TheFairest.com is hoping to be the fairest of them all — all the private sale choices for beauty, that is.
Launching Sept. 1, the new private sale Web site is the brainchild of Charles Perer and Mark Stiller, partners at Intermix Capital Partners LLC, the Beverly Hills investment firm backing retailer Studio BeautyMix at Fred Segal. TheFairest.com is attempting to distinguish itself from the rapidly expanding private sale pack by specializing in prestige beauty and evolving from a private sale focus into a well-rounded, direct-to-consumer platform to help brands interact with beauty enthusiasts.
“I don’t think the world needs a Gilt Groupe for beauty. I think beauty needs another distribution point,” said Perer, referring to the New York-based online private sale pioneer. “The cost structure for traditional beauty [retail] has been getting higher and higher for years.…TheFairest.com’s cost structure is affordable for brands to get their word out.”
Early on, TheFairest.com sales are expected to last from 24 to 72 hours and take place on Tuesday, Wednesday and Thursday. One or several sales could run at a time with an offer of a single gift set to 60 or soproducts from a brand. Products will span multiple categories — skin care, hair care, body care, color cosmetics and natural among them — and price points from impulse to indulgence. TheFairest.com takes a 30 percent cut of each sale.
Perer and Stiller have roped in Visionaire-owned Venture Commerce, the Long Beach-based Web design, marketing and fulfillment house behind Web sites for Studio BeautyMix, William Rast, Kasil, J. Lindeberg and more, to handle infrastructure for TheFairest.com. Venture Commerce, which has an ownership stake in TheFairest.com, has experience in the private sale arena operating six-month-old online designer fashion resource SecretStyle.
Shelley Hunt, formerly Nordstrom’s national operations director for cosmetics, is wrangling brands for TheFairest.com, and Nadine Haobsh, the blogger behind Jolie Nadine, is providing editorial content. Hunt explained some beauty brands are concerned about online private sales damaging their image, but are assuaged by TheFairest.com’s brief sales, the company their brand will be in on the Web site and the ability to avoid retail conflicts with the online model.
“It is not TJ Maxx,” said Hunt, pointing out that Stila, Tarte, Jurlique, Cosmedicine, Korres, Skyn Iceland, Fusion, Butter London and Juara have jumped on board TheFairest.com. “I definitely see this as being a new opportunity for brands. It wasn’t something anyone would consider years ago. QVC was not a consideration years ago and look at it now.”
David Palmer, Venture Commerce’s vice president of marketing, suggested the long-term appeal of TheFairest.com will be determined by whether it can develop beyond private sales when excess inventory becomes less available as brands and retailers fully adjust to the economic realities or consumer demand picks up again. “There is going to be a tightening in the [online private sale] space,” said Palmer. “As it tightens, the brands are not going to work with everybody. You have to have other strings in your bow.”
TheFairest.com’s plan is to communicate to consumers about brands using supplied information and original material such as tips written by Haobsh, connect brands to beauty bloggers, engage consumers in market research, and perhaps initiate sampling programs. Ultimately, Perer and Stiller believe TheFairest.com could also become a launchpad for brands and develop a tie-in with Studio BeautyMix.
TheFairest.com’s first-year revenue goal is $5 million, a figure surpassed by the top online private sales venues. TheFairest.com’s profitability will hinge upon the number of customers it reaches and acquisition cost per customer, estimated by Perer to be anywhere from $3 to $25. “There are a lot of people chasing this [online private sale] space, but a few dedicated to beauty,” he said. “We want to own the niche.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
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
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews