Sephora will be getting a whole lot sweeter in February.
All stores and the chain's Web site and catalogues will launch an exclusive-to-Sephora line called on10. The licensed collection will include lip balms inspired by the scents, flavors and vintage artwork of classic candy and beverage icons from The Hershey Co., Dr. Pepper and Schweppes Ginger Ale.
"We are excited to be the exclusive retailer of the on10 Lip Balm Collection," says Betsy Olum, Sephora's senior vice president of marketing.
The items will be grown-up, more sophisticated versions of popular youth balms sold in specialty stores, such as Claire's, and are created by the makers of Lotta Luv. Adds Olum, "The superior formula, including SPF 15, delicious authentic scents and wonderful vintage artwork of the five flavors we are launching are reminiscent of childhood vacations and are sure to be popular with our clients.
Sephora was impressed with the capabilities of on10 (named for a variety of reasons, including the company's 10th floor location in a New York office building), which blindly sent a basket of its goods to Sephora's headquarters several months ago. It is every marketer's dream to get a call back from a retailer such as Sephora and on10's senior vice president Eileen Rappaport did a double take when she saw a return e-mail from Sephora requesting more information on what the company could do.
In the meantime, on10 had been delving into its licensees' archives digging up a treasure trove of old artwork for inspiration. The vintage packages were just the ticket for the line that was created for Sephora. Within three months, on10 had concepts ready to show Sephora.
There are few categories underserved at Sephora, perhaps the deepest beauty merchant in America. However, Sephora has seen opportunity in lip balms. Although it sells Rosebud, it was apparent shoppers were hungry for more lip balms, especially formulas with SPF.
The result: vintage round tins, apothecary tubes, sliding tins and purse compacts in consumer traffic-stopping packaging of mouth-watering flavors such as Hershey's Almonds, Dr. Pepper Berries & Cream and Schweppes Sparking Pink Grapefruit.
A trio of tins features Schweppes Sparkling Pink Grapefruit, Schweppes Lime and Schweppes Tonic Water for those who want fruity tastes, or Hershey's Vanilla Cream, Hershey's Sweet Milk Chocolate and Hershey's Almond. The tubes feature flavors such as Dr. Pepper Berries and Cream, while a sliding tin offers Hershey's Sweet Milk Chocolate. Sparking Pink Grapefruit or Dr. Pepper are among the flavors in an upscale compact. Prices range from $9 to $16 and Sephora plans to merchandise them in highly visible displays at the checkout. There will be testers to tempt shoppers."It will be a great grab-and-go item," predicted Steph Fogelson, president of Lotta Luv/on10. He said the licenses could be a breeding ground for many more product categories. On10 has a two-year exclusive deal with Sephora.
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
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye