Apr 03, 2009 @ 2:59pm
We hear that Stila has gone bankrupt.
The story goes like this: The beauty brand, which is a favorite with beauty editors but is a little bit of a harder sell with girls that like bright colors on their faces, was sold by Estee Lauder to Sun Capital Partners in 2006, which means the products are only really available at Ulta and Bloomingdale’s besides beauty mecca Sephora.
We hear employees were given little advance notice, and arrived to offices that were shut yesterday morning. Several attempts to contact Stila via e-mail and phone calls went unanswered. And the Stila site says it’s down due to “routine maintenance” and that orders placed between March 23 and March 24 “may be canceled”.
Stay tuned.
UPDATE: Stila finally just got back to us, and they say that they’re “not going bankrupt” but “refinancing”. We asked what that means, and they said it means that they’re “reassessing their funds”…
Tue, 07/04/09 - 17:38PM Filed in News by claudia | Comments: 9 
Tags: stila
Over the current economic crisis, we've seen banks and major holdings like Reader's Digest facing troubled waters. It's no hidden fact that high end fashion is experiencing a dip in sales (hence the massive surge of sales this year). But there are now rumours plaguing the Stila cosmetics brand over a case of bankruptcy.
[Photo Credit: The City Sage]
When I heard the news, I was in shock, simply because Stila's lip gloss was the first makeup product I'd ever owned, and it really hit home that it's the end of an era. An era for me at least :p
[Photo Credit: Getprice]
Accounts go something like this: Stila employees arrived at their offices to find themselves shut out on April 2nd. When people tried to contact Stila, e-mails and calls were left unanswered. Their website has been down for a week now in what it claims to be due to "routine maintenance", and that orders placed on March 23rd and 24th might be cancelled. When finally reached, representatives said they're refinancing, and reassessing their funds.Accounts go something like this:
Many are predicting an inevitable announcement, but for now, we can only speculate, so drop your comments. What do you think all this means? Would you miss Stila if it were discontinued? Do you think this big mystery is in any way connected to the sales Stila has been hosting in KL?
I do find this quite sad :( :( I remember being so excited about their lip glazes
pinkiecharm has a contact at stila. The contact said they are NOT closing or bankrupt but there will be an official announcement. Maybe a merger? They have already made their summer line, so I doubt they are closing so suddenly.
probably. but they're slowly closing one by one. though stila is still selling their products in metrojaya, they are already out, as in not together/in metrojaya anymore.
With all the newer, better packaged products out there... stila sux. Their pigmentation isn't even great. The covered in pearl and powder era is DEAD...
Stila收攤 特賣會受關注【2009/04/21】
美國知名彩妝品牌stila總公司上周無預警大門深鎖、宣告轉手，不僅員工無法進入大門、連代理商也無法順利訂貨，台灣stila代理商莉迪亞公司決定結束營業，4、5月陸續退出全台9家百貨，已經聽聞訊息的消費者已上網說要等特賣會了。【記者徐文玲／台北報導】
stila來台十年，最早隸屬於雅詩蘭黛集團，06年才賣給Sun Capital。網路傳聞三月分已經發不出薪水，上周甚至大門深鎖，可說命運多舛。雖然新的買主即將接手，但台灣代理stila的莉迪亞，日前已與各百貨協商，已決定從四月底至五月初陸續撤出全台9家專櫃。
stila公關經理葉達蓉表示，stila商品外包裝非常具有話題，還與芭比娃娃合作五十周年紀念商品，但也有人認為stila換手經營之後始終抓不到方向，許多顏色都了無新意。
stila目前當紅的商品還是舊品，例如蜜唇動凍筆、唇頰可麗餅，不少消費者認為stila收攤會有一波特賣出清，stila表示，目前暫時還沒決定舉辦時間。。【出處:聯合報】
我最愛的彩妝品牌Stila倒閉了！
我記得還曾經當過她們的彩妝model,
和來自美國New York的彩妝師有過深談...
