Among the brands acquired by Fusion Brands Inc. is Ultraflesh, which will make its debut Oct. 1 in Sephora with a mascara dubbed Panthera, a name apparently meant to conjure images of lashes as black as the fur of a jungle cat. To complete the image, the end of the mascara tube has been shaped to resemble the head of a panther.
The mascara was conceived as “a holy grail product” by Nicole Ostoya, chief executive officer of Studio USA LLC, and Robin Coe-Hutshing, founder of Studio BeautyMix at Fred Segal, and is meant to be the precursor to the March 1 launch of the full Ultraflesh collection as a freestanding brand. It will consist of six to nine new products. An international rollout is being contemplated for fall 2011.
Included in the full Ultraflesh group will be a collection of six to eight shades of red lipstick, curated by Betony Vernon, a Paris-based designer of erotic jewelry.
She also helped design the packaging, which has an applicator on each end to provide matte and glossy versions of each shade.
There also will be a group of pencils, a compact in the shape of a ninja throwing a star containing a touch-up foundation, an Ultraflesh tinted moisturizing foundation and a facial cleanser to remove makeup.
The Panthera mascara is priced at $26, which Coe-Hutshing described as midmarket. The executives would not discuss sales projections, but industry sources estimate the mascara could generate about $1.5 million the first year, despite its limited distribution.
Ostoya said the mascara was designed to provide a buildable, soft and natural effect. It also is meant to give high definition and enhance lengthening of lashes.
She added that a key ingredient is a Procapil complex, which is designed to stimulate bloodflow through the lashes and promote hair growth. The complex includes Peptide Biotinyl-GHK, which is meant to anchor the hair at the root, and Oleanolic acid, extracted from olive leaves, to stimulate growth. Hydrolized silk was added for its conditioning properties, hydrolyzed keratin for its nourishing and repairing as well as conditioning abilities and Apigenin for its role in dilating the blood vessels and increasing flow.
The Panthera applicator wand is dual purpose with a brush on one side and a comb on the other. According to Ostoya, the combination is meant to help provide lash definition and lengthening while preventing clumping or smudging.
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