There’s a new contender in the mass-market skin-care world. Come August, the mineral-based makeup and skin-care brand Pür Minerals will begin rolling out its new line, Pür Minerals Skincare.
Although the brand had dabbled in the skin-care world before with a few stockkeeping units, it is looking to offer their consumers a more cohesive collection to complement its makeup line.
“We identified the natural mineral-based products that work synergistically with our makeup products,” said Bob Cohen, chairman of the board of Astral Health & Beauty, which owns the brand. Since Atlanta-based consumer products company Astral Health & Beauty launched Pür Minerals in 2001, it has become the largest brand in Astral’s portfolio of three beauty brands, including Aloette and Cosmedix.
According to Cohen, Pür Minerals was created with the goal of offering mineral makeup technology to the mass-market consumer. The skin-care range aims to achieve a similar goal by integrating mineral technology in the skin-care products.
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“What we wanted to bring are natural, unique, high-performance and clinically based products with updated skin-care technology and new ingredients, but that still fit the brand,” explained Cohen.
Vice president of marketing at Astral, Julie Campbell, explained that skin health is the brand’s number-one priority, which makes their choice of ingredients crucial. “It’s about correcting skin, not just about covering skin.”
The line, which aims to be inclusive in its positioning, offers products from hydrating moisturizers to antiaging firming creams, targeting women from 25 to 35 years old and over. “[The line] is for the everyday on-the-go woman who is looking for great value but who also wants glamour in her life,” said Cohen. “We want to deliver a professional experience at an [accessible] price point.”
The collection includes 11 mineral-infused products for skin health, ranging in price from $19 for a hydrate and set spray to $39 for a facial cream. Four of Pür Minerals’ sku’s will be featured in smaller sizes in the brand’s Skincare Starter Kit, $29, allowing first-time consumers to test the formulas. Industry sources project first-year sales to reach $10 million globally.
The brand, which is distributed in Ulta and Dillard’s in the U.S., does the bulk of its business in Ulta, which it entered in 2006. “[Pür Minerals] entered six Ulta stores seven years ago and we saw a full rollout within just six months,” said Campbell.
It is also sold in 48 Duane Reade Look Boutiques, which the skin-care collection will roll out to within the next 12 months.
According to Cohen, Pür Minerals saw a 40 percent sales growth in 2012, fueled mainly by their complexion products, enhanced with a proprietary Ceretin Complex, which combines retinol and hydrating ceramides. Now the brand is looking to double its door distribution by 2014.
In fact, Cohen went on to explain that a large focus for the company is expanding into new international markets. To do that, Pür Minerals is partnering with British retailer Marks & Spencer for the collection’s launch in the U.K., Belgium, Sweden, Singapore and Australia, where its makeup products are sold. The brand is also scheduled to enter the Middle East in Marks & Spencer stores in October, and talks are under way for the British retailer to distribute the line in Hong Kong as well.
While five of the 11 stockkeeping units — Get a Lift, Get Bright, Rescue Squad, Soak It Up and Simplicity — are entirely new formulas, the remaining sku’s are products that have been renamed and repackaged for the launch of the collection. According to the company, certain sku’s were renamed and repackaged in order to create a more cohesive collection.
Among the revamped products is the brand’s Mineral Mudd Masque, $26, which Campbell described as their best-selling skin-care product. The masque, now Dirty Girl, will have the same formula, which includes its key ingredient pascalite, detoxifying clay from the Big Horn Mountains of Wyoming.
Keeping in line with the brand’s founding philosophy, the new skin-care collection will be cruelty-free and replete with minerals. Ingredients in the skin-care formulas include aquaphiline and white lupin flower extracts, as well as antiaging lactic acid and vitanol, a natural alternative to retinol. Nourishing argan oil, honey extract and shea butter, as well as various amino acids, antioxidants and vitamins, are also present in the formulas. Like Pür Minerals’ color collection, the skin-care line will be free of chemical dyes, DEA, formaldehyde, hydroquinone, lanolin, mineral oils, parabens, petrolatum and SLS.
Starting Aug. 4, Pür Minerals Skincare will be sold exclusively at all Ulta stores nationwide and online at DermStore and purminerals.com. The range will be distributed at Nordstrom and Dillard’s once Ulta’s three-month exclusive runs out for a total distribution of 800 doors in the U.S., and at an additional 600 doors in Canada.
The collection will be promoted across different channels, including retailers, the brand’s Web site, and television shopping channels such as ShopNBC in the U.S., The Shopping Channel in Canada and TV Shopping Network in Australia. The brand has also partnered with Ulta for an upcoming in-store advertising campaign, which includes circulars, table displays and spa events such as free consultations, skin screenings and makeup application tables. Additionally, Pür Minerals will distribute more than 100,000 samples from the line’s starter kit within the first month.