{"id":10414,"date":"2011-04-05T06:07:56","date_gmt":"2011-04-05T13:07:56","guid":{"rendered":"http:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/?p=10414"},"modified":"2011-04-05T08:30:44","modified_gmt":"2011-04-05T15:30:44","slug":"paula-dorf-to-relaunch-makeup-brand","status":"publish","type":"post","link":"https:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/scottsdale-beauty-buzz\/paula-dorf-to-relaunch-makeup-brand","title":{"rendered":"Paula Dorf to Relaunch Makeup Brand"},"content":{"rendered":"<p>Yesterday I was delighted to share that Vincent Longo is relaunching his eponymous makeup line and as hinted to prior, I feel the same way about Paula Dorf Cosmetics.<\/p>\n<p>If you had a chance to peek at my blog yesterday you know that as a former beauty boutique owner and a freelance makeup artist I gravitate to makeup artist lines rather than those by corporate conglomerates.  To me it just makes sense that a makeup artist whose job it is to make other people look amazing is going to know what formulas work.<\/p>\n<p><a href=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01.jpg\"><img  loading=\"lazy\"  decoding=\"async\"  class=\"alignleft size-full wp-image-10416 pk-lqip pk-lazyload\"  title=\"dorf01\"  src=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01-80x117.jpg\"  alt=\"\"  width=\"361\"  height=\"526\"  data-pk-sizes=\"auto\"  data-ls-sizes=\"auto, (max-width: 361px) 100vw, 361px\"  data-pk-src=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01.jpg\"  data-pk-srcset=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01.jpg 361w, https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01-206x300.jpg 206w, https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01-80x117.jpg 80w, https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01-55x80.jpg 55w, https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064506\/dorf01-75x109.jpg 75w\" ><\/a><\/p>\n<p>Paula Dorf launched her line in the mid-nineties and during the companies heyday the brand was in 550 locations including Sephora, Saks Fifth Avenue, Macys and others.  The line was known for problem solving products imagined from Dorf\u2019s own work as a makeup artist on music videos such as The Bangles \u201cWalk Like An Egyptian\u201d, Billy Joel\u2019s \u201cUptown Girl\u201d. From there she began selling makeup toosl to salons and spas and four years later launched her line at Bergdorf Goodman.  Some of her top selling products like Perfect Primer, Transformer, stay put brow, lip and eye pencils.<\/p>\n<p>Dorf\u2019s husband told WWD \u201cWe were growing like a weed, organically. Then we got into a debacle with our [packaging] supplier. He stopped shipping to us because of his own problems,\u201d said Dorf\u2019s husband, Sandy Dekovnick, who co-founded the line in 1995 and serves as ceo. According to the company\u2019s bankruptcy filing, that default prevented Paula Dorf from shipping products for a significant period of time, which substantially reduced cash flow. \u201cIt brought manufacturing to a halt,\u201d said Dekovnick. \u201cWithout sales, you cannot make revenue.\u201d The brand lost a number of retail accounts as a result. \u201cOur best and closest stores stayed with us, because they really believed in us,\u201d said Dekovnick. But the brand was determined to put the past behind it, and on March 23, the company emerged from Chapter 11 with a new business partner.<\/p>\n<p><a href=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064508\/dorf02.jpg\"><img  loading=\"lazy\"  decoding=\"async\"  class=\"alignleft size-full wp-image-10417 pk-lqip pk-lazyload\"  title=\"dorf02\"  src=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064508\/dorf02-80x58.jpg\"  alt=\"\"  width=\"529\"  height=\"385\"  data-pk-sizes=\"auto\"  data-ls-sizes=\"auto, (max-width: 529px) 100vw, 529px\"  data-pk-src=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064508\/dorf02.jpg\"  data-pk-srcset=\"https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064508\/dorf02.jpg 529w, https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064508\/dorf02-300x218.jpg 300w, https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064508\/dorf02-380x277.jpg 380w, https:\/\/media.arizonafoothillsmagazine.com\/afm-style-files\/wp-content\/uploads\/2011\/04\/22064508\/dorf02-80x58.jpg 80w\" ><\/a><\/p>\n<p>The company will reorganize as part of a joint venture with the distribution and fulfillment firm Global Beauty Group. The Sayreville, N.J.-based company, which will hold a 50 percent stake, will provide all warehousing, inventory, shipping and billing-related services.<\/p>\n<p>The brand is currently sold in 275 locations between Ulta, Dillard\u2019s and the Beauty 360 concept of CVS, as well as at about 200 small specialty stores. The plan is to reenter department stores, including Saks Fifth Avenue, Nordstrom and Macy\u2019s open-sell Impulse Beauty concept. Dorf, who was also a regular HSN hoped to return to the airwaves once the line is fully relaunced.<\/p>\n","protected":false},"excerpt":{"rendered":"Yesterday I was delighted to share that Vincent Longo is relaunching his eponymous makeup line and as hinted&hellip;\n","protected":false},"author":9,"featured_media":10416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[18],"tags":[2682,2680,2681,576,698,61],"class_list":{"0":"post-10414","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scottsdale-beauty-buzz","8":"tag-hsn","9":"tag-paula-dorf","10":"tag-paula-dorf-cosmetics","11":"tag-phoenix-fashion","12":"tag-scottsdale-fashion","13":"tag-sephora","14":"cs-entry","15":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Paula Dorf to Relaunch Makeup Brand!<\/title>\n<meta name=\"description\" content=\"Paula Dorf Cosmetics in their heyday sold in 550 locations but the economy and issues with suppliers took hold, now Dorf is relaunching the line this Spring.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/scottsdale-beauty-buzz\/paula-dorf-to-relaunch-makeup-brand\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paula Dorf to Relaunch Makeup Brand!\" \/>\n<meta property=\"og:description\" content=\"Paula Dorf Cosmetics in their heyday sold in 550 locations but the economy and issues with suppliers took hold, now Dorf is relaunching the line this Spring.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.arizonafoothillsmagazine.com\/afm-style-files\/scottsdale-beauty-buzz\/paula-dorf-to-relaunch-makeup-brand\" \/>\n<meta property=\"og:site_name\" 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