NEW YORK — Shiseido is ramping up its color cosmetics offerings with four new products designed to add at least 5 percent to the brand’s color business in the next 12 to 18 months.
The company will add Creamy Eye Shadow Duos in six color combinations, each retailing for $25; three shades of Corrective Concealer, $30 each; two types of mascara, Advanced Volume Mascara, $19, and Extra Length Mascara, $19, each in three shades, all in September. As well, the company will add three shades to its lip gloss lineup and three shades to its lip pencil collection. The products will be available in 850 U.S. department and specialty stores.
“Makeup currently accounts for 30 percent of our total business, so it made sense to build on that strength,” said Heidi Manheimer, president of U.S. operations at Shiseido Cosmetics (America) Ltd. “We see a huge opportunity in the category. As well, we’re experiencing 8 percent growth in our overall business, year-to-date. It’s a great time for us to expand our offerings.”
Shiseido relaunched its color cosmetics line after inking a 2000 deal with runway and editorial makeup artist Tom Pecheux to create a new line to replace its core color brand, which had originally been launched in 1989 and created by Serge Lutens. The first offerings from the new collection, Shiseido The Makeup, were launched in February 2001, and the brand has steadily been adding to the lineup since then with new forms and products.
Manheimer noted that foundation currently accounts for the biggest share of the brand’s cosmetics business, “and that’s good news, because you’re gaining a customer for life,” she said. Another large segment for the business is mascara, she said.
Bruce Gephart, senior vice president of sales for Shiseido’s prestige brands division, said the brand’s short-term goal is to build Shiseido’s cosmetics business from 30 percent up to 35 percent of total business, then pushing that to 40 percent within the next few years. “Color is bringing a younger consumer to the brand, which means that we are drawing in new consumers with these products,” he said.While none of the executives would talk numbers, industry sources estimated that the new color offerings together would do upward of about $5 million at retail in their first year on counter and that the brand would spend about $1 million on advertising and promotion in that time.
The brand is also using a new face globally on the products. Model Anouck Lepere will appear in all print advertising and imagery for both color cosmetics and skin care going forward, noted Gephart. Color cosmetics will be a focus of a national advertising campaign that will break in October fashion, beauty and lifestyle books, noted Tomoko Yamagishi-Dressler, executive director of marketing for Shiseido’s prestige cosmetics division. As well, the brand is planning heavy sampling, with 100,000 samples of its lip gloss and 150,000 samples of its Advanced Volume Mascara planned. The brand will also customize bounceback cards with its retail partners, said Yamagishi-Dressler.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews