DuWop Unveils First Eye Color Collection
NEW YORK — In a step to becoming a more well-rounded color cosmetics brand, DuWop has launched its first eye color collection, DuWop Eyes.

The new cream-to-powder eye shadows, part of the company's plans to expand its color business, are available in six palettes.

The eye color collection was developed to provide day-to-night, single-color looks within one sleek, credit card-size compact. "DuWop Eyes gives women the tools to create sophisticated looks, but takes the guesswork out of it," said DuWop president Cristina Bartolucci. "We contribute a twist — it's almost a little game we play," Bartolucci said, discussing the DuWop philosophy of creating individual products that offer quirky benefits.

Each $29 eye palette was named after a single color — Blue Eyes, Green Eyes, Violet Eyes, Gray Eyes, Brown Eyes and Amber Eyes — and is packaged in a matching compact. Inside are light, medium and dark hues of each shade, a silver or gold shimmer shadow, a cream eyeliner and a double-tipped, mini shadow/liner brush.

Retail sales of DuWop Eyes are expected to reach about $2 million by yearend, according to Bartolucci.

But the eyes don't have it all. DuWop also recently launched a six-shade range called Toe Polish. The product's "twist" is the addition of tea-tree oil, a natural anti-fungal. The formulations are designed to be high-shine, nonyellowing and fast-drying, the company said. Annual retail sales of Toe Polish are expected to be about $1.5 million.

The $16 million indie brand began as a color line six years ago, but given DuWop's eclectic assortment — including Lip Venom plumping lip gloss and I Gels eye discs — retailers that carry the brand are debating whether to merchandise DuWop in their color or treatment sections.

Some retailers have responded to DuWop's renewed color focus by relocating the brand to more prominent locations. Sephora is moving the brand into its color department. The retailer had originally launched DuWop's lip-plumping products in its skin care area.

According to Courtney Baber, Sephora's vice president of merchandising and divisional merchandise manager for color, the full line will occupy endcaps in 25 locations by yearend. Baber noted the retailer's endcaps are normally reserved for quick-purchase, impulse brands and seasonal bestsellers. "They tend to be brands with a very tight assortment that offer really unique products," she said.

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