Napoleon Perdis the man is working to be secondary to Napoleon Perdis the well-rounded beauty brand.
“I am moving Napoleon Perdis to become a fully fledged cosmetics brand, as opposed to a makeup artist brand,” said Perdis, the Australian makeup artist of Greek descent whose headquarters are in Los Angeles. “I feel that women don’t want just a makeup artist, they want to have a solution that can work for them.”
A major step in the comprehensive direction is the Napoleon Complex Skin Renewal Serum, a May release with sodium hyaluronate for skin elasticity, provitamin B5 for moisture and a mix of Australian berry extracts for antioxidant benefits. The serum, made in Switzerland and priced at $65 for 1.35 oz., boosts the company’s presence in the skin care category, which the brand entered in 2008 with the Auto Pilot cleansing, toner and antiaging regime.
Perdis isn’t trying to replace women’s entire bathroom cabinets with his skin care, but instead provide customers unique individual items that supplement their existing stash. “It will be our most expensive [stockkeeping unit] in our line, but I really wanted to make a mark with my customer,” he said of the serum. “Napoleon Perdis skin care will be a customizing, cherry-picking experience with product that stands out.”
To further diversify the brand, a natural line rooted in indigenous cultures is in development that could launch as early as the fall, and a fragrance produced in-house is planned for next year. With the help of George Epaminondas, a former senior editor at InStyle who became vice president of brand creative two years ago, Perdis also has been focusing on enhancing the brand’s look in packaging, advertising and store presentation. “The idea of that is to enforce the art of the brand beyond makeup artistry and bring a degree of sophistication,” he said.
Perdis tapped The Royal Promotion Group to fashion an updated retail design that recently premiered with a new opulent shop-in-shop at David Jones in Melbourne. The design will be rolled out over two years at Napoleon Perdis stores, of which there will be 58 in Australia and New Zealand as of next week. “I wanted a look that celebrated classics and nostalgia as well as having a very strong edge,” said Perdis, noting his affection for Dorothy Draper and Helena Rubinstein.
In packaging, Astro Girl, a collection introduced last month of four $35 limited edition Prismatic Eye Shadow Quads representing fire, earth, water and air, showcases upgrades being made with transparent elements that are going to be used for eye products as well. For advertising, Perdis hired photographer Tony Duran to shoot the spring campaign. The company’s advertising budget increased 45 percent this year, and the brand is airing television commercials for the first time in local U.S. markets.
In 2009, Perdis said his revenues totaled about 120 million Australian dollars, or about $110 million at current exchange. That figure includes NP Set, which is priced 25 to 30 percent less than Napoleon Perdis. NP Set has been sold at Target since 2008, and notched $12.5 million in sales last year, according to Perdis. Perdis has signed on for another three years at Target with NP Set. Globally, he estimates his business will hit 135 million Australian dollars, or about $124 million, this year.
Sales in the U.S., where the line is carried in Ulta and, soon, at Beauty.com and Zappos.com, constitute roughly 18 percent of worldwide sales, but Perdis’ goal is to raise that to 30 to 35 percent in three years and 50 percent in five years. “We are a brand of the future,” asserted Perdis. “The customer is recognizing that. In the American marketplace, it is just a matter of expanding our distribution.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)