NEW YORK — Sometimes big sales come from small products.
That’s the hope of a new company called Swab Plus. Swab Plus markets cotton swabs filled with fluid to remove different types of makeup. For example, there are swabs for removing eye makeup, waterproof mascara, lipstick, overnight lip revitalizers and nail polish. There is also a swab featuring a cuticle treatment.
Users simply snap one end of the swab, which is pre-filled with a measured amount of the formula. There is no waste and no mess and the products provide a sanitary solution to makeup removal, according to Mark Smith, vice president of sales for the company based in Pomona, Calif.
Makeup removers are growing in importance, especially as women opt for more long-wearing makeup formulas. According to Information Resources Inc., nail polish remover sales were almost $60 million for the 52-week period ended February 24, 2002. Makeup removers add another $30 million in sales. Both totals exclude Wal-Mart. Swab Plus hopes to nab about 10 percent of the beauty remover business.
Since most retailers don’t have a dedicated area devoted to makeup removers, Smith suggested multiple locations. For example, the nail swabs near nail care and the makeup remover in peg cosmetics. Swab Plus offers merchandising vehicles such as floor displays and clip strips for hanging the packages.
There is a 12-count package with a suggested retail of 99 cents and a 72-count retailing for $3.99. A 24-count package is in the plans, Smith said. The beauty remover items are currently stocked in chains such as Walgreens, Rite Aid, American Stores, Eckerd and Kroger.
The company originally started marketing first-aid products using the swab technology and branched into beauty last year. Several buyers selected the swabs as an exciting debut at the National Association of Chain Drug Stores’ Marketplace held in San Diego last June.
Swab Plus is one of the suppliers showing at the upcoming Efficient Promotion Planning Sessions conference for cosmetics to be held from August 11-14 in Orlando, Fla. Among the 60-plus vendors set for the show are Bonne Bell, Jane, Jordana, Lotta Luv, AM Cosmetics, New Dana and Maybelline.
Nail color is going three-dimensional. Hoping to keep the momentum going in nail color, Sally Hansen has created Nail Prisms. The eight shades feature specs of color creating the look of a hologram. Suggested retail for Nail Prisms is $5.95. Last year, Sally Hansen scored big with its Chrome Nail Makeup, which quickly sold out across the country, prompting sales of the enamels on eBay. Beauty editors were recently treated to a manicure to see how the Prisms work.
Sally Hansen won’t be the only contender for consumers looking to let their digits dazzle. Revlon is also planning a shimmering metallic polish in 10 shades, called Color Illusion.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia