NEW YORK — Sephora will sport a nostalgic theme this upcoming holiday season and that is a perfect fit for a relatively new vendor to the specialty store’s power — on10.
This story first appeared in the July 18, 2008 issue of WWD. Subscribe Today.
On10 got its first shot at selling Sephora late last year when it cooked up some vintage artwork to highlight classic candy and beverage icons from The Hershey Co., Dr. Pepper and Schweppes Ginger Ale. Sephora liked the taste of on10 so much it has committed to a major holiday 2008 collection. On10’s sister division is responsible for many of the mass market confectionary beauty hits under the logo of Lotta Luv LLC.
On10 has built upon an already successful collection to feature special holiday lip balms, gift sets, body butters, lotions and even candles. With its new collection for holiday, on10 is bringing Sephora its first major offering of candles. “The great news is that their stores have been perfect for us and our products perfect for them,” said on10’s chief executive officer Steph Fogelson. Indeed, the original line brought impulse lip balms to the retailer, which did not have a large penetration into the balm category.
Based on on10’s experience in lip balms, the focal point will be lip balms in new flavors from 7Up, Wrigley’s, Tootsie Roll and Tootsie Pop. These add to the already proven hits from Hershey, Dr. Pepper and Schweppes that are still available at the key cash wrap position at Sephora. But for holiday, on10 is making its lineup a traffic-stopper with a Christmas tree-formed display that will hold items in the collection.
The tins sport vintage artwork and are available in several shapes such as round, oval and square. There are also compacts and a lip balm moisture stick. Among the standout retro chic designs are pinup girls from early Schweppes packaging. “Vintage is hot and the packages are so beautiful you just want to have them,” said on10’s senior vice president Eileen Rappaport.
Sephora heard about on10’s licensing agreement with Disney that requested hip images of Mickey, Minnie, Snow White, Cinderella and Alice. On10 is bringing the same retro cool stylings of the candy and beverage packages to Disney.
There will be lip balm gift sets in flavors from Schweppes, Dr. Pepper, Hershey’s, Tootsie Roll and Snow White and the Seven Dwarfs for the holiday period in a decorative box. Plus, there are clutches and bag gift sets featuring skinny lip balm sticks.
Although not based on a flavor or license, on10 is making a green statement for holiday with Green Glam Gloss, a lip balm pot that will retail for $9. “There are many green options,” said Rappaport. “But not those that are glam, too. We hope to expand upon the concept.”
Formulas for all balms feature SPF 15, organic extra virgin olive oil, beeswax, rosemary, organic coconut oil, vitamin E, cocoa butter and lanolin.
The holiday collection marks on10’s first venture into body products with body butter and body lotions. Also, the company is launching its first solid fragrance with a Vanilla crème and an Almond scent. The new soy candles come in travel options as well as full-size luxury candles in Schweppes Ginger Ale or Hershey’s Velvet Sweet Chocolate.
The holiday collection will retail exclusively at Sephora nationwide and range in price from $9 for a lip balm to $38 for the lip balm set. Candles will sell for $32 each. On10 believes the products will provide Sephora with many stocking-stuffer opportunities plus a great price point in a tough economy to offer a gift option.