By  on January 4, 2002

NEW YORK -- Thunderbirds are back, so are fishnets and big hair.

Not surprisingly, the retro craze has crept into the beauty business, too. Retailers report that after Sept. 11, consumers have been flocking to merchandise that makes them feel more comfortable.

"People are nesting and buying items that make them feel good," said Mark Griffin, president and chief executive officer of Lewis Drugs Inc.

Feeling good, it appears, means remembering youth.

That explains why buyers saw a surge in sales in the last four months of 2001 of items such as Caboodles organizers, Bonne Bell Lip Smackers, Love's Baby Soft fragrance and the venerable Old Spice cologne.

Parents, intent on reliving their youth, are either buying the products for themselves or their offspring.

Bonne Bell's Lip Smackers is a perfect case in point. The lip-smacking Strawberry scent first hit the market in 1973 and spawned an entire line of Smackers, which young girls collect and trade. Although Lip Smackers traditionally sell well, Bonne Bell executives noticed a spike in sales in 2001. Several chains such as Kmart constructed huge Bonne Bell displays for the holiday.

According to Julie Shlepr, director of marketing for Bonne Bell, Holiday 2001 was "very successful." She said Smackers now has a brand equity that reaches three generations of girls. "And, given the tragedy of Sept. 11, girls of all ages are looking for reminders of simpler, happier times. Smackers is great in that role. It is an affordable luxury, something that girls and Moms can feel good about saying 'yes' to."

Another blast from the past -- Caboodles. Caboodles organizers emerged in the late Eighties as an item every girl had to have. The idea was borrowed from fishing tackle boxes and soon became de rigueur for every young girl to tote her beauty supplies. Sales of the plastic cases dwindled in the Nineties only to soar again in 2001. Retailers are building up displays of Caboodles boxes and the corresponding Caboodles cosmetics products.

Markwins International Corporation is another company benefiting from a return to styles made popular when boomers were young. "We had many retro Sixties' styles that did well and we'll continue with those looks," said Bill George, vice president of sales for the City of Industry, Calif.-based firm.

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