Make Up For Ever
This article was originally published in The Rose Sheet
Executive Summary
Yours mass market cosmetics line may hit U.S. in five to 10 years, but initially is slated for European distribution, CEO Dany Sanz says. Debuting in France in 120 doors, Yours comprises 163 SKUs including lipstick, nail polish, glitter and accessories. Packaged in "elegant" black blister packs, Yours aims to bring top quality to mass consumers who do not have access to Make Up For Ever's high-end products, Sanz says. Make Up For Ever's New York City boutique will close in May and reopen in June with expanded inventory and new store design featuring "backstage look," in keeping with company's professional makeup artist roots. LVMH acquired 70% majority interest in Make Up For Ever in 1999 (1"The Rose Sheet" Nov. 8, 1999, In Brief)