LONDON — Dianne Brill has a simple business model — make your customers feel good.
In September, the former model bolstered her five-year-old cosmetics line’s presence in the U.S. by launching a signature fragrance, which will be followed by a treatment collection dubbed Still and Fill later this month.
While most luxury skin care brands market their products with laboratory lingo, Brill takes a different tack with sexy product names, such as All Night Temptation for a night cream, and quirky items like Ice Pack, a cooling and depuffing stick. Her eau de parfum was also concocted with a dash of humor and a splash of girls-together banter. The floral oriental scent’s outer packaging resembles a cigar case and includes the message: “Ms. Brill says: ‘I designed my perfume to deliver a feeling. The feeling you get when you open a present of lingerie, jewelry or exquisite bonbons. That feeling you deserve in all aspects of your life, and it is my wish to give you that feeling when you are wearing my perfume. Slip it on.’”
“It’s a feel-good brand, an indulgent brand,” said Alicia Schweiger, vice president of global brand and business development at the Zurich-based firm. “Our sales associates are called counter queens and their missive is to make everyone feel pretty and sexy.”
The brand first hit counters in Germany and the U.S. in 2003 with a selection of color cosmetics also created to deliver a lighthearted take on luxury. Lip gloss pots, for example, are packaged in mini cupcake wrappers and foundations are swathed in Italian pastry paper. While products may be playful, Schweiger insists they’re nevertheless performance-oriented and luxurious with price points pegged about 10 percent higher than comparable Chanel products.
“I am on a mission, I have a very strong point of view,” said Brill. “I believe that women today are ready to experience a new, more complete pleasure in their luxury. If I have to break a few industry-imposed rules to give my customers a feeling — to give her pretty rather than austere — then that is absolutely what I will do.”
“We’re a full beauty house in a new luxury segment,” added Schweiger, adding while the brand has an eclectic fan base, its core audience is 30- to 55-year-old women. “There’s an underlying sensuality and playfulness in the products.”
Still and Fill, which comprises nine units, will range in price in the U.S. from $26 for a 100-ml. bottle of Slip It Off! Total Makeup Remover to $118 for a 30-ml. bottle of Intense Temptation Ultra Concentrate Facial Serum, while a 50-ml. spray bottle of Dianne Brill eau de parfum will go for $96.
Industry sources estimate Brill’s beauty business will generate $10 million at retail this year.
Between 2006 and 2007, the brand built up a distribution network of 200 doors in Germany, the U.S., Austria, Switzerland, Italy, Turkey, Eastern Europe and Ireland. This year, it aims to reach 250 doors with additional openings in the U.S. and the U.K., as well as the Persian Gulf region and France. Spain, Russia, Hong Kong, Australia and duty free distribution are in the cards for next year, while Japan, South Korea and South Africa are slated for 2010. In the U.S., the brand is sold through 25 specialty boutiques and salons, including Fred Segal and Michael Angelo’s Wonderland Beauty Parlor.
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