Virgin cosmetics stores to drop ’Vie’ in latest revamp

In its second major redesign in less than a year, struggling

cosmetics retailer Virgin Vie is to rebrand its stores as ’Virgin

Cosmetics’.

The company will change the fascias of its ten stores and modify their

interiors over the next few months.

It last revamped its look in October 1998, replacing earthy and soft

shades with a new look dominated by striking colours and a black

fascia.

The latest revamp follows Virgin Vie’s name change to The Virgin

Cosmetics Company earlier this year and its decision to focus on direct

selling after disappointing sales in its stores.

Sales at parent company Victory Corporation, which launched Virgin Vie

and Virgin Clothing in 1997, remain sluggish. Victory’s set of results

for the year to March 31 showed a pounds 18.7m loss.

A spokesman for Virgin Cosmetics said: ’We have decided to change the

name to make it more obvious who we are and to tie it in more closely

with the Virgin heritage.’

This article was first published on Marketing