In October 2010, the internet start-up partnered with Kate Bosworth and celebrity stylist Cher Coulter to launch JewelMint–a members-only site that sells exclusively-designed jewelry by Bosworth and Coulter. Then, in July 2011, BeachMint launched StyleMint–a similar shopping platform, except this time with the Olsens shilling t-shirts. Now, WWD, is reporting that the online powerhouse is ready for its next venture: Beauty.
BeachMint is partnering with Jessica Simpson and celebrity aesthetician Nerida Joy to sell anti-aging skincare using the same retail model as JewelMint and StyleMint.
We already know Jessica Simpson is retail gold: Her clothing and shoe line (or the brand she licenses her name to), Jessica Simpson Collection is on track to make a billion dollars this year. Partner that with Nerida Joy’s skincare expertise and BeachMint’s apparent tech savvy, and you’ve got a recipe for success.
Adding to the likelihood of success is the fact that BeachMint’s signature structure–which requires members to take a brief quiz to determine their style–might lend itself better to beauty and skincare than to fashion. While JewelMint and StyleMint’s entry quizzes aim to get a handle on users’ fashion sense in order to tailor the online experience accordingly, we’re betting BeautyMint will quiz members on skin type, complexion and coloring and suggest products appropriate for users’ individual needs–something that’s much easier than, say, a computer program selecting what t-shirt you might like based on a 10-question quiz.
WWD also reports that BeachMint will grow in yet other ways. Jill Collage, the president of the Olsens’ company, Dualstar, told the paper, “We want [the partnership] to absolutely expand into different categories, which is why we have the name StyleMint, so it’s not just tied to one thing.”
The way things are going, soon every online store might end with “Mint.”
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