![]() The drawback is that’s a more volatile position in the store with retailers often changing the products there once a quarter, said Matt Goldberg, the company’s chief executive. The company’s executives love having products in the check-out lane because all shoppers see them. If it does well, the hope is that the drugstore’s parent, Walgreens, also will pick it up. Last month, drugstore chain Duane Reade installed a much bigger display and assortment. Ulta Beauty, which has been selling some of Hollywood Fashion Secret’s products in the check-out lane for a few years, recently rolled out a larger display to its store aisles. Products are carried in about 30,000 stores, including CVS, Old Navy, Wal-Mart and Target. “They don’t break up their assortment and say lip gloss is going to go here and eye shadow is going over here,” she said.Īt Hollywood Fashion Secrets, President Jane Dailey and CEO Matt Goldberg are seeing their business grow rapidly. She cited Burt’s Bees, a group of personal care products, as a model. “It resonates much more quickly than when we have two different products in a check-out lane.” “When we have a display of this size, we’re telling a story,” said Jane Dailey, Hollywood Fashion Secrets’ co-founder and president as she stood before a large hot-pink display in the company’s downtown Minneapolis office. Their argument is that consumers are more likely to purchase them if they understand them as a category. That’s up from 14,000 five years ago.Īs the brand has grown, the company’s executives pushed retailers to carry a broader assortment of its products. Its products are now carried in about 30,000 stores, including CVS, Old Navy, Wal-Mart and Target. The business has been on an upswing as it expands from boutiques to drugstores, trendy apparel stores, and other mass merchant retailers. Sales rose 36 percent in 2014 for Minneapolis-based Hollywood Fashion Secrets, the biggest growth in a few years for a company that sells the beauty tools of Hollywood stylists to the masses. It’s been a good year for nipple coverups, armpit shields and fashion tape.
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