Twice a year Henry Bendel’s opens their doors to young designers for an Open-See – a casting call for independent designers – hoping to find candidates for their Trunk Show. Last Friday I decided to try my luck with my cosmetics line. Prepping for the casting, I noticed that there wasn’t a whole lot of information available out there so I decided to write about my own experience.

Buyers begin to see people at 9am but most show up much earlier to take a spot in the line. You see a lot of out-of-towners here, some have even camped in front of Bendel’s over night. Mark & I got there early – by 7:30 am the line had already stretched around the corner, all the way down the block and around the corner again. The whole scene reminded me of the America’s Next Top Model auditions my sister went to. Luckily, once the line started moving it moved pretty quickly – people were let in 10 at a time, and by 10:30 my group was in. Even though it was brutally cold (60F and windy), it wasn’t so bad because of all the interesting people you meet! I saw women of all ages – 20 to 50 – and even some men, bags loaded with hand-crafted goodies, all awaiting their turn to impress the buyers. I was one of the few cosmetics people and only met one perfume maker – the rest designed jewelry, scarves, hats. Most were here for the first time, and nobody knew what to expect. I was lucky to have had my friend Kristen prep me the day before – she had successfully passed the auditions and sold at Henry Bendel’s 2 years ago.

So, what should you know before you go in? The following tips won’t guarantee you a spot in the Trunk Show but will improve your chances of getting picked.

  • 1. Get there early
    Open-See ends at 12pm, so I recommend you get there no later than 7-7:30 am. If you are in cosmetics, you might get let in faster because they have a separate buyer for that.
  • 2. Dress Warm
    You will be standing in line for a few hours so be sure to bring a scarf, hat and gloves! Bring a friend or make friends in the line so you can run to the bathroom/pick up some hot chocolate at the nearest coffee shop.
  • 3. Practice your pitch
    Your product should speak for itself but after seeing hundreds of goods within an hour, buyers don’t have the mental capacity to figure things out. Tell them exactly what it is that you make, what it does, and how it’s different or better than what’s out there.
  • 4. Decide on your price point & stick to it
    I was surprised to learn how few people had decided what to charge for their product. The buyer will ask you how much you want it to retail for, so be prepared to give them an answer. Remember than most retailers take 50-55%, so make sure it’s profitable for you!
  • 5. Have a Press Kit
    Buyers are most impressed with those who come in prepared – and nothing says ‘I’m serious’ like a Press Kit. A Press Kit is a few print-out pages to help the buyer understand what your company is about. It can be as small as 1 page – a 1-paragraph bio and any praise you my have gotten. Did you get a blog mention? Got great feedback from a customer? Put it in there.
  • 6. Bring business cards
    Most important – this is how the buyer will get in touch with you should they like your stuff. Plus, you never know who you’re going to meet in the line. Make lots of them & hand them out.
  • 7. Don’t take it personally
    I know it’s the hardest, not to take rejection personally. If they don’t choose your product, it doesn’t necessarily mean it wasn’t good enough. It could be simply not the right fit for their store. Ask for feedback from the buyer – it’s possibly the most valuable information you’ll get out of the experience.


Touching up my lipstick before going in

So how did I do? Well, the buyer was very impressed with my concept, packaging and the response my line has gotten so far – but expected to see more subdued colors come out of those pink tubes. I’m pretty sure I saw shock on her face when she twisted out No She Didn’t, haha. They asked if I was planning to make more colors and I said yes (the expansion pack), but I think what they meant is, “Are you going to make more wearable colors”. Well, I am not committed to making exclusively unwearable colors, that’s not my mission. My goal is to make unusual colors, something you won’t find at a regular store, and I don’t see why some of them can’t be wearable. She gave me her card and said to call for an appointment once I have more colors, so that’s what I’ll do.

As I left the store, I began to wonder if this is the kind of a reaction I’ll be getting a lot from now on & should get used to. I know I have my customers’ support, but are any of the stores brave enough to carry my brand? Or will I be forever cajoled into making brown lipstick? Rejection can distort your perspective, but don’t let it take you over entirely. I started my line because it was meant to be different. I wanted shades outside the traditional spectrum, so why should I expect this to be easy? I’m not quitting, and I’m here to fight with the rest of girls who want more color in their lives, tired of the same beigeness everywhere, and know that blue lipstick is fashion, not Halloween!!!

I am not in it for the money. It doesn’t matter if Macy’s doesn’t want to carry my brand, I’ll live. I am staying true to my mission because I wholeheartedly believe that by overcoming the fear of being different, we evolve.