LONGO LANDS AT BARNEYS
Byline: Kim-Van Dang
NEW YORK — Barneys New York took another step Thursday in expanding its beauty offerings by adding a new cosmetics line by makeup artist Vincent Longo.
It’s one more entry in Barneys’ burgeoning stable. “We’re getting squished on the main floor,” said Bonnie Pressman, Barneys’ executive vice president and women’s fashion director. “We have 15 lines now. We need a mezzanine. Seriously speaking, it’s a big opportunity for us to start with new makeup artist lines. Each one has its reason for being. As long as they meet needs, we will keep bringing them in.”
The Vincent Longo collection, test-marketed since the spring in select beauty salons and through mail order, arrived this week at Barneys Seventh Avenue and Madison Avenue doors as well as its Beverly Hills unit, where the artist is scheduled to make the first of many personal appearances.
The line is also being shipped to three Neiman Marcus doors, Takashimaya in Tokyo and 15 upscale spas in the U.K. In the spring, Longo plans to launch the line in a major British department store to coincide with London’s fashion week. Longo said he is in negotiations with several candidates.
In 1997, he said, the collection should generate $3 million at retail worldwide.
It consists of six shades of loose powder at $30 a container; a dozen shades of liquid foundations at $30 a bottle; a cream foundation at $20; 30 shades of lipstick in frost, creme and matte finishes at $18 each; 20 eye shadows and four brow colors at $16 a compact; cream concealers and blushes at $16 each; regular and waterproof mascara at $15 a tube, and seven lip pencils and three eyeliners at $14 apiece.
Additionally, Longo introduced this week a collection of makeup tools, ranging from 20 mostly natural-bristle brushes to a wet sponge, a brush cleaner spray and a velour puff. They are priced $18 to $35 each.
The current collection for fall, dubbed “Vibrations,” features glittery shades. Each season, Longo plans to introduce six to eight directional lip and eye colors.
“I work on a lot of editorial shoots and colors are in constant evolution, in sync with fashion,” Longo said. “If I sit with one color range, season in and season out, it gets boring. There should be staples in a line to accommodate different skin types but then, there should be the fun stuff, too, like in your wardrobe.”
For spring, he plans to roll out creamy colors.
Asked what differentiates his line from those of other makeup artists, Longo said, “I believe in easy application. There are no formulas that stain the skin. Everything is blendable. The nylon silk fiber in the loose powder and eye shadows doesn’t allow for product build-up. And the tools have stood up to model and celebrity tests — the toughest tests there are.”
Barneys’ Pressman said she expects Vincent Longo to perform in league with Stila and Make Up Forever and become one of the specialty store’s top five color cosmetics lines.
“There are 14 Barneys locations in all and we hope to roll out to more doors next fall,” she said. The store is currently supporting the line with launch ads in the New York Times. Print advertising in that paper as well as in New York Magazine and the Los Angeles Times is planned for spring.