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Critical Mass: New York Color Aims to Fill the Value Gap

The company is charging into the market with products offering prestige innovation at value prices.

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NEW YORK — With the color cosmetics market heating up as consumers look to freshen palettes, NYC New York Color is charging into the market with products offering prestige innovation at value prices.

“Trend wise, 2013 is bright and punchy,” said Laura Weinstein, vice president of marketing for NYC, a brand launched under Del Laboratories now operated by Coty Beauty. She said the latest introductions benefit from Coty’s research and development team.

NYC has carved out a strong foothold in eye and several new launches for next year seek to further fortify that position. One new item is a revamped version of a previous sparkle eye dust. What separates this from the original incarnation is a new formula and a revamped applicator yielding more precise application. There are 10 fashion forward shades retailing for $2.99.

Hammering home the value message, which is where retailers said the bulk of their increases are coming from at mass, is an HD color trio eye shadow palette complete with a beauty manual on the package describing how to apply each color. The trios are also value priced at $2.99.

A unique offer under the NYC logo is a new Custom Compact with all products needed to create a total eye look including primer, illuminator, four pigmented, pressed shadows and a double-ended applicator. The kits retail for $4.99 and come in eight shades.

“Our eye shadows are incredibly priced because we know there is the opportunity for multiple sales — people walk out with more than one,” said Weinstein.

Learning from sister firm Rimmel, NYC has seen the explosion of mascaras. NYC’s take on consumer demand for bolder curls is a mascara that plumps in a single stroke and is said to deliver up to 99 percent more curl and lift than traditional mascaras.

Hoping to leverage its power in eye into lip, NYC is introducing new lip initiatives borrowing from eye concepts. One is also using the “plumping” concept from mascara for lips. Big Bold Plumping Lip Gloss is a non-sticky formula gloss with an instant plumping effect. An oversized applicator aids with application and even coverage.

There’s also a new lip stain and new gloss. The lip stain is called Smooch Proof 16HR Lip Stain, a lightweight, transfer proof stain, priced at $4.99. “Lips are definitely taking center stage for spring,” said a buyer for a large drugstore chain who feels lips are the next big growth area as nail slows down.

For those who don’t want as much payoff in color, NYC also has a new Applelicious Glossy Lip Balm priced at $2.99.

For the past few years, the value priced manufacturers slugged it out for shelf space. However, as consumers trade down to lower price points, merchants are opting for multiple value lines. That’s resulting in sales and distribution gains for NYC, Coty executives said.

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