NEW YORK — The Millennial generation has a skin-care line to call its own.
The team of industry veteran Tom Winarick and Beverly Hills investor Ross Hilton Kemper acquired the Doll Face brand two years ago. The trio have reimagined it with the Millennial customer in mind.
The nine-stockkeeping-unit skin-care assortment will make its New York City debut on the bustling first floor of Henri Bendel’s flagship here in February just prior to Valentine’s Day. Already available on the company’s Web site, plans call for a rollout to other specialty beauty merchants in 2014, as well as internationally in the U.K., Canada, France, Scandinavia, Australia and the Middle East. Future plans include distribution in Asia.
During the redevelopment of the brand, which had several owners over the years, Doll Face has been transformed from its original retro Forties-inspired, whimsical positioning into an elegant line with soft pink packaging, yet strong product performance. A new tag line, “The Power of Pretty,” conceived by creative director Lisa Winarick, sums up the positioning aimed at Millennials. Traditionally categorized as those born between the early Eighties and the early 2000s, Millennials have different desires than other generations when it comes to skin care, Doll Face executives said.
“They don’t like to be told what to use, and they prefer to experiment and claim their own,” said Tom Winarick, adding his team engaged in comprehensive market research to understand what makes the shoppers tick.
Instead of a clinical positioning like the derm brands or a pure antiaging message, Winarick hopes Doll Face brings a return to glamour for skin care. “Why does skin care have to be intimidating to be perceived as effective? We prefer to focus on beauty and glamour rather than medicine and problems,” he said. “Beautiful skin should be a positive and empowering experience.”
Retailers said these shoppers in their late teens to early 30s bring an attractive audience into stores — a group more willing to spend than teenagers and apt to experiment more than mature women.
The new look might be subtle and soothing, but the formulas pack a punch, merging the best of science and nature. Ingredients include buriti fruit oil, super berry seed oil, proprietary Super FruitActive complex, Matrixyl synthe’6, Lumiskin, sea buckthorn berry, Haloxyl and willow bark extract. Combined into cocktails, the ingredients were selected to provide effective solutions to common skin issues with a goal to cleanse, hydrate, protect, refine and brighten skin. All of the formulations are “clean,” meaning they omit any known or suspected harmful ingredients.
The lineup includes Invigorate Triple-Action Facial Cleanser, Clarify Balancing Tonic, Brilliance Illuminating Face Polish, Nourish Anti-Oxidant Protective Moisturizer, Defend Intensive Age Defense Cream, Reveal Exfoliating Enzyme Peel, Purify Pore Perfecting Mineral Mask, Refine Peel-Away Skin Perfecting Mask and Soothe Triple-Action Under Eye Serum. Prices range from $24 to $58.
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