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Beauty Brands Experiment with Packaging … From Derm’s Offices to Drugstores

<B>Beauty Brands Experiment With Packaging</B><BR><BR>NEW YORK — To card or not to card, that is the question being put to mass beauty manufacturers regarding their products. While most agree products look more elegant when they aren’t...

Beauty Brands Experiment With Packaging

NEW YORK — To card or not to card, that is the question being put to mass beauty manufacturers regarding their products. While most agree products look more elegant when they aren’t affixed to a peg card, open-sell products are harder to sell in a mass environment since they can’t be hung. Also, conventional wisdom is that pilferage rises with uncarded merchandise.

Revlon and L’Oréal are experimenting with carding merchandise that hasn’t traditionally been packaged that way. L’Oréal is starting a new carded program for lip, eye and nail. Fred’s in Memphis plans to sell the carded L’Oréal items for $2, a sharp price drop for the brand.

Revlon is also adding more carded goods. The first step will be a carded eye shadow program that Paul Murphy, executive vice president of sales, said would help Revlon expand into new doors such as more supermarkets.

While Revlon and L’Oréal add cards, Procter & Gamble is ripping its packages open. Retailers said P&G is planning an uncarded program complete with a new upscale fixture for Cover Girl. A P&G spokeswoman would not elaborate, stating that details have not been finalized. Buyers said P&G is asking for more real estate in many cases to add the new display. — Faye Brookman

From Derm’s Offices to Drugstores

As dermatological and cosmetic procedures gain favor with Americans, a host of skin care vendors in the second half of 2004 are churning out at-home kits to cater to the masses, who are well informed about facial treatments such as microdermabrasion.

Most recently, Woodridge Labs’ Vita-K brand debuted its $20 At-Home Micro-Dermabrasion Kit, which includes a Resurfacing Cream formulated with vitamins K and C, a Derma Brush to remove older skin cells and a Smoothing Serum to apply over treated areas.

This month, L’Oréal Paris staked out its space in the DIY skin treatment segment with ReFinish Micro-Dermabrasion Kit for $24.99, a kit that claims to use the same types of fine crystals in its formula that is used in a dermatologist’s office.

This story first appeared in the July 16, 2004 issue of WWD.  Subscribe Today.

Piggybacking off the stretch-mark-turned-wrinkle cream trend jump-started by StriVectin-SD, University Medical has expanded its Face Lift line with a Face Firming Activator Kit for $19.99, which will beginning shipping to stores next week. This two-part system includes Cell Regeneration Activator Serum and Intensive Wrinkle Reducing Cream, mixed together in the palm of the hand and then applied to the face. — Molly Prior