch from a major manufacturer,but niche products do drive ‘profitable’sales and ‘incremental’ sales. Nicheproducts help to make the shoppingexperience in drug stores more excit-ing,” said Ron Otto, president ofNational Sales Solutions and presidentof the National Association GeneralMerchandise Representatives ConsumerProducts Brokers trade association. “Dothey drive traffic? Only if the retailerdevelops a reputation for offering anassortment of niche products.”

The profit margins of such nichebrands also are attractive, as they tendto start out higher than major brandline extensions, Otto explained.

“In some cases, when you includepromotional funding, niche productsgenerate more dollar profit for theretailer than many major brands. Inaddition, niche product manufacturerstend to be more aggressive in support-ing the retailer’s programs,” Otto said.

Niche beauty brands, however, doface certain challenges, as many man-ufacturers of niche products lack thecash flow to run enough advertisingwithin the first six months of distri-bution. This can pose a problem, saidOtto, as many large retailers nowwant free product for slotting andwant to hold payments until the itemstarts selling. Making it increasinglydifficult is the fact that many retailerswill give an item only three months tosix months before they give up on itor request a markdown or return.However, sometimes it takes morethan six months just to gain con-sumer awareness.

Added John Petchul, president ofContinental Fragrances Limited,“Niche brands are important nowbecause they provide innovation andincreased profitability. If that brand isadvertised it will drive store trafficand sales.”

In an effort to help niche players,today’s brokers, who largely refer tothemselves as sales and marketing

consultants, offer expanded services toenable manufacturers to come to mar-ket prepared with a comprehensivemarketing program.

“For retailers to differentiate them-selves and talk to consumers they willrely on specialty brands,” especially inthe mass market where many of thetrends are coming from the specialtystore channel, said Deborah Hall,brand manager for Ms. Manicure, anail care brand by Paris Presents.“Consumers want those specialtyitems but they don’t want to pay the specialty prices. … What specialtybrands do is speak to the target [audi-ence] and offer something different onthe shelf and drive incremental sales.It helps to drive impulse purchases.”

Added Berry, “Our focus is innova-tion—this is where we live. We don’ttouch a product unless it has some-thing different about it. … That is thereason for the existence of our brand,because we can offer the consumersomething different.”

MERCHANDISING

14 • SUMMER 2006 THE BUSINESS OF BEAUTY

NICHE BRANDSTEND TO HAVETRENDIER PRODUCTSand lower pricepoints, which makeshoppers more willing to try new items.

Niche Beauty

HIGHLY SPECIALIZEDBRANDS ARE BECOMINGMORE IMPORTANT BYDRIVING SALES AND CREATING EXCITEMENT

B0B2Q_NicheBrands 6/8/06 5:21 PM Page 1

In-store innovation may help attract more con-sumers to the bath and body aisle. In a catego-ry that has seen its share of struggles, beautyexperts agree that transforming the retail space

into a pampering oasis could give the departmentthe extra sales boost it needs.

“Making the shopping environment a moreimmersive experience would help create excite-ment,” said Jennifer Haid, vice president, consumerstrategist, health and beauty for Iconoculture, aprovider of consumer advisory services. “More nat-ural lighting, photos and even some light back-ground music that would go along with products,especially natural ones, would make shopping forproducts a multi-sensory experience.”

The key is to create an atmosphere in which theconsumer feels indulged and can experience theproduct firsthand, Haid said. If the bath and bodyproducts have a spa focus, for example, adding extraspa photo signage or relaxing, soft music could helpdraw more attention to the department.

And, as with cosmetics, it’s important that cus-tomers are able to try out how a product feels, looksand smells before they buy it and compare it withother products available, Haid said. Staffing aknowledgeable person who can answer questionsabout the differences between bath and body prod-ucts also can drive traffic in the bath and body aisle.

“The combination of product testers plus a ded-icated beauty expert on staff could really helpdrug stores compete against specialty players, likeSephora or Ulta, who employ both of these meth-ods as part of their business models,” she added.

Retailers also can draw consumer interest bybringing products in the store that mimic prestigebath packaging.

“Packaging in the prestige category is much moresleek,” Haid said. “Bottle designs use metals, colorsand textures and have interesting and different shapes.More prestige products are using attractive colors andpackaging in their products as well. I see this as an area

where mass beauty can go eventually.”But no matter what the product is or

how it is presented to the consumer, a lowprice point still remains an important fac-tor in driving sales in the bath and bodycategory, according to Michael Piff, exec-utive vice president of The VillageCompany, which licenses a wide varietyof beauty products, including those in thebath and body category. And it is anotherarea where drug stores easily can beat outtheir specialty competitors, he added.

“The consistently growing areaswithin the segment have price points of$1.99 or less,” Piff said.

But that doesn’t mean that luxe and spabath and body products do not have theirplace. Thanks to product innovation, salesof bath and shower products totaled $4.4billion in 2005, according to the latest data fromEuromonitor International. By 2010, that number isexpected to climb to $5.3 billion.

The best way for mass to take advantage of thispredicted growth is to continue to stock the mostinnovative products in the market while still keep-ing them at a value cost.

Products with health and wellness benefits con-tinue to attract consumer attention, Piff said.

“Bath and body products that help remedy a prob-lem, such as relieving stress, anti-aging, aches and colds,continue to do well, especially in the drug store setting,where medical expertise is already present,” he added.

Shower gels with organic and natural ingredientsalso resonate well with consumers, Haid said. Manyproduct launches last year featured soy, shea butter,honey, milk and aromatherapy ingredients.

“Organic products are getting more popular,across all beauty categories, from cosmetics to bathand body,” Haid noted. “Consumers have becomemore interested in the idea of environmentally-responsible products they can feel good about.”

BATH & BODY

4 • SUMMER 2006 THE BUSINESS OF BEAUTY

SPA SETTINGS HELPDRIVE BATH AND BODY

BY KELLY NOLAN

CREATING AN ATMOSPHERE THATIS INDULGENT and has naturallighting and relaxing music soconsumers can experience as wellas test products, will draw moreattention and added sales to thebath and body department.

Source: Euromonitor International

LOCATION 2000 2005

• Pharmacies/drug stores 8.4% 7.8%

• Supermarkets/hypermarkets 30.2 26.4

• Independent food stores 1.2 0.7

• Convenience stores 0.3 0.2

• Discounters 24.4 27.8

• Department stores 5.7 5.2

• Specialists 13.8 14.3

• Direct sales 12.9 13.6

• Others 3.1 4.0

Where customers shopfor bath and body

BOB2Q_Licensing 6/8/06 5:13 PM Page 1

para reportaje editoriales, y de portada de revistas »

fotografía2

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gap, Lexington street nyC 2007 »

Lanzamiento de la marca Bitten »de Sarah Jessica Parker, Nueva York 2005

Moda

OLaura Orgambide

teléfono: 658 175 395mail:[email protected]

Actriz

OLaura Orgambide

teléfono: 658 175 395mail:[email protected]

Retratos

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