MADINA MILANO HEADS UPTOWN
Byline: Cassandra Chiacchio
NEW YORK — Madina Ferrari, creator of the colorful Madina Milano line of cosmetics, is on the move once again. This time, the Italian makeup maven is headed uptown.
Ferrari, who refers to herself as a color visionary rather than a makeup artist, originally brought her collection to the U.S. two years ago when she opened a Madina Milano boutique in SoHo at 151 Spring St. Now the whimsical line, known for its extensive range of colors and high tech laser etchings, has launched in the Bergdorf Goodman cosmetics department this month.
“I’m very excited,” said Ferrari. “It’s a big step, going into Bergdorf’s — it has a super reputation in style and fashion. I think it is a good opportunity for my line.”
And the folks at Bergdorf Goodman are equally as happy to have Ferrari aboard.
“The [Madina Milano] line is innovative, clever and fun,” said Muriel Gonzalez, senior vice president and general merchandise manager at Bergdorf Goodman. “It’s only been here for two weeks and already we are seeing a terrific response. The Splash Glosses took right off.”
According to Gonzalez, who noted that she contacted Ferrari as early as a year ago about bringing in the line, the collection is attracting many of Bergdorf Goodman’s core customers, despite its youthful look. “We have very high expectations for the line,” she said.
While neither party would comment on retail expectations, industry sources expect the Bergdorf Goodman counter could double the Madina Milano brand’s U.S. volume this year. Sales for the SoHo boutique are estimated to reach $1 million.
For Ferrari — who is also the creative design director at Intercos, the Milan-based cosmetics manufacturing company owned by her husband Dario Ferrari — having counter space at Bergdorf’s will be a much-anticipated challenge. “When someone enters our freestanding store, you know that they want Madina,” she explained. “It will be very interesting to see if the line can stay with a competitor.”
The counter, located near the escalator and manned by a Madina Milano makeup artist, will offer a scaled down selection of products — only about 230 stockkeeping units, including her popular glosses, lipsticks and foundations. The full line boasts more than 1,500 pieces. Also available at the counter is the new butterfly-themed spring collection, Sheer Delight. The Color Guard collection, makeup designed to protect against sun and environmental damage, is expected to make its debut shortly. Prices range from $12 to $30.
The Madina Milano line is available in 16 doors worldwide, including the SoHo store and the Bergdorf Goodman counter in the U.S. Other locations include five doors in Milan, five doors in London, three doors in Asia and one in Saudi Arabia. “I have a big job,” noted Ferrari with a laugh. “At the moment, I like to do everything.”