One of the early entrants into “clean” makeup is rebranding.
Jane Iredale, which was founded in 1994, has revamped its brand identity, including new packaging, a new website and advertising on traditional and digital platforms. The company is also doubling down on the professional channel while developing the digital side of the business and preparing new markets to enter overseas.
These efforts mark a new strategy for the brand, but according to Chris Payne, the brand’s CEO, the aim is to look back on the brand’s history as one of the first movers in clean makeup.
“For the past 10 years or so there has been a new brand almost every day claiming to be clean,” Payne said. “In many ways, the Jane Iredale brand is perfectly positioned for what people are looking for today, but we didn’t necessarily have the visual cues, whether it’s brand identity or packaging, that conveyed the same purity, the same quality and the same sense of how good this makeup is going to be for your skin.
The brand is present in approximately 4,000 professional doors in the United States. Although this channel has been slower to scale than traditional retail, Payne says the business is robust.
“When a professional tells you that this foundation is what they want you to wear for the next few weeks, that connection is very strong and we have incredible retention with our accounts, the average being 10 years,” a- he declared. The brand’s digital business has retention rates of over 40%, he said.
“When Jane was launched in the early 90s, Botox wasn’t a thing, the professional channel didn’t really sell products,” Payne continued. “Over the past 10 to 15 years, it’s really exploded because consumers want a superior experience; they demand more and they educate themselves more. We are the only player when it comes to makeup in the professional space.
Payne did not comment on sales expectations, but industry sources said the brand hit $125 million in retail sales last year and is expected to grow 20% in 2022. Jane Iredale is also available on Bluemercury, Nordstrom.com, Dermstore.com and Amazon. Jane Iredale has been backed by San Francisco Equity Partners since 2019.
Although the digital business is growing rapidly – sources have said it will hit around $35 million in 2022 – Payne sees it as a complement to a business-first business. “Retail expansion is not on our horizon at the moment,” he said. “We can grow bigger with our existing accounts, we can open more accounts and stay integrated in all procedures. Every day, people are introduced to us through a professional, and that’s what we want to focus on in the short term.
Abroad, key markets include Scandinavia, Western Europe, Canada, the United Kingdom and Australia. “We haven’t even fully exploited Southeast Asia and China,” Payne said. “It will be other things on the horizon.”
In addition to a global brand vision, Payne is also moving towards a more sustainable vision. The brand’s hero foundation, PurePressed Base Mineral Foundation, also received a packaging refresh. “We sell one in the world every 60 seconds. It was refillable, but the compact didn’t reflect the quality and performance of the product,” he said of the new packaging, adding that his refills would come in recycled paper packaging, as opposed to plastic.
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