NEW YORK — Lorac hopes to appeal to the inner artist in consumers with its latest product line.
With Portable Paints, a line of four multipurpose color cosmetics compacts suitable for use on the eyes, cheeks and lips, Lorac founder Carol Shaw is clearly hoping to connect with consumers who enjoy, well, finger painting.
"While I have nothing against brushes, I love to use my fingers to apply and blend when I can," said Shaw, the Los Angeles-based celebrity makeup artist who launched Lorac in 1990. "And I wanted to offer women something easy and really portable. Since the packaging of these shades snaps together — like Legos for adults —?you can take one, or a few, along. That’s handy, whether you’re going to the beach, or the Academy Awards."
Portable Paints — "when we put them all together, they looked like a big paint box, which is where the name came from," explained Shaw — are available in four shades: Sandy, a champagne bronze; Tawny, a warm bronze; Pinky, a pale, shimmery pink, and Rosy, a rose-pink shade. Sandy and Tawny are sold as a set, as are Pinky and Rosy. All are very sheer and suitable for any skin type, noted Shaw.
The sets retail for $24 each and will be available in Lorac’s full distribution — currently about 120 doors, including Fred Segal Apothia, Sephora and selected Nordstrom, Marshall Field’s and Macy’s doors — in February. While Shaw wouldn’t comment on projected first-year sales, industry sources estimated that the four Portable Paints would do $500,000 at retail or more in their first year on counter.
Although Shaw — who has extremely sensitive skin — launched her line with skin care in 1990, she became perhaps best known for the color cosmetics lines she launched in 1995. Among those products: a line of lipsticks named for celebrities, including actresses Rita Wilson, Melina Kanakaredes, Julia Roberts, Anjelica Huston and Farrah Fawcett, for whom the first celebrity lipstick was made. In fact, the Portable Paints line were road-tested and refined on Shaw’s celebrity clientele — including actress Jill Hennessy, who wears one of the shades on an upcoming magazine cover.Shaw, who runs her still-independent cosmetics firm with her brother and business partner Barry Alan, is also expanding upon a few other lines this spring. Joining the Lorac lineup are three additional colors to Lip/Cheek Sheer Shimmers, a line of translucent color washes applied with rollerballs, and two new Lip Polish shades. Shaw’s Lip Polish shades resemble small nail polish containers and are applied with a brush. Both the Sheer Shimmers and Lip Polishes retail for $17.50 per shade. Also new for spring: two new shades — a pearl shade and a gold shade — of Shaw’s Oil Free Luminizer, which retails for $28 per shade.