NEW YORK — Prescriptives and Henri Bendel officially introduced PxExpress by Prescriptives with a party at the store last week. The event was thrown jointly by Bendel’s, Prescriptives and Vogue magazine. It featured a vintage dress auction and sidewalk hopscotch games for makeup samples.
The counter debuted softly at Bendel’s on Nov. 11 but response was immediate, according to Ed Burstell, the store’s vice president and general manager. Though neither Burstell nor Lauder executives would break out figures, industry sources indicated the counter garnered $20,000 in sales during the two weeks before the formal launch.
PxExpress is a new Prescriptives counter concept that the Estée Lauder-owned brand would like to roll out to its lower-volume doors. The format emphasizes self-service; features an edited assortment of the brand’s full complement of stockkeeping units, and employs the brand’s Colorprinting system to help customers find shades.
PxExpress also marks the return of Prescriptives to Bendel’s after a six-year hiatus. William Lauder, a group president at the Estée Lauder Cos., who is due to move up to chief operating officer on Jan. 1, called it a nontraditional reunion on the sidelines of the soiree. “Bendel’s always had a unique presentation of cosmetics — never a traditional offering — and Prescriptives has never been a traditional brand.”
The counter is expected to bring in between $700,000 and $750,000 in first-year sales, according to industry estimates. Sources indicated that Prescriptives’ current department and specialty store doors registering sales of $200,000 or less are likely targets for PxExpress.
“This is a test for smaller volume doors,” noted Pamela Baxter, president of the Estée Lauder Cos.’ specialty group worldwide, which includes Prescriptives, Jo Malone, Kate Spade Beauty and La Mer. “If the concept is understood and it works, we’ll roll it out to [those] doors.”