For beauty business news, beauty store owners turn to Beauty Store Business. Beauty business trends, beauty business profiles and more!
Issue link: http://beautystorebusiness.epubxp.com/i/536106
122 August 2015 | beautystorebusiness.com News SEPHORA PROMOTES YEH At Sephora Americas, Deborah Yeh has been promoted to senior vice president, marketing and brand. Yeh joined SEPHORA in 2012 as vice president, marketing, and since that time has led the company's integrated market- ing, media, PR & events, loyalty, and operations teams. In her new role, her expanded leadership responsibility will include supervision of the creative team, enabling a seamless partnership with the marketing division and continued success. She will continue to report to Calvin McDonald, CEO of Sephora Americas. "Deborah is among the most-talented brand marketing executives in the retail business today, and she has made enormous contributions to further enhancing what the SEPHORA experience represents for our clients," says McDonald. "She approaches her work with an outstanding vision, and she has motivated her teams to deliver campaigns that provide a terrific benefit to our brand and those we carry. This promotion is well-deserved and is a clear example of the enormous talent, experience and dedication to innovation that is at the heart of our company." Deborah Yeh Image courtesy of Sephora Americas Images courtesy of JCPenney JCPENNEY EXPANDS ITS SEPHORA PRESENCE As of May 1, JCPenney began introducing SEPHORA to 25 additional stores, enabling the global beauty retailer to enter new and smaller markets while expanding JCPenney's reach as a premier destination for beauty. Since the exclusive partnership launched in 2006, more than 500 JCPenney stores now feature a full-service SEPHORA offering. "SEPHORA is one of the most powerful and exciting beauty concepts in the world, and we want to leverage that reputation to drive the growth of SEPHORA inside JCPenney," says Ivy Spargo, senior vice president and general merchandise manager for SEPHORA inside JCPenney. "SEPHORA is not only an important part of our center core strategy, but also a differentiator that helps set us apart from the competition. With the addition of these locations, we are providing clients with a unique and compelling in-store beauty experience while generating a wealth of cross-shopping appeal." Each SEPHORA inside JCPenney is located prominently within the center of the store and offers a unique open-sell environment encompassing from 2,200 to 2,600 square feet. Customers are encouraged to touch, smell and sample products as specially trained beauty consultants offer a completely non-biased approach when recommending brands. In addition to the grand openings, six existing SEPHORA inside JCPenney shops expanded to meet the high customer demand for prestige cosmetics and beauty products. Expanded locations represent an average of 3,000 total square feet of space dedicated to SEPHORA merchandise and the SEPHORA Beauty Studio, where clients receive complimentary mini makeovers. Satish Malhotra, executive vice president for SEPHORA inside JCPenney, Canada and Latin America, states, "Working with JCPenney has proven to be a valuable partnership that represents one of our largest growth initiatives in the United States. With our one-of-a-kind beauty collaboration we are able to reach more markets where SEPHORA does not exist and introduce prestige makeup, fragrance and skincare brands that may not be available in many of these cities." BIRCHBOX, GAP LAUNCH SUMMER BEAUTY SHOP Beauty and grooming retailer Birchbox has partnered with classic American clothing brand Gap to launch summer beauty shops within select Gap stores from coast to coast. The eight-week experience kicked off June 5 and will run through the end of July in seven flagship Gap locations in Chicago, Houston, Los Angeles, New York City and San Francisco. Specific offerings vary from store to store and include full-size products in the hair, makeup, skincare, nail, body and fragrance categories; Try Bars, where shoppers can experiment with different trends; Build-Your-Own-Box; and exclusive subscription starter boxes featuring summer assortments for men and women. "Expanding our offline footprint and creating more opportunities to interact with the Birchbox brand in the physical world is a priority for our business," says Katia Beauchamp, co-founder and CEO at Birchbox. "We want to be everywhere our customers are, and we know our customers are avid Gap shoppers. It's an incredible honor to have such an iconic retailer open its doors to us. We worked closely with the Gap team to bring the Birchbox beauty experience to life in a fresh way that's relevant and exciting to consumers." Birchbox and Gap first teamed up in 2014 for a special offer in subscribers' December boxes, and partnered again this past March on a limited-edition babyGap box for new moms. IPSY OPEN STUDIOS DEBUTS ipsy has launched ipsy Open Studios—a new beauty concept that champions the creator. ipsy Open Studios is a platform for beauty creators to build their careers, offering support in multiple high-value ways—from first-rate studio space, and production and editing equipment, to one-on-one mentoring from ipsy founder Michelle Phan herself—with no strings attached. Operating without fees or exclusivities to creators who sign up, ipsy Open Studios is marketed as a practical, viable alternative in the market—giving storytellers the freedom and flexibility to continue creating, sharing and inspiring. "Much of ipsy's growth and success can be attributed to our amazing content and the talented creators we've partnered with," says Phan. "Just a few years ago I was an aspiring artist myself, so I know firsthand the challenges facing beauty content creators today. Through ipsy Open Studios we hope to empower the next generation of storytellers with more resources, tools and relationships." ipsy Open Studios provides the tools and services that beauty creators require: production resources, mentoring, tools, content, a free ipsy Glam Bag subscription, and, of course, events.