NEW YORK — Reality TV star and recording artist Jessica Simpson wants to expand her fan base, for her line of beauty products that is, into the mass beauty market.
Dessert Treats, a younger, less-pricey version of Simpson’s prestige line, Dessert Beauty, recently bowed in several mass market outlets, including Walgreens, Eckerd and Brooks Pharmacy. Simpson created the new line with Randi Shinder, the president and founder of Dlish Fragrances Inc., Dessert Beauty’s licensee.
“I wanted to make it so all of my fans could afford it,” said Simpson. “If they don’t have a Sephora in their town they could pick it up anyway.” And, while the line is also available in Sephora and Ulta, it is a decidedly younger, simpler version of the original line, according to Shinder.
“There is more of a playfulness to it — it’s more whimsical and fun,” she said. “[The original Dessert line] was more seductive and was meant to be marketed to an older demographic. This is still sexy, fun and playful, but it’s a little more bubble gum.”
Literally. The line, which ranges from $11.99 for the Deliciously Kissable Plumping Lip Candy lip gloss to $24.99 for the Deliciously Kissable Fragrance, includes flavors such as — you guessed it — Bubble Gum, Cotton Candy, Banana Split and Lollipop. In contrast, the original Dessert Beauty line (which also includes a spin-off line, Taste), reaches price points of $45 for the Taste fragrance and features flavors such as Creamy (French vanilla and caramel), Dreamy (milk chocolate and coconut) and Juicy (a berry flavor). “The flavors are more clear with Dessert Treats — bubble gum is bubble gum,” said Shinder. While the product formulations remain pretty much the same, according to Shinder, one additional change has been made: the net weights and packaging sizes are smaller.
Since its launch last April, Dessert Beauty has been performing well in specialty and department stores, including Sephora, Nordstrom, Holt Renfrew and Macy’s. During its launch on QVC, the products sold out in 49 minutes during the originally-scheduled hour-long show. In total, the prestige line has brought in $55 million at retail thus far, according to Shinder. And the decision to introduce a version of Dessert to the mass market was pretty much a result of common sense, she said. “I chose mass drugstore chains because young women like to shop there. I also felt that [Dessert Treats] was going to skew younger and should have a broader appeal.” Shinder expects Dessert Treats to do upwards of $70 million in first-year sales. “The possibilities are endless, especially with the mass market,” she said.Future plans for the Dessert franchise include a men’s line, tentatively slated for spring 2006. However, when asked if Simpson’s husband, Nick Lachey, was a possible candidate to tout the products, Shinder was adamant: “It would not be Nick — he’s too involved in the women’s line,” she said. “But we have our eye on someone.”
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye