Classical Gold Standard

Bobbi Brown is the CEO of Bobbi Brown Cosmetics. Her products are sold throughout makeup counters within the most renowned retailers in the nation those including Lord & Taylor, Bergdorf Goodman, and Macys as well as in 56 countries internationally. Bobbi Brown has recently released to the media that the brand has committed to a licensing agreement with The Safilo Group with the aspiration to create an optical frame and sunglasses line that effectively envisions and promotes the brand.

I chose this article from WWD online because it particularly stood out to me. I absolutely love makeup and found it of interest because am a freelance makeup artist myself. I also found it interesting at how Bobbi Brown is evolving as a brand; not often do you hear about a freelance makeup artist that turned into savvy business woman.

This article relates to the curriculum because it demonstrates how an established brand is seeking for ways to expand, gain brand exposure as well as generate additional revenue. This is also a perfect example of last weeks lecture and how we spoke about corporate trademark and brand licensing. By obtaining a licensing agreement with the Safilo Group, the Bobbi Brown cosmetics brand is entering a new product category with low risk.

Makeup is considered to be a disposable product for the simple fact that no lipstick is meant to last you more than 2 years. Going from a cosmetic product line to an accessories product line is a bit of a leap for any brand. As excited as I am for the line to come out in the spring of 2014, I am very curious on how Safilo plans to embody the brand with the optical frame/sunglasses they will be developing for the Bobbi Brown brand. I can’t help but wonder how exactly Safilo plans to portray the known image of natural beauty and simplicity that has helped Bobbi Brown Cosmetics get this far.