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Biore Targets Unwanted Shine

NEW YORK — Having conquered "the pore," Biore has set its sights on ridding faces of shine and oil. Citing category research from Biore's parent company, Kao Brands Co., Maria Mancabelli, Biore brand manager, declared, "Shine control is the...

NEW YORK — Having conquered “the pore,” Biore has set its sights on ridding faces of shine and oil. Citing category research from Biore’s parent company, Kao Brands Co., Maria Mancabelli, Biore brand manager, declared, “Shine control is the number one facial care problem of women 18 to 40 years old.” With that in mind, Biore plans to build on its premise that good skin starts with clean pores with the introduction of Biore Shine Control.

The new collection is the second major launch since Kao Brands revamped Biore last summer, and reintroduced it to the marketplace as Biore Pore Perfect, complete with new packaging and new products. Industry sources forecast it is now a $67 million brand, and estimate the five-item Shine Control collection could generate $15 million to $20 million in first-year retail sales.

To stave off the onset of shine, each formula in the collection relies on what Biore calls “Pore Smarts” technology — described as skin-smoothing powders combined with oil-absorbing ingredients, such as microsponges, natural extracts and kaolin clay. Products were designed to leave skin with a perfect matte look, said Mancabelli.

Shine Control includes a lightweight, oil-free Moisturizer, Foaming Cleanser — an updated formula from last year’s relaunch — and a soap-free Cream Cleanser formulated with extracts of aloe, chamomile, nettle, sage and rosemary. Standout products include a Clay Mask that imparts a cooling sensation when applied and Oil Blotting Sheets housed in a plastic compact. Mancabelli noted that several retailers have asked the company to provide clip-strips of the blotting cloths. These retailers will merchandise the clip-strip displays in various locations throughout the store in the hopes of driving consumers to the skin care aisle. Each of the products, which are slated to bow in August, will sell for a suggested retail price of $5.99.

When a selection of these items are used as a system, they control oil without overdrying skin, explained Dr. Mary Lupo, Kao Brands’ consulting dermatologist. She added that given oily skin is genetically predetermined for the most part, treating the problem requires an everyday maintenance approach.

In August, Biore will launch a “perfect storm” marketing campaign, with TV and print ads, online and in-store efforts breaking concurrently. TV spots will tout end results of “shine control with balance,” said Mancabelli, adding that print ads will call more attention to products. The online component will include sampling and a contest that plays off the notion, “Let Her Shine.” To spur trial, Biore has enlisted the help of store beauty advisers to dole out samples of Shine Control products. Some 1,500 demo events are scheduled for the launch. Kao Brands will spend $22 million in marketing support between July and December to support Biore Shine Control. During the second half of the year, Kao Brands will also support the core line Biore Pore Perfect with a separate advertising effort.

This story first appeared in the May 13, 2005 issue of WWD.  Subscribe Today.