Poccia Has Big Plans for Gurwitch Products

Claudia Poccia is ready to turn her makeup artist brand into a superstar. In fact, the former global president of Avon’s Mark brand who took the helm at Gurwitch Partners eight months ago, is confident she can create a $500 million to $1 billion company based on such brands as Laura Mercier and RéVive. Right now, Gurwitch’s wholesale business is estimated to be $180-240 million, with Laura Mercier accounting for 80% of sales, according to sources.

Laura Mercier is a 15-year-old makeup artist brand with US distribution of nearly 1,000 doors and an international presence France, Germany, Italy, Spain, the UK and parts of Asia. Another Gurwitch brand, RéVive, which was founded about 13 years ago by plastic surgeon Dr. Gregory Bays Brown, is sold in about 175 doors, mostly specialty stores.

To reach the $500 million to $1 billion level, Poccia is expanding the company’s US presence with plans to increase international distribution by 2013. To attain that lofty level, the company is expanding its social media presence with a “What Is Flawless?” campaign and its social outreach efforts by supporting the Ovarian Cancer Research Fund.