By  on December 12, 2008

Australian makeup artist Sue Devitt is putting spa in the spotlight with the launch in February of a new skin care and makeup range called Spa Complexion.

“I wanted to merge treatment and color together,” Devitt said of the 10-item line, which features a few treatment items and several shades of pressed and loose powder. “The idea was to create mineral products that continually hydrate throughout the day,” she added.

The collection ranges in price from $32 for the powders to $62 for the Microquatic Lactic Renewal Facial Peel. The addition of the items could boost retail sales of the brand by $2 million in the products’ first year on the market, according to industry sources.

The peel, which comes in a 1-oz. pump, is designed to improve the skin’s elasticity, exfoliate and reduce hyperpigmentation and the appearance of fine lines and wrinkles. It is also meant to hydrate, fight free radicals and repair the skin. Oxygen Infusion Masque ($40 for 1 oz.), another antiaging item, is intended to smooth skin, reduce redness, neutralize sebum and supply oxygen to skin cells. The SPF 15 Hydrating Marine Minerals Tinted Moisturizer, features shea butter and is designed to reduce inflammation, firm and offer antioxidant benefits.

The mineral-based color cosmetics in the line also boast treatment benefits. The SPF 30 Loose Powder Compact, like the mask, features sea butter, sea fennel and orchid extracts to hydrate, soothe and firm. It comes in three shades for $32 each. The four-shade range called Pressed Powder Face Pallette ($32 each) shares many of the ingredients found in the loose powder.

Eric J. Horowitz, chief executive officer and partner of Sue Devitt Beauty, noted that while the brand is carried at about 300 doors globally, including Ulta, Harvey Nichols, QVC and online, he considers Barneys New York the brand’s key retailer.

“This collection is opening up domestic distribution opportunities,” he said, adding, “there’s a core base of customers that are passionate about the brand. They have an endless appetite for new [products], and with a makeup artist, there’s credibility.”

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