Accessories designer Tarina Tarantino hopes her collection will be the newest jewel in Sephora’s lineup, with a sparkle-plenty color cosmetics line that will bow online in February and in Sephora stores in March.
This story first appeared in the January 8, 2010 issue of WWD. Subscribe Today.
Best known for her fanciful jewelry and accessory designs, Tarantino was a model and a freelance makeup artist for a number of years before turning to designing.
“I created the line I wanted to use myself,” said Tarantino, who founded her company in 1995 with husband Alfonso Campos. Inspirations for her jewelry range from Sixties cinema to Japanese culture, from Victoriana to vintage collages; she plans to explore these themes in her beauty efforts as well.
“[Tarina] sees her line not only as a well-designed makeup collection, but as an accessory,” said Sharon Rothstein, senior vice president of marketing for Sephora, noting that the line’s silver and pale pink packaging is finished with Tarantino’s signature rhinestones. “We think it will appeal to girls of all ages. What is so appealing is that it has a sense of optimism and whimsy.”
The core collection includes 24 shades of Eye Dream Hypershadow, a pressed eye shadow formula with high pigment payoff; three shades of Magic Hour Cream Shadow, which are water resistant, crease-resistant eye shadows; 13 shades of Eye Dream Hyperliner, a waterproof eyeliner; Fleur De Lash, a thickening mascara in one shade; 12 shades of Gem Gloss, a plumping and hydrating lip gloss; 12 shades of Conditioning Lip Sheen, a lightweight lipstick; five shades of Dollskin Cheek, a long-lasting blush; eight shades of Dollskin Powder, a micronized, buildable compact powder; Sparklicity Shimmer Dust for the body and hair; Sparklicity Pure for the eyes, lips and cheeks; Pearl Glow Primer; a five-piece brush set, and a powder-blush brush. Limited edition fashion-trend color collections will be brought to market twice a year, noted Tarantino.
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Prices range from $17 for each Eye Dream Hyperliner to $69 for a five-piece brush set.
“We are planning a significant and integrated marketing plan for Tarina’s line, which will be supported with animation, storefront window displays and gondolas,” said Rothstein, adding that Tarantino will make personal appearances on behalf of her brand. The line will also receive extensive online advertising support, said Rothstein.
While Tarantino and Rothstein declined to comment on projected sales, industry sources estimated the Tarantino beauty lineup could do upward of $8 million at retail in its first year on counter. It will be in all 250 of Sephora’s North American doors and online at sephora.com.
The Tarantino line represents another peg in Sephora Presents, the retailer’s strategy of cocreating exclusive lines for its stores. Other brands in this category include Sephora by OPI, an exclusive nail color line, and Kat Von D beauty, a collection created with the tattoo artist-reality TV star which includes fragrances, color cosmetics and tools. “We want to give our clients a true editor’s voice, and be both a trendsetter and a trend creator,” said Rothstein, adding that the lines draw new fans into the store. “Sephora Presents is our ability to give voice to unique beauty brands that we believe will be destination brands for our consumers.”