NEW YORK — Prescriptives is moving from back stage to the runway.
For the last three seasons the company has been the sole cosmetics sponsor of 7th On Sixth and provided makeup artists with products that haven’t been marketed to the public yet. Now it is extending this role within the fashion community to its consumers.
From Oct. 29 through Nov. 5, the week the American designers display their collections, Prescriptives is running a promotion at the New York flagship of Saks Fifth Avenue, called On Location.
Customers can either prebook or walk into workshops with makeup artists at Saks to learn how to apply the spring makeup looks that were featured in the shows the day before.
A large screen TV, near the Prescriptives outpost continually runs a video of the previous day’s show.
Based on initial bookings, James Bunn, vice president and general manager of Prescriptives, projected that 2,500 women would attend On Location lessons.
“We are expecting to do a month’s worth of business in a week,” he added, noting that nearly 90 percent of On Location attendees purchase products, often in the $100 range.
While Prescriptives and Saks executives declined to elaborate, industry sources estimated that Prescriptives does $150,000 worth of business in the Saks Flagship each month.
“We absolutely love this kind of thing,” said Steve Bock, senior vice president and divisional merchandise manager at Saks. “The excitement it brings to the store is incredible. We also think it gives Prescriptives instant recognition as a fashion color house and firmly establishes us as the store to go to get it.”
“We are tying in with Saks because of their fashion position, and this event is all about reinforcing the fashion of makeup,” said Bunn.”It’s a way for women to see the shows and get a preview of the current makeup looks. People can readily identify trends in fashion, but directions are less clear in makeup.”
The On Location event at Saks is the latest in a series that has been going on for the last year. Each one is built around a different theme, such as Eye Know How, a workshop devoted entirely to eye makeup application.
According to Prescriptives executives, approximately 300 On Locations have been staged in the last year, which typically last from three to 10 days and attract 500 to 2,000 women, depending on the promotion’s duration. “On Locations are one of our answers to the gwp promotion,” Bunn noted, referring to the gift-with-purchase events that Prescriptives eschews.