Nail-care brand Butter London is looking to take its cheeky Great Britain-inspired product names and bold colors from hand to face with a new range of color cosmetics.
Launching in August, the collection, called Butter London Bespoke Colour Cosmetics, will begin its rollout in all Ulta stores, expanding into Henri Bendel in September. By the end of 2013, the range is expected in 900 global doors. “Women have embraced wearing crazy colors on their nails,” said Leslie Freytag, president and chief executive officer of the company. “The next trend is moving that color onto the face.”
The range, initially comprised of 40 stockkeeping units, includes a vivid variety of colorful mascaras, eye pencils and cream eye shadows, bright cream blushes, buildable tinted lip balms and nail lacquers, naturally. “The nail category, as hot as it is, represents only one percent of the prestige makeup business,” said Freytag, adding that all Butter London color products will retail for $20 and below and will feature the tag line “Rock Your Colour.” “There was a huge opportunity for us to take our passion and experience with color and fashion and bring that to market in makeup.”
Butter London launched in 2006 with 45 nail lacquers, which Freytag said quickly became cult favorites thanks to high pigment payoff and the omission of carcinogens.
“With everything we do, we are careful about ingredients, and also positioning the brand around fashion,” said Freytag. “We think of ourselves as Kate and Pippa.”
In spring 2012, the brand dipped its toes into color with the launch of Lippy Liquid Lipstick, a hybrid lipstick/lip gloss. “Customers gave us permission to go beyond nail. We saw there was an opportunity to expand,” said Freytag, adding that the move into color cosmetics is one aimed at bolstering her quickly growing business.
“In 2010, we entered Nordstrom and Ulta doors, and the brand took off,” said Freytag, explaining that since its retail expansion the brand’s compounded annual growth rate is roughly 90 percent. “We became the number-two brand in prestige nail in the U.S., right behind Chanel.”
Although Butter London would not share financials on the new color range, industry insiders believe it could generate between $12 million and $15 million in its first year at retail.
“We believe the collection will appeal to new customers as well as loyal Butter London fans who appreciate the bold and playful look of the brand,” said Janet Taake, senior vice president of Ulta.
Marketing for the line will be centered on both digital and in-store initiatives. A prelaunch influencer sampling program will target brand fans and top customers, and an interactive social media/digital campaign will launch through all channels. Additionally, Katie Hughes, the brand global color ambassador, will visit select Ulta and Nordstrom doors offering “rockovers” and providing tips on how to use the multifunctional formulas, meant to be applied with fingers.
“The shades you’ll see in this collection are true to the brand in that they’re vibrant, unexpected and on trend, while our formulas are versatile, buildable, long-lasting and, of course, free of parabens and phthalates,” said Hughes.
There will be a billboard in Times Square during September’s New York Fashion Week, where the collection will also be utilized backstage.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews