Despite it being competition, Rouge New York cofounders, actress Stephanie March and her coveted makeup artist Rebecca Perkins, are in fact excited that more and more beauty bars are popping up throughout the country.
And in November, Rouge will open a second location in Manhattan on the Upper East Side at 220 East 60th Street where March and Perkins are hoping to reach a new consumer. They’re also betting on the array of services and edited product assortment they sell.
“The thing about the expansion is we always felt like there is more than one hair salon, there is more than one nail salon, for a while there was not more than one makeup salon, so getting heard and getting understood was our biggest obstacle,” declared Perkins, who is also Rouge’s head makeup artist. “And these other companies are only helping us all be better understood.”
This summer companies that are helping Rouge make some noise include Califonia-based beauty bar Blushington, MAC’s first beauty bar concept called MAC Makeup Studio and Joli Beauty Bar, a freestanding on demand salon.
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Meanwhile, Rouge’s newest outpost will be 1,000 square feet, which is about a third bigger than its first store. The space will replicate its downtown location with its Hollywood deco vibe and iPads at every station. With the added space, Perkins and March are looking to give its curated assortment of about nine retail brands such as Kevyn Aucoin, Kimiko and Temptu, among others, a more robust presence.
“We always felt that curation breeds trust,” said Perkins. “My relationship with Stephanie as her makeup artist on [“Law & Order: Special Victims Unit”] and for years afterward was always based on me bringing what I felt would be the best for her.”
Rouge will also add two new services at the uptown location, which includes eyelash extensions and the opportunity to make a custom lipstick shade on the spot for $30.
But Rouge isn’t stopping at New York. March and Perkins eventually would like to open in an array of cities. But they both agreed that they’d conquer Manhattan first.
“[Since opening the first location] we realized our customers are women, period,” said March. “They’re old and they’re young, they’re professionals and they’re stay-at-home moms. We realized we need to do more, we need to be in more places, we need to be in more locations. It’s such an opportunity to be able to do the makeup of a 15-year-old girl who’s getting it done for the first time and a 75-year-old woman who thinks she can’t wear red lipstick.”