by JD Hawkins
I put an arm around Zoe’s shoulder. “I trust you one hundred percent.”
Normally with such a high stakes business venture, I would never let someone else have control, and it would be mandatory for an employee to outline the main beats of their proposal for me before a big investors’ meeting. But it’s Zoe. She’s different. She knows the game inside and out, and if she isn’t telling me everything, I know there’s a strong rationale behind it.
The taxi takes us over the Queensboro Bridge into Manhattan. I roll down my window, letting the cool breeze into the car. Zoe stares out with wide eyes, taking in the sights. For the first time in my life, I feel like the city has more to offer than business opportunities.
“You know, I’ve only been to New York once before,” she says. “When I decided to go to college in Boston, I thought I’d be coming down here all the time, but my life was constant homework and study dates and bar nights with Savannah. I always forget how different it is from Austin, and even from Boston.”
“Yeah, it’s never been a city that especially appealed to me,” I tell her. “I mean, there’s plenty to do here. The museums and architecture, the food, the parks, Broadway. But I never took advantage of it, even though I was here a lot for business in my twenties. It was all work and no play.”
“Maybe this trip is your big chance to finally see the sights,” Zoe says with a smile. “We don’t fly back until Sunday. That’s a lot of time to explore.”
I smile back. “It sure is. Though I might also have a surprise or two up my sleeve.”
We kiss for a long time and I almost wish we didn’t have this investor meeting to go to. I feel Zoe’s soft skin against mine, smell her floral perfume, and I want her so bad my body aches with lust. She pulls away just as the cab parks at the curb outside the restaurant.
“Here we are,” she says. She straightens her blazer and checks her makeup in a compact mirror. “Time to revert to professional mode.”
“Yes ma’am,” I reply as I pay the driver.
We exit the car, once again assuming the identity of platonic coworkers. As Zoe steps onto the curb, towering in her stiletto heels, my mind is already racing with all the things I’d like to do to her after we’ve finished here.
“Ready, boss?” she asks. I nod.
The restaurant is named Olive Branch, sleek black cursive lettering against a white background, and the doorman gestures to the hostess, who leads us upstairs to a dining room with bigger tables used for large parties. The decor is minimalist but tasteful, classy, and at 5:55 p.m., the place is already hopping, the wait staff whisking from table to table. We’re ushered to a private room in the corner, where a table, elegantly set for twelve, awaits us, as do the investors.
“Liam! And Ms. Skye! Great to finally meet you in person. I’ve heard great things.”
“Likewise,” Zoe says.
This is Felipe, as gracious and well-tailored as always, giving each of us a firm handshake and a pat on the back. He is by far the most casual in the group, in a silk collared shirt and slacks, having shed the suits and ties of Wall Street the moment he retired from the hedge fund. In addition to a lucrative career in finance, he comes from a wealthy family in Italy known for their high-end leather goods. Felipe and I go way back.
“Let me introduce you to the others,” he says. Zoe flashes me an anxious look, and I give her a beaming smile of self-assurance. I may not know the other investors here, nine in total, but Felipe was one of my closest friends in business school at USC and I trust in in his ability to gather a group of financiers who are our best bet for funding Omnlife’s newest venture. They dress far more conservatively than Felipe, the typical Wall Street look, and as far as that industry goes, I’m pleased to see that about half of the investors are women. They’re on the younger side, too, which is a good sign, and they seem to be enjoying the light hors-d’oeuvres and aperitifs that have been set out for them.
Zoe excuses herself to set up the technology she’ll need for her presentation—a projector, speakers, and her laptop. As I introduce myself to each of the potential investors and they rattle off a list of their innumerable endeavors and accomplishments, my adrenaline starts kicking. The investors in Austin were willing to throw a little money my way when the project was just the seed of an idea, but these folks—I get the sense they won’t go for a pipe dream. They want to see tangible evidence of our app’s potential. Still, I know how this game is played. I flash them each a self-assured smile as Zoe finishes her setup. Despite the pressure she remains poised, unfazed, and I remember what she said about introducing her. Focus on the people. On me. On Zoe. On the potential investors. Let her handle the app.
