BW Confidential - Issue #4 - October/December 2010 - (Page 68)

Radar Up & coming brands Independent profile Six niche brands to look out for Headquarters: New York, US Launch date: 2008 Price: €105 (100ml EdT) Concept & positioning: Until 2008 Odin was an eclectic men’s clothing store in Manhattan housing a selection of avant-garde designers. Founders Eddy Chai and Paul Birardi then decided to try their hand at fragrance. The result is a collection of four scents created by perfume house Drom. The first three fragrances (Nomad, Owari, Century, also known as 01, 02, 03) launched in the US in 2008, while the fourth Petrana, hit shelves this August. The collection is sold in around 20 points-of-sale in the US, including Barneys and Fred Segal. “The idea was not to be a privatelabel fragrance sold just in our own stores, but to branch out to selective and specialty stores,” says Birardi. Odin launched in Europe in August, with France as its first market, and is looking to develop distribution there. The company plans to add two new scents per year. Why it’s interesting: Odin conveys the spirit of luxury fragrance. The packaging boasts a sleek design: each scent is housed in its own black coffret, intended to recall a limited-edition book. Odin Edward Bess Headquarters: New York, US Launch date: 2006 Price: €29-€400 Concept & positioning: The eponymous brand, founded in 2006 by twenty-something model Edward Bess takes a couture approach to color cosmetics. The comprehensive make-up offer includes four ranges for lips (lipstick, gloss, compact and liner); eyes (mascara, eyeshadow, eyeliner) and face (concealer, bronzer, rouge). The brand also offers sets in the form of “collections”. The Lip Wardrobe, for example, retails for $400 and houses 10 lipsticks and five glosses in a black lacquered box. Edward Bess is sold at Bergdorf Goodman in New York, in Neiman Marcus in Beverly Hills and Houston and on the brand’s online boutique. The brand has just introduced its first foundation and a skincare line (facial and eye-contour cream) is to roll out next spring. Why it’s interesting: Gauging from its offer and price positioning, Edward Bess is out to compete with brands like Chanel in the make-up world. The brand’s collections have been a hit despite the steep prices—its Midnight Sun bronzer and face brush retails for $225. Bloggers have praised the products’ quality and longlasting formulas, which some say justify the price tag. 68 October-December 2010 - N°4 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #4 - October/December 2010

- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
- The latest in fragrance, skincare & make-up
- BPI president Rémy Gomez
Insight: fragrance
- Category overview
- Retailing
- Industry viewpoint
- New opportunities
- Launch roundup
- Airport Spas
- Spa case studies
- New store concepts
Travel retail
- Market overview
- Retail strategies
- Interview: World Duty Free & Aldeasa
Show preview
- TFWA World Exhibition
- Six up-and-coming beauty brands
Market watch: India
- Country overview
- Industry roundtable
- Retailing analysis
- Sector outlook
- Sustainability
Last word
- Mintel head beauty consultant Nica Lewis

BW Confidential - Issue #4 - October/December 2010