NEW YORK — Townley Cosmetics hopes Hilary Duff has the right stuff.
Star of the Disney hit TV show, "Lizzie McGuire," as well as movies such as "Agent Cody Banks," Duff will be the face on a line of new cosmetics targeted at tween and teen girls.
Called Stuff by Hilary Duff, the beauty products are expected to hit specialty and mass stores just in time for back-to-school and the fourth-quarter holiday season.
Duff’s image is not only on the packages, but the 15-year-old star has input into the colors and packaging, according to Abie Safdieh, president of Townley. The beauty products are part of a larger licensing campaign encompassing apparel, accessories, bedding and footwear also called Stuff by Hilary Duff. The full array of products will be available for spring 2004.
Townley officials would not comment, but industry sources believe the beauty line could hit at least $20 million in retail sales.
Although Duff is best known for her role as Lizzie McGuire, she has branched into movies and music. "Agent Cody Banks" is currently one of the top-10 films in America and the Lizzie McGuire flick debuts next month. She’s filming a remake of the movie "Cheaper by the Dozen" with Steve Martin, as well as a "Cinderella" movie. She’s also a recording artist with a successful single called "I Can’t Wait" and a CD set for release in September. To top it off, she was first discovered for her dancing ability.
Maggie Dumais, senior vice president of licensing for the Bravado Music Group, which handles the licensing deals, said Duff’s talents across many platforms makes her a sure bet. "She’s a quadruple success because she can dance, sing, act and design fashion," said Dumais who added that Duff would have impact on all of the items bearing her name.
Right now, Duff is one of the most popular personalities with tweens and teens. At first, mostly associated as "the girl on ‘Lizzie McGuire,’" the theatrical releases have put the name Hilary Duff on young girls’ lips. "She is also mom approved," said Dumais. "She’s a normal kid — a gorgeous normal kid."Beth Klinck, a mom in suburban New Jersey, agreed that Duff sends a better image than some of the other young celebrities. "What I like about her is that she’s not rail thin like some of the kids and she seems approachable," said Klinck, a mother of 9- and 12-year-old daughters.
Safdieh wants to translate that girl-next-door image into the beauty line. Although Townley is known for dusting girls across America with glitter, Stuff by Hilary Duff is a more sophisticated line with a "softer" palette. It includes lip, nail, eye and body products and will retail for less than $4 an item. All are fragranced and flavored.
The packaging — which will be recyclable as per Duff’s mandate — is pink metallic and features a logo she created for all the merchandise bearing her name. The colors are mostly in the pink family, but include a range for all complexions and tastes. The products go beyond the traditional glosses and body glitters offered by most tween or teen lines. "These are real cosmetics," said Safdieh.
Duff isn’t the first young celebrity to be behind a beauty line. Debbie Gibson hawked a fragrance in the Eighties called Electric Youth, Christina Aguilera was signed by Fetish for cosmetics and there were products based on the hit, "Beverly Hills 90210." Wal-Mart has perhaps had the most success with celebrity teen beauty with its Mary-Kate and Ashley collection which encompasses makeup and fashion.
Many of the other properties were quick hits with no longevity or never got off the ground at all. However, the recent spate of celebrity successes such as J.Lo’s Glow makes the path a bit smoother for Duff. And, although most young girls know Duff, she’s managed to avoid overexposure. To keep it fresh, Townley plans to inject new items, flavors and colors frequently.
"She has legs and this isn’t really a celebrity-endorsed line; this is a brand," added Dumais. Safdieh also believes Duff’s commitment to the brand will extend its shelf life. It is planned that she will write beauty tips that will appear in her own handwriting on the packages. There also will be a collectible of some type featured on the package. The entire Stuff by Hilary Duff franchise will have a treasure hunt with prizes scattered throughout all of the licenses, said Dumais. Duff also is a great role model through her work with Kids for a Cause, a charity for underprivileged children.The Hilary Duff license is not the first of this type for Townley. The company has the beauty rights to Hello Kitty, Strawberry Shortcake and Powerpuff Girls. The company also has products selling in specialty stores appealing to the same age as Stuff. "We selected Townley because they really know this audience. They aren’t an adult cosmetics company trying to make [products] for kids," said Dumais.
Promotional tie-ins with radio and magazines are planned. Safdieh also hopes to have a sampling program and a consumer sweepstakes for a chance to meet Duff. Stuff by Hilary Duff will be promoted on Duff’s own Web site, which eventually will feature e-commerce, and Townley’s site.
Marketing to tweens and teens has been a goal of mass market retailers for the past five years. Bonne Bell has always been a mainstay of young beauty, but it has been joined by Jane, Caboodles, Candy Corner and other marketers vying for the $155 billion young customers are said to spend. Despite the efforts of these brands, tween and teen shoppers remain fickle — changing from one brand to the next in warp speed. Most girls also prefer the mall to the local drug or discount store. Safdieh hopes Stuff by Hilary Duff finally becomes a brand that builds loyalty.
@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)