The Style Page interview with Michael Marcus

Michael Marcus is the founder and CEO of an eponymous line michaelmarcus (yes, that’s all lower case). As with several makeup artists I’ve interviewed, he has a background in art, having studied art history and interior at Texas Tech University in Lubbock, Texas.  He started his career as a makeup artist at the Prescriptives counter at Neiman Marcus in Dallas and became national makeup artist for Estée Lauder. Through his travels, he learned that women, particularly those over age 35, were clamoring for brighter, clearer colors than those offered from brown-based makeup lines.

He founded michaelmarcus to fill that void in the cosmetics market. His largest account is Dillard’s, although his line is also carried by a number of boutiques. In addition, his line was picked up by Takashimaya New York (since closed), the U.S. outpost of the Japanese department store, where he had the distinction of being the only U.S. brand that its beauty department carried.

Michael Marcus

The Style Page posed a few questions to Michael Marcus:

Why a relaunch of michaelmarcus?

We are relaunching a fragrance I created originally for Takashimaya New York. It was called Takashimaya “t”. Since Takashimaya closed we have been inundated with upset people looking for the fragrance. It was their top-selling fragrance after all.

How are you promoting the relaunch? What is your near-term itinerary?

Interestingly, we have not done a lot of promotion on the relaunch. We posted on Facebook and sent out an e-mail blast. Even before the official release date we had over 50% of our production sold.

Your biggest account is with Dillard’s, which has a presence in most U.S. states. How did you land the account with Dillard’s?

Dillard’s was looking for new brands to energize their cosmetic department. There had been several big articles about me so the buyer contacted us.

Now that Takashimaya NY is closed, what are your plans to re-enter the NYC market?

We are exploring options. Unfortunately, there are not a lot of New York retailers that want unique independent brands.

You say that you got the same complaint, especially women over 35, about brown-based cosmetics lines and the lack of clear color. Yet I also wonder if the desire for color is driven by regional differences, for example, between Dallas and NYC. I also wonder if your older customers are still influenced by the seasonal color typing (Color Me Beautiful) of the 1980s. Could you comment on this?

Many of my bolder shades were first wildly successful in New York. Mainly because I have offered colors no one else does. As the baby boomers are aging they are finding that nudes and neutrals are no longer working, they simply wash a woman out.