There's no such thing as a plain jane. How do you create an entirely new market and convince retailers that your audience will actually pay for the product not pilfer it? Creative Director Susan Hunter and I created Jane for two courageous entrepreneurs. With its sassy, fun, multicultural personality and upbeat, self-esteem message, Jane Cosmetics celebrated everything great about being a girl. It instantly became the darling of mass retailers and awakened others to the swelling ranks of teens and the strength of their buying power. The result. Jane became the first mass cosmetic brand to be purchased by Estée Lauder.