NEW YORK — After launching three targeted beauty brands in quick succession, BeautyBank is aiming to draw in the entire family — including the dog.
The division of the Estee Lauder Cos., which launched Flirt, American Beauty and Good Skin exclusively at Kohl's Department Stores last October, will offer a wide range of product categories with Grassroots, the lifestyle brand it will launch in the retailer's doors in August. The offerings include bath, body and hair products, as well as specialized categories for children, pregnancy and post-pregnancy and even for pets.
"This brand is meant to bring a smile to your face," said Jane Hudis, president of BeautyBank, calling Grassroots a "lifestyle and family brand which augments categories we don't already have [for BeautyBank]."
Dan Brestle, chief operating officer of the Estee Lauder Cos., said that the company is very pleased with BeautyBank's progress thus far. "These products were created to turn mass consumers into prestige consumers, rather than try to convince prestige customers to trade down," he said, noting that the brand's pricing is more expensive than products at the high end of mass, but less expensive than most department store lines. "All indications are that it's working well." However, he declined to cite sales figures.
With more than 700 products among four brands, BeautyBank will focus on these lines for the next year and a half to two years, said Brestle, who added that it was unlikely that a fifth brand would make a debut before fall 2007.
There are 76 products in the new Grassroots line, ranging in price from $7.50 to $18; most average around $12.50. They are broken down into seven categories: Face, which has 24 stockkeeping units; Body, with 19 sku's; Hair, with 18 sku's; Post Pregnancy, with four sku's including a belly cream; Baby, with four sku's; Kids, with four sku's, and Pets, with three sku's. Each has a catchy name — For Crying Out Loud is an ice pack in the kids' line, while Best Seat in the House is a diaper rash cream in the baby line — and a label clearly stating, right under that name, exactly what the product is intended for. The labels also feature lifestyle photographs — everything from sunflowers to men giving women piggyback rides, depending on the product.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"