Women’s Wear Daily
04.18.2014
color-cosmetics
color-cosmetics

Bare Escentuals Outlines Expansion Formula

Touchy-feely resonates - even in a room full of navy-suited investors.

color-cosmetics/news
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The company also is working to reach beyond the TV airwaves of QVC and infomercials.

The firm's chief financial officer Myles McCormick said, "We have a very democratic brand and message and we need a distribution strategy that mirrors that." He added the brand has potential to sell its wares in 2,300 U.S. doors, up from its current base of about 790.

Taschetta acknowledged the slew of lower-priced mineral-based cosmetics to hit the market in the last several years, which have prompted some financial experts to wonder if Bare Escentuals will maintain its edge. Citing the 20 awards the company received last year — much of which were consumer voted — Taschetta said, "We certainly haven't run out of steam in consumers belief in us."
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