Napoleon Perdis and wife and business partner Soula-Marie stepped out of the limelight last week to allow 16-year-old daughter Lianna to take centre stage and launch her Total Bae collection at the cosmetic company’s headquarters in Sydney.
Officially introduced by her “proud father”, Lianna told the audience, which included media, celebrities and social media influencers such as Sophie Monk, Jackie Frank and Chloe Morello, that she had a hands-on role in the creation of Total Bae.
The collection consists of ‘Own it!’ mascara (features a dual-sided wand with a volume building brush and a separating comb) in black and blue, ‘Gloss It!’ lip gloss (contains blue-micro pearls to counteract yellowness), ‘Hide It! concealer (an oil-free formula with vitamins E and C) and Use It! lip and cheek tint (oil-free gel-cream formula).
Lianna, who is the official face of the new collection, said that although she has grown up in the makeup industry and is “totally impressed” with her parents’ success as a “luxury retailer”, she recognised that the brand needed to expand its reach further.
“I thought that it would be really cool if it [Napoleon Perdis Cosmetics] could be available to everyone,” she explained.
Readily acknowledging that her father was also keen to attract a new, particularly younger, market, Lianna nonetheless stressed that his suggestion to name the new collection ‘Total Babe’ was quickly dismissed and replaced with her ‘Total BAE’ suggestion.
Launched 20 years ago, Napoleon Perdis is currently available in 85 concept stores, over 750 independent stockists and more than 100 department store counters in Australia and New Zealand as well as online.
The company launched in the US in 2005 but pulled out last year to focus on its home market. Therefore it wasn’t surprising that Napoleon told the Total Bae launch audience that the company is aiming to increase its retail footprint in Australia this year with “plans to open 18 more stores with a focus on regional areas”.
He stressed that today’s cosmetics customer is “channel agnostic”.
“She doesn’t care where she replenishes her brand so we have to make sure it is available everywhere.”