NEW YORK — Jane Cosmetics is developing an attitude.

The sassy youth brand, credited with jump-starting the teen movement in the mass market, declares it is still the coolest collection around.

Jane president Sandy Cataldo said the brand’s marketers, including herself, have been out in the field talking to their young customers about what they want in cosmetics. “We have met with so many teens in so many venues [including concerts],” said Cataldo. Last week, for the first time, Jane participated in Fashion Week, providing the makeup looks for the YM Mega-Denim show. It recently sponsored a teen dance party in conjunction with Teen People magazine and Target Stores. And in January, Jane assembled its own teen “ambassadors” with whom executives connect through its Web site. Sarah Kugelman, founder of — now owned by Estee Lauder — has been helping Jane beef up its marketing events and is now working on a relaunch of

“Fun, innovative products is something Jane has always stood for, and new products are critical to its success,” said Cataldo. But explaining why the brand is getting out into the public more these days, she said, “At the end of the day, you cannot just be about the products. It is about the brand.”

With an increase in marketing events, a doubling of its advertising budget and some new products this year, Cataldo said she wants to restore the playful, but edgy tone the brand launched with in 1994. “Jane was really so cool. We need to ratchet that up again.”

Jane has had to contend with lots of teen beauty competitors. One of its strongest categories — lipcolor — was hit hard last year. According to Information Resources Inc. midyear figures, which still reflect Wal-Mart sales, showed Jane lipsticks fell 16.9 percent to $17.6 million for the 52 weeks ended July 15.

To battle back, Jane is preparing an arsenal of new items including Fabulizer lips, lip gloss in a pen, in flavors like marshmallow cookie dough and chocolate peanut butter. Building on its MegaBites franchise, Jane is adding MegaBites Glossy Gloss, a 12-flavor line, including pineapple. It comes in a tube with an angled applicator tip. The formula contains Vitamin E and a botanical complex.

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For eyes there is Iced Shadow, a fine eye shadow powder that borrows technology from Estee Lauder with a formula containing more than 50 percent water. It comes in a pot with a spill prevention lid. “We expect Iced Shadow to become our number-one eye product,” remarked Cataldo. There is also Glimmeratzi sheer color eye gloss, a sheer nonstick gloss with shine and glimmer and Fabulizer Eyes, liquid chrome color in a pen applicator.

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