NEW YORK — BeneFit Cosmetics is launching its first BeneFit Brow Bar concept at Macy’s West as part of a bid to develop its company-owned retail base.
BeneFit’s inaugural 860-square-foot brow space will bow at Macy’s Union Square flagship in San Francisco on Oct. 4. Two more are scheduled to roll out by January in California, at Macy’s West stores at South Coast Plaza in Costa Mesa and at Valley Fair Mall in San Jose. Executives at the beauty company have eyed as many as 10 urban Macy’s West locations for the space. BeneFit, which is majority owned by LVMH Moët Hennessy Louis Vuitton, reportedly does about 17 percent of its business within the 141-store Macy’s West chain. According to estimates, BeneFit could reach total retail sales of $120 million by yearend.
Discussing the brow venture, which comprises no-appointment-necessary, in-and-out formats, BeneFit chief executive officer Diane Miles said, “We’re taking the next step in developing [the business] within Macy’s West [by] identifying and developing flagship opportunities.” Such stores are targets for the brow bars because “you have to have a lot of passing [foot] traffic.” Miles cited the highly visible Union Square space, which is carved out in a window on San Francisco’s O’Farrell Street.
“It takes our counter and moves it into an experience,” BeneFit co-founder Jean Ford said of the interplay between the brand’s existing counters and the added spaces. “[It] reinforces our spontaneity as a brand.” Though Ford asserted “this is not a cookie-cutter approach,” blueprints call for the bars to be typically located in close proximity to BeneFit’s respective main counters. Larger bars will have as many as five stations manned by both aestheticians and dedicated sales associates.
The brow bars, themed with the tag line, “Drop in Now,” could each generate $500,000 in annual sales, according to sources’ estimates. A typical brow service will be priced at $15 and will take five to 10 minutes to perform.
“Macy’s West has a very developed BeneFit business,” said Cindy Harper, the chain’s vice president and divisional merchandise manager for cosmetics. “Brows is a hot category and we realized the importance of making these services available to our customers.”The BeneFit brow bar scheduled to open in Macy’s West at South Coast Plaza won’t be the first such facility at that store. L’Oréal’s Lancôme brand, which operates at least three “Brow Zones,” opened one there last year. Aside from serving as an additional revenue stream, brow bars have been cited for their ability to make additional sales while customers are being serviced, in addition to encouraging return business.
Concurrent to the brow bar initiative, BeneFit is expanding its wholesale and company-owned retail bases. The brand will open its fifth freestanding store Oct. 1 in Los Gatos, Calif. On the eastern front, BeneFit, which currently is carried in 20 Macy’s East stores, expects to enter numerous additional doors within the 105-unit chain. The brand plans to open as many as four freestanding boutiques in urban, up-market neighborhoods next year.
But it’s brows for now and BeneFit has its own expert — Arianne Damboise, whose tweezing and shaping services have been on the menu at BeneFit’s freestanding boutiques for 14 years. Damboise will train aesthetician recruits for the bars.
In other BeneFit news, Shania Twain has partnered with the brand and Glamour magazine in efforts to combat heart disease. The Grammy Award winner — who lost her grandmother to heart disease — picked her favorite shade of red for a lipstick, called Shania Red, which is described as a “sweetheart” sheer red. Shania Red, which is priced at $14, launched early this month and will be carried at Sephora, sephora.com and benefitcosmetics.com through Dec. 31. Net proceeds will be given to the American Heart Association.
— Matthew W. Evans
New Face for Goutal
HONG KONG — Camille Goutal, daughter of the late legendary perfumer, Annick Goutal, flew to Hong Kong last week to introduce the company’s new skin care product, which signals a return to the treatment category after a long absence for the Paris-based company.
Crème Splendide is a day cream containing rose sap and is designed to provide natural hydration, boosted radiance and wrinkle reduction. Goutal says when the company decided to enter the skin care arena, there was no question of basing the first product on anything but roses — her mother’s favorite flower and the company’s symbol. “The lab had to find something new and it turned out that the sap is very high quality — it is very gentle, very effective and very stable. We haven’t had to add a lot of chemicals to help it keep,” she said.The cream will be priced at $154 for 60 mg. Goutal said she could not give a sales projection, but industry sources estimate the firm will produce 3,000 jars of the cream for the global rollout.
After bowing in a few select stores in France, the cream will be launched worldwide in December. One store that will be eager for its shipment is Joyce Beauty. The multibrand beauty boutique sells Annick Goutal fragrances and candles alongside other niche cult brands, including Nars, Chantecaille, Space N.K. and Kiehl’s.
“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
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
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
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
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
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye