Benefit Cosmetics is focusing on expanding its fragrance business, both in the U.S. and internationally, with the launch of its second scent, called B Spot.
According to Jean-Andre Rougeot, chief executive officer of the LVMH Moët Hennessy Louis Vuitton-owned cosmetics company, the firm is looking to create a steady flow of fragrance innovation, in comparison with previous years, in order to develop Benefit's fragrance business.
"We've done little in fragrance in the past and feel this is a mistake because Benefit is a fun brand with a sense of humor that translates well into fragrance," said Rougeot. "This is not just a launch, but the start of a much more aggressive fragrance strategy, which we will start to see unfold over the next few years since we want to be a bigger player in fragrance."
Rougeot added that the objective is to make Benefit a $400 million global brand by the end ofthis year.
"Last year we experienced a 25 percent increase from the prior year, so we think we are in good shape to meet this goal," said Rougeot.He would not divulge the current volume, but sources estimate it at $300 million.
Although executives wouldn't comment, industry sources estimate Benefit B Spot will bring in $15 million in first-year retail sales.
Launching this month, Benefit B Spot is a fruity floral fragrance. The scent is composed of top notes of freesia, mango, black currant and tangerine; middle notes of peony, apple flower, watermelon and white orchid, and base notes of sandalwood, amber and marine. Retailing for $38 for a 1.7-oz. eau de toilette, the fragrance will be available at Macy's, Bloomingdale's, Belk and Sephora. The fragrance will also be sold online on benefitcosmetics.com.
"The fragrance has that flirty lingering factor without a being floral fragrance," said Jean Ford, who founded Benefit with twin sister Jane Ford.
Located on the packaging of the box and spray, there's a map indicating a woman's pulse points that can help consumers "find your B spot."
"It's a 'good-time' fragrance," said Jane. "We wanted to capture San Francisco in the Sixties so we chose sandalwood and amber notes, so it has that hippy offbeat feel to it."
On the international front, Benefit has experienced rapid global expansion, said Rougeot. The company is continuing to look at opportunities to enter new markets such as Asia, including South Korea. Over the last three months Benefit has expanded into Italy, Portugal and Poland, and plans to enter Romania, Russia and Holland by yearend.
Last month, the brand inaugurated its first department store shop-in-shop concept in a Debenhams store in the U.K. Plans are in the works to open up to six shops-in-shops a year in the U.K. and Ireland over the next four to five years.
The spaces, which will measure between 450 and 650 square feet, will offer services available in the brand's freestanding stores, including eyebrow grooming.
"Department store retailing is about theater," said Ian Marshall, managing director of Benefit Cosmetics U.K. "Transporting the world of Benefit there will bring huge visual excitement."
A second shop-in-shop is scheduled to open in a House of Fraser department store in the Bluewater shopping mall in Kent outside London in August or September.
The U.K. is Benefit's second biggest market after the U.S., according to Marshall.
In the U.S., the company has plans to double its "brow bar" business at Macy's and Bloomingdale's to 30 doors by the end of the year. The company also recently opened its first freestanding boutique on the East Coast in New Canaan, Conn.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye