Stila

History

Stila was founded in 1994 by celebrity makeup artist Jeanine Lobell. The name Stila (pronounced STEE-la) was derived from the Italian word "stilare," which can mean "to pen". Stila's official website is quoted as saying that they chose that name because they believe "every woman’s makeup should be as individual as her own signature".

Estée Lauder Companies bought Stila in 1999 and sold it to Sun Capital Partners, Inc in the spring of 2006. As a result of the new ownership, the brand had become a standard at Sephora and is also sold on its Web site, but it has been pulled from most of its brick-and-mortar retail outlets, including Nordstrom. Upon its sale to Sun Capital Partners, Inc the three dedicated boutiques were closed (the locations seem to belong to Estee Lauder as they were replaced with boutiques for other Estee Lauder brands.

As of Fall 2007, Stila is now available at Ulta, in addition to Sephora and Bloomingdales. Additionally, you may find the products at small boutiques. There is a store locator at Stila's [http://www.stilacosmetics.com official website] where you may search for stores in your area.

The Stila Look: Stila Products

Stila's signature look is fresh, polished, and feminine. The line is comprised of a lot of soft, pearly colors with shimmer, although the line does also have matte shades. The illuminating face products are very popular for those who want to get that glow.

Stila Eyeshadow and Cheek Color are available in "pan form" where the pots or palettes need to be purchased separately. Those are available in single form, 4-pan, 6-pan, and 8-pan palettes. In the past, cardboard 3-pan palettes were available.

Convertible Color compacts are a very popular and innovative products from the Stila line. They are a creamy multi-use blush/lipcolor. The most popular of which is "Lillium", a pink color. The Convertible Color has been featured in many magazines.

Marketing

Classic Stila marketing, advertising and the Web site feature the "Stila Girl" illustrations by Caitlin Dinkins. Instead of models or celebrities, the trademark "Stila Girl" illustrations are used as the company's "face". Most products are packaged in recyclable aluminum or biodegradable paperboard.

Popular products include individually sold eyeshadow pans, known among cosmetic aficionados for their blendability, "lip glaze", a lip gloss in a twist-up brush available in flavored shades such as watermelon, grapefruit, and apricot, and convertible colors, which is a cream product for use on cheeks and lips. Stila products are very popular for young teens as well as adults, as they can be used very lightly for a more natural look, but are easy to manipulate for stronger and more dramatic effects.

Stila generally releases four seasonal collections (spring, summer, fall, and winter) in addition to a variety of promotional items from time to time (Breast Cancer Awareness, various movies like Legally Blonde and Vanity Fair, etc).

External links

* [http://www.stilacosmetics.com Official site]
* [http://new.stylediva.com/modules.php?name=Content&pa=showpage&pid=8 Article about Jeanine Lobell]
* [http://southflorida.bizjournals.com/southflorida/stories/2006/04/10/daily19.html?surround=lfn Article announcing Lauder's sale of Stila to Sun Capital Partners]
* [http://www.suncappart.com/ Sun Capital Partners' portfolio companies]