Beauty Breakthroughs

Known for carrying obscure lines, Bendel wanted to educate its customers on the season’s best before they came to shop. Because so many of its vendors are new, they lack the capital to run major advertising campaigns or even in-store promotions.

The catalog was a way for Bendel to provide detailed copy about the products, accompanied with enticing photography. While there is some co-op money involved, it scarcely covers the cost of producing the catalog. Bendel does all the photography and illustrations in-house and covers printing and mailing costs.