The Zaparella lineup.

NEW YORK — Benefit Cosmetics is attempting to wipe out blemishes with a new treatment line called Zaparella. <BR><BR>Inspiration for the line — due out in February — came from the brand’s eight-year-old product Boo Boo Zap,...

NEW YORK — Benefit Cosmetics is attempting to wipe out blemishes with a new treatment line called Zaparella.

Inspiration for the line — due out in February — came from the brand’s eight-year-old product Boo Boo Zap, which the company noted has been one of Sephora’s top-selling items since its launch.

“As a company we wanted to develop our skin care business,” noted Benefit chief executive officer Diane Miles. “When you look at all the products out there, basically none have been able to conquer the market of blemishes or acne.” However, she said that Benefit is not referring to the Zaparella products as acne treatment because “that is medicinal.” Miles believes there is “big potential” for the brand in this category.

The Zaparella lineup includes Ka-Pow, a cream intended for nighttime use; Galactic Shield, a concealer that contains salicyclic acid and comes in three shades; Wooosh, a foaming face wash, and Bionic Blast, a body scrub intended to combat blemishes on the shoulders, back and chest. Boo Boo Zap, a spot treatment intended for daytime use, will also be repromoted with the line. All of the products in the Zaparella line retail for $18 each with the exception of the body scrub, which is $20.

The colorful packaging boasts an image of the line’s “super heroine.” Benefit co-founder Jean Ford noted, “Zaparella was the spokesperson for Boo Boo Zap and the one who conquered the boo boo [blemish]. Everyone identified with the boo boo and they were also amused with Zaparella. So not to minimalize the importance of blemishes and acne we decided to carry forward with Zaparella and bring out a collection of products that focused on blemishes.”

Industry sources estimate the line could do between $5 million and $10 million in first-year retail sales.

Initially, Zaparella will launch in approximately 100 Sephora doors and roll out to an additional 270 doors in June.

This story first appeared in the November 19, 2004 issue of WWD. Subscribe Today.