Shiseido Co. Ltd. hopes to accelerate the development of Nars Cosmetics Inc. as a leading makeup brand in both the U.S. and international markets.With a new chief executive officer onboard, the company has plans for an aggressive rollout over the next year. Over six months ago, Louis Desazars, who previously headed the U.S. division of Beauté Prestige International for three and a half years, was appointed ceo of Nars Cosmetics Inc., a sister subsidiary of the Tokyo-based Shiseido Co. Ltd.“Shiseido wants Nars to be a leading makeup brand within the group,” said Desazars. “The brand has been quiet over the past years and now we’re looking to reassert our leadership in terms of color and being much more fashion-forward and avant-garde.” In terms of distribution, the company is looking to grow the productivity of its business within its existing specialty retailers as opposed to opening new doors. The brand is currently sold in 22 countries and 650 doors globally. In the U.S., Nars is available in about 450 doors including Sephora, Saks Fifth Avenue, Neiman Marcus, Lord & Taylor, Bloomingdale’s and Blue Mercury. On the global front, the brand is also expanding in Europe and Asia, in addition to launching in Spain, where the brand entered Il Cortes Ingles last month. South Korea is scheduled for next year.Citing The NPD Group, Desazars said Nars business was up 10 percent in the first half of the year and his plans are to double the business over the next three years.Although executives wouldn’t comment, industry sources estimate that Nars is expected to be a $60 million retail franchise by year’s end.In addition to focusing on its core color portfolio, which makes up 80 percent of the company’s overall business, Desazars is looking to develop other categories of business including foundation and skin care. “We’re looking to reassert our leadership in color and hoping to bridge the gap from color to foundation, a category which we feel is underdeveloped,” said Desazars. “Skin care is also a growth category for us because although we have a range, it’s limited in terms of sales penetration.”Set to launch in November, Nars is expanding its makeup assortment with new items for the lips, eyes, cheeks and nails. Inspired by deep purple, berry and metallic hues, the holiday collection includes seven new items, which range in price from $16 for Orgasm Nail Polish to $25 for Super Orgasm Blush, which is a blend of peachy pink with gold glitter. The company is also introducing a bronzing stick, called Multiple Bronzer for the eyes, lips and cheeks. Available in three shades starting in December, the bronzing stick is designed to give the skin a sun-kissed glow and will retail for $37. Also in December, Nars will launched Multiple Duo, a cream-to-powder stick designed to give the skin a sheer finish.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim