P&G Closes Door On Custom Beauty Internet Site Reflect
NEW YORK — Procter & Gamble is closing down Reflect.com today, which had been touted as the first site to offer customized beauty products online. Approximately 50,000 variations of hair, skin and makeup products were possible for purchase...
NEW YORK — Procter & Gamble is closing down Reflect.com today, which had been touted as the first site to offer customized beauty products online. Approximately 50,000 variations of hair, skin and makeup products were possible for purchase online with prices on par with department store brands. Reflect even went so far as to display a client's name on packages, replete with a gem.
In a message on the Web site's home page on Monday, Reflect executives thanked customers for their support and said, "It is with sincere regret that we announce the closing of Reflect-True Custom Beauty. Thank you for your support and patronage over the years. Your participation and enthusiasm has helped shape the world of custom beauty."
Fewer than 45 employees will be affected by the closing, P&G said.
The consumer products giant acquired Reflect, which is based in Silicon Valley in California, in December 1999 for an estimated $50 million. Venture Partners, a venture capital firm based there, helped develop Reflect and also owned a small share of the site. Signs that Reflect was in limbo emerged in May 2002 when chief executive Ginger Kent left the company. But as late as last year Reflect was making inroads by finding its way into stores, such as Marshall Field's State Street unit in Chicago, where it operated a counter, as well as in Old Orchard in Skokie, Ill. Each of the counters was closed two weeks ago. A freestanding location in Northbrook, Ill., closed in the last quarter of 2004.
As of last August, Reflect garnered approximately 1.3 million visitors each month and had sold nearly 10 million customized items since its launch, according to the company. Its best-selling product was the True Blend Custom Foundation & Sealer.
According to a P&G spokesperson, Reflect served its purpose in that it taught the beauty behemoth the intricacies of customized beauty. Those lessons have now materialized in the recent launch of Cover Girl Custom Compacts, a new line of color compacts that allow consumers to pick and choose their desired shade palettes. For now, the spokesperson added, "We will focus on core brands and take these [experiences] and apply them to our business."
“I see things on the hanger and I’m, like, ‘I never knew that color worked on me.’ It’s things you necessarily wouldn’t choose to wear, but once you put them on, you see why Janie is who Janie is." — Lily Collins on working with former "Mad Men" costume designer, Janie Bryant on creating looks for her role as Celia Brady's in Amazon series, "The Last Tycoon." 📸@jilliansollazzo #wwdeye
EXCLUSIVE: Sarah Rutson has been tapped to Build New American Fashion Group. The parent of Joie, Equipment and Current/Elliott hired the merchant to rev up its brands and expand its portfolio into designer, beauty and lifestyle categories. Read more on WWD.com, link in bio. #wwdfashion
Michael Kors' $1.3B Jimmy Choo deal has the company squaring off with Coach Inc. as both seek to build American powerhouses. Coach bought Stuart Weitzman in 2015 and Kate Spade just two weeks ago, but Michael Kors' acquisition may be putting pressure on its rival in the new push for scale. #wwdnews (📷: George Chinsee)
Meet actress Lucy Boynton, who plays opposite Naomi Watts in the recently released Netflix series "Gypsy." Boynton stopped by WWD to talk about her upcoming projects and her nomadic lifestyle. Get all the details on WWD.com. #wwdeye (📷: @dandoperalski)