Shiseido Counter Opens at Bloomingdale’s
This story first appeared in the November 24, 2004 issue of WWD. Subscribe Today.
NEW YORK — While Michael Gould is not sure Bloomingdale’s and Shiseido are twins separated by an ocean at birth, he’s certain both companies were born in 1872.
This was among a number of observations made by the chairman and chief executive officer of Bloomingdale’s during a ribbon-cutting ceremony for the Japanese cosmetics giant’s new counter at the store’s 59th Street flagship Monday morning.
The relocated, 530-square-foot counter represents a 20 percent increase in selling space for Shiseido on the Bloomingdale’s cosmetics floor and it is the only one of its kind in the U.S.
“I really believe this will become the number one counter for Shiseido,” said Heidi Manheimer, president of U.S. operations for the company’s New York affiliate, Shiseido Cosmetics (America) Ltd. She was flanked during the event by Toshio Negami, chairman and ceo of the beauty firm’s U.S. subsidiary.
While executives for neither firm would comment on sales projections, sources estimate the new Shiseido space could generate $2.5 million in first-year sales.
But, for Shiseido, the counter opening is just one of a number of initiatives expected to push retail sales of Shiseido Cosmetics (America) Ltd. past the $200 million mark by next year. In addition to introducing Shiseido Men in the U.S. for next spring, the firm is planning a host of color cosmetics and skin care initiatives.
They include the February launch of a color cosmetics collection called Liquid Radiance. The line includes 14 items in the eye and lip categories. Prices in the line have been set at $21 for eye shadows and pencils and $20 for lip glosses and lipsticks.
The introductions are designed to address what Shiseido considers “underpenetrated” areas within its Shiseido The Makeup franchise, Manheimer noted. Color now represents 30 percent of sales of Shiseido Cosmetics (America) Ltd. Additionally, the firm is producing its first summer color cosmetics collection, a line of two lip glosses and two items for the eyes.
Skin care represents 65 percent of Shiseido’s U.S. sales. To buttress that business, the company is introducing within its Benefiance brand a Pure Retinol Instant Treatment Eye Mask. The product, which is priced at $60 and set to launch in February, is said to have immediate effects within 15 minutes and Shiseido claims it has packaged the first liquid form of retinol for use in a cosmetic product. Industry sources estimate Benefiance could become a $26 million business next year.
Meanwhile, Shiseido is doubling the size of its Body Creator treatment business with the March launch of Aromatic Salt Scrub, which is priced at $35 for 250 ml., and Aromatic Firming Cream, priced at $55 for 200 ml. Also in March, it will introduce a self-tanner and a spray-on sunblock within its Shiseido Suncare brand. — Matthew W. Evans
Clarins Increases Space at Macy’s
NEW YORK — Clarins has pumped up its counter at Macy’s Herald Square here, a space that’s already on track to do at least $2 million this year, according to industry sources. The new-look concept straddles an aisle on the main cosmetics floor and it features a private, 45-square-foot area for facials and consultations within the full, 400-square-foot space.
It’s projected that the renovated counter could lift sales to $2.5 million next year, according to estimates. Clarins is carried in about 1,000 U.S. doors — with the Herald Square Macy’s space being its highest volume producer.
“It’s a new installation that reflects the latest look of Clarins,” said Eric Horowitz, president of the Clarins Brand Division. “To be in an American flagship is always important.” The multiple Clarins associates who man the area, he noted, have helped the brand generate 25 percent monthly sales increases for the last 15 months.— M.W.E.
ICR Said Lead Contender for Versace License
MILAN — ICR president Roberto Martone would not confirm or deny a press report here that his company and Selective Beauty are the prime candidates to acquire the Versace Profumi license. However Martone, who is a board member of Versace, and whose ICR owns 25 percent of Versace Profumi, asserted that a deal would be reached before Christmas. Versace could not be reached for comment.— Stephanie Epiro