RéVive is getting into on-demand services through a partnership with Vênsette.
The first initiative since its acquisition by Tengram Capital Partners last November, RéVive is the official skin-care sponsor this spring for Vênsette, an on-demand makeup application and hair styling service. The skin-care brand’s products will be used in makeup services and samples will be distributed to all clientele.
“We’re working on raising awareness for the brand because it has flown under the radar for many years,” said chief executive officer Elana Drell-Szyfer, who started the position when Tengram acquired the brand from Shiseido Americas. “We felt the demographic of the on-demand [client] was one we were likely not reaching. We think that client is discerning and she is someone who is likely investing in her skin and herself.”
While the brand already has a strong presence at various retailers — RéVive is carried at Bergdorf Goodman, Neiman Marcus, Barneys New York, Bloomingdale’s, Saks Fifth Avenue, Bluemercury, Cos Bar and Violet Grey — the brand wanted to reach a new customer base through Vênsette, which typically caters to more affluent women with active lifestyles.
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Drell-Szyfer believes that the best way to drive brand awareness is through RéVive’s product line, which is formulated by founder Dr. Gregory Bays Brown. Products aren’t available for purchase through the on-demand service, however the goal is to get the product into more customers’ hands and provide a high-touch, luxury experience.
“In the market, service historically has been separated from product,” said Lauren Remington Platt, founder of Vênsette. “Vênsette has always tried to meld the experience between service and product because they’re the same. In this setting, [clients] can try products with a professional makeup artist who can recommend a proper routine and customize it for the client.”
After seeing her clients show interest in purchasing the products used during services, Remington Platt started these brand partnerships to give her clients a point of entry in getting more customized product recommendations. These partnerships also allow Vênsette to get a better idea of its clients’ needs to elevate the experience.
“The future of beauty is personalization and customization,” she said. “No longer is beauty one-size-fits-all. Women want a bespoke look and experience.”
RéVive held a beta test for the partnership in Los Angeles in the week leading to the Academy Awards in March. Based on the success of that test, the brand has rolled out its sponsorship to all cities where Vênsette offers its services, which includes New York City, The Hamptons, Los Angeles, San Francisco and Miami. Vênsette’s services range in price from $150 for a hair styling or makeup application to $350 for a VIP treatment.