NEW YORK — Almay is bright-eyed and nearly naked again.

The Revlon-owned, hypoallergenic brand is following up the 2003 introduction of Nearly Naked and Bright Eyes with offerings that include a touch-pad blush, eye shadow and waterproof mascara, all due out in July.

Kevin Kells, vice president of marketing for Almay, noted that the new products are designed to provide “a fresh, natural vital look. It’s not going to be something that’s over-the-top or transforming — its about enhancing the beauty that is there.” He noted that both Nearly Naked foundation and the Bright Eyes collection were among the top 15 products in the mass market for 2003; the new launches are intended to build on that success.

Nearly Naked Touch-Pad Liquid Blush, the only such product on the market, is a lightweight formula that contains vitamins A and E and botanicals. Priced at $9.79, it comes in four shades: Bare Pink, Peach Au Natural, Berry Nude and Revealing Raisin. The sheer formula is immersed in a sponge and applied lightly with the fingers or can be built up for more color. “One of the big areas where you can make a real mistake putting on your cosmetics is in blush — it really shouldn’t be that difficult,” said Kells. “It actually should be the finishing touch, bringing a little life into your look. So Nearly Naked with the touch pad is the perfect place for us to go with that.” It comes in a twist-off compact, with white branding on a clear top. A shade-matched foil is used to seal the product. “We’re also going to move that back through to the Nearly Naked franchise,” noted Kells. Now, Nearly Naked foundation has a pearlized top and the customer matches her shade through the card. It will adopt the new packaging to make shade matching easier for customers.

For the eyes, Bright Eyes Shimmer Pearls Eyeshadow retails for $7.50 and comes in a lilac pot with a clear cover, revealing nine color pearls inside. There are four compacts with three shades in each: Born To Be Bronzed, Dawn’s Early Light, Violets Are Blue and Over The Rainbow. Bright Eyes Waterproof Mascara, which retails for $7.50 and comes in black and black/brown, is a tear-proof, humidity-proof formula that applies smoothly and evenly to lashes. It also features a patented dual-sided brush with shorter bristles on one side to coat lashes, while longer bristles lift, refine and separate.Executives did not divulge sales projections but industry sources estimate that retail sales for the Nearly Naked franchise, which includes the foundation and blush, could be as much as $14 million; the Bright Eyes Collection, which consists of liner, shadow (cream and the pearls), mascara and waterproof mascara could reach as much as $28 million.

The launches, as well as existing Nearly Naked and Bright Eyes products, will be supported by television and print advertising. Ads will feature the brand’s new spokesmodel, Elaine Irwin Mellencamp.

— Kristin Finn

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