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Tweezerman International LLC continues to drive trends in the do-it-yourself brow market, most recently with a new designer licensing deal that will partner the leading tweezer maker with Harajuku Lovers, Gwen Stefani’s brand that reflects her love of Japanese culture and Pop Art.
Cornelia Wittke, chief executive officer of Tweezerman, said the new line — made exclusively for Sephora — will bow in August. The line includes Matchbox Files ($4), a Compact Mirror ($10), a Mini Slant ($15) and Slant Tweezers ($25). Items fall under the Tweezerman Studio Collection brand and ship exclusively to Sephora Aug. 1.
Wittke has headed up Tweezerman since the firm’s acquisition in 2004 by Solingen, Germany-based Zwilling J.A. Henckels AG. The brand was founded in 1980 by Dal LaMagna.
Under Wittke’s leadership, Tweezerman International LLC, based in Port Washington, NY, now sells to approximately 30,000 mass, prestige, specialty and independent stores in the U.S. under four different lines for its various channels. Industry sources estimate Tweezerman global sales exceed $100 million. Domestic sales for 2010 increased 16 percent in the U.S., according to Wittke.
In addition to upping its glam factor with the Harajuku licensing deal and sponsoring shows for Betsey Johnson during fashion week, Tweezerman has been focusing on growing its international business. While the U.S., Canada and U.K. are Tweezerman’s biggest markets, relatively new regions are showing strong growth, such as China, the Middle East and the Ukraine, Wittke said. Strong sales in markets such as Mexico, Brazil, South Africa, Netherlands, Germany and Australia have pushed international sales to 25 percent, up from single digits in 2004.
With a solid distribution base in place, Wittke said future sales gains will be coming from innovation, new products and point of sale strategies. Currently, new display units are shipping to Ulta, which are designed to increase education and impulse purchases.