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Colorescience Reinvents Itself

The color cosmetics line is sold in over 2,000 physician offices, but before it can expand its distribution, the company is re-branding.

Colorescience is looking to ramp up its image.

The color cosmetics line is sold in over 2,000 physician offices, but before it can expand its distribution, the company is re-branding.

“[We’re looking at] Ulta, Sephora and QVC and trying to find out where we want to kick off that [distribution] journey,” said Josie Juncal, chief commercial officer at Colorescience. “This new branding is going to put us in a position to do so.”

The new branding strongly focuses on the fusion of sun care, skin care and color and will be illustrated through a campaign that includes a model shot outside at a beach house in Malibu, something the industry rarely sees in color cosmetics. “We did very minimal makeup because our whole goal is to be a lifestyle [company],” said Juncal, who added that the ad would run online in April.

In addition to the campaign, the Web site will relaunch to incorporate the model imagery and communicate the brand’s luxury positioning. Also, it will include a section dedicated to its Sunforgettable collection, a line of sunscreen-infused color cosmetics, which will serve as an education platform with tips on sun protection from physicians.

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“We’ve taken our professional skin care, biotech and pharmaceutical roots and moved them into an offering where the consumer can get her sun care, her skin care and her color correction all in one product offering,” said Mary Fisher, chief executive officer of Colorescience.

While not every product in the 250-stockkeeping unit collection is blended with sunscreen, each item contains titanium and zinc to protect skin from UVA/UVB rays and block UV sunlight

To that end, the company is adding two new products in late March and June, Sunforgettable Tint Du Soleil SPF 30 and Even Up Pigment Perfector SPF 50. Tint Du Soleil, priced at $54, contains a blend of peptides and vitamin A, C, D and E and comes in four shades. The Pigment Perfector, $120, is a tinted brightener that helps improve uneven skin tone.

“The goal is to move this right into her beauty routine,” noted Juncal. “We want to make it easier for her. Sun protection is something everyone’s aware of, but it’s almost a burden because your makeup isn’t going on as well.”

But the brand won’t stop there. To bolster its commitment to healthy skin, Colorescience will launch a marketing campaign called the Sunstoppable Program to educate and empower current and future generations about the importance of sun care. From the sales of Sunforgettable Mineral Sunscreen Brush, the company will donate 1 percent to the Women’s Dermatologic Society and The Skin Cancer Foundation.

Meanwhile, since 2012, the company has generated 30 percent year-over-year growth. In 2014, Colorescience secured $15 million in a Series B preferred stock offering and hopes to attract new investors.

Although Fisher wouldn’t talk financials, industry sources estimate that Colorescience’s two new products could do $8 million in first year retail sales.