Targeted at Millennials, Teeez Cosmetics to Launch at Hudson’s Bay
A rendering of Teeez’s counter concept
Teeez Cosmetics, a trend-driven makeup brand aimed at millennials, is set to arrive at seven Hudson’s Bay locations within the next two months, including Toronto, Montreal, Calgary and Vancouver. The retailer has the Canadian exclusive on the Rotterdam, Netherlands–based brand, which has also landed at thebay.com.
Founded in 2004, the brand is already sold in more than 20 other countries. To determine the North American appetite for its colour cosmetics before launching here, Teeez carried out product sampling through Ipsy, the subscription service founded by pioneering beauty YouTuber Michelle Phan.
Bringing digital to the in-store experience, the Teeez space at Hudson’s Bay will include several innovative, multi-platform elements, including video booths where consumers can create and share their own vlog content, and a “play bar” that encourages product experimentation.
Teeez launches a new collection each season, and is noted for its vibrantly illustrated, original packaging. “I’ve never seen anything as exciting as this,” says Shelley Rozenwald, chief beauty adventurer at Hudson’s Bay, when giving a sneak preview of the brand to media at the Beauty Underground this past fall. “When I saw it, my eyes popped. The packaging is not black, let’s start with that, and there’s a story for everything.”
To conceptualize each collection, Teeez’s in-house designers first look to fashion trends and create inspiration boards, and then the ideas feed into product development. The brand also collaborates with artists on the graphic designs. Lipsticks are the top-sellers, making up 35 percent of sales.
