NEW YORK -- The former distributors of MAC, which made a splash as a line aimed at professional makeup artists, have launched their own professional brand, Studio Gear.The new line, which consists of 28 brushes as well as a range of color products, went on sale March 5 in a 240-square-foot space in the Bloomingdale's flagship here.While it is intended to service the needs of makeup artists, Studio Gear has so far been popular with other consumers as well, according to Steve Rohr, who teamed with John Avolio 18 months ago to form SG Cosmetics, the parent company."It's important for us to generate a buzz in the industry, but we've also been attracting a lot of the store traffic here," Rohr said. "We've already had a few return sales."He said that Studio Gear should see sales of $25,000 per month in each department store it enters, and that the Bloomingdale's counter would likely generate "five or six times that.""We won't enter a store unless we're definitely looking at $250,000 to $300,000 a year," added Avolio.The partners said they would like Studio Gear to be in up to 100 department store and boutique doors within three years, although the line will likely be in only six or eight by the end of this year. It will be introduced April 1 at If Boutique, in New York's SoHo district."We've also been talking with stores in L.A. and San Francisco," said Rohr, who noted that the professional makeup industry is concentrated in New York, Miami and Los Angeles. "We do plan to have an exclusive arrangement in every market we go into."The Studio Gear line will carry price points "on a par with Clinique," according to Rohr. "They'll be about the lowest on the floor."Typical prices for color items range from $12 for a lipstick or a mascara to $20 for a 1.7-oz. foundation.Brushes range from $9 for a sponge tip applicator to $14 for a miniature shading brush to $35 for a large powder brush."This is a brush-applied line," said Rohr. "It's based on input we got from makeup artists, who are working in different lighting and different conditions. They need different textures and shades than a typical consumer line."Rohr said Studio Gear makeup contains greater concentrations of pigment, a necessity with brush application, and carries an unusually wide palette. The lipsticks, for example, are available in 85 shades.The packaging is minimalistic, using primarily a matte black."We like to think that form followed function," said Rohr. "We don't want customers to think they're paying extra for packaging."While SG has no advertising plans for the new line and won't use gift-with-purchase promotions, it will hold in-store seminars at least twice a year. During the events, interested customers will attend a two-hour demonstration and will receive a complimentary makeover.A direct mail campaign in May will target Bloomingdale's customers, while SG will also send letters to members of IATSE, the makeup artists' union.Rohr and Avolio have experience in the professional makeup market. They also run National Prestige Products, which was the U.S. distributor for MAC during its first three years in this country. The company lost the distribution around two years ago. MAC has continued to receive widespread attention in the industry, reportedly nearing $40 million at retail last year."There are other professional lines with exclusive arrangements in New York," said Rohr, citing Bobbi Brown at Bergdorf Goodman and MAC at Henri Bendel. "But we actually consider our competition to be the rest of the lines here on the Bloomingdale's floor."
"In order for Shudu to wear garments, she needs to be able to put them on, just like you would in the real world. You have to digitize the outfits," said Cameron-James Wilson on dressing 3-D model @shudu.gram for her WWD photoshoot. #wwdfashion ( 📸: @cjw.photo )
“Shudu is a digital supermodel, a very glamour and amazing woman. But she’s 3-D,” says Cameron-James Wilson, a fashion photographer and the creature of @shudu.gram. Here, Shudu wears @cushnieetochs for her debut fashion editorial. #wwdfashion (📷: @cjw.photo)
“It is the fierce female performances that came before me that made be able to clearly identify for myself what it was that I wanted to do, what kind of artist I wanted to be, what kind of films I wanted to make,” said @brielarson at the Women in Film Crystal + Lucy Awards. See more pictures from the event on WWD.com. #wwdeye (📷: Matt Baron)
“On a personal level, it’s my vision to create a really different idea with their look to be at the epitome of women’s fashion in South Korea – to create a new milestone,” said stylist @chochowon on dressing K-pop’s most fashionable girl group, @blackpinkofficial. WWD’s @mistywhitesidell sat down with Won ahead of the group’s new album release, “Square Up,” which is out today. Read the full interview on WWD.com. #wwdfashion #blackpink_squareup #blackpink
For @ralphlauren, 2018 is a reason to celebrate: It marks the brand’s 50th year in business. Last year’s chauffeured show in Bedford, NY featuring his vintage car collection may have seemed like the big celebration to show-goers, but they were wrong. The official celebration will be held on September 7 during #NYFW. Get all the details on WWD.com. #wwdfashion (📷: @giovanni_giannoni_photo)