Lilly Pulitzer and Target are teaming up to add color cosmetics to the 250-stockkeeping-unit designer partnership they will launch this spring. It is the first time any of the Minneapolis-based retailer’s designer collaborations has included a color cosmetics component.
Nine shades of L’Oréal’s Colour Rich Designer Extraordinaire Lipstick and nine shades of Essie nail polish are included in the assortment, which hits the retailer’s 1,801 bricks-and-mortar doors and target.com on April 19.
“With this offering, we are extending our style collaboration in a new way,” said Jessica Carlson, a spokeswoman for Target. “And doing color cosmetics with a partner known for its bright prints made perfect sense.”
On the Lilly Pulitzer side, Jane Schoenborn, vice president of creative communications, worked closely with Target and the two L’Oréal brands to assemble the offering. “We started with a meeting at our corporate offices [in King of Prussia, Penn.], we looked at prints and then we headed to Palm Beach with the Target design team. We then had the prints in front of us as we put the makeup collection together, so that it would complement the apparel.”
Lauren Consiglio, vice president of marketing for Essie U.S., noted that the collaboration was a first for Essie as well. “We’ve worked with Target for years and they are a great partner of ours, but we’ve never been involved in a designer collaboration,” she said. Each nail polish will retail for $8.49, which is consistent with the brand’s main offering pricing. Consiglio noted that Essie is cobranding the nail polishes and will have a dedicated endcap in store with the Pulitzer products. Colors include Where’s My Chauffeur?, an opulent turquoise; Borrowed & Blue, a very pale light blue, and First Timer, a shade of apple green.
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L’Oréal Paris will also cobrand nine shades of lipstick, each $7.99, with descriptively colorful names like Coral Encore and Fuchsia Orchestra. “The core mission of L’Oréal Paris is to design makeup trends that empower women to play with color and confidently create looks on themselves at home to complete their total look every day,” said Malena Higuera, senior vice president of marketing for L’Oréal Paris, calling Lilly Pulitzer “fashion’s sunniest and most vibrant designer.”
The beauty part of the collaboration should generate about $1.2 million at retail in its limited time on counter, according to industry sources.
While the Lilly Pulitzer brand has dabbled in beauty before — a 2013 cosmetics bag partnership with Estée Lauder, a 19-sku lineup with MAC Cosmetics in January 2010 and a collection of three fragrances with the now-defunct Gary Farn in 2008 — Schoenborn stops short of saying that Lilly Pulitzer is aiming to go into color cosmetics permanently. “Right now, it’s just sparkle and fun,” she said.