Vera Wang is making the move into cosmetics at the mass level.
This story first appeared in the December 8, 2010 issue of WWD. Subscribe Today.
Kohl’s Corp., which renewed its long-term license to manufacture and market Simply Vera Vera Wang merchandise, plans to expand the brand into cosmetics by spring 2012. The branded cosmetics line will include makeup and color, skin care, bath and body products and beauty accessories, available exclusively at Kohl’s stores nationwide and kohls.com.
“As part of my incredible partnership with Kohl’s, I will now be able to offer women all over America my own personal regimen for skin care and makeup,” said Wang. “It is an easy, light, modern and effortless approach to beauty and creativity. Like fashion, makeup is also transformational. I love the artistry of makeup to accentuate, enhance or create a mood for any time of day or occasion.”
First licensed to Kohl’s in 2006, the Simply Vera Vera Wang lifestyle collection includes all women’s apparel, intimates and sleepwear, handbags, leather accessories, jewelry, footwear, bedding and bath. Kohl’s private brands, which accounted for 48 percent of sales in the third quarter of 2010, have become an increasingly important part of the store’s strategy. According to Kohl’s, since its launch in 2007, Simply Vera Vera Wang has consistently been a strong performer and is the leading exclusive brand in its women’s contemporary category.
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Wang hasn’t entered the cosmetics business at the department store level yet. However, she has been very successful with her fragrances, having launched a global portfolio of scents in 2002 for department store distribution. Her fragrances include her Vera Wang Signature fragrance, as well as Vera Wang Princess, which has had several spin-offs such as Rock Princess and Flower Princess. As reported, “Gossip Girl” star Leighton Meester has signed on as the face of Vera Wang’s next fragrance, which hits stores next summer. An ad campaign, photographed by Carter Smith in Manhattan, will break in fashion, beauty and lifestyle magazines to coincide with the launch.
Wang, whose licenses range from china, crystal and eyewear, to mattresses and luggage, is getting ready to unfurl her inaugural wedding gown collection for David’s Bridal, called White by Vera Wang, which will launch at retail next spring.