GIRLS HELPING GIRLS. PERIOD.

Board Member

Base Beauty Creative Agency

With over 15 years of advertising and marketing experience, much of it in the beauty industry, Base Beauty founder and creative director Jodi Katz has an understanding of how to build a brand that is both broad and deep, having helped to differentiate dozens of beauty brands across all industry segments.  She brings a fresh and unfettered perspective to help clients focus on what’s not working, never shying away from saying what needs to be said, then helping her clients take that message and run with it. 
   
Her unique talent for quickly identifying challenges and opportunities for beauty brands has evolved through experience in global advertising (BBDO), publishing (Hearst and Condé Nast), the .com bubble (writing about entertainment and fashion trends), and then immersion in the beauty world, working for a number of brands before being appointed as Creative Director at French beauty brand L’Occitane.

CEO Founder, Podcast Host

L'Occitane en Provence

Creative Director

BBDO

BASE BEAUTY: WHERE BRAINS MEET BEAUTY

Base Beauty is an omni channel branding agency hyper-focused on the beauty & wellness industries. 
We develop everything the customer sees or touches.

I am the host of the podcast series WHERE BRAINS MEET BEAUTY™. In each episode I have an intimate conversation with a beauty leader about their personal journey and what motivates them each day. Subscribe on iTunes.

www.basebeauty.com
Instagram: BaseBeautyCreativeAgency

Base Beauty elevates brands through:
+ Image / Brand Development: creative development, brand strategy, image campaigns, advertising 
+ Packaging: influence the influencer, saleable packaging
+ Public Relations

Who can benefit from our expertise and luxury perspective?
+ Challenger brands that have a unique heritage or un-tapped potential
+ Leader brands that see the competition quickly approaching or industry shifting 
+ Mass, Masstige & Premium brands



I was honored to present at the 2024 Council of Lafayette Women’s Conference. Despite the cold rain pouring down on the campus, I had such an inspiring visit back to my college. The theme of the day-long event for students, alumni and parents was "Fierce and Female: Navigating the Jungle Together."
I spoke on a panel titled "Ladies Who Launch: Women Who Have Launched and Led Successful Businesses" and I was honored to be sitting at the table with the following amazing alumni.
Ellen Kravet Burke, ’76, Executive Vice President and Co-owner of Kravet Inc.
Aleni Mackarey PhD, ’16, COO, Base Beauty Creative Agency™
Dore Blanchet, ’86, Owner, Step by Step Pediatric Therapy, Inc.
Michaela Malloy, ’08, Owner, KeyPoint Construction LLC
Diana Dobin - LEED AP, ’93, Co-Chief Executive Officer & Chief Sustainability Officer, Valley Forge Fabrics, Inc.
Thanks to Renae Tesauro and Rita Chesterton for including me in this special day! At the conference I also had the pleasure of reconnecting with and learning from Micki Kaplan McMillan, my classmate from '97, and meeting Elise Trocker and Rebekah Lazar, two Sophomores working with a team of students pushing the administration to provide free menstrual supplies access across all campus buildings all year long! As a board member of GIRLS HELPING GIRLS. PERIOD., meeting these ladies and learning about their strategies, success and challenges was an exciting moment for me!

Lafayette College

Jodi Katz

A key topic of discussion in beauty, wellness, and personal care circles these days is Gen Alpha’s fixation with beauty, especially skincare. Recogniz

Jodi Katz on LinkedIn • 2 min read

More Thoughts on What Gen Alpha’s Skincare Obsession 
Means for Brands…Parents…Everyone

How Should Your Business Deal with the Challenges of our Intensely Divided World?  

We live in a world of unlimited possibilities. We also live in a world of wars, heartbreak, injustice, and neediness beyond comprehension. As a mom, an entrepreneur, a consumer, and a human, I find it hard to ignore the challenging times we live in, where news, opinions, values, information, disinformation, and speech of all kinds collide and flood us every day. And I suspect lots of our clients, colleagues, friends, and families do, too. As individuals, we have our own value systems, beliefs, and responses to what’s around us. We express opinions and take actions that feel right for us. However, as business professionals, our reactions have a different and wider impact. 

At our agency, Base Beauty, our COO, Aleni Mackarey PhD, MS and I 
frequently discuss the topics of the day with our team. As marketers, we support and advise our high-profile clients who encounter these issues on social media and in the press, where, as consumers check the values of brands they support, the front lines of disagreement and divisiveness are often seen in community management. We help our clients develop messages and strategies for facing today’s issues and those that might arise from future events. Many businesses do not take stands on politics or issues, but no one with a heart, a soul, and a brain can ignore them. And we want our clients to be prepared. 

If you are part of a C-suite or any leadership team, it’s essential to consider how your business plans to or plans not to address these very sticky, very loaded, very public concerns. Many of these issues can affect your business, from inflation to global supply chains to international turmoil and on and on. So, you should be prepared. Here are some ways to respond:

Proactively: educate yourself and your team with articles and posts from trusted sources or talk to experts on a given topic as the news evolves.
Head-on: boldly offer your opinions and join current conversations. 
Just internally: not every business is comfortable with team members voicing views in public, but it’s essential to have the conversation with your team so they understand the company’s official POV. 
Not at all: it’s OK to say “no comment” by crafting a graceful, artful way to indicate that your business has no official position.

Whichever path you and your business choose, I suggest having these conversations with your team NOW to clarify your public-facing POV. There’s no right or wrong answer, although I don’t think any of us can put our heads in the sand. From a business perspective, this is sound advice: Be informed about the issues. Be clear on your stance. And be ready to respond.

How does your business discuss and present your views on the world beyond your office walls? This is not easy for anyone, so we’d love to learn from you. Please share!

When DEON LIBRA Co-Founder and CEO Devin McGhee Kirkland’s father passed away in 2018 from a stress-related heart attack, she realized she had to make

Jodi Katz on LinkedIn • 1 min read

From Personal Tragedy To Communal Healing - Devin McGhee Kirkland Is Making Wellness Accessible

Help please! 
I have a friend who owns a growing NJ-based business and is looking for a NJ attorney to support on client contracts and general business related legal matters on an as-needed basis.
If you know someone you trust, pls message me.
Thanks!
J 

No one can ignore the challenging times we live in, where news, opinions, values, information, disinformation, and speech of all kinds collide and bom

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