NEW YORK — Burt’s Bees, what a tease. After tempting the industry for three years with talk of an all-natural cosmetics line for the eye, the company is now delivering the goods.
Beginning this week, Burt’s Bees Wings of Love Cosmetics will ship to stores its new quartet of eye colors and trio of eye pencils. The introduction rounds out the company’s Wings Of Love Cosmetics collection, which entered the marketplace in 1999. Wings of Love now generates $10 million in annual retail sales — nearly 10 percent of the company’s overall retail sales, say Burt’s Bees executives. The eye collection is expected to generate $1.5 million at retail from August until the end of 2002, and could end 2003 with $3 million in retail sales.
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