A Rebirth of Beauty
Industry veteran revamps line for sales success.
Home shopping is still strong in the beauty business—as seen on TV outlets such as HSN and QVC–and former Ford model/entrepreneur Stacey Schieffelin of New York knows a thing or two about this avenue of sales (see Creating a Successful Beauty Brand
). She revamped her successful beauty brand, Models Prefer, formerly sold on QVC, and modernized and expanded the range into ybf (your best friend). She provided a “personal touch to the cosmetics collection by targeting the Everygirl, not just wanna-be catwalkers.” And, the makeover was a smart switch, as Ulta.com recently picked up the range—expanding its distribution considerably.
Available in the US and the UK online as well at www.ybfgirlfriends.com, ybf cosmetics are paraben-free and target the eyes, lips and face with dual-ended creamy eyeliners, a customizable bronzing powder for adjustable coverage and shimmery lipsticks packaged in jewel-studded tubes. It also touts “the number one eyebrow pencil in the world (in the US, UK and Canada—“Numbers don't lie...over the past 14 years, 10 million ybf universal eyebrow pencils have been sold, used and demanded by Girlfriends all over the globe!" said the ybf website.
Imitation Vacation Bronzer by YBF
“Our brand ybf (your best friend) is different and unique compared to other brands on the market because our girlfriends’ (consumers) feedback personally decides, develops and navigates the brand’s philosophy,” Schieffelin told Happi. “The dynamic of this brand is to bridge inner and outer beauty and empower all women, using beauty as a tool! Much like our successful premier brand Models Prefer (12 years on QVC), we created a line that the consumer continues to fall in love with every time she receives it.”
Leading SKUs for 2012, according to Schieffelin, include a “sparkling spirit split pan bronzer and yellow neutralizing powder” that sits in a Swarovski crystal and black lacquer butterfly casing, an “imitation vacation body oil” made with authentic Monoi de Tahiti oil from the French Polynesian Islands and the “luminous love highlighting crème,” a lightweight, long-lasting, silky-smooth highlighter for the face that brightens and leaves skin dewy.
YBF Sparking Spirit compact
“It gives us great pleasure to say that ybf beauty is a leading color cosmetics brand on HSN and on shopping channels in the UK, Canada, and Australia. We are humbled and grateful to be able to say that after being in electronic retail for over 15 years! As many know, it is a very rewarding platform. We love being so global!” Schieffelin told Happi.
As of now, ybf is going to sit pretty and focus on expanding its online outreach even further while continuing to create innovative cosmetics products.
“At the moment, we are embracing the exploding dynamics of e-commerce, social networking and .com reach … expanding channels of distribution from primary direct consumer to traditional retail is also a growing factor. These variables are taking top speed in today’s ever-changing market, and it’s our job to continue innovating each day,” Schieffelin said.