NEW YORK — MD Beauty, the company formed when beauty firm Bare Escentuals acquired and merged with cosmeceuticals brand MD Formulations two years ago, has prescribed continued expansion.
Since the merger in 2001, sales at San Francisco-based MD Beauty have doubled to $150 million at retail and are expected to grow another 25 percent during the next year, according to industry estimates. Contributing primarily to expansion, executives hope, will be new U.S. stores under the Bare Escentuals name and a new men’s line within the MD Formulations assortment. But it doesn’t stop there.
“We have growth planned for MD Beauty internationally, in spa accounts and in specialty store distribution,” said Leslie Blodgett, president and chief executive of MD Beauty.
In the U.S., MD Beauty operates 18 freestanding Bare Escentuals boutiques today and the company plans to open two new locations — one in Minneapolis’ Mall of America by next month and its first New York store by the fall. Each new store is expected to do $2 million in its first year, according to estimates. Currently, there are 13 Bare Escentuals boutiques located in California, with three in San Francisco, while other stores are located in Georgia, Colorado and Pennsylvania. In addition to stores under the Bare Escentuals name, MD Beauty markets product lines within the division, including skin care, bath and body care and mineral makeup.
Internationally, products are distributed to spas and salons in 36 countries. There are currently no plans to open freestanding Bare Escentuals stores outside the U.S.
MD Formulations’ new men’s collection, which has been in the works since the formation of MD Beauty, is comprised of seven products, one of which — a 75-ml. shave cream for $22 — is brand new and six of which are existing products that were repositioned to target men. Prices in the line range from $22 to $53. It is projected to do up to $4 million in retail sales during its first year, according to sources. The full MD Formulations assortment is comprised of 66 stockkeeping units and, in addition to 120 retail stores like Ulta, Pure Beauty, Sephora and Bare Escentuals boutiques, it is carried in about 2,700 salons and spas in the U.S.“Men want a simple, straightforward regimen,” said Blodgett, “[so] we created targeted outer packaging to help men find the most appropriate products for daily skin care.”
The brand’s incursion onto the men’s side is an approach that’s designed to build appeal for the brand among men, who can sometimes be intimidated by a large assortment of products that mainly target women, as well as to capitalize on the men’s spa category, one of the industry’s fastest growing segments.
“Today’s men are more interested in taking proper care of their skin than ever before,” Blodgett remarked. “And the men’s grooming market continues to be one of the fastest-growing categories of personal care products.”
— Matthew W. Evans
DAKAR GOES 90210 LOS ANGELES — Hollywood skin care maven Sonya Dakar has finally abandoned her 15-year-old, 1,000-square foot space in Hollywood for the big time: a 12,000-square foot glass compound in Beverly Hills, the former Arista Records headquarters, where she plans to expand beyond facials to head-to-toe wellness. For now, Dakar sees clients like Drew Barrymore, Cameron Diaz, Kirsten Dunst and Debra Messing on the second floor of the five-story space, but eventually operations will take up three levels and a roof deck with a view to die for. By November, the “Health Farm” will include spaces for total body skin care, scalp treatments, cosmetic and dental laser procedures, manicures, pedicures, acupuncture, yoga, Pilates, a vegan cafe and roofdeck cabana treatments. Dakar’s cult-favorite products, including Cellular Patch Cream and Drying Potion, will reside in a new 500-square-foot retail store, which she hopes will invite walk-ins as well as those who book appointments months in advance. But perhaps foot traffic isn’t the right term, since her new digs will offer valet parking, of course.
A NEUTROGENA FACE NEW YORK — Actress Jennifer Freeman, known for her role on ABC’s “My Wife & Kids,” and guest appearances on “Lizzie McGuire,” “Even Stevens,” and “7th Heaven,” has been added to the lengthy roster of spokesmodels for the Neutrogena brand. Freeman joins Jason Taylor, Connie Nielsen, Mischa Barton, Kristin Kreuk, Mandy Moore, Angie Harmon and Julie Bowen.—?Laura Klepacki
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty