Nearly six years on from the collapse of Napoleon Perdis Cosmetics, the Australian makeup brand is set for a resurgence.

Professional Beauty caught up with Livia Wang, founder of Access Corporate Group and Wellness Adventures and brand management firm that overseas all Napoleon Perdis operations. PB quizzed Livia on Napoleon Perdis Cosmetics’ planned business model to learn whether professional makeup artists would continue to hold a seat at the table.

What is Napoleon Perdis’ retail strategy in 2024 and beyond? 

“Napoleon Perdis Cosmetics is Australia’s leading prestige beauty brand known for its Australian 30-year heritage and makeup artist-designed high-quality makeup products. The brand focusses on empowering consumers through education and artistry.  

Our unique proposition is built on:

1. Service-Driven Experience with Artistry at the Core 

Napoleon Perdis’ in-store experience is centred around artistry, making it a defining feature of the brand’s retail proposition. Trained makeup artists offer personalised consultations, helping customers choose the right products while teaching them application techniques that highlight their unique beauty. This hands-on approach not only enhances the shopping journey but also turns every visit into an educational and creative experience. Additionally, the brand offers redeemable in-store services—makeup lessons, skincare consultations, and makeovers—allowing customers to apply the cost of these services toward product purchases. This combination of artistry and high-value services drives sales, increases basket sizes, and deepens customer loyalty. 

2. Premium Product Offering 

At the heart of Napoleon Perdis’ retail positioning is its range of professional-grade makeup products, designed for both high performance makeup and skincare benefits – all built for the Australian experience. We invest in quality and have iconic products that have been refined and crafted to perform over the last 30 years; go the extra mile and demand more of everything; don’t take shortcuts, especially at the cost of the planet. We are cruelty-free and committed to a journey towards 100% vegan and sustainable products. And are committed to quality products made in the places that make them best, even if they’re on the other side of the world.  Our product portfolio is built equally for the professional makeup artist as it is for the beauty consumer on their own makeup artistry journey.

“Our product portfolio is built equally for the professional makeup artist as it is for the beauty consumer on their own makeup artistry journey.”

3. Unified-Commerce & Loyalty Approach 

Napoleon Perdis is rolling out a new integrated commerce experience in Q4 2024 that will for the first time seamlessly integrate online and offline channels to provide a world-class shopping experience for makeup, skincare and beauty services. This omni-channel strategy allows Napoleon Perdis to maximise its sales potential and maintain engagement and build a loyal community across all customer touchpoints. 

4. Digital Beauty: Expanding Artistry Online 

Looking ahead, Napoleon Perdis plans to extend its in-store artistry and personalised experience into the digital space with a digital beauty rollout scheduled for next year. This initiative will focus on bringing the same expert advice, makeup tutorials, and personalised product recommendations to customers online. Virtual consultations, digital makeup artistry sessions, and immersive tutorials will form the core of this future-focused strategy, ensuring that customers receive the same high-quality experience whether in-store or online. By leveraging digital tools, Napoleon Perdis will expand its reach, tapping into new markets while continuing to prioritise customer education and empowerment. 

5. Event and Community Engagement 

Napoleon Perdis continues to drive excitement around its products through events and community activations. Whether through in-store events, exclusive product launches, or social media-driven campaigns, the brand fosters a sense of community among its customers. Events such as makeup tutorials, influencer collaborations, and immersive product experiences help drive traffic to both physical stores and online channels. This strategy keeps customers engaged, encourages product discovery, and reinforces Napoleon Perdis’ role as a leader in the beauty industry. 

Where is Napoleon Perdis Cosmetics stocked? 

Napoleon Perdis products are available in 35 locations, including our Concept Stores and David Jones, as well as online at napoleonperdis.com. Additionally, you can find the brand at over 250 independent stockists and popular beauty retailers such as Adore Beauty, The Iconic, Look Fantastic, and Qantas Rewards. We are seeking to expand our distribution in 2025 and beyond, with a focus on both domestic growth and an international outlook, alongside an aggressive expansion into social commerce, including TikTok Shop in the US, to reach and engage our customers in innovative ways 

Is Napoleon Perdis looking at strictly a D2C model, or looking to partner with pro makeup artists?  

Napoleon Perdis is not strictly adhering to a D2C model. While the brand prioritises its direct-to-consumer channels, including its concept Stores and e-commerce platforms, we also focus on partnerships with professional makeup artists through initiatives like Beauty Collective and our affiliate and trade partnerships. Additionally, we are expanding livestreaming partnerships with makeup artists and beauty communities through platforms such as TikTok Live and Instagram Live, allowing for real-time engagement, product demonstrations, and direct interactions with customers. These collaborations are integral to the brand’s commitment to artistry, education, and community-building, with pro artists serving as ambassadors to broaden our reach. This approach ensures both customer accessibility and enhanced brand credibility within the professional beauty space and across social commerce platforms.”

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