Beauty Store Business

NOV 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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18 November 2017 | world's largest pro-beauty retailer was nothing more than a burgeoning chain with seven outposts, Ardell was faithfully stocking those shelves with wares. "We're currently one of Sally's biggest vendors, and ours is a unique alliance," notes Marwan Zreik, vice president of marketing. "For years Sally's has been the top destination for eyelash shoppers, where Ardell items are often displayed on stunning 4-foot lash walls, so it made perfect sense that they should get first dibs." Of these five initial offerings, four focus on peepers. "We learned that loyal Ardell clients are open to testing other prod- ucts relating in some way to eyes," Zreik explains. Wispies Mascara, named after Ardell's eponymous, number-one-selling artificial lash, mimics the predecessor for which it's labeled. Fibers in its formula boost natural dimension and length. Ditto for Double Up Mascara, which features a unique dual-cap design. A few swipes from the middle cap will spike volume, then a top cap separates strands to nix clumps by removing excess pigment. "Mascara felt like a first natural extension into cosmetics," Zreik says. "For those customers who don't wear lashes—and there are, gasp, a few out there—both items are a nice intro- duction to Ardell, while for longtime devotees this is a chance to sample something at once familiar and new." Stroke a Brow Feathering Pen nods to the industry's current obsession with eyebrow makeup. Its finely tapered precision tip adds definition, for on-trend Cara Delevingne- worthy face-framers in four shades, ranging from taupe to ebony. Rounding out this foursome is Eyeresistible Shadow Stick, which promises instant siren smoke thanks to creamy powder in 12 hues. Colors layer without blending, and the velvety composi- tion eradicates dreaded lid crease. The final offering was made for puck- ering. Hydra Lipstick calls on emollients to lock in moisture. Its texture is at once creamy yet intensely saturated, so a single swipe of 12 tints bearing frisky names like Fox and Nude You Say is all you need for all-day chroma. AFFORDABLE AND IRRESISTIBLE Part two of Ardell Beauty's multiphase entrée into maquillage happened at the start of August, when the rest of the collection—an additional 108 SKUs—hit roughly 3,000 Sally Beauty shelves (as well as their website, Thus far, response has been overwhelmingly positive. "We aimed for prestige-quality products made accessible to everyone at friendly prices, and those who've pur- chased the makeup have been impressed and pleased," Ryzman reports. (Costs range from $6.99 to $14.99.) Kudos for the positive feedback must be paid in part to Jadene Munson (@jademunster), makeup maven, blogger and Ardell global brand ambassador. For years she's traveled the world as part of the company's education team, serv- ing as a high-energy spokeswoman and applying fiber extensions to the eyes of gals in numerous countries. "In the past, Jade focused primarily on lashes, but she's very talented across the full spectrum of cosmetics," Zreik says. "We knew that for this massive venture we wanted her to not only promote but also help develop our new asset line." Apart from lending her expertise to aid in the advanced formulation of offerings, Munson helped concoct their cheeky names. Case in point: Fame Chaser, the waterproof liquid eyeliner designed to mimic celebrities' makeup looks. As an influencer, she's further been instrumental at leveraging con- tacts to engage potential customers online via compelling images on Instagram and Snapchat, plus how-to tutorials and instructional content posted on Facebook and YouTube. "It's clear that today most successful brands are those comprised of a strong social-media presence," Zreik emphasizes. Future plans include opening distribu- tion to additional retailers by the start of 2018, followed by the rollout of phase three—face-category products that include powders and foundations. Could nail lacquers be next? Might a complete haircare line follow suit? For now, Ryzman's lips are staying sealed. "But those who know and love Ardell will be happy with what's to come," he says. ■ Get Connected! @ardellbeauty @ardell_beauty @ardell_beauty "We aimed for prestige-quality products made accessible to everyone at friendly prices …" –Zvi Ryzman HOT TO TROT Sexy and expressive—five sizzling products, ith names to match. • No Slip: This liquid liner is for lips, not eyes. The fine-tip brush crafts clean, crisp definition. It sets instantly and lasts all day, making it both drink- and kiss-proof. Fans already love the assortment of 12 hues sporting coquettish aliases like No Privacy Please, Longest Kiss and the oh-so-sultry Erotic Point. Suggested Retail Price: $9.99 • Forever Kissable: From liner to lip stain, this long-wear tint dyes puckers with pure pigment. Color dries in seconds to a matte, skin-like finish that feels like you have nothing—ahem—on. Smudge-proof, nondrying and non-bleeding, there's nearly nothing not to love about makeup's newest way of marking mouths. Twelve tongue-in-cheek hues include rosy Date Me, fuchsia Aroused and burgundy Bleeding Love. SRP: $9.99 • Fame Chaser: Craft the ultimate cat eye with this smudge-proof, waterproof liquid eyeliner. Its tapered tip draws precise contours that just happen to be perfect for concealing a thin band of false lashes. SRP: $9.99 • Wanna Get Lucky: The future of smoky eyes has arrived, and it looks like this soft, blendable gel liner. It first glides on smoothly, so as not to tug sensitive facial skin, then smudges masterfully without the mess to set it up for lasting wear. Six stains include fun options like Ink, Pearl, Teddy, Cobalt and Purple Royal. SRP: $8.99 • Lash Boostier: The liquid kohl does more than just line eyes. In a feat akin to wizardry, it doubles as an eyelash-enhancing serum that lends peepers extra oomph by promoting the appearance of stronger, thicker lashes. One color, Onyx, is all that's needed to pull off the magic trick. SRP: $13.99

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