Key Takeaways
- Shay Bennaim aims to grow Tata Harper into a $100 million brand through increased awareness and strategic partnerships.
- The brand launches its Brightening Eye Gel with a significant marketing campaign, featuring exclusive sales on Sephora’s app.
- Tata Harper is refining its retail strategy by focusing on key partners and severing ties with hundreds of smaller retailers globally.
Ambitious Growth Plans
Shay Bennaim, the global brand president of Tata Harper, is focused on achieving a significant milestone: transforming Tata Harper into a $100 million brand in the coming years. To accomplish this, he plans to enhance brand awareness, improve customer experiences for existing fans, and streamline global operations. Bennaim, who took on the role last year, has previous experience from Le Labo and Coty.
New York is the focal point for Tata Harper’s latest marketing initiatives, coinciding with the launch of their Brightening Eye Gel. This campaign marks the brand’s first venture into out-of-home advertising, featuring videos displayed on 50 LinkNYC 5G towers around Sephora and Bluemercury locations for four weeks. The advertisements will highlight the product’s ingredients, display animations of its benefits, and direct customers to purchase options.
The Brightening Eye Gel, priced at $74, debuted exclusively on Sephora’s app for 24 hours before becoming available on Tata Harper’s website and in brick-and-mortar stores. This hybrid skincare and makeup product is formulated with 27 natural ingredients, including vitamin C from Kakadu plums and macro hyaluronic acid.
Retail Partnerships and Focus
Bennaim emphasizes strengthening partnerships with major retailers like Sephora and Bluemercury, particularly in key markets such as the United States, Canada, the United Kingdom, and France. The U.S. remains Tata Harper’s largest market, followed closely by France. Sales in Canada and the U.K. are currently comparable.
However, to achieve efficient growth, Tata Harper has made the difficult decision to eliminate relationships with several hundred smaller retailers worldwide, reducing its market presence from 63 countries to just four primary markets. This decision sparked disappointment among some partner retailers, like Hamburg’s Werte Freunde, known for its dedicated Tata Harper treatment room. Bennaim acknowledged the emotional toll of this choice, recognizing the disappointment it might have caused.
In the U.S., Tata Harper will remain in Sephora, Bluemercury, Nordstrom, and Credo, having exited retailers like Cos Bar and Bloomingdale’s. Bennaim advocates for a more focused strategy, stating, “We just couldn’t support all of them within the U.S.”
Luxury Spa Partnerships and Brand Philosophy
The brand is also expanding its collaboration with over 50 luxury spas, offering dedicated Tata Harper treatments. Plans are in place to enhance the brand’s backbar offerings while maintaining a separate management team for spa operations.
Founded in 2010 by Tata Harper and her husband, the brand emerged as a leader in the clean beauty movement. By 2018, Tata Harper was part of the inaugural Clean at Sephora initiative. The brand has undergone significant changes, including a $125 million acquisition by South Korean company Amorepacific.
Bennaim acknowledges that clean beauty has become more mainstream but remains focused on providing high-quality ingredients and exceptional products. While Tata Harper’s products are assembled in their Vermont farm, they are not solely dependent on locally grown ingredients. Bennaim collaborates closely with Tata Harper, ensuring the brand retains its original ethos.
“We want to make sure we retain everything that Tata has developed,” Bennaim concludes, highlighting the importance of continuing the legacy established by founder Tata Harper.
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