Bobbi Brown is expanding its foundation portfolio this fall with the launch of Moisturizing Cream Compact Foundation aimed at consumers with normal to dry skin.
"The reason I created Moisturizing Cream Compact Foundation is because women with dry skin wanted the convenience of a compact foundation — and they were finding that other compact foundations on the market were drying and made their skin look cakey and ashy," said Brown. "This is the first compact foundation for dry skin that moisturizes and makes skin look smooth and even, but still natural. Foundation shouldn't make you look like you're wearing makeup. It should just make you look like you naturally have gorgeous skin."
Launching this month, the cream compact foundation is designed to moisturize, condition and leave skin with a natural glow. Retailing for $40 and available in 19 shades, the cream foundation contains emollient oils, which prevent the formula from drying and makes it easier to blend. The product is formulated with muru muru butter, jojoba and avocado oil, in addition to vitamins C and E, both of which act as antioxidants.
"We already have all our bases covered when it comes to foundations for women with oily skin, but the one challenge we encountered was providing a compact foundation for women with normal skin," said Maureen Case, president of Bobbi Brown, the Estée Lauder Cos. Inc.-owned brand.
According to Case, the face category is one of the most important businesses for the company. Currently Bobbi Brown's foundation business is made up of liquid foundations, crème-based foundation designed for skin that requires lots of coverage, foundation stick touch-up, tinted moisturizers and a compact foundation for oily skin.
"According to [The] NPD [Group], compact foundations make up one-third of the foundation business, and for us right now, it only constitutes 12 percent since we only had a compact foundation aimed at consumers with oily skin," said Case, who added that the company hopes the launch of the foundation will increase overall foundation sales by 20 percent, making it the number-two selling foundation next to Luminous Foundation.
Although executives wouldn't comment, industry sources estimate the new Moisturizing Cream Compact Foundation will bring in about $15 million in global retail sales.According to Case, the formula has a clear base that helps with light reflectivity, luminosity and clarity to enhance the skin's natural glow.
"This clear and natural base helps the foundation match the skin tone, making it clear since there is no distortion in color," said Case.
In addition to the foundation launch, the company is repackaging its eye and cheek products in a way to make them more customizable for women.
"We wanted a more modern and sleeker look that's also more convenient for the consumer," said Case. "The customizable concept is a great way to expose customers to new color options since there will be a much more forceful color direction at the counter."
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