Luxury Cosmetics Maker Weighs the Benefits of Selling Items on Tv

In: Business and Management

Submitted By yaraoliveira7
Words 403
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1. Synopsis of the Article EvePearl is a Manhattan makeup studio, boutique and e-commerce business with 10 employees that sells cosmetics containing skin-care nutrients. The products are developed by the company’s namesake and founder, a 46-year-old Emmy-winning TV makeup artist. She created her first foundation and concealer products seven years ago while working for Barbara Walters, Meredith Vieira, and the rest of the hosts on “The View.”
2. Contributions and Uniqueness With sales growth slower than desired, Eve Pearl, the founder, is considering pitching her high-end cosmetic products — priced well above department store levels — to a broad audience by appearing on ShopNBC, a 24-hour TV shopping channel in the mode of QVC. While working on “The View,” Ms. Pearl started selling her brush-on products from her New York apartment. By 2008, she had become Ms. Vieira’s personal makeup specialist. She followed the broadcaster backstage on the sets of “Today” and “Who Wants to Be a Millionaire,” appeared on “Today” herself, and basked in the glow of a ribbon-cutting. She was flanked by morning show stars — Ms. Vieira, Ann Curry, Hoda Kotb and Natalie Morales — at the grand opening of her stylish 700-square-foot Upper East Side boutique.
A YouTube posting of that celebrity-filled debut attracted tens of thousands of viewers and encouraged Ms. Pearl to start posting promotional videos demonstrating her techniques and products. That proved to be a good thing, with Internet orders soon outstripping her boutique business and her wholesale deliveries to makeup professionals. By 2011, Ms. Pearl had more than 100 products — some with prices as high as $98 — and more than $1 million in revenue. Her online sales were accounting for about 90 percent of the revenue.
3. Main Elements that turned into Failure Three years after its opening, she said, the…...

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