Beginning today, beauty entrepreneur Patricia Pao will implement an online platform designed to turn her skin care company, Restorsea, into a $10 million brand by the year’s end. The digital initiative, called the Lifetime Value of Customer Program, offers targeted individuals with a “significant online presence” — such as bloggers — financial compensation for endorsing Pao’s products on their blogs, Facebook, Twitter, Instagram and Pinterest pages. According to Pao, product sales through the program will account for 90 percent of the expected $10 million in retail sales by December 2013, a major jump from its $125,000 in revenue from September through December 2012.
“We are living in a time now where we need to find ways to commercialize the Web,” said Pao, a Harvard Business School graduate who during her career has worked on products for brands like Avon, Elizabeth Arden, Guerlain and Peter Thomas Roth. “It’s time to figure out how to use the Web similar to how Avon representatives went door to door 150 years ago.”
Through the patented digital platform, online “influencers,” as Pao refers to them, earn a certain percentage from products purchased via click-though links posted on their Web pages and social channels. In addition to earning money from the initial sale, as per the program, when an affiliate’s follower makes a purchase on restorsea.com, the follower is forever associated with the affiliate, who will garner commission from all of the follower’s future purchases. Commissions are paid quarterly.
“People have built huge followings online and it’s about leveraging that reach into sales,” said Pao, who also offers another buzz-generating program called Share The Love, in which online Restorsea shoppers can send complimentary deluxe skin-care samples to three friends, which Pao believes will further drive brand awareness and sales. “We are all about win-win,” she said. “We want to make this work for everybody. If a brand genuinely wants to do that, people actually believe you and will get it.”
Pao said it was the $20 million price tag needed to secure the rights to her exclusive ingredient — an enzyme called Aquabeautine XL, released during the salmon hatching process — that got her thinking of unique ways to bump sales figures aggressively and quickly. “I was looking at the numbers and realized I needed to figure out how to pay my ingredient supplier,” said Pao. In October, the line entered Bergdorf Goodman, where industry sources say the brand’s current two stockkeeping units generate between $5,000 and $7,500 in retail sales a week. “Desperation is a highly motivating factor to thinking innovatively,” said Pao.
Because her brand still doesn’t have the “critical mass or door count” of bigger brands, Pao said she believes by owning the “online direct-sale channel,” she can put Restorsea on the map, much like Leslie Blodgett did through QVC with a once-little-known mineral makeup brand called Bare Escentuals.
The Restorsea lineup — which currently includes Rejuvenating Day Cream and Revitalizing Eye Cream — will expand this spring, and will range from $65 for a cleanser to $195 for a serum. The Restoring Night Cream and Renormalizing Serum will launch in March, the brand’s Rejuvenating Day Lotion SPF 30 will be introduced in April and in June, the Reviving Cleanser will roll out. All products are hypoallergenic and contain a proprietary skin-exfoliating and strengthening complex, which features Aquabeautine XL and complementary ingredients like brown algae and Japanese Songyi mushroom extract.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
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Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
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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