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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)