CVS Pharmacy has its sights set on the masstige beauty market. Throughout early August, the retailer will roll out its first upmarket proprietary beauty line, called Makeup Academy, or MUA.
“We saw a gap between entry-level and prestige — Makeup Academy fills that void,” said George Coleman, vice president of merchandising, store brands and quality assurance. “It’s a premium beauty collection designed by makeup artists that delivers professional results.”
The 145-item line, available this month at 4,000 CVS doors and cvs.com/muapro, includes lashes, brushes and lip. “We decided on these categories, based on successes we’d already seen,” said Coleman. “Lip is the number-one impulse buy in our stores, and over the last three years lash has been the fastest-growing category in cosmetics.” CVS added brushes into the mix based on feedback from its beauty customers. “She was asking for better brush finish and components and sleeker, more modern design,” said Coleman.
Coleman and his team tackled the design issue by wrapping their products in the chicest of shades: matte black.
“The color of the components and packaging indicates a sophisticated, professional-level product,” said Coleman. The brush category, priced $9 to $26, includes everything from the most basic shadow brush to a tool designed specifically for BB and CC creams. Lashes, $5 to $10, are made of higher-quality fibers and are divided into “natural” and “glamour” styles to offer consumers both subtle enhancement and high-impact looks. The Lip collection, $6 to $10, houses most of the stockkeeping units, with glosses, balms, stains, crayons and lipsticks in a rainbow of shades. Although the brand declined to disclose numbers, industry sources estimate Makeup Academy could generate $9 million in sales in its first year.
In addition to its e-commerce site, CVS will also launch muapro.com, which takes a more editorial look at the line and features makeup tutorials. In stores, Makeup Academy will be displayed on dedicated kiosks that detail product highlights, and beauty advisers in 400 doors will receive samples and educational materials on the collection, so they can advise shoppers on purchasing decisions.
CVS will also leverage its 13 million member customer loyalty program, the Beauty Club, by offering coupons, samples and special offers. “When you think of color cosmetics in our chain, it’s mostly about the big brands — L’Oréal, Maybelline and Cover Girl. But we wouldn’t introduce this line if we didn’t think it could play in that arena. We think we’ve hit a sweet spot.”
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)