Premium denim label Rock & Republic is looking to add a bit of rock ‘n’ roll to makeup aisles with the September launch of an eponymous, 116-item color cosmetics collection.
This story first appeared in the July 8, 2008 issue of WWD. Subscribe Today.
After years of using various color brands for its fashion shows, the firm’s chief executive officer and creative director Michael Ball, along with president Andréa Bernholtz, decided it was time for the brand to have a line of its own.
“I didn’t want to do private label,” said Bernholtz. “I wanted to use my own. We have been using other lines, and we were like, ‘Screw it! We’ll do it ourselves.'”
The Rock & Republic cosmetics line was developed in-house over a three-year period by a team that included Regina Rodriguez, product development manager of cosmetics, and Stephanie Nash, director of cosmetics.
In a nod to the brand’s fashion designs, Ball and Bernholtz gave products a silver and black patent leather packaging motif — as seen on the assortment’s Accentuating Bronzer/Highlighter duo compact, the top of which features 445 Swarovski crystals arranged in the shape of the Rock & Republic logo. The item, which is priced at $225, features four color combinations, and refills go for $45 each.
The line also includes the caffeine-infused Classic Tinted Primer in four shades ($46 each); Trickery Tinted Illuminizer, a water-based item also in four shades ($48 each), and Exhibition Pressed Illuminizer, $48, which is designed to control oil.
Blushes in the collection include Contrived Pressed Blush in 12 shades with matte, shimmer and translucent finishes for $40 each, and Imitate Mousse Blush, a sheer whipped blush in five shades for $28 each.
For the eyes, there is Saturate Eye Colour, a high-pigment range of eye shadows in 48 shades, with finishes including matte, shimmer and satin ($28 each). There’s also Bound Gel Eyeliner in eight shades ($24), which is designed to be long-wearing and fast-drying, and Extremist Mascara ($28), which comes in black and is designed to provide volume.
When it comes to the lips, the line features Luxe Lipgloss, which is designed to go on sheer and comes in 15 colors for $26 each.
Natural-hair makeup brushes, ranging in price from $27 to $65, will also be part of the assortment, and the brand will offer a limited edition, four-brush set ($125) for holiday 2008.
To further cement the relationship between fashion and beauty at Rock & Republic, the firm plans to do limited edition makeup collections each season, noted Bernholtz, which will contain makeup used at Rock & Republic runway shows.
Rock & Republic’s fall 2008 apparel collection, dubbed Noir, inspired the first limited edition line, called Noir Collection Makeup. It includes two eye color trios for $75 each, three lip glosses for $40 each, an eyeliner for $28 and a set of false eyelashes for $18. Noir Collection Makeup shades include purple, black and red, colors that are also found in the fashion collection.
Rock & Republic is also doing a makeup train case, $250, and a small makeup bag, $125. For the case and bag, Ball used the same textured black patent leather that’s found in the fall fashion collection.
The Rock & Republic color line will be launched at 45 department and specialty store doors, including Bloomingdale’s, Nordstrom and Neiman Marcus in the U.S. and Harrods in the U.K.
In addition to being carried in beauty departments, the cosmetics will also be merchandised with Rock & Republic apparel in several stores, according to Bernholtz.
While Ball and Bernholtz declined to comment on sales projections, industry sources estimated that the Rock & Republic cosmetics collection could do $20 million in first-year retail sales. Plans call for national advertising for the line, a campaign that is scheduled to break in the October issues of Allure and Marie Claire.
Bernholtz added that Rock & Republic plans to open its own stores, including three locations this year — in Los Angeles in October, in New York in November and in Las Vegas, at The Wynn Hotel, in December. A fourth location has also been planned for Dubai, but an opening date for it has not yet been set.
— Alissa Cherry
Coty Inks a Pair of New Faces for Rimmel
LONDON — Coty Inc. has signed up singer Sophie Ellis-Bextor and model Lily Cole as faces for its Rimmel London brand, the company announced Monday.
Long-standing spokeswoman Kate Moss will also continue to act as a face and spokeswoman for the makeup brand.
Coty stated it has assembled the bevy of British beauties “in view of the extraordinary growth of the Rimmel London brand worldwide, especially in the U.S. and in Asia.”
“We believe our consumers will really identify with both new signings and this, combined with the iconic qualities of Kate Moss, who has more than proven herself as the face of Rimmel, will see the brand create even more standout this [fall] with their new campaigns,” stated Steve Mormoris, senior vice president of global marketing for Coty Beauty.
Ellis-Bextor, whose hits include “Murder on the Dancefloor,” and Cole, who, as well as modeling and studying at Cambridge, has a nascent acting career, will appear in numerous campaigns this year, the company said. Moss will continue to be featured in her own ads.
— Brid Costello
Lauder Taps Clinique VP
The Estée Lauder Cos. Inc. has named CeCe Coffin vice president of global communications for its Clinique brand. Coffin, who is currently vice president of global communications and strategic marketing initiatives for Lauder’s La Mer and Jo Malone brands, will officially take the post at Clinique on Aug. 18. She will report to Lynne Greene, global president of Clinique, and Marianne Diorio, senior vice president of global brand communications for Lauder.