Repositioning Soap & Glory as masstige seems like a natural evolution since Boots acquired it.
After a mutual decision to end its relationship, the kitschy beauty brand is in the process of pulling out of Sephora so one can only wonder, what happened?
“Soap & Glory has been highly successful in the U.K. with its masstige positioning,” said Ken Murphy, executive vice president of Walgreens Boots Alliance. “Sales at Sephora have been consistently strong, with double-digit comp growth year over year. In line with our global brand positioning, moving the brand to masstige will allow us to give consumers what they have been asking for — greater accessibility, more product variety than before and lower prices.”
The brand, which founder Marcia Kilgore sold to Boots in November for an undisclosed sum, will be distributed more broadly by the end of the year, but retailers and price range have yet to be determined.
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Meanwhile, Soap & Glory is hoping to distribute its color cosmetics line in the U.S. The color now consists of around 30 stockkeeping units. Murphy added that in the U.K., Soap & Glory is the fasted growing color cosmetics brand at Boots.
Although Murphy wouldn’t talk financials, industry sources estimate that Soap & Glory could do $100 million at retail in the U.S. with its masstige positioning.