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Last week, the overhauled skin-care line Doll Face launched at Henri Bendel’s store on New York’s Fifth Avenue.
Acquired by industry veteran Tom Winarick and investor partner Ross Hilton Kemper two years ago, Doll Face has been repackaged and marketed at Millennials.
“Millennials have different values. They don’t like to be told what to do, and they prefer to experiment,” said Winarick, who has helped build brands such as Prestige Cosmetics, Boots and Sinful over the years. “We have made the line more relevant.”
Winarick said that while many young women clamored to try products such as the Intensive Age Defense Cream, he was pleased to see interest across all ages. “One of our best shoppers was an 82-year-old woman,” he said.
As part of the trunk show at Bendel’s, Doll Face offered a limited-edition petite doll beauty case including Nourish Anti-Oxidant Protective Moisturizer, Soothe Triple-Action Under Eye Serum and Purify Pore Perfecting Mineral Mask valued at $100 and priced at $76.
“Women were selecting their own regimen within the line. With the value we present, most bought more than one product,” Winarick said of the skin-care range with items priced under $60.