NEW YORK — Del Labs’ new leader may have temporarily stepped out of the industry spotlight last year, but the company’s beauty brands — even in the midst of an acquisition — remained as aggressive as ever, declared...
NEW YORK — Del Labs’ new leader may have temporarily stepped out of the industry spotlight last year, but the company’s beauty brands — even in the midst of an acquisition — remained as aggressive as ever, declared William McMenemy, who assumed the president and chief executive officer posts in January.
McMenemy pledged that the company has not trimmed operating budgets across its brand portfolio, which includes N.Y.C. New York Color and Sally Hansen Healing Beauty, among others.
That said, N.Y.C. has two significant new product programs planned for spring. The value cosmetics brand is expanding into new territory — L’Oréal and Olay’s space — with the introduction of a skin care line called Nourish Your Complexion.
Each of its five items, which are bowing now, is billed as a straightforward, dual-purpose skin treatment. Two target younger women: the Smooth Skin Exfoliating Crème Cleanser/Toner, which is described as a triple-action formula that cleans, scrubs and tones skin, and Skin Radiance Moisturizing Lotion, said to brighten skin.
Pure Skin Foaming Crème Cleanser/Toner, which is designed to clean pores and soften skin; Skin Protox, said to smooth fine lines, and Eye New, an under-eye gel, are expected to appeal to mature women.
In a sea of $20 creams within the mass market, N.Y.C.’s $4.99 price point is a bargain alternative. “[The consumer] wants more and expects more from products,” said Laura Weinstein, vice president of Del Lab’s N.Y.C. “The gap between the higher-end mass product and the lower-tier department store item is closing. But often these prices are still out of reach for many consumers.”
The theory, explained Weinstein, is that by moving into another product category, N.Y.C. will grab more dollars from the value shopper.
The skin care offering will be merchandised alongside N.Y.C.’s color cosmetics — not in the skin care aisle. The company will introduce Nourish Your Complexion on countertop displays with a $1-off coupon and with point-of-purchase material on N.Y.C.’s wall display. An e-mail blast will go out to consumers registered on the beauty brand’s Web site.
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