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Colorescience Spreads Wings, Lands Sephora Deal

The beauty brand seeks to widen its audience beyond its distribution through doctors' offices.

NEW YORK — Colorescience, a beauty brand fusing sun care, skin care and color cosmetics, will expand on sephora.com next week.

A favorite of celebrities such as Cameron Diaz and makeup artists, Colorescience has been available through about 2,000 physicians’ offices, a handful of online sites and select boutiques.

“We thought the time was right to broaden our omnichannel approach,” said Josie Juncal, chief commercial officer of Colorescience, which was acquired by professional skin-care company SkinMedica in January 2012. It was then spun off after Allergan purchased SkinMedica in December 2012.

Sephora.com, a hotbed of booming launches recently, was selected not only for its visibility, but also the opportunities to educate consumers about the dangers of sun damage, according to Juncal, who noted, “we want people to know they don’t have to sacrifice health for beauty.”

To gear up for wider distribution, the company introduced a new branding strategy last March, focusing on its formulas, which merge sun protection and cosmetics. A new Web site went live to support the message. While not every product in the 250-stockkeeping unit collection is blended with sunscreen, each item contains titanium and zinc to protect from UVA and UVB rays while also blocking UV sunlight.

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Fourteen skus have been culled from the total assortment, which encompasses everything from makeup primers to lip shines, for sephora.com. The hero line is expected to be Sunforgettable, particularly the Mineral Sunscreen Brush that blends with the user’s natural complexion for a hint of color. Others items offered include Even Up Clinical Pigment Perfector SPF 50 and Sunforgettable Tint du Soleil SPF 30. Colorescience’s prices range from $25 to $120.

Juncal expects exposure on sephora.com will build the brand’s sales by introducing a new customer base to the lineup. The company said further retail rollout is planned for 2016. Industry sources believe company sales could double from the added push.

Colorescience has a following with mature women since the mineral formulas “don’t sink into creases,” but the company believes there is potential with Millennials who are concerned with halting aging earlier than their predecessors while also protecting against the threat of skin caner.

A major thrust is to start sun education at a very young age. Partnering with the Women’s Dermatologic Society, Colorescience donates to “sunproof” elementary schools through education as well as planting trees to provide protection during recess and outdoor activities.