The differences between the founder of Napoleon Perdis cosmetics and its current owner are as obvious as blood-red lip liner with nude lipstick.
Before the Australian beauty empire collapsed in 2019 with more than $22 million in debts, back when the company was making $92 million in sales a year, poster-sized images of make-up-artist-turned-mogul Perdis lined the walls of his Sydney headquarters.
Livia Wang, the owner of Napoleon Perdis in their new North Sydney office.Credit: Dylan Coker
At the brand’s new office you won’t find a single photograph of owner Livia Wang, or Perdis, who is no longer associated with the business.
“If a brand is doing well, everyone should feel that it’s their brand,” says Wang. “It should be everyone’s brand in Australia.”
The “brand is doing well part” has been Wang’s challenge since acquiring Napoleon Perdis with a group of investors six years ago. Wang is used to rapid success as part of investment company Access Corporate, which worked with ingestible vitamin brand Vida Glow, Minenssey skincare and baby care specialist Lovekins. Turning Napoleon Perdis around has been more complex.
In February, Wang made the radical decision to close 14 standalone Napoleon Perdis boutiques, focusing on stands in 10 David Jones department stores and independent pharmacies around the country. Fellow shareholders were less than enthusiastic about the decision, so Wang bought them out to become the sole owner.
“I have no doubt that this brand should survive on all commercial fronts, but I did have doubts about myself, about whether I’m the right one to run it,” says Wang, who immigrated to Australia from China in 2008. “But if you worry about losing, don’t go to the Olympics.”
Sales at David Jones have increased by 24 per cent in the past 12 months, while the brand’s website has seen a 53 per cent increase in new customers since August, according to Wang.
There are plans to release 44 products next year, with a strong focus on skincare and serums.
Former cosmetics king Napoleon Perdis in 2014.Credit: Steven Siewert
Rather than relentlessly chase a youth market obsessed with products from reality stars and models such Kylie Jenner and Hailey Bieber, Wang is focussing on women of all ages. Those are the faces she wants to see around her office.
“I was too young when we started. As a businesswoman, you just want to do business. You’re looking at the numbers. You’re looking at where to grow globally. I grew up in the last five years and I decided to do something meaningful.
“Now I put myself into my consumer’s shoes. I want to manage the brand and the products, in the Australian way, but also in a way that in 10 years my daughter will feel proud to be part of the family who owns this brand.”
Growth for the brand will continue through David Jones, with three pop-up stores planned before 2026.
Moving forward, Wang will continue putting herself in customers’ shoes and keeping pictures of herself and her own name off the office walls.
As for one day changing her name to Napoleon… “That wouldn’t be very strategic,” she says.
Make the most of your health, relationships, fitness and nutrition with our Live Well newsletter. Get it in your inbox every Monday.
Most Viewed in Lifestyle
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: www.smh.com.au
