Today’s Fashion Headlines: Friday, April 11, 2014

April 11, 2014 • Fashion Blog, Fashion News


Sephora to Sponsor Coachella Music Festival

Sephora is going where no other beauty brand has yet gone — to be a sponsor of the 2014 Coachella Music Festival, which kicks off Saturday. Sephora will have two venues on site. The Sephora Collection Beauty Studio, will offer guests an area to refresh, recharge, and relax. Consumers will have the opportunity to escape the heat, power up their mobile devices and discover the Sephora Collection’s product assortment. Nine beauty stations offering complimentary services will be staffed by members of Sephora Pro and Sephora Collection artists, and Sephora’s integrated digital offerings will also be showcased. Key activities include priority access to services for VIB and VIB Rouge members of Sephora’s Beauty Insider program; content sharing on all of Sephora’s social platforms, including Facebook, Twitter, Tumblr and Instagram; access to Sephora’s new Beauty Board platform, and digital bounce-backs for visitors to the tent with a product redemption offer post-festival. A second space backstage, the VIP Artistry Service trailer, will be utilized by celebrity performers and guests. It’s a great service for the performers and it offers the opportunity for artists to offer touch-ups to performers.

Victoria’s Secret Trims Apparel Collections

Victoria’s Secret will be narrowing its apparel offering by dropping most of its wovens, outerwear, denim and some of the dresses as well. However, apparel products that more directly relate to Victoria’s Secret’s core offerings (primarily lounge and beach-related merchandise) will remain on the menu such as intimate apparel, fragrances and cosmetics.

Changes to the Victoria’s Secret collection will be evident right away but most noticeably by next fall. The apparel cutback is expected to lead to layoffs, including possibly designers and sourcing staff. The decision to cut back, revealed internally at L Brands headquarters in Columbus, Ohio, on Tuesday, impacts Victoria’s Secret Direct. It does not affect the Victoria’s Secret stores, which stick to the core offerings. It also does not affect Pink, which targets college girls and focuses on sleepwear and loungewear including sweats, hoodies, leggings, shorts, yoga, T-shirts, tank tops and tunics, as well as bras and panties.

E.l.f. Cosmetics Opens Second Unit

E.l.f. Cosmetics has opened its second freestanding store with a company goal of as many as five brick-and-mortar units by the end of this year. The 700-square-foot store is located on Fulton Street near the corner of Nassau Street here. The store had a soft opening on March 15 with plans for a grand unveiling within the next few weeks.

“We wanted to open another store because the first one, which served as a test, is doing well,” said founder Joey Shamah, who added that he is eyeing other New York locales. Learnings from the first store on Broadway near Eighth Street encouraged the company to move hot categories, such as lip, near the entrance. In addition to the freestanding stores, E.l.f. is expanding its reach into supermarkets while also securing wall space in Target. Other major retailers selling E.l.f. include Walgreens and Wal-Mart.

– Selicia A. Walker


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