NEW YORK — The Home Shopping Network is gearing up for a busy third and fourth quarter to supplement its 12 percent increase in first-half beauty sales.

Looking to get the 27-year-old television retailer to unprecedented growth are several new launches, most notably a skin care line from former Miss America, Phyllis George.

Set to debut on Oct. 18 and 19, George’s line will emphasize simplicity, inspired by tips and traditions handed down through generations. Products include a Vanishing Lines Pen and Gorgeous & Glowing Hydrating Cream, as well as cleansers, and range in price from $16.50 to $39.50.

Some Phyllis George products contain Southern Radiance Botanical Complex, a combination of lavender, yarrow, bee balm and passion flower, to soothe skin and provide moisture.

Also launching on the network is a private color cosmetics brand from DVF Studios, called Color Assets, developed exclusively for HSN.

Formulas have been developed with more mature skin in mind and do not use a high concentration of glitter, which is the main difference between the HSN version and the designer’s line that’s sold in stores such as Henri Bendel.

Central to Color Assets are color kits in modern, clear packages, which come in pink, neutral, coral and red, and contain two lipsticks, two glosses, a lip pencil and eye pencil, one blush and two highlighters. All color kits will retail for $34.95.

Lipsticks in all four colors will be sold individually at $19.95 each; a multistick lipstick kit with all four colors is priced at $49.95.

An eye kit with two eye shadows, eye pencils, mascaras and highlighters will also be presented. Eye kits are priced at $34.95. Color Assets will debut Aug. 30. Celebrity also comes in the shape of a onetime T.V. host: Leeza Gibbons. The former host of “Entertainment Tonight,” “Extra” and “Leeza” is launching Sheer Cover, a minerals powder line, slated to debut Aug. 19.

Susan Lucci will also join HSN, on Aug. 18, with Youthful Essence, a microdermabrasion skin care system she’s been promoting on infomercial network Guthy Renker. HSN will offer two additional products to the lineup, so as to create a point of difference from competitors.America’s Store, HSN’s 10-year-old sister channel, is emerging as the TV retail network for younger, more affluent customers. The network, which started out as a place for HSN to sell its clearance merchandise, looks to launch six new beauty products in the next three months. There’s Dermablend corrective cosmetics, which launches in October, created specifically for concealing imperfections on the skin. Created by dermatologist Dr. Craig Roberts, products include the Beauty Basics Kit and the Easy Body Kit, both of which will sell for $37.95, and Makeup Artists Techniques Kit, which will sell for $72.50.

On Sept. 29, hairstylist Kim Vo will present a hair care line created specifically for color treated hair formulated with natural and botanical ingredients. His line will range in price from $23.50 to $31.50.

Then there’s Ice Elements, which also debuts in September, a high-end skin care line currently distributed in spas and salons. Ice Elements aims to treat wrinkles through intense hydration and features antarcticine, a glycol protein mined from glaciers. The line also features pharmaceutical-grade aloe and hylaronic acid for hydration. Products will range in price from $19.95 for a sampler kit to $59.95 for a full-size skin care kit.

Ellen Lange skin care is to debut in October, including a hydrating facial peel and a lip-enhancing peel, as does Laura DuPriest Beauty, a high-end makeup artist line featuring yerba santa for hydration. Products will range in price from $24.95 to $39.95.

Then there’s The Balm, which debuts in November, a line of flavored opaque lip gloss, lip pencil and eye and cheek colors.

HSN’s top beauty sales generators lie in four brands: Adrien Arpel’s Signature Club A, Jennifer Flavin-Stallone’s Serious Skin Care, Perlier Italian Bath & Body and Samy hair care. Other top sellers include products from Lauren Hutton, who launched on the network in September 2002. Her credibility and authority is what keeps her brand among the network’s top-grossing items. Plus, “She participated in all product development,” said Michael Henry, HSN’s senior vice president of health and beauty.

Self-tanning products also look to keep business humming in 2005, as the category emerges as the network’s hottest new enterprise. HSN is showing a 57 percent increase in sales in the category, year-to-date. Products such as Tan Towels, which can be rubbed on the body, are hot sellers. But Jet Tan, a self-tanning machine that looks like a blow-dryer, has sold more than 29,000 units since April at approximately $70 per unit. Jet Tan contains a cartridge and blows a fine mist of liquid onto the body. The product appears to be filling an obvious consumer void.“Now you have this delivery system where you get 10 tans, then you just buy the refill cartridge for just $21.95,” said Henry.

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