By  on September 3, 2008

Cosmetics brand Hard Candy is going through a change in identity.

While deep discounts on the brand’s Web site, which touted “75 percent off everything” last week, led to a flurry of speculation that the business was being shuttered, executives at the brand and its parent, Falic Group, refuted the rumor.

The company said that, for the time being, the brand will continue as a fragrance business as its core color assortment is phased out and new strategies are explored.

“We’re repositioning some parts of the brand,” said Jerome Falic, chief executive officer of Falic Fashion Group, who indicated that sales had softened on the color side of the business.

He added that, in addition to the existing color items, Sephora carries the brand’s eponymous fragrance, which was launched in the fall of last year. The fruity floral eau de parfum targets girls ages 14 and up.

“We’re taking the opportunity to clear the [color] merchandise and at the same time work on some new things,” said Tim Warner, who is president of Hard Candy as well as the Urban Decay brand. Adding that it was too early to discuss specifics of future color initiatives, he said: “We plan to bring back color.”

The majority of the Hard Candy color business is generated by eye shadow and lip gloss. But the brand, which was founded in 1995, first gained attention with its baby blue shade of nail polish.

LVMH Moët Hennessy Louis Vuitton acquired Hard Candy in 1999 and, three years later the brand launched its first fragrance. Later in 2002, Falic Group purchased Hard Candy and Urban Decay from the French luxury firm.

Future plans for Hard Candy include a body lotion and a shower gel, which will be tied to the year-old scent, noted Joelle Guedalia, vice president of marketing and creative for Falic Fashion Group. The 90-ml. items, which are to be marketed as part of a set, are slated to be launched early next year.

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