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NEW YORK — What do you get when you mix a love of travel with a passion for cosmetics? A 62-stockkeeping-unit line called Passport Cosmetics.
Beauty entrepreneurs Erin Cotter, the new firm’s creative director and Meredith McGann, marketing director, have created a line inspired by their experiences abroad.
The line is set to launch next month in 25 doors in the U.S., U.K. and Canada. They will include selected Sephora, Nordstrom and Holt Renfrew doors, and Harvey Nichols locations in Leeds and in London. In keeping with the travel-inspired theme, the products will also be sold in duty-free shops in London Gatwick airport at Gatwick South Terminal and London Heathrow Airport at Terminal 3.
Passport Cosmetics has financial backing from the initial investors of Urban Decay, and Malcolm Kemp, former chief executive officer of Hard Candy and Urban Decay, who has taken his new post as chief executive officer for this brand.
According to industry sources, the line is expected to do $2.5 million at retail in the first year.
The products in the collection are named after all things international, with monikers for individual shades such as Lira, Concorde, Champs-Elysées and Moscow-Istanbul. The collection, which ranges in price from $12 to $16, includes such items as Speed Eye Shadow, Roundtrip Eye Definer, Connection Lip Liner and Wanderlust Highlighter.
The products are classified using icons for lips, eyes and face. The components are lightweight, compact and designed to be transportable. Packaging is an iridescent hanging bag, allowing consumers to view the products. “We wanted our packaging to present everything like a treat,” said McGann, “design will be heavily incorporated into our makeup line.”
National advertising is not planned, however there will be joint promotions through individual stores. There will also be a gift-with-purchase of any two items in the line called Carry-On, a pink travel bag. Itinerary cards with an illustration of the season’s look — this fall’s is Boho Chic — will be available to consumers at the display. Future launches include Runway Body Balm retailing for $22 and two lip gloss sets — La Playa and Swiss Miss — each containing four existing named shades retailing for $28, both available in November.