NEW YORK — Most people think today’s teens and tweens are Spoiled Rotten.
Now, Claire’s and Lotta Luv are giving young girls a line of products to match that description as Claire’s seeks to regain beauty customers who once ran to the specialty chain for the latest in beauty — but have lately migrated to other avenues for cosmetics.
Although Claire’s is still the go-to spot for on trend merchandise, accessories and other product categories have supplanted beauty. Lotta Luv seeks to lasso free-spending young ladies back in with the collection of whimsical skin care, hair care and select cosmetics.
“The idea came out of sitting with the Claire’s team and looking for unique ways to keep young shoppers and give them something age appropriate,” said Lotta Luv’s president Steph Fogelson. Skin care instantly came to mind since, with the exception of some brands, there’s little in the market for tweens and teens looking for skin care regimens.
The mass market skin care business exceeds sales of $2.1 billion, but most of the growth came from lines for mature women. Signs are that could be tapping out. For the most recent 52-week period tracked by IRI/Symphony Group, antiaging has slowed (declined 16 percent) while sales of acne product are on the rise (growing 4 percent). That’s where Spoiled Rotten hopes to fulfill a need, especially with girls ages 7 to 12, but even those up to 16.
You May Also Like
Claire’s will feature Spoiled Rotten exclusively in 1,000 doors starting next week. Spoiled Rotten will have a dedicated display with shelving and signage that explains the products and provides a home for beauty. The fixture is expected to help the products stand out in the store.
The competition includes acne products and moisturizers targeted at young girls and Pacific World’s naturally positioned GeoGirl. What’s different about Lotta Luv’s Spoiled Rotten is the line is carefully edited but merged with cool packaging with clever names such as Clean Up Your Act for the face wash and Let’s Break up for the blemish cream.
The line is also simple, targeting the most common skin care needs. There are only five stockkeeping units making it easy for young girls to comprehend. They are a face wash, a mud exfoliating mask, a moisturizer, a blemish cream and a toner. Beyond skin care, the Lotta Luv team wanted to tackle a narrow assortment of hair care products. There’s a colorful brush, a body and hair shimmer mist in two flavors, a superhold hair spray and a gloss hair spray. Creative names include Mane Squeeze for the brush and We Stick Together for the hair spray.
Finally, Lotta Luv added three key areas in cosmetics — a vitamin lip gloss, 3-D Holographic glosses and metallic shine nail colors. Prices are all under $10 and there will be buy-one-get-one free deals that are commonplace at Claire’s.
Based on demand, Fogelson said the line could roll out further following its debut at Claire’s and that other categories could be added, such as a dry shampoo. “If successful, this could open up a whole new market for teen girls,” said Fogelson.
With the launch of Spoiled Rotten and the soon-to-be-unleashed Bethenny Frankel’s Skinnygirl skin care, Lotta Luv proves it stretches beyond its popular licensed candy brands.