Felipe clinks a silver spoon against his glass. “I know it has been a long day for everybody here and that we are eager for the bountiful meal that awaits us. I know as well that it is perhaps unorthodox to have a meeting such as this somewhere other than in an office downtown. But this is not your typical investment opportunity. And as we all know, playing it safe makes pennies on the dollar. Taking risks is what make millions. Liam, go ahead.”
Felipe nods in my direction, cueing my introduction. My years of experience kick in, and I begin speaking, my voice clear and confident, making sure to project from the bottom of my diaphragm. “Ladies and gentlemen, I know your time is valuable, so I’ll keep this short and sweet. I come to you today in my position as the CEO of LoveLife, one of the most successful lifestyle and wellness companies in the nation. Prior to that, I was based in Los Angeles, where I founded several startups of my own, all of which are still growing their profits. I was featured in Forbes’ 30 under 30 twice, first for my company Advocate, which is the largest online network connecting lawyers willing to work pro bono to cases related to social justice and clients seeking affordable representation.
“After that I founded The Seed Project, offering individuals the opportunity to invest in mutual funds based around a diverse array of companies that are actively combating climate change, and I am proud to say that The Seed Project has benefited enormously from Felipe’s consultancy in the earliest stages of the company’s conception. Since, the mutual funds offered have consistently risen in value each year and are worth 5-7% more than comparable mutual funds on average.”
I catch approving nods around the table, and one woman catches my eye and smiles.
“But enough about my background. Tonight, we’ll focus on the latest investment proposal created by the inimitable Zoe Skye, based on a new app we’ve co-created for LoveLife. Ms. Skye studied Marketing Communications at Emerson and has a background in business and cosmetics. To date, she’s led enormously successful marketing campaigns for Clinique, Revlon, and Maybelline. She also created and hosts the popular YouTube show Makeup for the People, which, as of this morning, has reached just shy of 1 million subscribers—”
“Gah, I love your show, Zoe!” one of the women interrupts. “Your Five Minute Makeup tutorial changed my life, literally. My mornings are stress-free now! Well, maybe not totally stress-free. This is Wall Street, after all.” Some of the investors laugh and smile as Zoe murmurs her thanks. “Anyway, I’m thrilled you’re here to present. Sorry Mr. Bartock, please continue.”
“No need to apologize,” I say with a grin, knowing the woman’s enthusiastic outburst just did more to earn Zoe street cred with these investors than anything else I just said in my introduction. “And on that note, please direct your attention to my colleague, Ms. Skye.”
Zoe steps to the head of the table, holding a clicker in her hand. Her computer is hooked up to the projector and speakers, and a white screen has been pulled down against one wall.
“Hi, I’m Zoe, and I’m excited to be speaking to you all tonight. I had prepared a PowerPoint to accompany my presentation, complete with fonts, photos, and ‘fancy’ transitions that would have made you nostalgic for the early 2000s,” she says.
The crowd laughs. She knows exactly what she’s doing, exactly their sense of humor.
>
“Unfortunately, as is wont to happen with technology, the program has decided to crash. Consequently, I don’t have the hard data from the studies conducted that was meant to accompany this proposal and convince you to give us all of your expendable income. So sorry.”
My adrenaline spikes, but Zoe’s apology simply garners another laugh. Shockingly, the investors don’t seem too perturbed. Neither does Zoe. Her energy is infectious and it’s obvious that she’s feeling confident. Though my initial reaction is to stop the meeting and try to figure out this glitch, I let Zoe continue, trusting her to pull this out completely.
“Who needs another PowerPoint anyway?” an investors says, raising his wine glass.
“Exactly,” Zoe grins. “However, regardless of the numbers I planned to give you, the core of this app isn’t metrics—it’s heart. The desire to make people’s lives simpler and therefore increasing their quality of life, just like this woman here has already experienced firsthand—” Zoe nods toward her big fan and continues, “—and to engender community and compassion toward one another.”
