Beauty for mil­len­ni­als

A fast-fash­ion brand will be open­ing a beauty store to of­fer you a new beauty shop­ping ex­pe­ri­ence.

The Star Malaysia - Star2 - - Trends - By SAN­DRA LOW star2@thes­

BEAUTY has al­ways been in­ter­twined with fash­ion, and this as­so­ci­a­tion is seen in sev­eral fash­ion brands that also sell beauty prod­ucts and ac­ces­sories in their stores.

Make-up and beauty ac­ces­sories may seem like a small part of a fash­ion re­tailer’s busi­ness but one global fash­ion brand is plan­ning on set­ting up a free­stand­ing beauty bou­tique for its beauty prod­ucts.

Amer­i­can fast-fash­ion re­tailer For­ever 21 will be open­ing free­stand­ing beauty bou­tiques in the United States.

They plan to have about 10 stores by early 2018 ac­cord­ing to mar­ket sources, as re­ported in WWD re­cently.

The stores will be called Ri­ley Rose with a con­cept that is de­scribed as very ex­pe­ri­en­tial, mil­len­nial-fo­cused and In­sta­gram­friendly.

For­ever 21 of­fers a range of beauty prod­ucts in­clud­ing makeup, skincare, hair­care, nails, tools and K-Beauty, which will be avail­able at their new beauty bou­tique. The K-beauty brands in­clude Peripera, I’m Meme and Pony Ef­fect.

The re­tailer also has its own beauty la­bel and also sells prod­ucts from brands like E.l.f. Beauty and NYX.

“Our fans al­ready know us for our fash­ion, and ex­pand­ing our beauty was a nat­u­ral pro­gres­sion,” Linda Chang, For­ever 21 vice pres­i­dent of mer­chan­dis­ing stated in new­

“This ded­i­cated sec­tion will For­ever 21’s new beauty bou­tiques will of­fer a range of beauty prod­ucts in­clud­ing make-up, skincare, hair­care, nails and tools, with a big fo­cus on K-beauty brands in­clud­ing Peripera, I’m Meme and Pony Ef­fect. — For­ever 21

al­low shop­pers to com­plete their looks and find all their fash­ion and beauty must-haves in one place.”

“For For­ever 21, it has a rep­u­ta­tion for younger fash­ion and fast trends and has sold beauty in store be­fore,” Wendy Lieb­mann, chief ex­ec­u­tive of­fi­cer of WSL Strate­gic Re­search told WWD.

“That’s a log­i­cal leap into af­ford­able, fash­ion­able, fast beauty for younger shop­pers.”

Not bad for a com­pany that was started from scratch by a pair of South Korean im­mi­grants.

Do Won Chang, 63, and his wife Jin Sook, 54, mi­grated to the United States in 1981 amid a chaotic time in their home coun­try, ac­cord­ing to Forbes.

Mar­tial law had been lifted that year, fol­low­ing the as­sas­si­na­tion of mil­i­tary dic­ta­tor Park Chung-hee.

“At the time, South Kore­ans were not liv­ing as well. The op­por­tu­ni­ties were re­ally nar­row,” Chang told Forbes.

For­ever 21 has 790 stores in 48 coun­tries, rack­ing in US$4.4bil (RM19.1bil) in sales.

The Korean-Amer­i­can cou­ple, with a com­bined net worth of US$3bil (RM13­bil), is listed at No. 222 on The Forbes 400 list of wealth­i­est Amer­i­cans.

The cou­ple’s daugh­ters, Linda, 28 and Es­ther Chang, 23 – who are grad­u­ates of Ivy League schools and had their own ca­reer paths – are now work­ing with For­ever 21.

With these savvy young heirs tak­ing on the reins, you can bet that the beauty stores and prod­uct of­fer­ings will ap­peal more and more to the mil­len­ni­als.

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