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Wednesday, May 20, 2009

Simply Stila--Stila's New Drugstore Line

Link to original article here.

[taken from link]
"Lynn Tilton, who recently took over as CEO of luxury make-up brand Stila, recently announced plans to introduce an inexpensive line called Simply Stila to help consumers look great during the credit crunch. It’s obvious in pretty much every industry that consumers are being quite a bit more frugal with their cash, so this is a no-brainer move by Tilton and Stila.

According to Tilton, “I’ll be creating a new mass line, called Simply Stila. Of course this won’t be a $2.99 brand, but we think we can definitely retail for, say, $7.99 or $8.99. My dream for Stila is to become a base for a larger cosmetics platform. It is right out of the gates at this point, but everything we are doing is with the consumer in mind. It’s all about reaching the consumers, especially in this economy. We want to reduce the middleman and retailers and go directly to the consumer.”

Meanwhile, Lynn says the main collection - which has a host of celebrity fans, including Katherine Heigl, Kate Hudson and Lindsay Lohan - is going from strength to strength. “It has a great name, it is a superb brand and it has a tremendous talent pool. My favourite Stila product is the Bronzing Tinted Moisturizer, I think! Although everyone asks me that question I’m still getting to know Stila. I also love the 24k Lip Gloss and I use the Smudgepots all the time on my eyes.”"

What do you think? I'm not so sure about this. I'm afraid it might 'cheapen' the brand image, and if you're going to sell at 7.99-8.99 prices, what about the ingredients? Will you be coming out with seasonal collections too?

What's your take on the sitch?


  1. This is sort of exciting, I guess? I love Stila and I get what you mean about cheapening their image. Thank you for the info though!

  2. Well, Shiseido has their own drugstore line, so why not Stila. Hopefully things will turn out ok, it seems to be a good idea. Good luck to both the company and potential buyers out there :)

  3. Hi Colette! I have never really gotten into Stila [but love swatching the shadows], but I probably would get several of their d/s line to try it!

    Innerchild: I think the difference between Stila and Shiseido is that Shiseido is a huge umbrella company that owns alot of lines and Stila's only one company. But it does seem to be a good, marketable idea! I hope it's successful since I would hate to have Stila go out of business.


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