PARIS — Two decades after its birth, By Terry is riding beauty’s made-to-measure, on-the-go and DIY trends with a new in-store concept, called the Palette Factory.
It is to launch exclusively in Selfridges’ Manchester, the U.K., and London locations on Sept. 13 and Sept. 14, respectively.
Marion Assuied, By Terry’s chief executive officer, told WWD that it takes just five minutes to conceive the powder blushers, bronzers, highlighters and eye shadows.
Palette Factory works like a food bar: With the help of a makeup artist, app and iPad, people can virtually choose the type of palette they want — ranging from including a 5-gram insert to eight 3-gram inserts. Next up is the selection of powder patterns, involving one to three colors. There’s a marbled option, too.
Hues, which can be tried out, may be selected from a wall of 55 different pigments, allowing for more than 5,000 palette combinations. It’s possible to have a tinge of gold, rosy gold or copper gold sparkle thrown into the mix, as well.
Details of the palette are printed out and taken to the on-site laboratory, where each person may weigh and press the pigments. The made-to-measure element continues with various outer sleeves, tissue papers, stickers and ribbons at the gifting station. “We really want to have the ultimate offer of bespoke,” said Assuied.
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Prices at Palette Factory range from 45 pounds for a single palette to 290 pounds for a palette with eight blended hues and a sparkle topping.
The location will include a section with ready-made palettes By Terry founder Terry de Gunzburg is making on a limited-edition basis.
The Palette Factory concept targets all women, not least the younger demographic. “It’s a fun way to introduce Millennials to premium beauty and to bespoke beauty,” said Assuied.
Selfridges has the exclusive on Palette Factory for one year, then it could be expanded ultimately with a door in major cities, such as Paris and New York.
De Gunzburg launched By Terry in 1998 with made-to-measure beauty in mind. Assuied said the executive wanted to parlay the codes of haute couture into color cosmetics. “At that time, the makeup offer was really institutional and not that premium,” said Assuied, who is de Gunzburg’s daughter. So she set out to launch the first high-end, bespoke color cosmetics.
From the outset, in her first boutique in Paris’ Galerie Véro-Dodat, it has been possible to buy personalized foundation, lipstick and eye shadow. De Gunzburg dubbed it “haute couleur.” However, those bespoke products involve a lengthier consultation than at the Palette Factory, followed by a one- to three-week manufacturing process.
“It’s like creating a full product but only for one single unit,” said Assuied.
By Terry is now carried in 950 doors worldwide and includes makeup, skin care and fragrance. The brand’s largest markets are France and the U.K., and it is growing business in Asia and the U.S.
Before introducing her own label, de Gunzburg served as makeup designer for YSL Beauté for 15 years. There, she conceived the blockbuster Touche Éclat concealer in 1992.