TOVA PUSHES COLOR WITH SEASONAL STORY

Byline: J.L.B.

NEW YORK--Tova is launching its first seasonal color line on QVC tonight, foreshadowing a shift in the company's makeup strategy.
The company is in the process of overhauling its four-year-old color cosmetics line in an attempt to make it more user-friendly, according to Tova Borgnine, president and chief executive officer.
Come September, in place of three full-line kits that are based on skin tone, there will be simplified basic kits accompanied by seasonal promotions to update the look.
"I want something that's easy for them to use and that's in the comfort zone," Borgnine said, adding that the old kits could be confusing to women who see the products on TV but are not taught how to use them by department store beauty advisers.
To help women with application techniques in their own homes, Borgnine said the company also will offer an instructional video beginning in September.
Color cosmetics has been the smallest segment of Tova's business, overshadowed by the company's two fragrances, full skin care line and hair care group. But Borgnine said she expects the repositioning to trigger a 30 percent increase in makeup sales this year.
The first seasonal promotion, the six-item Sunkissed Color kit being introduced tonight at 10 p.m., will retail for $49.50.
"We expect to sell out," Borgnine said. Since QVC has about 1,400 units to offer, a sell-out would generate a retail volume of about $69,300.
Borgnine said QVC probably will offer Sunkissed four more times over the course of the summer.
Sunkissed consists of a Mosaic Bronzer, a palette of browns and golds for varying degrees of color; an SPF 15 tinted moisturizer in one shade that Borgnine said works for white, Hispanic and Asian skin tones; a lip pencil in a neutral brown shade meant to be used with any lipstick color or alone; a long-lasting lipstick, and a frosted gloss lipstick.
The kit includes a brush to apply the bronzer, which can also be used as eyeshadow.
Borgnine said she was aiming for the look of "a wash of color" with each product.

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