Australian color cosmetics brand Becca is looking to build from its foundation up, with a focus on reestablishing itself as a diverse color-matching authority.
“We are a beauty brand, but with a particular strength in the complexion category,” said Rebecca Morrice Williams, founder and creative director for Becca Inc. “Our mission always has been to have the right shade for everyone.”
After exiting distribution in Sephora stores in 2008, Becca will return to the chain next week with a renewed brand image and edited product assortment. The rollout will begin in 23 doors, with a plan to expand into more than 200 doors in the coming year, including between 50 and 100 Sephora outposts in J.C. Penney.
Industry sources believe Becca could generate $15 million beginning this month to October of next year, a number that represents more than triple what the brand earned during the same period last year.
Becca exited Sephora due to “functional issues,” said Robert W. DeBaker, president and global chief executive officer, and was sold for a brief time in the Duane Reade Look Boutiques. The brand was pulled from the drugstore chain in May, because DeBaker wanted to partner with a retailer with more of a global reach. Already available in 30 countries like the U.K., Australia, Singapore, Germany, Hong Kong and Russia, DeBaker has plans to take his relaunch strategy global, beginning with key markets — including Australia and the U.K. late next year.
To get the brand back to its origins, DeBaker began by researching its past. He quickly learned that Becca’s DNA was centered on the offer of an ample complexion shade range. “Becca helps us deliver broad shade ranges that cover a multiethnic woman, who now accounts for over 30 percent of clients,” said Alison Hahn, vice president and division merchandise manager for color at Sephora. “It’s not that Becca has the most shades, but they have the right shades.” DeBaker also scaled back Becca’s 360 active stockkeeping units to 160, phasing out products that underperformed or seemed extraneous to the lineup. One hundred of the remaining sku’s are in the cover-up category.
“Becca has worked to focus the line on top-producing sku’s,” said Hahn. “We have gotten rid of a lot of the noise and honed in on complexion and the perfectors.” A Shade Match Selector Wheel, which will be featured alongside the Becca assortment, will allow Sephora customers to find their shades and there will be a heavy emphasis on sampling a variety of hues.
Over the next 15 months, Becca will introduce three additional foundation formulas and a new concealer. Radiant Mineral Powder Foundation, $40, is launching in November, while Radiant Skin Creamy Concealer, $32, will bow in January. Three additional face products, Matte Skin Shine Proof Foundation, $42, Matte Skin Poreless Priming Perfector, $35, and Blotting Powder Perfector, will all roll out beginning in April.
In the second quarter of 2013, Becca will relaunch its Web site with a renewed focus on e-commerce and content. The site will include videos, digital master classes, a library of historical Becca imagery and access to live “conversations” with national makeup artists.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)