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Healing Beauty Rolls Out

NEW YORK — Sally Hansen Healing Beauty has quietly started to make its way into retailers’ sets.<br><br>The new cosmetics collection from Del Labs is the first major launch in the mass market in four years — since stores upended...

NEW YORK — Sally Hansen Healing Beauty has quietly started to make its way into retailers’ sets.

The new cosmetics collection from Del Labs is the first major launch in the mass market in four years — since stores upended color departments in 1999 to wedge in Olay, Neutrogena and another Del launch, NYC New York Color.

William McMenemy, executive vice president of marketing at Del Labs, said the rollout of the 106-stockkeeping-unit color line is on course to be in 20,000 doors by fall. Walgreens, with an early reset schedule, is one of the first to have the units in place.

At Walgreens’ 34th Street Manhattan store, a 3-foot-wide Healing Beauty fixture is in between a set of cosmetics implements and Prestige Cosmetics. Additionally, there are at least four countertop displays promoting face items from the line. The wall display has an orange header with Sally Hansen Healing Beauty in silver letters, and shelf signage is blue with white clouds and product information that stresses the line’s treatment benefits.

All items contain Sally Hansen’s patent-pending Bio-Active Complex, comprised of a living botanical with rosemary, lemongrass and peppermint, and a blend of vitamins A, C and E, intended to make skin look and feel healthy, according to Del marketers. Self-explanatory product names like Fast and Flawless Airbrush Makeup for All Skins, and descriptive packaging, were created to make selection easy.

The Sally Hansen brand has been coming on strong buoyed by new treatment collections for hands and feet, and sources predict the color collection could have retail sales of $100 million.

Earlier this month, Del, which also makes Cornsilk, Naturistics and NYC New York Color, reported that its fourth-quarter net income shot up 71.6 percent to $4.9 million, or 51 cents a share, from $2.8 million, or 31 cents, in the prior-year quarter. Sales for the three months ended Dec. 31 increased 4.7 percent to $82.3 million from $78.6 million a year ago. In a statement, chief executive officer Dan Wassong said all core brands performed strongly, and that Sally Hansen remained the number-one brand in the mass-market nail category and finished the year with a 14 percent jump in retail sales. Overall, for the full fiscal year, Del said net income essentially doubled, gaining 99.1 percent to $19.5 million, or $2.07 a share, versus $9.8 million, or $1.09, a year ago. Sales for the year swelled 15.1 percent to $350.7 million from $304.6 million last year.