Serena Williams Adds Celebrity to Kohl’s Cosmetics
By George Anderson
Forget about Lauren, Versace, Chanel, etc. Today, when you want a beauty and fashion winner, you need Simpson, Diddy, Paris and, heck, even Mary Kate and Ashley.
While fashion designers may have been what drew shoppers to particular clothing or cosmetics in the past, today the name of the game is celebrity and retailers such as Kohl’s
have been quick to offer what consumers want.
The retailer has achieved success with its Candies’ line of juniors and girls clothing and accessories promoted by television, movie and recording star Hilary Duff.
In its most recent announcement, Kohl’s said it has signed tennis star Serena Williams to create a line of cosmetics under the new Flirt! Brand. The line will be available in
Kohl’s stores beginning in February 2006.
“I am a complete beauty junkie and being in the fashion business, I stay ahead of the trends,” Ms. Williams said in a released statement. “Now I am able to create makeup that
works with what is in style. Creating cosmetics allows me to be glamorous and adventurous plus show off my flirtatious side, a fun contrast to my life on the court.”
“Flirt! is a brand driven by pop culture,” said Jane Hudi, president of Flirt!. “Serena is the perfect personality to continue the buzz with a celebrity collection. She is fearless
on the court, dynamic and energetic, yet when she steps on the red carpet she is sexy, flirtatious and completely alluring.”
Moderator’s Comment: What is your take on the latest trend of celebrities promoting themselves as fashion and beauty product designers? What are the plusses
and minuses from a retailer’s perspective? –
George Anderson – Moderator
- Flirt Unveils the Guest Creator for
2006 – BeautyBank Inc./PRNewswire
- Kohl’s to debut Serena Williams cosmetic line – The Business Journal