YouTube star make-up artist Violette Serrat, who goes by her first title professionally, is bringing her not too long ago launched direct-to-consumer model to IRL.
On June 12, Violette_FR, will open a pop-up retailer in New York’s SoHo. True to her imaginative and prescient of turning into a way of life model that transcends magnificence, she has collaborated with the fashionable French label Bisous Skateboards on unique gadgets that will likely be offered solely on the retailer.
Since its launch two months in the past, Violette_Fr has gotten off to a fast begin. The model launched with 11 inventory protecting models — a perfume oil, six eye “paints,” a purple lipstick, hair powder, a highlighter and a hydrating mist known as Boum-Boum Cream. Some gadgets, just like the perfume, offered out instantly; the model hits its first-month gross sales objective on Day One.
Serrat mentioned her objective is to reinvent the wonder advertising and marketing mannequin. “I want to reposition beauty as a lifestyle, not just about the face,” she mentioned. “We’re celebrating who you are and not trying to change your features or even enhance them — it’s more to help you feel great and fall in love with yourself and give you confidence.”
The pop-up, situated at 125 Greene Street, will likely be open for 10 days and have co-branded hoodies, T-shirts, socks, a skateboard (natch) from the fashionable Montpellier-based model, and a brand new product for lips known as Bisou Balm. “In France, we have ‘bitten lips,’ the second biggest look after red lips,” mentioned the make-up artist, who added that Petal Bouche Matte, a velvety rose purple liquid lipstick, is among the bestselling skus so far.
As for what’s subsequent: plans name for 4 launches a yr, one in every class of perfume, make-up, skincare and hair care. Distribution-wise, Serrat hopes to launch in a French pharmacy in her hometown, Paris, later this yr. And although she’s been approached by a number of brick-and-mortar retailers, for now, she’s holding again. “I am extremely picky,” she mentioned. “The brand is about education. I don’t want products to be sitting on a shelf waiting to be sold without any context. I can’t be with retailers that sell products the old way,” she continued. “In the future, we will be about what kind of experience to bring to consumers.”