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Bare Escentuals officially opened its 19th boutique, its
first in New York, in April 2004. Millions of women have
been introduced to the Bare Escentuals make up kit via QVC,
infomercials and other outlets. The company hopes to have
three to four more New York City stores within the next few
years.
The new store in New York represents an updated look,
including multicolored graphics and a chandelier. There is a
larger than usual makeup table with room for associates to
sit with customers to discuss products and application
techniques. Industry sources estimate the new location will
generate US$2.5 million in sales the first year.
Customers coming into the store during the first week of a
soft opening were also familiar with the products, which
include i.d. BareMineral Cosmetics, bath and body lines and
MD Formulations skin care. In addition to exposure on QVC,
Bare Escentials has also been among the top-selling brands
at many stores.
The store has an ambience different from the others, which
are mostly in shopping centers. There is a table in the
center for customers to experiment with the products, a new
wrinkle for this store. Two makeup artists are on hand at
all times for instructions on the products. The top sellers,
such as brushes, foundations, lip colors and eye shadows are
near the front of the store. There are value-oriented gift
sets or customers can create their own. There will be
complimentary champagne and tea served daily and Sunday
brunch. To fit the hectic New York lifestyle, there will be
free delivery within a 10-block radius. Bare Escentuals
hopes to borrow a tactic from nearby Dylan's Candy Bar and
offer its space for Sweet 16 parties or bachelorette
soirees.
Opening in Manhattan has been a dream of president and chief
executive officer Leslie Blodgett for several years.
Blodgett has become somewhat of a cult figure in beauty
retailing, luring hundreds of women to her appearances on
QVC where her line is among the top sellers. As her
following grows, Blodgett hopes to add more points of
distribution.
The store in New York doesn't target any particular age
group. There are products for antiaging and products for
acne. Pricing ranges from US$12 for eye shadow to US$20 for
Bare Escentuals foundation in makeup, and US$12 to US$36 for body care. The
body care stretches from massage oils to a faux tanning
product. Celebrity fans include Alicia Keys, Cameron Diaz
and Drew Barrymore.
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