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Tom Ford is giving the beauty business some lip — with Private Blend Lip Color, a new color collection, which is launching in April in Europe and on June 1 in the U.S.
This story first appeared in the March 26, 2010 issue of WWD. Subscribe Today.
The line includes 12 stockkeeping units — each priced $45 and each intended to serve as a bold punctuation to a woman’s look. As Ford insists, there is “no more dramatic accessory than a perfect lip.” He said he believes a strong lip has the power to “define a woman’s whole look.”
“This is my take on 12 classic lip colors,” Ford told WWD. “I took the most universally flattering colors that a woman can wear, and then I reimagined them in a modern and authoritative way. These are signature lip colors for the makeup connoisseur.”
Added John Demsey, group president of the Estée Lauder Cos. Inc.: “Private Blend Lip Color is an amazing evolution of the Private Blend franchise, which has established itself as the most selective fragrance collection in the world. We hope Private Blend Lip Color will have the same impact.”
The lipstick formula includes soja seed extract, Brazilian murumuru butter and chamomilla flower oil, intended to offer a creamy texture and easy application. Intense, treated color pigments are meant to help keep color true.
The TF initial is carved into the top of each lipstick bullet, and each lipstick is housed in an ivory case with gold accents.
The Private Blend Lip Color Collection will be available in 30 U.S. doors, including Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman, mirroring the Private Blend fragrance distribution. Internationally, the collection will be available in 30 doors in 14 countries, again mirroring the Private Blend fragrance distribution.
“We’ve experienced extraordinary success with the Private Blend franchise in the most selective distribution in the world,” said Demsey. “Private Blend Lip Color is a natural extension for the most discerning, fashion-forward luxury customer.”
While Lauder executives declined to discuss sales projections, industry sources estimated the lipsticks would generate about $6 million at retail globally, with about half of that figure expected to be generated in the U.S.
Ford also shot a visual for the products, which will be used in-store. VIP events and co-op advertising are also planned.