The buzz surrounding the first in-person Personal Care Products Council (PCPC) annual meeting since pre-COVID 2020 is palpable. There’s a new location — a shift from The Breakers to the Loews Coral Gables Hotel in Miami — and a new president and chief executive officer, Tom Myers.
Even the tagline for the event slated for Feb. 26-28 — Creating a New Future for a More Beautiful World — ushers in fresh thinking.
Myers succeeds Lezlee Westine who helmed the association representing 600 manufacturers, distributors and suppliers in the cosmetics and personal care industry, since 2009. She led PCPC in support of the Modernization of Cosmetics Regulation Act of 2022 (MoCRA), the most significant expansion of the FDA’s authority to regulate cosmetics since 1938.
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While the annual meeting marks Myers’ debut as president and CEO, it’s not his first role at PCPC. He previously served as executive vice president for legal and regulatory affairs and PCPC’s general counsel overseeing all legal and domestic regulatory issues facing the industry where he was deeply involved in the operations of each department.
Before joining PCPC, Myers was an attorney in the Environment, Technology & Regulatory Affairs Division of the U.S. Chamber of Commerce. He also has more than 10 years of private law practice.
That adds up to a résumé well suited to tackle the regulatory changes, sustainability initiatives and other topics bubbling to the top in the industry.
Here, Myers reveals his vision for PCPC and highlights some key sessions scheduled for next week’s meeting.
How do you feel your experience is beneficial as you steer PCPC forward, especially in a time of new regulations and rapid industry change?
Tom Myers: I’m humbled to take over the reins of PCPC. I had the good fortune to work with my predecessor, Lezlee Westine, and intend to advance the priorities she had set in motion. There was no learning curve; I was able to hit the ground running.
After 14 years at PCPC, mainly as its general counsel, I come to the job with an insider’s perspective into the corporate, the financial and the operational aspects of the organization. Likewise, I have a deep understanding of the laws that regulate our industry and our products firsthand. I also have experience with FDA’s state, federal and global advocacy efforts.
What’s your strategic vision for PCPC?
T.M.: I want to build on the priorities and foundation that Lezlee and those before me set in place. We’re cultivating a culture of purpose-driven, results-focused advocacy that ensures a holistic and strategic approach to reaching our goals. I’m more about results than reports.
Another goal is enhanced communications. We’re the voice of the industry and will continue to use it to advance our messaging. That includes amplifying the work of our companies and also PCPC’s initiatives. We want to communicate the depth and breadth of our industry’s efforts — its products, materials and scientific publications — are all important in communicating the positive work of our industry and our organization.
Nothing happens in a vacuum. We can benefit from an improved alignment on issues impacting our industry with our international and domestic agenda. The issues we see, for example, in Europe, are issues we will see over here. Looking at things holistically and on a global level can be beneficial. A united industry is a good thing.
We will have all of our sister associations from around the world representing 15 countries at the annual meeting next week.
Bring us up to speed on MoCRA since its passing in 2022.
T.M.: MoCRA implementation is going to be a major focus for us. We’ve been supporting the FDA as it launched its new reporting and listing platform. There are staggered deadlines [to meet the new regulations] that allow us to focus on each topic as they arise.
What are other major issues on your agenda?
T.M.: Sunscreens are a huge priority for us, especially increasing access to additional UV filters to foster innovation in sunscreen formulation. The leading health authorities agree that sunscreens are a critical part of a safe sun regimen, yet the U.S. lags behind other country regarding the approval of new UV filters.
We will stay focused on the passage of The Humane Cosmetics Act [which prohibits animal testing and the sale of cosmetics tested on animals in the U.S.]. We hope the Shop Safe Act gets reintroduced to halt the sale of counterfeit goods.
Like other industries, we face environmental challenges — the need to minimize packaging waste, promote renewable resources, reduce the impact on water and land, etc. We know we have work to do, but I’m proud that our industry has made an extraordinary commitment and progress regarding sustainability. More than half of our member companies have integrated sustainable practices, and over 50 percent of CEOs said it is one of their top priorities.
To that end, we are pleased to have Michael Maslansky, CEO of Maslanksy + Partners, keynote the second day of next week’s annual meeting, highlighting some of his new research on sustainability and the power of language.
With those issues as a backdrop, what are some other hot topics for the meeting?
T.M.: It’s exciting to be back in person for the first time since 2020. We are listening to our member companies, who told us they want us to focus on smaller, more intimate gatherings, which are ideal for networking.
We’re very proud of our Madam C.J. Walker Award for Excellence in Diversity, Equity and Inclusion which will be presented by A’Lelia Bundles, Madam Walker’s great-great-granddaughter and the family historian.
Max Bennett, cofounder and CEO of Alby, will talk about artificial intelligence, which is interesting because it allows brands to speak to customers individually in real time as they are purchasing products.
We’ll have a fireside chat with Evan Osnos, a staff writer for The New Yorker, CNN contributor and senior fellow at the Brookings Institution, who will talk about geopolitics and foreign policy, which are topics very relevant to our industry.
As you take the reins, how would you describe your management style?
T.M.: I really try to foster collaboration and to avoid silos. One thing Lezlee told me is to surround myself with smart people and allow them to flourish.
The beauty industry remains resilient with seemingly unbridled growth…can this last?
T.M.: It’s a juggernaut. I don’t see it slowing down at all. Going forward, there will be a continued focus on meeting our industry’s consumers’ values. Consumers, for example, are willing to pay more for products that reflect their ethos, whether it is sustainability, inclusion or something else important to them. There is a trend toward wellness and self care. Beauty isn’t just about putting on makeup; it is about how consumers feel when using the products they trust and rely on every day.
So, what’s your favorite beauty brand?
TM: I can’t answer that — but I can tell you my favorite sport is football. I’m a big Detroit Lions fan. It was a difficult but exciting year.
Beauty’s Impact on the Economy
Highlights of the just completed PCPC-commissioned PwC study to quantify the impact of the cosmetics and personal care products industry on the U.S. economy will be shared at the annual meeting. PwC conducted the independent study using the most recent government data available.
The thriving industry grew in the U.S. in nearly every category since PCPC’s 2020 report, generating a trade surplus of $2.6 billion in 2022, the second largest surplus in the manufacturing sector, and has produced a trade surplus every year between 1990 and 2022. Employment in the U.S. personal care products industry increased by 35 percent between 2001 and 2022, outpacing U.S. private employment’s increase of 18 percent. The full PCPC Economic & Social Contributions Report 2024 will be available in early spring.