Heather Reier, president & founder of Canada-based beauty line Cake Beauty is hoping to sweeten up the beauty offerings at Kohl’s with a new bath and body collection called Be Delectable. Launching on Nov. 22, the 26-piece range entered Target Canada in March, and will roll out to all 933 Kohl’s doors including 266 with remodeled beauty departments. E-commerce will be added in early 2014.
“Be Delectable is perfectly suited for a place like Kohl’s. Right now there is this amazing beauty expansion happening, it’s all about quality at a great price,” said Reier, adding that the line will be in more than 1,800 stores by late 2014. “I love the direction they are going with beauty.”
The retailer, which has been offering new brands across cosmetics, skin care, men’s skin care, hair care and fragrance, as well as working to update the in-store beauty experience since the fall, is expanding the concept into more locations, according to store executives. New brands for the chain include Lorac, Cargo, The Balm, Sugar, Jane, H2O Plus, Zirh and Action Solutions for Men. “The increased selection of makeup, skin care and fragrances elevates the department,” said Peggy Eskenasi, Kohl’s senior executive vice president.
According to Reier, Be Delectable is something of a “little sister” to her Cake beauty line, founded in 2003, which she said is a top seller throughout Sephora doors in Canada. She is currently scouting the States for possible distribution of its older sibling and said the Be Delectable line offers “more mass appeal,” due to its accessible price point and color-blocked packaging.
Formulated with 95 percent natural ingredients like coconut oil, shea butter, aloe vera, apricot shells, the Be Delectable range is comprised of items like body wash, body polish, body lotion, hair and body mist and hand cream, as well as various sets with smaller size versions of selected items. The four scents in the collection, priced from $10 for a hand cream to $14 for a body scrub, are Coconut & Cream, Lemon & Cream, Vanilla & Cream and Strawberry & Cream.
“The great thing about bath and body is it isn’t serious skin care, it’s supposed to give you a little bit of a feel-good feeling,” said Reier. “One of the great things about Be Delectable is it has a lot of legs into [other categories like] color and hair.”
Reier said that due to customer interest in Cake Beauty and Be Delectable she is looking to increase the distribution for both over the next year in the U.S. and is eyeing Australia as well as Europe.
“Cake Beauty Inc. has experienced double-digit sales growth year-over-year,” she said, adding that since the Be Delectable collection launched earlier this year, sales at her company have increased 45 percent, year to date. Although the brand would not break out numbers, industry sources believe Be Delectable could generate between $4 million and $5 million through its Kohl’s distribution.