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.
@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 (📷: Dominique Maître)
@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)