With its new partnership with Mattel Inc., Stila Cosmetics hopes to prove that the toy company’s highest-profile figurine is more than just a doll.
Barbie, now celebrating her 50th birthday, is getting a new Stila color cosmetics line this spring, and the makeup company also will serve as the cosmetics sponsor for Mattel’s first Barbie runway show during New York Fashion Week next month.
“Stila is a brand which at the core is about fun and innovation,” said Richard Dickson, Mattel’s general manager and senior vice president for the Barbie brand, during a phone interview earlier this week from Shanghai, where he is readying the brand’s new House of Barbie flagship. “The combination of Barbie and Stila felt right.”
Agreed Deanna Kangas, president and chief executive officer of Stila: “These two brands are fun and girly and fit together very well. It’s fun to be in the planning meetings for this project.”
The Stila-Mattel collaboration marks the second time in three years that the Barbie moniker will be splashed on upscale cosmetics: In 2007, Mattel teamed up with MAC Cosmetics to create a color cosmetics collection and a Barbie dressed as a MAC makeup artist. The collection was said to be one of MAC’s most successful collaborations to date and reportedly generated more than $9 million in retail sales in North America. Many pieces, including the doll, sold out in less than a day, according to industry sources.
So why not head back to MAC? Dickson said the decision was a matter of overall strategy. “We’ve had a history with the beauty industry, and in particular had a very successful partnership with MAC,” she said. “Our cobranding strategy [with Barbie] has been to develop relationships in various different categories to create cultural noise and drive demand. In order to do that, you really do need to be limited and quick — keeping it innovative and limited has been part of the appeal of our products. For instance, we have a history of doing limited edition Barbies with fashion designers, and we follow the same strategy. We don’t saturate the market. They come and go, and they keep the brand out there as a cultural thing.”
Speaking of designers, 50 of them, reportedly including Vera Wang, have signed on to show Barbie-inspired fashion at the February runway show — and Dickson notes that makeup will be a very important part of the show. Makeup artist Charlotte Tilbury has been confirmed as the show’s lead makeup artist.
“A celebration of Barbie through the decades will be subtly presented throughout the show, and the makeup is absolutely essential not only to show the decades but to show the mood,” said Dickson. “It’s a complicated show in a lot of ways and makeup is essential to it. Throughout the last 50 years, Barbie has changed her look quite a bit.”
And the Stila-Mattel partnership will not be limited to the U.S., said Dickson. “We are approaching this as a global relationship,” said Dickson. “We will do fashion shows around the world, and we will distribute products globally.” Japan will be one of the first countries post-U.S. to get the show, he said. The market has historically been a strong one for Stila, as well, said industry sources.
The inaugural, limited edition line will make its debut exclusively at Sephora next month. It will be available at Sephora’s Fifth Avenue store in New York, international Sephora locations and at sephora.com only. The collection features four Decades of Beauty cans, each $40, with a booklet inside describing the beauty and fashion wardrobes for each doll. The first, #1 Ponytail Doll, celebrates the first Barbie, launched in 1959. It includes a red lipstick called Ponytail, a liquid eyeliner and a three-pan paper-wrapped compact with two eye shadows and a cheek color. Malibu Barbie, which highlights the doll of the same name that launched in 1971, has a pale pink Lip Glaze called Malibu, a black mascara and a compact with two eye shadows and a bronzer. Foxy Doll, which depicts the African-American Barbie launched in 1980, includes a Lip Glaze called Foxy, mascara and a compact with two eye shadows and a cheek color. The final offering, Jewel Doll, is based on the 2000 Barbie of the same name and includes a bright pink Lip Glaze called Jewel, a Multi-Effect Mascara and a compact with two eye shadows and a cheek color.
Stila also will launch a new version of its patent-pending talking palette with tips and tools on how to get the Barbie look. As with the beauty cans, this product, which will retail for $40, will be available only at Sephora and sephora.com.
The limited edition collection will be only the beginning of the collaboration, noted Kangas. “These products will precede a larger collection and Barbie beauty program slated for fall 2009,” she said.
While none of the executives would discuss sales projections, industry sources estimated that the first collection of limited edition Stila products would at least match MAC’s $9 million retail sales figure in North America.
In November, Dickson said products other than toys make up half of Barbie’s annual sales, which come in at just less than $3 billion. The nontoy business includes Barbie Couture, a five-year-old women’s clothing line comprising $230 dresses and $500 suits sold at more than 25 branded stores in Asia.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye