NEW YORK — Call it a beauty scoop.
Hip fashion retailer Scoop NYC launched women’s and kids’ fragrances last week, the first step in what appears to be a full-fledged entry into the beauty fray. The launch rolled out from New York last Tuesday through the weekend across Scoop’s network of stores and the reaction was “unbelievable,” according to Stefani Greenfield, who co-owns the fashion retailer along with Uzi Ben-Abraham. The fragrances sold well in the New York and East Hampton and sizzled on the Internet, according to Greenfield, who noted that the Scoop Web site had 600 to 700 advance orders. “We are really, really pleased,” she said.
Greenfield has her sights set on opening a beauty boutique as early as next year.
“We’re looking into an ultimate beauty store, Scoop Beauty, by the end of 2007,” Greenfield said during a recent interview. “We’re scouting two locations now, one in New York City, and one outside New York City.”
Greenfield anticipates opening store-in-store beauty boutiques — either in existing and new Scoop locations, or within third-party stores. Also under consideration, she said, are freestanding Scoop Beauty stores “immediately adjacent to our stores.”
The product mix would include both Scoop beauty products and third-party brands. “I wear everything from Estée Lauder to Clé de Peau,” said Greenfield. “It’s all about finding the best of the best — the best lipstick, cheek and eye [color], the best foundations.”
But it’s first things first. “We’ve never done [a fragrance before], so we’re so excited about it,” said Greenfield. “It’s a natural progression of extending the brand,” she said. “You look good, feel good and want to smell good. I don’t wear a lot of fragrances but we [aimed] for a clean feeling — fresh from the shower. That was my mantra.”
Scoop worked with fragrance producer Becker-Eshaya to develop the signature scent, dubbed Scoop NYC. Described as a floral bouquet, the fragrance blends pear blossom, tangerine, peony, jasmine, pink freesia and musk. “It’s a signature scent for a signature look,” said Greenfield. She added that body creams and sun products are in the works for next March or April.
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When it comes to color cosmetics, doing a makeup line is something Greenfield “definitely plans. I’m much more into skin care and fragrance than makeup. Makeup is so personal but everyone wants to smell great, so we went into the fragrance business first.”
Scoop introduced its women’s scent, an eau de parfum, in two sizes; a 60-ml. spray will be priced at $65, and an 11-ml. roll-on will cost $45. A kids’ eau de toilette, dubbed Scoop Kids, comes in an 11-ml. roll-on for $45. The kids’ scent features accords of strawberry, green leaf, pear, berry, peach, jasmine and rose.
Bottle graphics were inspired by Scoop’s wallpaper scheme and the Scoop logo covers the scents’ primary and secondary packaging. While the scent isn’t meant to target a specific age group, according to Greenfield, the core Scoop customer base is made up of women in their 20s through their 40s.
The retailer plans to open its 11th shop, in Atlantic City, N.J., today, and the scents will be introduced chainwide. Greenfield would like to eventually get the Scoop scents into the retailer’s 50 wholesale accounts worldwide.
The fragrances could exceed $500,000 in retail sales volume in their first five months on the market. They will be promoted via scoopnyc.com and direct mail. In February, the marketing effort will be stepped up for the spring season.
A third Scoop scent is planned for spring, said Greenfield.
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