The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Despite the fast pace of makeup, skin care and haircare launches, it’s the brands with iconic, best-in-class products that dominate categories season after season. Hero products, or best-sellers, often account for up to 30 percent of a beauty brand’s revenue, however, the long-lasting success of a hero product hinges on the quality of its formula, timing and a bit of luck.
The Business of Beauty’s Priya Rao, along with Too Faced Cosmetics’ global brand president Tara Simon and Tarte Cosmetics’ chief executive Maureen Kelly, will unpack how brands’ best-sellers became heroes that scaled into volume- and revenue-driving franchises.
Watch on demand here:
Despite the rapid pace of beauty launches, it’s often the standby hero products that continue to dominate season after season, accounting for up to 30 percent of a beauty brand’s revenue. But turning a product into a hero isn’t an overnight task — their long-term potential hinges on the quality of its formula, timing and a bit of luck.
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“The heroes are helpful … because they keep the lights on,” said Tara Simon, global brand president at Too Faced Cosmetics. “It will help pay for all the other crazy things you might want to do that don’t make sense on paper.”
On the latest BoF Professional Masterclass, Priya Rao, executive editor of The Business of Beauty sits down with Too Faced Cosmetics’ global brand president Tara Simon and Tarte Cosmetics’ chief executive Maureen Kelly to unpack how brands’ best-sellers became heroes that scaled into volume- and revenue-driving franchises.
Exclusive to BoF Professional members.
Despite the fast pace of makeup, skin care and haircare launches, it’s the brands with iconic, best-in-class products that dominate categories season after season. Executives from Nars, Too Faced and Tarte deconstruct how their brands’ best-sellers became heroes that scaled into volume- and revenue-driving franchises.
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