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.
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion