NEW YORK — BeneFit Cosmetics is getting a new chief executive officer — Diane Miles, from Christian Dior Perfumes Inc., a fellow division of LVMH Moët Hennessy Louis Vuitton.
LVMH, which owns a 70 percent stake in BeneFit, has appointed Miles, who has been a senior vice president of marketing at Dior’s U.S. subsidiary, as the ceo of BeneFit, effective Oct. 28. No successor has been named for Miles at Dior.
BeneFit cofounders and twin sisters Jane Ann Ford and Jean Ann Ford acted in the past as joint ceo’s. Jane Ann Ford said Tuesday that she and her sister see Miles’ pending arrival as an opportunity for them to focus on what they consider their strongest suits: the creative end of the seven-year-old business.
"This will free Jean Ann and me up to be the co-creators we always wanted to be," Jane Ann Ford said from her San Francisco office. "It’s not a question of her coming in to fix things, but to see what we’ve created and how it can be more efficient." She added that Miles would take over day-to-day operations, and that BeneFit had been "canvassing for the right person" to do so for two years.
"I’m very excited," Miles said during a phone interview in New York on Tuesday. "BeneFit is expanding and I’m being sent to work with Jane Ann and Jean Ann to take it to the next level — with the sisters being a very important part of that mix."
The sisters share these sentiments — that Miles can bring BeneFit closer to its full potential. "BeneFit is a pretty young company, but we have made a fairly large dent for being so small," said Jane Ann Ford. "But the front end of the business needs to be more in line with other major prestige beauty lines."
When LVMH bought its stake in BeneFit in 1999, the firm was doing annual retail sales of about $20 million. Jane Ann Ford expects BeneFit to end this year with retail sales in excess of $90 million.
Miles will be integral to a three-year plan starting next year that’s designed to maintain consistent growth, according to Jane Ann Ford. The strategy involves reducing the expansion of BeneFit’s distribution base and focusing more on comparative-store growth. The brand is currently in 500 doors worldwide, 350 of which are in the U.S. Its biggest overseas markets include the U.K., France, Japan and Germany. The rate of new door openings is seen shrinking from 100 per year worldwide to 60 to 70 during each of the next three years. Plans also call for adding two to three freestanding BeneFit boutiques next year to four existing units, two of which are located in San Francisco. Of the other two existing shops, one is in Berkeley, Calif., and the other is in Mill Valley, Calif.On the creative front, the sisters will be able to focus more on product development for 12 "major" launches that are planned for next year. Currently, the rollout of a new color line called Glamourette is being finalized. "Diane will bring a method to our madness," said Jane Ann Ford.
Miles, a 12-year veteran of Dior, spent her first nine years with the LVMH division in the U.K. before relocating to New York. She introduced numerous Dior offerings, including Dior’s Addict lipstick line and Iod skin care line, both of which launched last year.
Before Dior, Miles was at L’Oréal, where she worked with the Lancôme and Biotherm brands, as well as the Vichy brand in Europe. She plans to relocate to San Francisco at the end of this month.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)