Unlike many makeup artists who launched their businesses during the Nineties in the big specialty stores, Mally Roncal took her showbiz artistry straight to the people three years ago, via the QVC TV network. Now she is adding a new dimension to that effort by relaunching her Web site, complete with its own video programming. Acting like a mini television series, these videos feature product demos, beauty advice and behind-the-scenes glimpses of Roncal’s busy life. It is intended to tap into today’s reality TV and connect with the brand’s consumer base.
Roncal learned a great deal about beauty technologies and products while working as a makeup artist on movie sets and fashion shows during the last 15 years. It became her mission to develop products for a daily beauty regimen.
“I’ve taken the makeup artist tricks I’ve used on set and translated it for everyday women so they can feel that the products are easy to use, while achieving great results,” said Roncal. Pricing in her collection ranges from $12.50 for eyeliner to $95 for the brush set. “It’s about a high performance luxury where you can apply the products in the morning and it doesn’t come off until you take it off at night.”
Mally Beauty has been available through QVC since March 2005 and now the lineup, which includes more than 56 items, is also sold at Henri Bendel and Amazon.com. The brand also is available on QVC in the U.K. Roncal was drawn to QVC because it provided an opportunity to build a community of Mally customers, while at the same time teaching women how to use her products effectively.
“I wanted to go on television to educate women and create excitement over makeup,” said Roncal. “These are professional products so they might need that extra step, but it is worth it since they last.”
According to Allen Burke, QVC’s director of beauty and cosmetics, Roncal’s business has a “clear-cut focus from a product standpoint.”
“She is a force of nature and a consummate expert in the field with tremendous energy and ideas,” said Burke. “She has made QVC the focus of her business and has always been there when we needed her. We’re a growing brand based on all the product development she’s done.”
Although industry executives wouldn’t comment, industry sources expect the franchise to bring in more than $10 million in retail sales by yearend.
“We plan to build the business and grow in mid-double digits with up to a 30 percent increase in sales over the next two years,” said Don Pettit, chief executive officer of Mally Beauty.
Launching this month on QVC and qvc.com, the company has expanded its 24-7 professional franchise with a lip lining system and blush products designed for long-wear use. Available in two shades, the blush set contains a cream primer formula and color pigment. When the elements are combined, they activate one another and have long-lasting benefits. Inspired by a technique she used on movie sets by putting eyeliner on and setting it with powder, Roncal introduced the lip lining system. The combination of the two powder forms helps seal the liner to the lash line and is designed to boost the overall eyeliner color, said Roncal. While the blush retails for $35, the lip lining system will be sold for $25.
With the relaunch of mallybeauty.com, the Web site includes a blog and community section, demo and branded components, in addition to the newest arm, called Mally TV, which is the video segment of Webisodes showcasing Roncal in her different roles. The performances apparently are convincing enough to have attracted TV producers. Roncal said she has drawn the interest of producers of a reality TV show.
Another avenue to generate new customers is Team Mally, in which customers can sign up on the Web site and become part of a plugged-in community that shares information. There are also financial rewards if friends purchase merchandise.
Pettit remarked, “We see this as another way for customers to get involved and engaged with the brand.”
Previously, the Web site provided information only. This new stage allows the company to sell its products through the Web site with an e-commerce link. Executives predict that the Web site business will become 20 percent of the overall business by the end of the second year. Industry sources expect the site to bring in more than $1 million in sales in its first year.
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
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion