NEW YORK — Colleen Booth-Rothschild is putting her face behind her products, literally.

In an effort to distinguish her brand from the competition while borrowing a page from specialty dermatologist brands, the co-president and chief executive officer of Delicious Brands will appear on in-store sales materials, advertising and displays. “We wanted to establish a face with the brand — [to show] that there is a real person behind it,” said Stan Rothschild, co-president and chief operating officer. Several other brands have skyrocketed to fame with “real” people behind them such as Bare Escentuals and Patricia Wexler M.D.

Booth-Rothschild’s image will make its debut on an exclusive line created specifically for Rite Aid called C.Booth Derma. With the launch of Derma, Rite Aid joins CVS and Walgreens as retailers that are expanding their exclusive skin care offerings.

Promotional materials tout that Booth-Rothschild has played a key role in developing some of the best-known beauty brands for high-end and specialty department stores, and is now bringing those quality formulations to an affordable skin care line.

“I’ve been developing skin care lines for 20 years. This is the one I want my name on,” she said. Booth-Rothschild also credited Rite Aid’s category manager, Cathy Furtado, with assisting in developing the items.

There are three main subbrands in the line, namely Derma 36, Derma 24 and Derma 17. According to the company, the figures refer to the number of ingredients. Derma 36 is for mature skin and features antiaging capabilities. Derma 24 is for all skin types and Derma 17 is for problem skin. Each item is priced for less than $20.

Although facial care has been important to Delicious Brands, Booth-Rothschild is extending her reach. “Why shouldn’t the body get the same attention as the face?” she questioned. With that in mind, her other latest debut is Skin Below the Chin. “This is serious skin care for the body,” she said of the five stockkeeping units. Plans call for Booth-Rothschild’s image to be integrated into other Delicious Brands products, as well.

Other lines in the Delicious Brands arsenal include the Booth’s skin care items, Modspa, Bath Basics and Habitat. Habitat includes home aromatherapy items such as diffusers.

This story first appeared in the February 8, 2008 issue of WWD. Subscribe Today.

A final introduction from the company is called On the Go. “People are always busy and on the go,” said Booth-Rothschild. “We came up with these packets with towelettes [and] things like nail polish remover and even packs of mints. We are getting great response from these. And you can take them all on the plane.”

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Another company getting interest from retailers at the recent ECRM meeting was Selective Beauty. Selective Beauty creates, manufactures and distributes prestigious brands under worldwide licenses in three divisions — luxury, prestige and lifestyle. Under the lifestyle umbrella, Selective’s portfolio includes Benetton, Swiss Army and Ferrari. Benetton is launching a new fragrance for this year, Essence of Benetton, and there are also renewed efforts behind Victorinox Swiss Army. The existing fragrance will feature updated graphics, and the company is working on a new fragrance for the brand. Selective is pursuing additional license brands looking to expand the existing portfolio’s distribution into chain drugstore and mass volume retailers. Selective Beauty was mistakenly identified as Selective Brands in last week’s recap of the ECRM show.

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