3D Printer Public Relations

The CEO of 5WPR Ronn Torossian wants to ask you; can this revolutionary idea disturb the $55 billion dollar cosmetics industry and Beauty Public Relations as we know it? Grace Choi, a graduate of Harvard Business School, thought of an ingenious way to save big on cosmetics. She created Mink, the idea of a miniature 3D printer that allows people to print out just about any kind of color they desire. She claims that modern technology already has the ability to do this, it just has not yet been marketed. This printer will use FDA-approved ink, eliminating the worry that this makeup could be harmful. Instead of going out to Sephora to splurge on those radiant colors, users can now easily find and choose a color hex code to print out.

At TechCrunch Disrupt in May of 2014, Choi demonstrates how to do this by extracting a bright pink eyeshadow color from a makeup tutorial video. She pulls this color up on a photo editing software and says that it can be printed out. Through the use of a computer or smartphone, people can extract colors from anywhere on the web such as from pictures and videos. They are then able to turn these colors into eyeshadows, blushes, lipsticks, and more.

“The makeup industry makes a whole lot of money on a whole lot of bulls—,” Choi boldly stated to the audience of TechCrunch Disrupt. “They do this by charging a huge premium on one thing that technology provides for free, and that one thing is color.”

How exactly will the printer work? “The inkjet handles the pigment, and the same raw material substrates can create any type of makeup, from powders to cream to lipstick,” Choi explained.
So far Choi, the CEO of Mink, is the only employee and retains intellectual property. Not only that, but she has already filed for patents on Mink’s technology as well.
In an interview with TechCrunch, Choi plans to make a positive influence on women. Her target audience will mostly be for girls and young women ages 13-21. However, with the plan being for the device to cost $300, would it be difficult to reach a majority of that audience? Either way, the idea is brilliant and if properly developed, can take the cosmetics industry by storm.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.