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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast