By  on February 18, 1994

NEW YORK -- When Cover Girl entered the market 35 years ago, it began with a single product: Cover Girl Clean Liquid Makeup. Now the company hopes to broaden the brand's appeal with a fragrance-free version.

In late April, Procter & Gamble will introduce Cover Girl Clean Fragrance Free Liquid Makeup and Pressed Powder. At the same time, it will launch a second version of its Professional Mascara product, called Professional Mascara Straight Brush, and three new shades of its Invisible Concealer to meet the needs of darker skinned women.

"For the time being, we feel we have identified all major segments of the market, so these three new products will build on our strengths," said Larry Aronson, director of sales for Cover Girl fragrances and cosmetics.

Clean Makeup, which has always been treated with P&G's Noxzema Medicated skin cream, is the number one foundation in the mass market. Many retailers, however, have said that the brand's Noxzema fragrance has been holding it back from having even bigger sales.

"I'd say a fragrance-free version has been long overdue," said Kathy Covault, merchandising manager of cosmetics and fragrance at Drug Emporium in Powell, Ohio. "A lot of people don't like fragranced products in general and Noxzema has a very distinct and strong scent."

"This is definitely the way to go," agreed Nancy Germano, cosmetics buyer for Harmon Drug in Fairfield, N.J. "We do very well with Clean Makeup as it is. The fragrance-free version will only help to grow the franchise."

According to industry sources, last year the Clean Makeup line of foundation and powders had a retail volume of approximately $40 million. Sources expect the fragrance-free version will help increase Clean Makeup's sales by as much as 20 percent.

Clean Makeup Fragrance Free will be available in 10 shades of liquid makeup and 10 shades of pressed powder with a suggested retail price of $4.25 per bottle and per compact.

Professional Mascara Straight Brush was designed to draw on the success of the original Professional Mascara with a curved brush that was launched in 1978.

"Most women who use a mascara do have a preference as to the shape of the brush," Aronson said. According to industry sources, Professional Mascara ranks in the top three best-selling mass market mascaras with estimated sales of $21 million.

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