Palladio is entering the booming mask category.

With skin-care sales continuing to outpace makeup gains in the mass market, Palladio Beauty is looking to claim its stake of the $6 billion-plus category in mass doors.

The initial foray includes skin-care masks with buzzy ingredients like charcoal, papaya, coconut water and antioxidant berries. Industry sources estimate skin care can eventually add at least $10 million to Palladio’s estimated $40 million business produced by 400 stockkeeping units. Palladio did not comment on sales.

“Skin care is a growing category and our strength in building botanical-infused products really inspired us to move into this category.  It made sense for us to expand our botanical line into the area of skin care where consumers are looking for good-for-you products with great ingredients,” said Cristina Martinho, Palladio Beauty global vice president of marketing and e-commerce.

First up in skin care are facial masks, the fastest-growing segment in skin care in mass. There are four masks as part of the launch, each designed for a specific need. There is a Moisturizing Mask, a Brightening Peel Off, a Detoxifying Charcoal Mask and an Exfoliating Mask. Each has ingredients unique to the product and a vibrant color package. Beyond masks, the brand is expanding its primer line and professional makeup with two new Makeup Setting Mists. More masks will add to the lineup in 2019 along with more professional tools.

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Additionally, Palladio has reformulated its lineup to eliminate parabens and all items are now cruelty-free. “It was a multi-year process, working with vendors to reformulate, redesign and register products; however for a company like ours, it made sense,” said Martinho. “We believe in the power of botanicals and vitamins to deliver a product line that is botanical-enriched, paraben-free and cruelty-free. We are currently looking to grow our assortment to include vegan and gluten-free products. We’re seeing that our customers are really passionate about our botanical ingredients and botanical promise, so it’s a natural complement.”

She added that when the company started the paraben-free promise two years ago, there was a positive impact on sales from consumers. “We also saw an uptick in our positive reviews and social media numbers. The move to cruelty-free is a newer initiative for us, but we expect the same type of consumer response.”

Palladio Beauty is sold in over 5,000 locations including Sally Beauty Stores, Ricky’s, Riley Rose and beauty supply stores in the U.S. Globally, Palladio is in 40 countries including Mexico, Canada, Colombia, Ecuador, Panama, UAE, Pakistan, Spain, Finland, the Caribbean, Ghana, Albania, Belize, Bahrain, Kuwait, Jordan, Lithuania, the Philippines, Costa Rica, and Qatar with new distribution in Peru, Chile, Argentina, Australia, and Travel Retail. The brand will soon expand into Egypt and Saudi Arabia.

 

 

 

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