NEW YORK — The company that put foundation in an aerosol can is at it again.
Classified Cosmetics has built on its innovation, Era Face Spray-On Foundation, and expanded its offerings to include bronzers and shimmers, due out in August.
The firm launched in January 2002 and was six years in the making. Yolanda Halston, president and chief executive officer of Classified Cosmetics, created the foundation after several years of self-funded research to address the needs of post-cosmetic surgery skin.
Halston, also a celebrity makeup artist, discovered traditional foundations didn’t adhere well to healing skin and saw a need for a new application process. “There were a lot of great products, but there was a specific need for the most gentle method that offers a thin layer and is oil free,” said Halston. She asked herself: “How can I get all of those things on the skin without touching it?” and found the answer in the aerosol applicator. According to the company, the foundation delivers a fine mist of makeup to the face and provides an airbrush finish in seconds. The packaging is contamination free so it offers a sterile application that’s good for the skin.
“Every time you spray your face, you get a fresh application of botanicals along with a very pretty bronzer or shimmer,” noted Halston. The shimmers and bronzers use the same aerosol technology as the foundation and are available in a 1.5-oz. spray bottle that retails for $40. The oil-free formula can be used on the face or body. Era Rayz Spray-On Bronzer comes in two shades: 1 In The Sun, for fair to light skin, and 3 By The Sea, for medium to dark skin. Era Glaze Spray- On Shimmer also is available in two tints: 24 Karat, which produces a golden sheen intended to warm and highlight the skin, and Platinum, to illuminate.
Industry sources estimate the new products could do upward of $4 million at retail in the first year.
“There is a big demand for them,” said Rodger Halston, co-founder and president of the company. “We launched with foundation in two stores and in a year and a half we’re all over the world.” Distribution currently includes 200 stores, such as Henri Bendel, the Studio at Fred Segal and select Nordstrom locations. Internationally, the products are available in Spain, France, Hong Kong, Tokyo, Taiwan and Australia.Future plans include launching blush and approximately 16 other items during the next three years.
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