It started with Debbie Flett, the model, applying red lipstick to Sir Richard Branson. Twelve years on, the last remnants of the Virgin Cosmetics retail business will close next month.
The Times has obtained a copy of the administration proposals for Effective Cosmetics, the company that began life as Virgin Cosmetics in a blaze of Branson publicity in 1997. The administrator’s plans include closing the last ten stores, which were rebranded as Effective Cosmetics last year, after January 10. It will mark the demise of another high-profile 1990s’ Virgin launch.
Sir Richard had enormous confidence in Virgin Cosmetics when it began, claiming that he would open two stores a month and have more than 100 high street outlets within five years. Virgin also launched an internet and home sales division for its cosmetics, which were sold under the Virgin Vie or Vie at Home brands. Yet Virgin Cosmetics struggled to find a footing in a competitive market and Sir Richard sold the business last year.
More here: Retailing
