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NEW YORK — The third time’s a charm — at least for Trish McEvoy, founder of Trish McEvoy Ltd., who will add Even Skin to her list of foundation lines. Already in existence are Natural Tint Foundation and Cream to Powder makeup — Even Skin, making its debut, in March will broaden the range.
This story first appeared in the January 17, 2003 issue of WWD. Subscribe Today.
The line consists of a liquid foundation retailing for $55, available in nine shades; powder for $38 in four shades, and concealer for $32 in three shades. Refills are available for the powder and concealer, retailing for $26 and $28, respectively. Even Skin is a weightless foundation formulated with light-reflective, pigment-coated spheres to blur imperfections and add a natural luminosity. It is a water-based and oil-free formula that is long-wearing and hydrating. “It really doesn’t look like makeup,” claimed McEvoy. “It gives a beautiful glow to the skin — totally even skin.” Industry sources estimate that the collection could do as much as $5 million in first-year retail sales.
McEvoy also launched a ninth fragrance in mid-December — which bears her name. Trish, her signature scent, is composed of musk, almond flower and tonka bean. “The inspiration is a black dress,” says McEvoy who also noted that the fragrance “is elegant yet basic, and at the same time, sexy.” The fragrance retails for $45 for 15-ml. and $75 for 50-ml. and is expected to generate first-year sales of $1 million, according to industry sources.
Distribution for the brand includes Saks Fifth Avenue, Neiman Marcus and select Nordstrom stores, as well as Henri Bendel, Bloomingdale’s and Bergdorf Goodman here.
McEvoy has been busy and it doesn’t seem that she will slow down any time soon. “We’re working on a book,” she said. “I am very excited. It is very no-nonsense.” The book will be available this fall.