Online Exclusives

A Rebirth of Beauty

By Melissa Meisel, Associate Editor | October 8, 2012

Industry veteran revamps line for sales success.

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.

 

Related End-User Markets:

  • OTC = TLC

    OTC = TLC

    Christine Esposito, Associate Editor||March 1, 2017
    Over-the-counter treatments provide consumers’ skin and hair with extra care.

  • The Green Dot

    The Green Dot

    John Kim and Lambros Kromidas, PhD*, Shiseido Americas||March 1, 2017
    Insights into one of the most used trademarks in the world.

  • An Essential Read

    An Essential Read

    Tom Branna, Editorial Director||March 1, 2017
    Industry expert Nadim Shaath takes the reader on a fascinating journey through the history and the future of essential oils.

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.