A Make-Up Junkie Scores Big Time

Submitted by Meg Wilson on February 9, 2007 - 13:04.

Leslie Blodgett, 43, is the CEO of Bare Escentuals. Since she joined the company it has seen astounding growth rates. Five months ago they became a public company and the stock price has already more than doubled. (See Bare at NASDAQ.)

Leslie Bodgett grew up being a make-up junkie. She wanted to be a make-up artist. Her single mother, who had three children to support, encouraged her to get a diploma at the Fashion Institute of Technology in New York for the Cosmetic Marketing program. Her first job was to sell cosmetics over the counter at Bloomingdales in New York.

Blodgett became CEO of Bare Escentuals in 1994 when she was only thirty years old. Blodgett helped the company grow with a regular program on cable tv's QVC Shopping Network beginning in 1998. Bare Escentuals will make close to $400 million in revenues this year.

Bare Escentuals is best known for their foundation products which are made from crushed minerals and are free of preservatives, talc, oil, fragrance and other potential skin irritants.

Unlike their major competitors for high-end cosmetics (L'Oreal, Elizabeth Arden and Estee Lauder) who sell most of their products in department stores, Bare Escentuals is booming due to their multichannel marketing and distribution strategy. Aside from the QVC program, they also do lots of infomercials and sell their product through specialty spas and salons and through the niche Sephora and Ulta stores.

We notice that on Amazon their products make up four of the top five selling products in the Beauty Category. Their quarterly results are due out any day now. It could be another big bonanza for Blodgett and her shareholders.


( categories: Make-up )