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NEW YORK — The Body Shop, as they say, is “out with the old and in with the new.”
This story first appeared in the August 2, 2002 issue of WWD. Subscribe Today.
Calling it the “biggest product launch” since the introduction of The Body Shop to the U.S. in 1988, the company is set to unveil The Body Shop makeup, a color collection boasting some 150 stockkeeping units, said Joanne Calabrese, president Americas region of The Body Shop.
The line, which replaces the current collection called Colourings, will hit Body Shop’s stores in the U.K., Asia-Pacific and Americas region (which includes the U.S., Mexico and Canada) in mid-August, and in the Middle East and Europe beginning in September and continuing through March.
“The collection has been in development for three years,” noted Calabrese. “We have been selling the original color line since the mid-Eighties, and it has been completely discontinued to make room for the new line.”
To clean house, existing products were sold at three for $10 during the company’s July sales event. The Body Shop typically holds special sales in January and July. “The line was liquidated in our stores as part of the company strategy for the July sales event. It was a nice event and successful, with the added attraction of the sale of our color products,” said Calabrese.
The Body Shop declined to comment, but industry sources estimate the makeup line could do $25 million to $30 million at retail annually if it hits sales expectations in the first three months and the company supports the line.
“We have kept eye and lip colors that were successful, but have reformulated and repackaged them. We needed to create an assortment in color because we are a global brand,” said Calabrese. “The number of lip and eye colors sold in each region may vary so that we can talk to the customer in that region more individually.”
The Body Shop customer in the U.S. averages in age between 25 to 44, and while the company hopes to attract new customers with the line, they are not targeting a specific age group. The pricing of the makeup line is similar in price to the Colourings line it is replacing.
The Body Shop makeup, at “mass-tige” price points, could attract customers from stores such as Victoria’s Secret, Bath & Body Works and BeComing, as well as gaining attention from the drugstore consumer.
The Body Shop makeup collection will include:
l For lips — Lip Color in 27 shades for $10.50 each; five shades of Liquid Lip Color for $10.50 each; six shades of Lip Liner for $8.50 each; Lip & Cheek Stain in Rose Pink for $10.50; Lip Care, a clear moisturizing gloss, for $10.50; Lipscuff, an exfoliator for lips, has been reformulated and retails for $9.50.
l For eyes — Eye Color, available in 22 shades at $8.50 each; Eye Definer, in six shades for $8.50 each; Liquid Eyeliner in black and brown for $10.50; Lightening Touch Enhancer, which reduces the appearance of dark circles under the eyes, for $10.50, in two shades: one for pink-based skin tones and the other for yellow-based; Volumizing Mascara, Define & Lengthen Mascara, Curling Mascara and Waterproof Mascara, each available in black and brown, for $10.50 each; Brow & Lash Tint, a clear-gel-based formula that coats brows and lashes to keep them in place, at $10.50; Brow Definer, a wax pencil with a powdery texture that colors and shapes, in three colors for $8.50.
l For the face — Moisture Face Base SPF 15, foundation with a dewy finish and Oil-Free Face Base SPF 8, a lightweight matte foundation, both in nine shades for $15.50 each; All-In-One Face Base, which provides sheer coverage when used dry and a higher level of coverage when used wet, in four shades for $15.50 apiece; Pressed Face Powder, for $10.50 in five shades; Loose Face Powder, for $12.50 in three shades; Cheek Color, in six shades for $10.50 each; Concealer for $9.50 in five shades; Balance It Prebase SPF 8 for $12.50, and Bronze It SPF 8 for $12.50. A selection of products called Adapters, designed to enhance the products, are part of the line and include: a pink Lip Shimmer for $10.50; Eye Shimmer, in two colors for $8.50 each; Brush On Bronze, for $16.50; Glow Enhancer, for $12.50, and Matt It Face & Lips, for $12.50.
l A collection of 10 brushes, designed to stand upright on their own, are also part of the new line, and range in price from $8.50 to $24.50.
The packaging for the line is solid black and inspired by nature. It resembles the bamboo plant and is made with type 07 plastic, which is recyclable. The company wanted to create packaging that reflected the brand. This will replace the packaging of the Colourings line, a dark green with a gold foil logo designed in the mid-Eighties.
In keeping with the company’s values of supporting the economic development of countries, marula nut oil, an ingredient that provides moisturizing benefits to the skin, is used in the formulation of most of the products. The marula nut oil is a Community Traded ingredient that provides income to the women in Namibia, Africa. Through Body Shop’s Community Trade program, the company purchases ingredients at fair prices from disadvantaged communities around the world.
The Body Shop makeup line will be promoted with a month-long window campaign and customer sampling. The images that will appear, one of a lip and the other of a eye, were shot by Alex Sargison, with creative direction from The Body Shop design team in the U.K. A purchase-with-purchase is being offered: With any $30 purchase a customer may buy a brush roll with four brushes for $10, normally a $50 value. Another in-store event to promote the line is “Make-Up Madness,” where customers can get a free makeover by appointment, on Aug. 24-25 and Aug. 31-Sept. 2.
The company is preparing for another launch next month with its first seasonal collection, Fantasy, on counter Oct. 21. Fantasy, the company’s holiday offering, incorporates shimmer and iridescent shades. It includes All-Over Shimmer Cubes, in a warm or cool palette, for $15.50; Shimmer Pencils, double-ended in pink and silver and gold and copper, for $12.50 each; Liquid Lip Color Crystal Red, for $10.50; and Loose Sparkle Powder in gold iridescence, for $12.50.