Mary-Kate and Ashley Olsen are heading to Claire's for a makeover. The teen moguls' lifestyle and entertainment company, Dual-star Entertainment Group, said it is taking the first step beyond distributing the twins' cosmetics line exclusively at Wal-Mart.
LOS ANGELES - Mary-Kate and Ashley Olsen are heading to Claire's for a makeover.
The teen moguls' lifestyle and entertainment company, Dual-star Entertainment Group, said it is taking the first step beyond distributing the twins' cosmetics line exclusively at Wal-Mart by selling bronzers, lip glosses and other makeup under the Mary-kateandashley brand at 500 Claire's specialty stores in the U.S. and Canada starting this month.
Dualstar also launched the first print advertising campaign in its 13-year history last month, with full-page ads for fragrance and cosmetics in Ellegirl and Girls' Life. The goal is to boost Dualstar's growing four-year-old beauty business, which makes up 10 percent of the privately held company's estimated $1 billion in global annual retail sales.
"Ashley and Mary-Kate never had a real interest in beauty and body care [before]," said Diane Reichenberger, chief executive officer of Culver City, Calif.-based Dualstar. "We really focused on that and looked at new opportunities for a brand that is very successful."
The move comes as the Olsens, who are Dualstar's co-presidents, strive to evolve their company and attract shoppers who are older than their core fans: girls 12 years old and younger. While tween apparel for the Mary-kateandashley brand represents about 80 percent of revenue, cosmetics appeal to all ages, Dualstar said. Priced from $1 to $5, the cosmetics are produced under license by Nu World in Carteret, N.J.
For Claire's, the Pembroke Pines, Fla.-based jewelry and accessories specialty retailer, the cosmetics deal strengthens its existing relationship with Dualstar. Claire's began selling the Mary-kateandashley scents, called Coast to Coast NYC and Coast to Coast LA, last June. With more than 1,650 stores in the U.S., Claire's also carries cosmetics and body care lines such as Jessica Simpson's Dessert Treat, That's So Raven and Claire's private label.
Marisa Jacobs, a spokeswoman for Claire's, said customers are interested in celebrity brands and the company did very well with the Olsens' fragrances. "To extend the line into the early stages in what hopefully would be a broad cosmetics line would be a good opportunity," she said.
Reichenberger said Claire's enables Dualstar to reach 7- to 18-year-old female shoppers.
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