By  on April 13, 2007

NEW YORK — When Gary Schofield is involved, retailers know they are in for a barrage of new items.

Schofield, who helped build the Caboodles brand in the early Nineties, is now the president and chief executive officer of the three-year-old Smart Brands company. In that short time he's developed an exclusive line of youthful beauty items for Target, launched a value makeup line and created an assortment of other beauty brands that fill holes in the existing market.

Now Smart Brands is revving up even more with plans for an organic cosmetics line, a new "girly" makeup line, two licenses and a major acquisition of a British beauty firm.

According to Schofield, Smart Brands is finalizing the name and the packaging for a totally organic cosmetics line targeted at mass market retailers. "We have a 4-foot planogram and we feel we will certainly be one of the first mass market organic lines because true organic is not simple to do," said Schofield. "We've taken a long time to develop it." He said the assortment will consist of 217 stockkeeping units of color cosmetics items. The packaging will also be environmentally friendly.

"We feel there are shoppers of all ages interested in organic, but it just doesn't have the right distribution right now. We think the concept is especially ripe for drugstores," he said.

Also in the works is a new line called Devine, which Schofield believes serves an unmet market need. "Consumer research shows all women want something 'girly.' Too much of what is out there is a problem and solution product rather than something flirty. One buyer likened the current products to motor oil…you need it but it really isn't fun. We want to bring back the fun." Devine is packaged in pink and brown and features items such as eye products in a purse-shaped box. Devine's prices range from $2.99 to $9.99 and Shoppers Drug Mart in Canada has already signed on to carry the line.

Smart Brand's exclusive lines with Target continue to do well and have been granted more footage. The products include Gossip, Karma and Spa Candy. Schofield said he hopes to develop exclusives with other retailers. "Managing a proprietary line can be difficult for retailers so we can help," he offered. The company's brand portfolio is rounded out with a value line called Ten for dollar stores, Tru, which will eventually be phased in to Devine, Indulge and Petite Treats.

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