Creating a brand name that has universal appeal and captures the imaginations of consumers can be a difficult task.
But Naked Princess doesn’t get lost in translation.
Beverly Hills-based co-founders Jordana Woodland and Becca B. Frank spent 18 months developing the luxe lingerie label, which also is a co-branding effort with beauty and body products inspired by Woodland’s personal collection of antique perfume bottles and vintage lingerie, which she collects around the world.
Frank said the idea of pairing lingerie with beauty products was to create a “boudoir state of mind.
“We created cohesive collections for women that help support a boudoir state of mind, and we achieve this through a full offering of luxury lingerie that is complemented with custom-scent-based beauty and body products. It was important to treat each product offering as equal and not secondary to the other,” explained Frank, who serves as chief creative officer.
Frank noted that the goal is to create an aspirational lifestyle product that is designed by women for women.
“We aspire to create products that encourage women to live beautifully, love deeply and reign joyfully. This statement is what influenced our tagline, ‘live. love. reign’….Every woman should feel empowered and beautiful, so we have also made the commitment to provide a full range of sizes from XS to XL….Our lingerie is designed without underwires and with proprietary pliable boning to create a more natural, healthy experience. Laces, cashmeres and silks provide stretch and comfort to flatter and accommodate a range of figures,” she said.
Handcrafted lingerie and related boudoir fare retail from $95 to $595. Styles include bras, undies, bodysuits, camis, chemises, robes and lounge pieces. Body and beauty products, which are priced $22 to $58, include perfume spray, body cream, lip gloss and lip treatment. All products are made in Southern California.
Frank — who designs the packaging as keepsake components for gift giving, including lingerie that is delivered in custom-made moiré and tulle bags — said retail reaction has been positive following exposure at the CurveNY trade fair in Manhattan in February.
“At the moment, luxury hotels and spas — such as The Four Seasons Beverly Hills, The Ritz-Carlton Palm Beach, and The Spa at Whitefish Lake in Montana — have all started selling Naked Princess. We’re currently wrapping up deals with a select group of major high-end department stores, and we’ve added a few specialty luxury lingerie boutiques to our stock list. We are really pleased with the response and interest from other buyers and looking at a few nontraditional opportunities, including clothing-boutique partnerships for short-term pop-ups, as well as oncology boutiques that sell cleaner [holistic] luxury beauty products,” said Frank.
She added that retailers that specialize in luxury goods “understand the lifestyle aspect and really appreciate the brand’s authenticity.”
“Smaller boutiques and buyers are very interested as well, as they seek newness to keep their customers coming back,” she said.
The company also sells its products on nakedprincess.com, where all merchandise is available, including curated gift sets and books on seduction, lingerie and lifestyle.
“We’ve also invested heavily in producing a custom digital magazine titled Reign with daily content that demonstrates our lifestyle and point of view to a wider audience,” noted Frank. A current video on the Reign link features a memorable seduction scene from the movie classic “The Graduate” in which Ann Bancroft undresses for Dustin Hoffman.
Asked if merchants are interested in buying both categories, Frank replied, “We’ve noticed that many lingerie boutiques are interested in the beauty and body products because of the holistic approach to the collection. It’s been another way to differentiate ourselves from other labels and offer a wider range of price points that are accessible to an array of buyers. The lingerie is targeted at couture lingerie boutiques that can support and educate the consumer on the details and exquisite fabrics and laces required to produce such fine pieces.
“Therefore, the lingerie is for a special consumer. The beauty and body products, on the other hand, are priced more accessibly for a wider audience, yet comprise a luxury offering for even the most discriminating taste.”
Regarding marketing and promotions, Frank said the company will be exhibiting at the CurveNV trade fair in Las Vegas and CurveNY in August.
“We’ve also been selected to participate in the Splash Showcase featuring new emerging beauty brands at HBA in June. Our executive team will introduce the brand to the European market at the Mode City fair in Paris this July. We’ve also activated a very exciting Stylist program for select personal shoppers, celebrity stylists, wedding planners and other professionals who influence wardrobe purchases for high net-worth clients by offering private appointments for collection viewing,” said Frank.
A first-year wholesale sales projection was not available, but Frank noted the company anticipates sales to “approach the low seven figures.”