NEW YORK — Prescriptives is planning on adding a little shine to its lip lineup this spring with the addition of Moonbeam Reflective Gloss, a new lip gloss collection launching in mid-February.
This story first appeared in the November 21, 2003 issue of WWD. Subscribe Today.
“The trend we’re seeing in lip gloss is reflective, but not in-your-face glitter,” said Poppy King, vice president of creative marketing for Prescriptives, who confesses that the new line was inspired by a trip to the Hayden Planetarium. “They were talking about light travel, and it made me think about how light moves through cosmetics,” said King, adding that her next trip was to the brand’s research and development labs to talk about reflective makeup. “I love the idea of space-age makeup, and this line is that to me.”
But while King wanted reflective makeup, she didn’t want in-your-face glitter — “That’s more teen-ish than we wanted to get,” she said. “We wanted something luscious, but in an adult way.”
The formula, King explained, uses a new pigment technology that is designed to enhance the light reflective qualities of the lip gloss. “Multidimensional, curved pearls create more surface area for light to reflect off of at all sorts of angles, resulting in amazing, high-gloss shine,” said King.
The Moonbeam lineup comprises 10 shades, ranging from a pearly silver to a deep, reflective red. Each will retail for $17.50.
The collection will be available in Prescriptives’ 850 U.S. department and specialty store doors. While King wouldn’t comment on projected first-year sales, industry sources estimated the lineup would do about $2 million in its first year on counter. While national advertising is not planned, King is planning a 20-city personal appearance tour starting around Valentine’s Day.