Monday 8 August 2011
PHOENIX ON THE RISE
Kiwi boutique cosmetics house on the move with four new stores
Makeup lovers around the country, get ready for a whole new level of beauty with the opening of four new Phoenix
Cosmetics stores.
The boutique makeup house opened in Hamilton last week, with Christchurch opening this Thursday and Palmerston North
later in the month. A fourth stand-alone store is opening in Wellington in October.
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The Phoenix Cosmetic stores will offer an extensive range of makeup services along with its own cosmetics line available
exclusively through its stores.
Staffed by experienced makeup artists, customers will be able to get their makeup done for that ball, wedding or other
special occasion. One-on-one lessons are a big focus, so customers can learn to recreate the looks at home, while ladies
nights allow groups to experiment and learn new makeup tricks together in a fun environment. Also popular are Phoenix
specialties, brow shaping and eyelash extensions.
Like the brand’s existing stores, both the stand-alone and ‘store within a store’ spaces will be feminine and romantic,
decorated with soft pink wallpaper and counter tops, and gilt mirrors.
New Zealand owned and operated, the past six years have seen Phoenix Cosmetics cement itself as a one-stop cosmetics
shop with the expert makeup artists at its three Auckland stores often booked up several weeks in advance.
An online store means product is available nationwide and training courses and workshops are on offer through the
Phoenix Beauty School in Auckland.
With big plans for the brand, founder Phoenix Renata, still only 27, expects to have more stores open within the next
year.
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Of the relationship with Annah Stretton, Phoenix says the two brands are complimentary, sharing a similar ethos and
customer. “What started as a mentor relationship many years ago, has developed into something much more. I’m excited to
be working with Annah in this way, she’s such a successful business woman. It’s a great opportunity to try something
different in terms of a retail model.”
And somewhere in between all the store openings, Phoenix is also finding time to hold her second Fashion Week show. With
theatrical makeup just part of the show, it comes complete with a star-studded cast of actresses and actors, dancing and
singing, real 1920s costumes, body art, even a shoot-out.
ENDS