NEW YORK — Wet Seal cosmetics has taken a dive.
Seal Glamour, a collection launched in March, is being discontinued due to disappointing results following a 200-store test. Steve Strickland, senior vice president of marketing and creative services at Wet Seal, said the introduction came at the same time the company was expanding its lingerie department and introducing a catalog. Those two efforts, which have been successful, took the company’s attention off cosmetics. However, the cosmetics program will be reevaluated in the spring and may be brought back, he said.
“We didn’t get the reaction that we would have liked from the 200 stores,” commented Strickland.
Seal Glamour focused on color with a 20-item lineup of lip glosses, chunky pencils, glitter, lipstick, eye shadow, a hair scent and a spray sparkle for hair and body. Prices ranged from $5.50 to $16.50. Despite the turn of events, the line had gotten off to a brisk start. Two weeks after its introduction, Strickland expected it would be rolled out chainwide. Wet Seal operates some 470 stores nationwide.