Two years after making his first mark on the color cosmetics world, Marc Jacobs is prepared to extend his brand’s reach with a handful of new products this fall.
In August, the brand — which Jacobs created with Kendo, LVMH Moët Hennessy Louis Vuitton’s brand incubation division — will add what it is calling a “breakthrough” foundation, as well as several other additions to the lineup.
Re(marc)able Full Cover Foundation Concentrate, $55, will be available in 22 shades. “We wanted to find a formulation that the industry hadn’t seen before,” said Catherine Gore, global vice president and general manager of Marc Jacobs Beauty and Elizabeth and James Fragrances. She believes the team found it in this oil-free foundation, which is a concentrate of biomimetic pigments that are suspended in a waterless base seven times lighter than traditional full-coverage foundations. “They provide incredible bend-ability, while patented golden mica delivers superior radiance to all skin tones,” said Gore. The formula also includes jojoba, sunflower, acacia and mimosa extracts.
To complement the foundation, the Marc Jacobs Beauty team also developed a primer and a foundation brush.
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Under(cover) Perfecting Coconut Face Primer, $44, is said to extend makeup wear and create a smooth and instantly improved skin surface. “It is formulated with five forms of young coconut that create a natural, vitamin-rich barrier between your skin and makeup,” said Gore. “This formula duplicates the effect of synthetic priming ingredients and allows the skin to breathe without compromising the skin-perfecting benefits. It is available in the universal shade of invisible.”
The Face Buffing Foundation Brush, $55, is “specially designed for optimal use with Re(marc)able,” said Gore. “The brush head and its blend-friendly synthetic bristles sweep foundation evenly across skin’s curves and contours for an expert, full-coverage finish. “
Jacobs’ popular Magic Marc’er eyeliner will add a new shade, cocoa-lacquer, a deep chocolate waterproof eyeliner, $30.
The products all drop in August at Sephora and select Marc Jacobs stores, as well as online at sephora.com, marcjacobs.com and marcjacobsbeauty.com.
While Gore declined to comment on projected sales, industry sources estimated that the products could do $7 million at retail globally in their first year on counter. The brand is available in 20 countries, with France and the Middle East performing particularly well, noted Gore. The brand has just been introduced in Scandinavia and Poland, she added.