PARIS — Catherine Walsh, senior vice president of marketing for cosmetics and American licenses for Lancaster Group Worldwide, is getting mileage from her lineup.
She oversees such wide-ranging brands as Jennifer Lopez, Marc Jacobs, Kenneth Cole and Lancaster.
“My goal is to treat each brand with its own personality,” she said, “and to make sure that the business model is appropriate for the personality of the brand and the reach of the brand.”
That approach appears to be working beautifully. Last year in the U.S., Jennifer Lopez’s Glow by JLo women’s fragrance ranked fourth in sales, and Kenneth Cole’s Black for Women and Black for Men were each among the top 10 scents in their respective categories, according to Walsh.
Meanwhile, Marc Jacobs — which she calls a “jewel” at Lancaster — has a unique international following. And when it comes to the Lancaster brand, which has undergone a renaissance in everything from its packaging to its formulations, Walsh said she has high hopes.
“Over the next three years, we want to make Lancaster our most profitable brand and achieve double-digit increases in all four of its product categories,” she said. At present, Lancaster generates about as much business as Lopez.
In Europe, Walsh wishes to maintain Lancaster sun care’s prime position. The brand’s skin care showing there is expected to rise to 10 from 16. For makeup, she expects Lancaster will come in at the 11th spot, compared with its current 15th position.
Color cosmetics, she said, has long existed in the Lancaster line, but it hadn’t boasted a strong following. “So part of the renaissance was to leverage our technology in skin and sun care and to really bring it into the makeup category,” said Walsh.
In fragrance, she is excited about the brand’s first major initiative, called Aquazur.
Geographically speaking, there are no immediate plans for the Lancaster brand to enter the U.S. and Asian markets.
“Lancaster is a European brand with a wonderful history, and we’ll grow our market share first and foremost in Europe — in our own backyard,” said Walsh. “Once that’s achieved, then additional distribution opportunities will open, too.”
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