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NEW YORK — Stila is adding lips to the Convertible Color collection.
This story first appeared in the September 20, 2002 issue of WWD. Subscribe Today.
The collection, which Stila executives noted has been a huge success for the brand, consists of cheek color in 12 shades and eye color in eight, both retailing for $28. Plans to add four new shades of eye color are set for spring. “The whole convertible story will be huge,” said Phebe Farrow Port, vice president and general manager of Stila.
The Mission: Jeanine Lobell, founder of the brand, has now created a lip product with fashion and lifestyle in mind. “She always thinks of both angles,” Port said. Convertible lip color, to be available in eight shades at launch, boasts two formulations of the same shade. To make shade selection easy, the tube matches the hue inside.
The Concept: Convertible lip color was in development for a year and narrowed from 15 shades to eight. The lip product, to retail for $24, is a dual-ended tube that contains a creamy matte formulation on one side and a shiny, sheer on the other. The consumer has the option of three looks because they can wear each shade independently or layer it with the matte or shiny topcoat.
The Goal: Convertible lip color will be introduced Jan. 1, 2003 in approximately 220 doors domestically — including Sephora, Nordstrom and select Saks Fifth Avenue stores, rolling out to about 30 international doors by mid-spring. Industry sources estimate that Convertible lip color could bring in as much as $2 million globally in first-year retail sales. National advertising is planned, but details have not been finalized.
The Creation: “The reason Jeanine Lobell created Convertible lip color is because a woman usually falls in love with one color,” Port said. “Now she can have one color with three different lip looks. It is really fun for that reason.” In-store promotion will focus on creating a look using the eye, cheek and lip products. Expectations are that convertible lip color “will be equally as popular as Lip Glaze,” Port said. Lip Glaze is one of Stila’s top-performing lip products.