“I love the message here, but how is an app going to do these things?” asks another of the women in the room, leaning forward with interest.
“I’m about to show you,” Zoe answers. “Over the past several days and with the help of many generous spirits, we were able to film a sample advertisement that encapsulates the essence of the app that Liam and I have envisioned. I know you have questions, and I am more than happy to answer them, right after the video. And don’t worry—the video is indeed working.”
A video? I had no idea that Zoe had anything like this up her sleeve. I also have no idea what the advertisement could possibly consist of. We don’t have an app yet. We don’t have any of the products in stock that the app is meant to sell. But I see a flash of excitement in her eyes as she motions for someone to turn out the lights, and I realize that this whole ‘glitch’ was planned—and that she knows exactly what she’s doing.
The video begins, and immediately I’m impressed by the aesthetics of it. The cinematography is artful and well-considered, like this should be showing in the short film category at SXSW or Sundance, not at an investor meeting at a restaurant.
The opening images cut from one person to another, looking directly into the camera, striking in their rawness and diversity, mostly women but a few men too, and across all age ranges and ethnicities. Each holds a product that’s carefully free of brand names or labels, from sunscreen to simple bars of soap to tubes of skin cream or lipstick or compacts of eyeshadow.
The left half of each of their faces is shown bare, in a natural state, the right half with the addition of the makeup or skincare product in their hand. As the piano music in the background shifts from melancholy to a more uplifting tone, the point is evident. These people cannot find products that suit them, whether due to skin color, age, a skin condition, or scars, or simply needing something that doesn’t match up with the products offered by the leading brands.
The video then cuts to an image that makes my jaw drop. It’s the new app. Or something that looks extremely similar to what the app is supposed to look like.
We see a close-up of the app’s main screen, and I see that Zoe has indeed named the app Makeup for the People. We then see a stunning older woman with patchy, light brown skin and freckles take a photo of herself in a living room filled with sunshine. We see the photo on her phone, an analysis of her skin tone, and suggestions for a cleanser, a toner, an ‘invisible’ bb cream and eyeshadow palette, and other products made by LoveLife that look to be the exact right shade or complimentary to her skin tone.
When we cut back to the woman, she’s smiling and wearing just a touch of natural-looking makeup—and without being told, I know it’s Zoe’s handiwork I’m seeing.
Then we cut to a montage of people holding up their phones, their screens displaying LoveLife products that the app has suggested. I realize that a lot of these people must be friends of Zoe’s, or have been on Zoe’s show before, and that each of these people must have hundreds of thousands of followers on social media as well.
Cut to several people stepping out onto their front porches and picking up small packages from LoveLife, presumably with their perfect products inside. I see two drag queens high-fiving each other with boxes under their arms, an older man applying hand cream, a kid with acne looking at a tube of facial cleanser with the barest hint of a smile, and what looks like Patricio’s teenage daughter excitedly pulling a colorful palette of eyeshadow out of a box. The message is clear: our products are universal, inclusive, and meant to better people’s lives.
We then return to a pattern similar to the original shots for the video, except this time, everyone is holding concealer, foundation, and other makeup products clearly stamped with the LoveLife logo. For each person, the side of their face after applying the product looks enhanced, like the item they’ve used has brought out an even more stunning element of their natural selves. Everyone is grinning, and there are none of the skin tone/makeup clashes like from the first set of images. Text appears across the screen. MAKEUP FOR THE PEOPLE: CUSTOMIZED TO FIT YOUR MOST AUTHENTIC SELF. The screen then says: CREATED BY LoveLife and DOWNLOAD OUR APP HERE with a fake link as a placeholder below.
Zoe presses the button on her clicker. The video stops. A moment of stunned silence as the lights come back up.
Felipe speaks first. “I’m tearing up. That was magnificent.”
