NEW YORK — Seeking a niche in the crowded mass-market beauty business, Cosmetic 2000 will introduce a new line of cosmetics for women of color.
The 80-stockkeeping-unit collection, called Uptown Colors, will be launched at the upcoming Efficient Promotional Planning Session Conference, to be held Feb. 24-27 in Orlando. Cosmetic 2000 joins about 90 vendors who’ll meet representatives from 100 chains in one-on-one meetings.
Admitting that buyers see too much of the same merchandise, Cosmetic 2000’s president Howard Brauner said the company engaged in extensive consumer research to uncover what is missing in the mass market. The determination was that the business still lacks a quality ethnic cosmetics line.
Cosmetic 2000 executives know a thing or two about ethnic cosmetics. The chairman of Cosmetic 2000, based in Nyack, N.Y., is Stanley Acker, who helped bring a current ethnic line, Black Radiance, to the market several years ago. According to Brauner, Acker has put his "touch" on Uptown Colors to make it the right product line for today’s economy and market needs.
According to Brauner, Uptown Colors offers value, but it is not budget priced. The suggested retail price ranges from $2.99 to less than $8. Uptown Colors includes lip, face, foundations, eye and nail. It will compete with existing brands such as Black Opal, Milani, Black Radiance and Posner, as well as shades from general-market brands. "We know we are right on target with our color palette and our packaging," said Brauner, a former executive with CCA Industries who took over as president of Cosmetic 2000 last March. Uptown Colors is aimed at women aged 25 to 54. "We have purse appeal and an excellent payoff in our formula," he said.
The company hopes to have Uptown Colors ready to ship by the third quarter. The line is a combination of packaged and open-stock products. Cosmetic 2000 would not comment on sales projections, but industry sources said retail sales could hit $5 million to $6 million within a year.
Brauner believes that the changing complexion of American female consumers could mean more stores need to add a variety of palettes to the beauty mix. The company plans to work with retailers to merchandise Uptown Colors either in cosmetics or even in an ethnic set.The marketing campaign, according to Brauner, will consist of "grassroots" strategies such as product sampling, local events and neighborhood promotions.
Women of color are often turning to doors other than drug, food or mass stores for their beauty needs. Many opt for beauty supply stores, direct marketers or department stores. MAC, in particular, has been a hit with women of color. Manufacturers estimate that women of color spend more than $5 billion on all health and beauty needs with only about $1.6 billion of that going to mass-market cash registers.
That’s bad news for mass marketers, who need to build the loyalty of women of color. The ethnic population is expanding at a rate well ahead of that of the U.S. Caucasian population. By 2005, according to the U.S. Census, the African-American population is expected to reach 37.8 million, up 23.9 percent from 1990; Hispanics will number 35.7 million, up 58.3 percent, and the Asian-American population will reach 14.6 million by 2005.
According to the Selig Center for Economic Growth, the spending of African-Americans jumped 73 percent between 1990 and 1999 to $533 billion. It has always been found that spending on health and beauty care among ethnic consumers is higher than the general market. Hispanic spending power, according to Selig, expanded 84.4 percent to $383 billion.
"We know this customer likes shopping mass stores and we believe we are on the right track with this line," said Brauner.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty