NEW YORK — Despite the death of its founder in 2002, the three-year-old Kevyn Aucoin Beauty brand continues to expand, both in the size of its assortment and in distribution.
“Over the past couple of years, there have been a lot of people wondering if the line could continue,” said Eric Sakas, creative director and president of Kevyn Aucoin Beauty. “I’ve never once believed it wouldn’t, but there have been a lot of critics. We’re really starting to prove ourselves, to say that we can continue.”
The entire line — as developed by Aucoin — consists of 250 stockkeeping units, of which 78 have hit the shelves. “Each season we roll out approximately 15 to 20 sku’s and then beyond that we have a 10-year plan that includes skin care, fragrance, bath and body and everything that was developed by Kevyn.” There is also a complete line of products for dogs.
The new spring products — set to make their debut in March — will include the Gossamer Loose Powder in two shades for $62, Flesh Tone Lip Pencil for $23 and Satin Skin Primer for $45. New shades also will be offered for existing products. The Elegant Lip Gloss, $26, and Expert Lip Tint, $22, will both be available in three new hues, and Liquid Shimmer, $21, will add pink and gold shades.
“We haven’t missed a beat since we launched it,” said Laura Saio, merchandising manager of cosmetics for Henri Bendel. She noted that the line “continues to grow” and though there is quite a bit of time between introductions, she believes it’s a strategy that may not have been planned, but works nonetheless.
While executives declined to discuss sales estimates, industry sources expect Kevyn Aucoin Beauty to generate retail sales of $5 million for 2004.
The line is available at Henri Bendel and Neiman Marcus and made its debut at Bergdorf Goodman in early November. Going forward, plans are to roll out to an additional 10 Neiman Marcus doors by the end of 2005 and to be in the full chain by 2007.