Sue Devitt is dabbling in fragrance.
The Australian-born makeup artist is introducing at Barneys New York this week a limited edition women’s scent called Golden Temple Effusion Eau de Toilette.
She’s also bolstering her cosmetics assortment with the concurrent launch of The Golden Triangle Collection.
The globe-trotting Devitt noted the scent was inspired by early-morning mist rising from Thailand’s bamboo forests. The formula for Golden Temple Effusion Eau de Toilette features rainforest woods, wild lily and red berries.
The 1.7-oz. fragrance was developed with International Flavors & Fragrances and is priced at $65. The rectangular bottle, which features a cylindrical cap emblazoned with patterns meant to re-create the shapes and silhouettes of temples, was designed in-house.
“I’d like to continue to develop fragrance for each collection because it is part of the beauty process,” said Devitt.
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The Golden Triangle Collection includes a lash-enhancing mascara ($49) available in black, dark brown and green black; an Eye Intensifier Pencil ($22) in green black, and a Silky Eye Shadow ($18) in rainforest green, deep charcoal and golden olive. There are also limited edition offerings such as eye, lip and cheek highlighter ($22) in golden neutral and Lip Enhancing Gloss ($22) in golden.
Each product boasts skin care benefits, and The Golden Triangle Collection is intended to reach the brand’s full distribution.
Sue Devitt comprises about 200 items. The eight-year-old brand first came to the U.S. five years ago, when it was introduced at Barneys. Aside from the color cosmetics with built-in treatment benefits, there are skin care products and spa products.
“It’s about healthy beauty,” said Devitt, citing the minerals and trace elements that are incorporated into product formulations.
Eric Horowitz, the firm’s chief executive officer, said the business has been performing well in the U.S. and international markets, including a 30 percent jump in sales at Harvey Nichols during the spring. “That’s a nice springboard for expansion into Western Europe and the Middle East in 2011,” he said.
Sue Devitt Inc. stands at about $15 million in terms of global retail sales, according to market sources.
In addition to Barneys, the brand is carried in about 200 Ulta stores and select Macy’s and Bloomingdale’s locations. Also, suedevittbeauty.com commenced e-commerce operations earlier this year.
Horowitz noted that a strategy of offering special capsule ranges to different retailers has gained traction. “The tailored approach is critical and it has been working,” he said. “Customers are responding in each of those channels.”