Pur-lisse is starting fresh this year with new packaging and pricing.
Former “Power Rangers” actress Jennifer Yen, who created the skin care brand with a blend of French technology and Chinese ingredients in response to skin issues aggravated by heavy on-set makeup, decided to stick with the brand when the economy soured and sales slowed, but modify it to lure postrecession beauty consumers. The resulting revamp attempts to make the brand more affordable and help communicate its message clearly.
“My whole goal was to get customers to be able to try it without feeling that it was breaking their wallet,” said Yen. “What I’ve learned is that people, especially now, aren’t willing to bet on a new brand and spend hundreds of dollars.”
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Price cuts have hit most of Pur-lisse’s 10 stockkeeping units. For example, the prices of two of Pur-lisse’s best-selling products, soy milk cleanser and makeup remover Pur-Delicate and eye serum Pur-Eye Adore, have been lowered to $36 from $38 and to $65 from $85, respectively. Pur-lisse also has introduced two 14-day supply starter kits — Ageless & Beautiful and Bright & Beautiful — for $58 each.
Yen made changes to Pur-lisse’s look to reflect her heritage. Fanciful images of blue lotus flowers, a key ingredient in Pur-lisse formulations that has been used for ages in Chinese beauty remedies, pepper the packaging. The brand name is in blue, as is a band wrapped around the center of the products against which product names and their descriptors are written in white to broadcast their purpose. The packaging indicates the skin types the products are designed for, as well.
“We really needed to differentiate ourselves,” said Yen. “We are a small company with a small budget, and we needed to pop as much as possible, and it needed to self-sell as much as possible.”
Pur-lisse launched at C.O. Bigelow with its upgraded packaging and pricing this month, and its latest products are winding their way into other distribution outlets, including Skinstore.com, Beauty.com and Woodley and Bunny. Yen estimated the brand will be carried in 100 doors a year from now and will generate $2.5 million in retail sales in the first year after its transformation.