NEW YORK — When it comes to skin care, Paula Dorf is keeping it simple.
The independently owned makeup artist brand will enter the skin care category with the debut of Simple Skin in October.
Dorf noted that the line is very direct and felt the name “suited it perfectly.” The lineup consists of what she considers to be “the essentials.”
Evening Primrose Essence, which retails for $52 for 1 oz., is a blend of essential oils to restore firmness and maintain skin’s moisture; Soy C Day Cream, formulated to soften, firm and protect skin, is priced at $45 for 2 oz.; Vitamin K Arnica Eye Cream is formulated for all skin types and retails for $42 for 0.5 oz., Primrose Green Tea Night Cream for normal to dry skin retails for $48 for 2 oz., Gentle Bamboo Exfoliator, which contains rice germ to remove dead cells, retails for $38 for 4 oz., Soy Nettle Lotion for normal to oily skin is a lightweight, mattifying lotion, priced at $40 for 4 oz. and Lemon Verbena Face Bath retails for $30 for two 4-oz. bottles.
“I think this [line] is going to apply to any age,” said Michelle Williams, general manager of Paula Dorf Cosmetics, “but especially someone interested in using natural products on their skin.”
Industry sources estimate that the line will do $2.5 million in first-year retail sales. Sources also estimate the company racked up retail sales of about $12 million in 2003 and expect an increase to $16 million for 2004.
Over 250,000 samples for four of the Simple Skin stockkeeping units will be distributed. Sources estimate promotional spending could be as much as $100,000. The line will appear in the windows at Bloomingdale’s beginning Oct. 3, and Dorf will make a personal appearance on Oct. 9 at Bloomingdale’s 59th Street store.
The brand currently has U.S. distribution in approximately 220 doors and is placing a focus on expanding distribution. There are also plans to add to launch additional skin care products in spring 2004.