Bare Escentuals is looking to its mineral roots and to the roots of plant life for its first comprehensive skin care collection under the bareMinerals moniker.
This story first appeared in the February 4, 2011 issue of WWD. Subscribe Today.
Each product in the eight-item range relies on a formula powered by the active ingredient RareMinerals ActiveSoil Complex, an extraction of 70 macro and micro minerals from the virgin soil sourced from around the country. ActiveSoil Complex is said to deliver faster cell turnover, smaller pores and smoother-looking skin, according to the line’s clinical results. Products also are free of synthetic fragrances, artificial oils and parabens.
The skin care range neatly ties into the company’s growth strategy, which in addition to expanding in key international markets, includes entering new product categories.
“Over 70 percent of customers said if [Bare Escentuals] had a skin care line, that they’d use it,” said Sarina Godin, vice president of product development.
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Late last year, Bare Escentuals’ chief executive officer, Myles McCormick, hinted about the company’s plans for a skin care collection. “It doesn’t have to be a complex offering,” said McCormick. “It has to deliver what it says it does and it’s got to work. It’s got to be good for you.”
To keep the line simple and the collection small, at least to start, the company tweaked some existing skin care items. For instance, Purely Nourishing Moisturizer is housed in new packaging, Blemish Therapy moved to a smaller size of 1 gram with a smaller price tag, the exfoliator (formerly called Renew & Reveal Facial Cleanser) is now Exfoliating Treatment Cleanser, and Pure Transformation Night Treatment is housed in a new package with a brush applicator (in lieu of the original powder puff).
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The patent-pending ActiveSoil Complex also played a central role in these formulas, but now Bare Escentuals has more clinicals to support the products’ end benefits. For instance, the Firming Eye Treatment improved firmness by 30 percent after four weeks, and Blemish Therapy reduced acne blemishes by 23 percent after four weeks, according to the clinicals.
The remaining items in the line include Purifying Facial Cleanser, Deep Cleansing Foam and Purely Nourishing Cream. Prices range from $18 for Blemish Therapy to $28 for Firming Eye Treatment.
Bare Escentuals will dress the windows of its stand-alone boutiques with the skin care range to fete the March launch, and print ads are planned for April beauty books.
The brand plans to add three more products to the collection in August.
The skin care range will begin to roll out in the U.K. in April in Bare Escentuals boutiques and Selfridges, with full distribution in September; and will be available in select locations in France by early 2012.