IT Cosmetics is making a sweep at Ulta Beauty as the company launches a makeup-brush collection of 65 stockkeeping units in a co-branding venture with the 700-door retail chain.
Housed in 12 feet of merchandising space, the new collection, called IT Brushes for Ulta, is being rolled out to 500 Ulta doors, with the full distribution expected to be completed by Sunday. In the remaining units, the 12 most popular must-have brushes will be merchandised on three-foot endcaps. In addition, for each month of the year, one of the 12 brushes will be displayed at the cash-wrap counter.
The brush assortment will occupy a stand-alone counter configuration, which is separate from the color-cosmetics brand’s regular 9 feet of selling space it occupies throughout the chain, according to Jamie Kern Lima, cofounder of IT Cosmetics. This venture represents the first time Ulta has entered into a co-branding partnership with a vendor in the prestige category, she added. The store has a separate private-label operation.
The collection consists of 56 brushes in three collections, plus nine brush sets. Price points range from $12 to $54 for individual brushes and up to $98 for the sets. The most expensive brush is a deluxe version that contains 100,000 microfine hairs.
IT bills itself as the number-one-selling color-cosmetics brand on QVC, and the company projects its total retail sales for 2014 as in excess of $150 million. That volume estimate includes the brand’s entire universe, including Ulta, QVC and the Sephora store it plans to enter in Sydney, in the fourth quarter.
Janet Taake, chief merchandising officer of Ulta Beauty, said, “Ulta Beauty’s collaboration with IT Cosmetics is a best-in-class example of our
commitment to partnering with the top beauty brands to deliver our customers innovative and exclusive products only we can offer.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
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The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
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“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@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