Jemma Kidd

Jemma Kidd continued to build her brand constituency of consumers by expanding the U.S. distribution of her color cosmetics collection.

Jemma Kidd continued to build her brand constituency of consumers Thursday by expanding the U.S. distribution of her color cosmetics collection to the four stand-alone Space NK stores and its nine boutiques inside Bloomingdale’s stores.

This story first appeared in the November 7, 2008 issue of WWD. Subscribe Today.

Kidd, who is a makeup artist, an educator, a competitive equestrienne and a celebrity, is scheduled to make an appearance Saturday at Bloomingdale’s 59th Street flagship in Manhattan. Space NK plans to spread its apothecary approach to 10 more Bloomingdale’s stores next spring and Kidd is expected to follow suit.

The makeup artist-turned-beauty entrepreneur has been studiously building her own brand by adding coordinated, independent components. Kidd began her career 12 years ago as a makeup artist — an outgrowth of a short, unhappy modeling career — then opened a school for young, aspiring artists in her Notting Hill town house in London. That, in turn, led to her first color collection, the Jemma Kidd Make Up School. Then she put together a team of styling pros under the banner Jemma Kidd Professional Team, which worked backstage at the Christian Francis Roth show in New York during the September ready-to-wear collections, in addition to doing a couture show in Paris. Inevitably, a professional product offshoot followed under the same banner.

The two prestige-priced color lines entered in Bergdorf Goodman in May 2006, then followed up with 15 Neiman Marcus units in the fall.

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Kidd launched JK, a lower-priced color line for 1,600 Target stores, in August. She is now hard at work putting together a beauty how-to book, and writes a weekly beauty tip column for the magazine supplement of Britain’s popular Sunday Mail newspaper.

“The fundamental object is to build the brand and intellectual properties,” said Grace Fodor, general manger. And the more subbrands are added, the larger the constituency becomes in an apparent strategy of encircling and conquering. Fodor said the fledgling company is building a foundation of “assets and parts” that will project an enduring brand image for the long haul.

After three years in business, retail volume is projected to hit $30 million worldwide for the 2008-09 period, according to the company. Volume was boosted by Target, which generated a 1 million unit production run.

Kidd explained differences between the Make Up School color line and the Pro collection, which features a marriage of fashion color and skin science, as sitting on the educational and the commercial sides of the artistic equation. She described the JK line for Target as “more personal. JK is about me and what I love. I love fashion, style and flair.”

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