他說我很適合做彩妝師的.
我也曾想說那是一個可能性,至少要是喜歡的品牌line...
只是當我過著每天的routine日子,在火車站拿到免費的爽報..
竟然看到她因為要倒閉,而即將舉辦的特賣會消息！
心生的第一個念頭,不是要去搶購特價品,
卻是想is that really true?!! how come?!
前陣子母親節活動期,還接到sales clerk的來電通知優惠組合套裝
也收到她們2009年春夏新品上市的DM,
才剛跟美泰兒Mattel公司企業結盟的春夏collection---
Barbie™ Loves Stila
大張旗鼓的hotlines,一起慶祝Barbie50週年,
怎麼就went bankrupt?
stila擁有女孩愛不釋手的外包裝和炫麗色彩,
可以媲美日系彩妝的華麗...
和吸引人目光,並收集的DM贈品...
但在台灣也是之前就撤櫃不少,總共也才9家專櫃在全省各大百貨...!?
無法成功？過不去現在的經濟蕭條嗎？
這幾天我花了時間上國外Stila官方網站,
search探討她的品牌消息與收集新聞...
她的品牌創立精神,previous and recent events, campaigns, and promotions...
一個也曾經在NY Fashion Week當過廠商的品牌,
(而且還是剛2009年冬季的活動...)
也擁有各大媒體,美容網站好評的bestsellers等明星商品
也受到很多國內外celebrities的青睞...
那度不過大環境的挑戰的理由是什麼？
每每看母親節,週年慶,年中慶,旺季檔期的各家百貨消費者分佈..
其實就可以感覺出端倪...
stila大多數的商品項目都幾乎是外部彩妝makeup,primer,protector,
和少數的body suncream 或fragrance
去年也才剛加入了skin care保養品系列,
但還是為時已晚阿！
擁有美麗炫目的外包裝仍不足以維持一家國際大企業的長久生計！
像是Nu Skin或Amway這種國際直銷公司,
也都有屬於自己的彩妝線Nu Clolor和E.FunkhouserTM New York
就算是外在簡陋無比,沒有先聲奪人的包裝和色彩搭配組合,
卻還是能附屬於其他主流商品,佔有一定的銷售額而繼續存在...
如新,安麗沒有什麼commercials,campaigns, or promotions
單靠客戶直銷商的老鼠會模式一傳十,十傳百地踏實經營...
成功的要件應該是商品的target客戶範圍！
他們的主要商品是消耗性的身體保健食品與器材,
商品的客戶年齡層當然就不侷限在年輕化妝的女性OL身上
橫跨老.中.青任一世代的銷售潛在力與可能性,
再搭順風車銷售附屬彩妝商品給忠實客戶..
那麼接受度當然相對增高囉！
2080法則,
讓舊客戶再掏錢購買額外產線的collections只是慣性消費的問題,
至於多樣化的products產品線路,只是企業規模的噱頭罷了！
存在就一定的必要,但不一定重要.
這陣子MARY KAY和AVON開始大張旗鼓地做形象廣告,
電視,網路...
沈寂消生好一陣子的彩妝直銷品牌,
當初的匿跡恐怕也是跟產品的導向有關吧！
她們兩跟Nu Skin, Amway的主流與非附屬商品剛好顛倒...
早期的玫琳凱走彩妝導向,較缺乏消耗性保養品,
所以不如如新,安麗當道！
現在其新出發的路線,倒是產品多樣性上齊全不少！
至於雅芳原本走沙龍地方型門市,販售彩妝保養品和內衣,..
近來的廣告中強打經濟不影響副業的自由度跟機動性,
倒是更傾向直銷型Business Model了！
有像安麗前陣子搭經濟不景氣的恐慌,
製作強調的Job Securtity和Self-determination,
自己作老闆Self-Employment的slogan
倒是穩定擔憂隨時被fired,被放無薪假的勞工朋友們.
