Perricone MD is showcasing Super by Dr. Nicholas Perricone, a new superfoods-driven skin care brand aimed at young adults, with stores the brand hopes will become integral to the fabric of neighborhood life.
Super skin care, which is slated to launch at Sephora in October and ranges from $20 to $50 to target 25- to 35-year-old consumers, is starting with 13 products revolving around molecules culled from superfoods, a term for ingredients with high nutritional value that also have skin benefits. For example, a hand and cuticle cream features probiotics found in yogurt intended to stimulate collagen synthesis for smooth, soft and healthy skin. The superfoods — acai berry, melon, chili pepper, dark chocolate and watercress are among them in addition to yogurt — are paired with a vibrant color in Super’s packaging.
On the retail front, Daniel Giles, senior vice president of marketing for Perricone MD, anticipates opening about 10, 800-square-foot Super stores by the end of 2011. California will be home to the first three, with locations in Berkeley, Malibu and San Francisco by the end of this year.
“With a new concept it is always great to launch in a boutique [form] because that is where you can get a fantastic read on the product and tell the full story of the brand,” said Giles. “In other places, you are isolated to fixturing.”
Super’s retail look was inspired by pop-up shops. Instead of an elaborate store design, Giles gravitated toward the contemporary, thrown-together aesthetic that results from quickly adjusting space to fit a brand’s temporary needs. Exteriors won’t hide the existing architecture, and interiors are modern and clean with white walls, ceilings and displays that contrast with product packaging colors and branding imagery, which includes a large picture of a woman with cream being poured over her face behind the cash wrap.
Giles, who worked with interior designer Janis Bell, said, “I didn’t want to get into an overly fixtured store and an overly designed store. I love the simplicity of it.”
Farmer’s markets inspire the merchandising set-up within the store. Most of the products are displayed on tables described by signs reminiscent of hand-drawn placards. “The whole theme of the store is around food,” explained Giles.
Store employees are aestheticians who wear lab coats with bright T-shirts underneath. With two machines on the retail floor, they provide services called “Quickies,” such as the Coconut Kiss lip treatment, Breakout Star acne treatment and The Big O lifting facial priced at $20 to $50 that take 15 to 20 minutes.
Giles described ideal real estate for Super stores to be neighborhood thoroughfares where locals do everything from dine to drop off their dry cleaning.
Giles wouldn’t discuss Super’s retail revenues, but industry sources estimate the first three California stores could generate about $3.5 million in their first year. Among the cities Perricone MD is considering for upcoming Super stores are New York, London, Miami, San Diego and Chicago. “Because we are doing these small spaces, we can open them quickly, we can merchandise them quickly,” he said.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)