As a longtime specialist in pairing brands with Hollywood properties, former entertainment industry executive Lori Sale knows plenty about the vast array of products and services provided by global beauty corporations.
Despite all that’s bought, bartered and sold, Sale couldn’t find somewhere in Los Angeles to get a cheap and quick makeup touch-up without any pressure to spend boatloads on products. That discovery — or lack thereof — sparked a 16-month process that led to the development of Makeup&Go, a professional makeup studio opening Tuesday in the Brentwood neighborhood that doesn’t sell makeup.
“Your makeup always looks better when someone else puts it on, no matter how accomplished you are,” said Sale, whose Hollywood résumé includes stretches at talent agencies Paradigm and ICM, studios Miramax Films and The Weinstein Co., and marketing firm Marketing Mix. “There was no place for impulse [makeup application] other than a department store, and I was not able to get my makeup done in a department store and not buy product.”
Makeup&Go is nearly 4,000 square feet, with 12 makeup stations offering touch-ups from $18 to a complete makeup application for $70, and instruction on how to repeat the look. Blowouts, priced at $35, are available at eight chairs branded under the name Bubble Blow Dry. A private room is available for events, and a Makeup&Go bus will also be used for mobile and at-home services.
Sale has ambitious plans to spread Makeup&Go. Her goal is to plant 100 company-owned doors by 2012 in the top-tier U.S. markets, and there could be more franchised locations in secondary and tertiary counties. “What we would ideally look to do is self-fund our growth,” said Sale, while adding, “The other option is to find strategic partners, and I have identified [possible] investment partners that are in the beauty space.”
Before it goes nationwide, Makeup&Go needs to have a successful premiere. For that to happen, the Brentwood location must be bustling with customers spending an average of around $50. Although there is no makeup for sale, Makeup&Go features a curated selection of gifts, as well as hair care tools and liquid items. Sale estimates the location will generate $1 million in first-year revenues.
“Before all the nail places around the world, I didn’t get regular manicures, but once they were there, I did — because it was easy and not expensive. Accessibility changes behavior,” she said. “We need volume to be profitable. I envision we will be the Starbucks of makeup.”
Sale has had assistance in creating Makeup&Go. She brought on board Janet Hector, formerly Estée Lauder’s director of global retail sales and corporate development and Stila’s vice president of sales, as chief operating officer. Hector has helped guide the hiring of makeup artists with professional training and the selection of makeup and hair care brands. Tarte, Juice Beauty, Mark, Smashbox and Temptu were chosen for makeup applications, and Ergo tools and Malin+Goetz products for blowouts.
Designers Larry Abel and Raymond McAllister worked with Sale to fashion the look of Makeup&Go, which is predominantly white with red accents.
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