做副業,做直銷,傳銷的趨勢,
恰在經濟蕭條的世界中反其道而行地成長看好阿！
像彩妝類這種奢侈品,
連我這樣每天濃妝豔抹的女生,都覺得消耗速度緩慢到都喜新厭舊了...
更何況是一般懶惰的女性,怎麼可能常態性地消費彩妝品,
然後得以養得起同一個彩妝品牌！
再端詳其他國際知名保養彩妝品牌,
每家百貨公司一樓的大宗專櫃,...
Chanel,Lancome, Dior, Estee Lauder...
幾乎每個品牌都以保養品為主要商品與業務
另一半再附加消耗性的primer, protector, fundation, powder,
春冬新品上市時,再搭配季節性,節慶限量堆出的彩妝盤等組合...
在各個特殊檔期重點銷售..
所以當然細水長流阿！
再看以炫麗包裝瓶身和香芬起家的Anna Sui,
美白保養品也是佔大半的業績量！
不然就是必須性的隔離霜,粉底,粉餅,睫毛膏...
至於
去年起在網路掀起熱潮,
眾望所歸登上實體市面專櫃的日系品牌Jtill Stuart
也在東區Sogo殺出一片紅海！
包裝外型上的特出,和粉嫩夢幻的色彩趨勢...
我補習班的同儕女孩們,人人趨之若鶩...即便她貴的要命！
大概只有我這種怪女孩,人家流行正紅的我買不下手...
倒是挺能欣賞非主流商品的獨特！
Jill Stuart也銷售有一些香芬,臉部保養或身體乳液之類的奢侈品...
目前仍以新鮮感的外包裝取勝..
我預估若是未來沒有更多的色彩新意,
消費者厭舊當初的新意...
她也會走向sila的命運,
除非大環境能看好上漲,暫且忽略她商品的少樣性與非必要性....
只以彩妝為主流商品的專業彩妝品牌,
大概只有M.A.C,BOBBI BROWN和年輕的NARS大塊分割市場吧！
她們幾乎都有強而有力的公關行銷與結盟能力！
MAC最新的春夏彩妝就是和Hello Kitty合作...
幾乎各家電視台媒體都採用之為彩妝顧問,或是提供妝髮的固定班底.
我記得以前參加IBM50週年盛大year end party的時候,
她們也都是提供party咨詢服務的廠商！
即便是屈臣氏美妝店平價的L'ORÉAL歐萊雅集團商品,
也都在現在當道的讓女人變美麗的節目中,
不停地制入性行銷...
大家都會問Kevin,牛爾老師在節目中,雜誌上推薦的商品是哪個阿？
明星魅力和專業人士的背書和代言儼然是銷售量的保障！
市場導向能不譁眾取寵,強力播放嗎？
我看任何美妝雜誌內頁,大幅廣告也好,搭配編輯專欄主題也好,
MAC出現率頻繁,也難怪是專業彩妝龍頭了！
Jill Stuart也有捷運站的大幅廣告看板耶！
Chanel,Lancome, Dior, Estee Lauder的季節性商品promotions
就更不在話下了,固定地廣告行銷.
成功的要件,
產品本身的好壞或魅力,已經不再是唯一的重點要素了！
反正每樣商品都限量,
打著限量的旗幟,
好與壞,短暫地曇花一現,叫好不叫座,或是搶購一空.
除了品牌公司內部自我檢討之餘,消費者那會知道阿！
行銷與公關,話題的製造,還有大量的出現度跟討論率才是賣點！
每一個品牌的企業精神,在創立的時候也許都是特別的,
但是在一片紅海中,
在金字塔底部面積遠大於金字塔尖端的人口比例結構裡,
M型社會中少了中產階級的消費力,
百貨專櫃品牌的產品,
若是不能以更平價,或是更精品名牌高檔的價格兩邊極端發展..
恐怕會有更多的品牌倒閉了！
who will be the next?
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