PIONEERING TEXAS: The Lone Star State is the next target market for Benefit Cosmetics LLC.
“I think Texas in general is going to be a great market for us,” said Lisa Edwards, vice president of retail, at last month’s opening party for the Benefit store at The Plaza at Preston Center in Dallas. “We wanted to start with Dallas. It seems like such a beauty market.”
Located steps from a well-trafficked Sprinkles bakery and across from the Ylang 23 jewelry boutique, the 890-square-foot store is Benefit’s 27th nationwide. It offers brow waxing and threading, body waxing and spray tanning in addition to the full line. A division of LVMH Moët Hennessy Louis Vuitton since 1999, Benefit has 86 overseas stores as well as distribution in Macy’s, Sephora and Ulta.
Benefit targets a new U.S. market each year and then backfills locations in the major cities where it already has a presence for a total of six openings annually, Edwards explained. The company has another store on tap for summer at The Shops at Legacy in nearby Plano as well as units in Boston, Brooklyn, and two more in the New York area.
“We want to make sure we get the best locations, and we’re willing to wait to get the best locations,” said Edwards, who is currently scouting in Houston.
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“We have one new concept — Brows-A-Go-Go. It’s a small version of this — 300 square feet. We tried a small one on Lexington [Avenue in Manhattan] and it’s doing great, so we have plans to open more in New York.”
Bestsellers include Porefessional primer, They’re Real mascara and They’re Real eyeliner, as well as longtime top-seller Benetint.