Another man speaks. “I have some questions about logistics, but I’d rather save those for later. Needless to say, I’m interested.”
“Our initial plan is to develop about 200 different skincare and makeup products that can be mixed and matched as needed, depending on the demands of our customers’ unique skin types and tones, though further beta testing will give us a more precise number. And because we will develop all our products in-house and vetting each of the ingredients we use, we’ll be able to maximize both quality and affordability for our consumers,” Zoe explains.
One of the female investors jumps in. “This could revolutionize the makeup industry. A shift to customization. I haven’t seen something like this since Dove launched its Campaign for Real Beauty. Count me in.”
Zoe and I hand out our business cards. I have so many questions for Zoe, but needless to say, I am astounded by what she was able to pull off. Felipe takes us aside.
“That was incredible, Ms. Skye. When Liam first told me he was working on a makeup app, I thought he was crazy. Not that it wouldn’t make money, but look at this guy. Why would Liam want to pioneer such a project? Now, I understand. It’s not just about selling the products. You are offering empowerment. Bravo to both of you. Zoe, how long did you spend creating this video? I’ve rarely seen such effective advertising, especially for consumable goods.”
Zoe replies with an expression of serenity. “Three days total for concept, filming, and editing. And it cost nothing to make, although this was only due to the unparalleled generosity of the cast and crew. I have a great network of creative, brilliant people that donated their time.”
Felipe lets out an impressed whistle. “It says something that such a large number of people were willing to offer up their energy and expertise,” he comments. “It says they believe in your ambitions.”
“They do, and that’s why I’m so enthused to share our proposal with any investor who is willing to listen.”
“May I have a few more business cards from each of you? I’d love to make a few more calls in the morning,” he says. We oblige. “Please, let me treat you to dinner at my restaurant.”
“We’ve had a long day…” I begin to respond.
“Not up here with these Wall Street hooligans. Downstairs, where you won’t be bothered. You must be starving. You came straight here from JFK and you’ve been traveling for hours.”
“Thank you so much for your generosity,” Zoe says, beaming. “I’d love to. We could both use a meal and a few glasses of wine.”<
br />
A broad grin spreads across Felipe’s face. “Wonderful! You will not be disappointed, and of course, you may have all the wine you desire. Come with me. And Liam, you made a brilliant move, hiring this woman. Either that or you’re just damn lucky.”
“I believe it’s both,” I say, guiding Zoe along beside me with a hand on her lower back.
I gaze at Zoe across the table, in deep admiration. She has a slight half-smile on her face, like a magician who has pulled off a magnificent trick and is now basking in the oohs and aahs of the audience. The candle in the middle of the table flickers against her skin.
“I don’t even know where to start. I mean, first off, congratulations. You blew them away. I’ve never seen a proposal quite like that.”
“Thank you,” Zoe says, maintaining her cool. “Your introduction was fantastic, by the way. You were so charismatic. Also, why did you never mention you were behind Advocate and The Seed Project? I hadn’t realized you were such a socially aware entrepreneur.”
I take her hand in mine, kiss it gently. “You have to tell me how you pulled that off.” I look both ways to make sure none of the investors are around, then whisper, “Especially considering that we don’t actually have an app yet.”
Zoe whispers in response, “It doesn’t matter. We need their money in hand to be able to create the absolute best version of the Makeup for the People app. And when we pull it off, and we will, they’ll never even know we were bluffing during the proposal.”
“And the video?”
“I rallied the troops, Veronica filmed it, Kiley and I edited it together, and Savannah, who you met at Lake Travis? She did all of the makeup, using my methods. You should probably take them all out to a fancy dinner or give them a whole bunch of LoveLife swag once operations are fully up and running. They were the ones who really saved our asses. I just pulled the strings.”
“You’re incredible. All of you. And yes to dinner, and as much swag as they want. With the additional funding we’re going to acquire, I have no doubt we can make this app just as good if not better than what you showed the investors. I can’t thank you enough, Zoe.”
