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.”

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