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.
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)
"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 with @itsclo3d. #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)