Byline: Cara Kagan

NEW YORK--After trying its hand at selling cosmetics via an 800 number, through its salon and on QVC, the Tova Corp. is now venturing into mass market retailing.
On Monday, the 17-year-old company started distributing four of its top-selling items in 67 Cosmetic Center stores throughout Baltimore, Atlanta, Chicago and Philadelphia.
Quintessence Inc., a Benckiser company, helped Tova Corp. set up the distribution.
Tova's first foray into retailing was through the company's Body, Mind & Spirit Salon in Beverly Hills, which has been open for two years.
The Tova items to be sold in Cosmetic Center are an 8-oz. tube of Cactine Hair Volumizing Masque priced at $24.50; a 4-oz. tube of Cactine Masque for the face for $25; 1.7-oz. and 3.3-oz. sprays of the Tova signature fragrance for $26.50 and $33.50, respectively, and 1.7-oz. and 3.3-oz. sprays of Tova's second women's fragrance, also called Body, Mind and Spirit, which will sell for $35 and $39.
Tova Borgnine, president and chief executive officer of Tova Corp., projected retail volume for the four products together at $250,000 by Christmas.
"The Cosmetic Center was chosen because of its mix of products in all price ranges," said Borgnine. "They also offer their clientele top service with experienced cosmeticians. I feel that service and interaction with customers is a crucial part of the cosmetics business."
Following the initial Cosmetic Center test, Tova hopes to roll out its line to department stores and select drug chains where cosmetician assistance is available.
The line will still be sold on TV and by direct-mail ads in national consumer magazines, Borgnine said.

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