Beauty Beat: Anderson’s Goal for Skin: ‘Per-féktion’
Richard Anderson is confident his Per-fékt Beauty products are in a class by themselves. He insists they're not quite liquid foundations, even though Sephora lists them as such, and not really primers, the group Nordstrom lumps them into.
Richard Anderson is confident his Per-fékt Beauty products are in a class by themselves.
He insists they're not quite liquid foundations, even though Sephora lists them as such, and not really primers, the group Nordstrom lumps them into. He calls them perfectors and describes them as five-in-one cosmetics that erase the need for interminable mirror time.
"My mission is to simplify and perfect the way women wear makeup," said Anderson, a nearly 15-year veteran of the beauty industry who's had stints at Bobbi Brown, Yves Saint Laurent and NeoStrata. "With this product, you don't even have to use a brush. You pat, smooth and go."
Even if it's not easily labeled, Per-fékt's multitasking approach seems to be working. The brand's first product, Skin Perfection Gel, which contains Alpha Lipoic Acid and vitamins A and E, has been holding one of two top liquid foundation seller spots at sephora.com, where it costs $57.50 for 1 oz., in recent weeks, according to Anderson. He added the Hyaluronic spheres-filled Body Perfection Gel at $48 for 3 oz. climbed to number two in August in sephora.com's body makeup category after initially being introduced over the summer.
Karen Meena, buyer for Apothia at Fred Segal Melrose, has found that Per-fékt Beauty has broad appeal. "It is a good unisex product [and] really all types of people seem to like it," she said. "It is good for going to the gym or for someone who doesn't need to put a lot of makeup on. It has a lot of applications."
Despite the relatively wide-open market, Anderson cautiously launches products. Sticking to Per-fékt's low-maintenance beauty philosophy, he doesn't want to confuse consumers by crowding their bathroom cabinets. Still, he is leaping to eyes with a 0.2-oz. Eye Perfection Gel due out in spring and to lips with a 0.25-oz. Lip Perfection Gel scheduled to drop next fall. The eye item's target price is $45 and the lip item's is $22.50.
Anderson minimizes the number of Per-fékt stockkeeping units by limiting shades. The Skin Perfection Gel has five shades, while the eye gel will have three and the lip gel five. "Usually, when [retailers] bring in a brand, they have to bring in a huge amount of inventory," said Anderson "[Per-fékt] is not a huge liability."Because the Skin Perfection Gel is an alternative to foundation, Anderson asserted that another advantage for retailers is that they can replace sales of heavier cosmetics as their popularity ebbs. He said consumers are searching for products that leave the skin looking natural and give a "no makeup" appearance.
"When I met with Bendel's, they loved this concept because the foundation category is still good, but it wasn't what it was," he said. "[Per-fékt] is picking up some of that lost business. The trend is all about beautiful, glowing skin, and that is what my brand is all about."
Per-fékt Beauty is currently available in some 150 doors, including Henri Bendel, Sephora, Apothia, Nordstrom and QVC. Industry sources estimate the three-year-old Los Angeles-based company will generate $3 million in revenues this year, but Anderson is not in a hurry to rack up sales. "I have seen where companies expand too quickly and lose exclusiveness," he said. "In terms of distribution, right now I am where I want to be."
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)