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When imagining cult skin-care brand Eve Lom’s foray into makeup, Joyce Avalon, chief merchant of Space Brands, knew the offering had to include long-term benefits. “We wanted it to be better for your skin then not using it,” said Avalon. “The driving [thought] was let’s pack the line with all the ingredients in skin care but then have it perform like a foundation product.”
Launching to 200 doors including Space NK, Barneys, Neiman Marcus and Liberty London on March 25, the Eve Lom Radiance Perfected Collection, which Avalon is careful to call “complexion products” rather than “color cosmetics,” consists of eight formulas, housed in sleek ergonomic packaging, for priming, concealing, contouring and highlighting the face. The line is formulated with skin-care-inspired ingredients like wrinkle-fighting sea fennel, skin-brightening sand lily, collagen-stimulating niacinamide and antioxidant-rich white tea extract. In addition, each product features a proprietary raspberry fruit and leaf stem-cell extract for antiaging benefits.
“The driving concept was we wanted to be able to say that these are not color cosmetics,” said Avalon. “I couldn’t imagine an Eve Lom line that didn’t have serious skin-care benefits.”
Eve Lom, owned by Space Brands Ltd., which also owns Lipstick Queen, Rococo, SAI-SEI, Beautannia and Life, was founded in 1987 in the U.K. with a single stockkeeping unit, the brand’s still top-selling balm cleanser. Eve Lom now offers 22 total skin-care offerings.
“The Eve Lom skin-care philosophy has really been ‘less is more,’ and that’s why the line doesn’t have too many products,” said Amandine Isnard, head of product development for the brand. “The complexion products work across skin types, skin concerns and ages, and over time you will see increased benefits.”
The new range consists of Golden Radiance Bronzing Powder, $48; Brilliant Cover Concealer SPF 15, $40; Flawless Radiance Primer, $50; Light Illusion Concealer, $40; Mineral Powder Foundation, $50; Radiance Lift Foundation SPF 15, $60; Radiance Perfected Tinted Moisturizer SPF 15, $55, and Sheer Radiance Translucent Power, $48. Three foundation and concealer brushes, priced from $35 to $45, will be sold alongside the line. To address the majority of skin tones found in the “Western world,” the range will offer 15 foundation shades, 12 tinted moisturizer shades and six in the mineral powder and concealer formulas. “We’ve got it covered pretty well,” said Avalon, adding that shade extensions could roll out in the future as the line expands into new markets.
Although the brand, which is sold in the U.S., Canada, the U.K., Spain, Germany, Australia, Sweden, Japan, South Korea, Hong Kong and Taiwan, would not break out financials, industry sources estimate the Eve Lom complexion products could generate $20 million in its first year at retail. The complexion line will roll out to South Korea, Hong Kong, Taiwan, Australia and Singapore later this year.