NEW YORK — Kohl’s is getting ready to show a little skin to its customers.

Good Skin, the third of the Estée Lauder Cos. BeautyBank brands, will launch at Kohl’s Department Stores in October as part of the retailer’s new beauty department.

In fact, the brand’s executives hope to change the complexion of skin care retailing in the moderate end of the department store market with Good Skin, which is being positioned as a wide-appeal dermatologist line. Intended to provide advanced formulation with accessible pricing, Good Skin will launch with 73 stockkeeping units ranging in price from $6.50 to $25. None of the executives would comment on sales projections, although industry sources estimate that the line could do upward of $30 million at retail in its first year on counter.

“Each of the BeautyBank brands offers a different point of view and positioning, but together they offer consumers extensive choices from head to toe,” noted Jane Hudis, senior vice president and general manager for the BeautyBank division. “And for a skin care line, consumers want an expert opinion from a dermatologist or other authority.”

That package came in the form of Doris Day, the Manhattan-based dermatologist who consulted with BeautyBank on the brand. Day, who is a self-professed soccer mom in addition to being a physician, noted that her top priority was to help the brand provide simple, affordable skin care for women like herself.

And there was another consideration in picking that representative, said Dan Brestle, the group president of the Estée Lauder Cos. who oversees BeautyBank. Although he’s a big proponent of dermatologist skin care lines, “We didn’t want the Good Skin products to have someone’s name on them,” he said. “We wanted someone and something that everyone could relate to.”

“So many consumers aren’t sure how to pick their skin care,” said Day, who noted that it’s not unusual, for instance, to see a patient whose skin isn’t severely dry using an occlusive moisturizer. “Lots of women don’t know even which basic products to use. We’re hoping to change that with Good Skin.”The Good Skin lineup is broken down into two broad categories — basic care and specialized care. Within those two categories, products are further subdivided into collections for different skin types. Basic care, which includes cleansers, moisturizers, under-eye products and exfoliators, is subdivided into categories for dry, combination and oily skin; it also includes products that can be used by any skin type. Specialized care addresses such conditions as acne, severely dry skin, dull or aging skin and red/irritated skin. There’s also a line of treatment-oriented foundations, powders and concealers, keyed to skin types and special concerns.

Day, who has both a medical degree and a master’s degree in journalism, noted that making specialized skin care simple to understand is also very important to her. Added Roxann Paulson, executive director of marketing for Good Skin: “The intent is to make the line easy to pick — and completely goof-proof.”

To make picking the right products a snap, each item is color-coded, both on its outer packaging and on the product itself.

The basic care collection’s colors are light pink for dry skin; light green for combination/normal skin; light blue for oily skin, and white and silver for products intended to be used by everyone.

In specialized care, the seven sku’s for acne-prone skin are packaged in bright blue; dull and aging skin’s two sku’s are packaged in purple; red and irritated skin’s five items are packaged in bright green, and severely dry skin’s two products are packaged in bright pink.

In addition to cleansers, moisturizers and treatment products, foundations, powders and concealers are offered. The makeup lineup includes foundations, finishing powders, eye concealers and a lip treatment that are formulated for all skin types; a lineup of foundations and finishing powders for dull and aging skin, and a redness tamer for red and irritated skin.

As well, noted Paulson, the top three claims of each product and a simple explanation of the skin type or problem it treats is outlined in simple language on the packaging. Clearly defined indicators of skin conditions are also specified, so consumers can easily determine whether or not they have a particular problem, she said.“We’re all about our slogan for this brand,” said Paulson. “Easy to choose, easy to use, doctor-formulated for you.”

Like American Beauty and Flirt, the first two of the BeautyBank brands that will launch in Kohl’s this fall, the three brands — as well as any future ones — will be marketed in 600- to 1,000-square-foot assisted self-serve departments, staffed by at least one full-time and four to five part-time employees. As reported, these departments will be constructed in about half of Kohl’s 589-and-counting stores this fall — so the brands will be available in 288 Kohl’s stores to start. They will roll out to the remainder, as construction continues, over the next year. The brands also will be available via and on Web sites for each brand created by Lauder.

— Julie Naughton

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