Juice Beauty is punching up its product assortment with color.

This story first appeared in the May 14, 2010 issue of WWD. Subscribe Today.

ColorCare, the new 30-stockkeeping-unit color range from the Mill Valley, Calif.-based organic skin care brand, will roll out over the next five months with complexion launching this month, lip next month, cheek in July and eye in September. The complexion products are priced from $18 to $35.

“Skin care is the foundation of everything,” said Karen Behnke, Juice Beauty’s chief executive officer. “Then, moving to the next step of what goes on your skin for day and night wear, makeup was a natural progression.”

Preservative-free ColorCare reflects Juice Beauty’s skin care orientation. The ingredients, aloe juice, plant oils, fatty acids and fruit extracts, are combined with an antioxidant blend of goji berry, açaí, kiwi, blueberry, grape, pomegranate, cranberry, strawberry and raspberry to retain and enhance skin health. Minerals mica, iron oxides, titanium dioxide and ultramarine add color.

ColorCare items meet the California Organic Products Act mandating products labeled organic to contain at least 70 percent organically produced ingredients, according to Behnke. “I personally haven’t seen foundations and powders like this that have the performance and that are beyond natural, they are organic,” she said.

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Juice Beauty secured several beauty industry veterans, including former Stila Cosmetics vice president of sales Jane Hector and former Lola Cosmetics vice president of global sales Jeffrey Holland, to consult on the development of ColorCare. The company also hired Jena Bielitz, who formerly handled national accounts at Stila and Smashbox Cosmetics, as national sales manager. “We wanted to make sure we could play in the big leagues,” explained Behnke.

Complexion is expected to be the leading ColorCare category. Behnke reasoned products within the category — Correcting Concealer, Perfecting Foundation, Refining Finishing Powder and Blemish Clearing Powder — build upon the success that Juice Beauty has had in Sephora with its Organics to Clear Skin Kit for blemish-prone skin. That kit will be the subject of a Juice Beauty infomercial slated to make its debut in around two weeks.

Early on, Juice Beauty largely will promote ColorCare by participating in events such as the recent Aspen Fashion Week and The First Lady’s Young Women’s Summit in San Francisco on May 11. Next year, it is possible that Juice Beauty will bring on a celebrity makeup artist and celebrity spokesperson to further get the word out about ColorCare.

Behnke said ColorCare could constitute around 25 percent of Juice Beauty’s sales after it makes its way into Juice Beauty’s retailers. For the launch, ColorCare will enter Pharmaca in the U.S., and Lane Crawford, Isetan, David Jones, Harvey Nichols, Siam Paragon, Seibu and Robinsons internationally. Juice Beauty’s skin care is found at Sephora and Whole Foods in the U.S., as well as Pharmaca.

Industry sources estimate that Juice Beauty’s revenues are approaching $15 million. Behnke projected that Juice Beauty’s business, roughly a third of which is driven by international sales, will increase 25 percent this year. “Given the recession in the last couple of years, we were lucky to stay relatively flat during that time,” she said. “Now, we are growing again.”

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