napoleon perdis - Beauty Fashion

NAPOLEON PERDIS’ EMPIRE
The Beautymaker’s Retail And
Academic Presence Grows In US
Target
West Hollywood
Mr. Perdis hosted a master class at David Jones to celebrate the
launch Mr. Perdis of his at Target Nude Bar collection.
At the Beauty Destination in this Target on Santa Monica
Boulevard, NP Set has a new installation which Mr.
Perdis points out gives the brand more presence. “Indie
brands like NP Set offer innovation for the consumer.”
Mr. Perdis backstage at the Alex Perry show during Rosemount
Australian Fashion Week
From the training programs for Makeup Artists, it was a
natural segue to Mr. Perdis’ eponymous makeup lines.
Realizing that the makeup available in Australia was
mostly for an Anglo market, he found there was very little
product selection for ethnic skin tones. “We developed a
broad spectrum color line that went from very light to
very dark.” That ethnic color diversity is now reflected in
all of the Napoleon Perdis lines.
Mr. Perdis developed his first makeup line in 1995, and
it has now grown to span both prestige and mass categories.
In terms of product development, he has built a turnkey
system around him. “I take inspiration from life and
give it to my team of sub-editors and category editors who
break it down so it commercializes into a color story.
You Mr. Perdis need showcases enough the teams display to at keep Target pushing for his NP newness.” Set line.
SEPTEMBER 2012 / 49 24 / BEAUTY FASHION
The top shelf, which is in eye contact with the customer,
displays NP Set’s new products. There are two shelves
for testers to engage the customer. Replenishment is
reserved for the bottom shelf. “The challenge,” he shared,
“is to keep up with replenishment, because we go
through stock so quickly.”
Mr. Perdis, who has Target’s only male-Makeup-Artist
line, is happy about being in the retailer’s “valley, where
you really think about shopping. It’s where you come to a
decision point, so the ‘valley’ is really good positioning
for us.”
Target does special beauty events in their car parking
lots where big makeup trailers are set up as a studio. “We
give samples to customers, which introduce products to
the customers and build awareness. It helps to grow
indie, Mr. Perdis innovative at his desk brands.” with Napoleon Perdis Cosmetics’ (rear seated
on couch) Alexis Bloch and Hanna Teklu, (front seated on couch)
Jennifer Lowe and Ebony Faucett, (standing left to right) Jennifer
Seeder, Napoleon Luis Santos and Brianne Perdis Baker At Nordstrom
Napoleon Perdis has launched his
“When I give
Napoleon
direction,
Perdis
it is guided
line at
by
Nordstrom
my respect
and
for
heritage. It’s not
on
just
Nordstrom.com.
about newness.
The
If
prestigious
you don’t underretailstand
the heritage,
er stocks
you
both
won’t
its
understand
real and virtual
the
shelves
future.
I might draw inspiration
with Napoleon
from the
Perdis’
Art Deco
signature
Renaissance
range.
in Sao Paulo and
“Both
add
Nordstrom
to it the freshness
Founder
of
John
Brazil
W.
today.”
Nord-
In makeup, Mr.
strom
Perdis
and
believes
I saw America
color is
as
all
a
about
land with
texture.
“If I like Lucite
boundless
and sheer,
potential,”
I take that
Mr. Perdis
trend and
declared.
break
it down to a sheer
“Nordstrom
wash of
has
color
expanded
rather than
to become
an intense,
one
heavy pigment
of
that
the
women
top fashion
don’t
retailers
want anymore.
in the country
They
want light, sheer
and
makeup
retailing
that
my
is
collection
easy to apply.”
with them has
As a Makeup
long
Artist,
been
Mr.
a
Perdis
dream
has
of
created
mine since
collections
I came
for different demographics.
to America.”
“Napoleon Perdis, available
at Nordstrom, Dillard’s
Napoleon
and ULTA,
Perdis
is all about customized
glamour with
offerings
extra ingredients,
range from
a special approach
to application and
the cult
technology,”
favorite
he
Auto
declared. “NP Set is
for a different demographic
Pilot Pre-Foundation
and customer base at Target.
Napoleon It is all about glamour
Skin Primer
on-the-go,
to the new,
catering to that cus-
Complex tomer who Skin wants
Renewal Serum limited-edition
to shop and go.
Love
Customized prestige
retailing,” he explained,
Unleashed
“allows
collection,
the customer to have her
an
own
on-trend
efficacy.
homage
In the mass,
to romance.
it’s about
The
allowing the custom-
collection
er to have choice.”
is bringing
The
runway-and-
Napoleon Perdis collection for
real-world
ULTA ranges
glamour
from
to
color
bricks-and-mor-
to skincare with step-by-step
tar
application
locations
directions
at Nordstrom.
on the package.
“A bold
beauty
Napoleon
statement
Perdis’
can
Jennifer
take a look
Seeder,
in a
Vice President of
completely
Product Development
new direction,”
at Napoleon
Mr. Perdis
Perdis, has a demand-
noted,
ing schedule
“and
to
I think
keep up
the
with
Nordstrom
new products for all of the
shopper
company’s
will
collections.
appreciate having
“I gather
the
a
lat-
lot of new products
est
together
runway-inspired
and hold development
shades and
meetings
pro-
with Napoleon
fessional
and Soula-Marie
formulas
[Perdis]
at her fingertips.”
to get their creative spin. Soula-
Marie works very closely with me and the product development
department on a daily basis Napoleon as each Perdis project Auto
moves along.”
(Continued Pilot Pre-Foundation on page 46)
Skin Primer
BF