NEW YORK — Almay is giving its color some lip.
In January, the Revlon-owned hypoallergenic brand will introduce Whipped Gloss, which it claims is a new innovation in lip color, as the only gloss that “whips” together botanicals.
Jack Stahl, president and chief executive officer, noted the product and event can be viewed as a signal that “we’re putting tremendous support behind the brand, as we did with Revlon this year, and are really beginning to gear up a lot of support for Almay.”
Sources estimate Whipped Gloss could do as much as $7 million in its first year at retail. It is expected to rank right beneath Almay’s Lip Vitality brand.
Retail sales for Almay grew 1.4 percent to $146.7 million for the 52 weeks ended Oct. 5., excluding Wal-Mart, according to Information Resources Inc.
Whipped Gloss, available in 10 shades for $6.95 each, was formulated to have a shiny, dewy finish. It comprises a blend of botanicals that includes rose hips, avocado and sunflower extract and boasts a light peppermint scent to refresh lips.
“This is really all about a fresh, new Almay,” said Elizabeth Kenny, senior vice president, category/product management for Revlon. “Today’s woman is skin involved and has some skin sensibility.”
The packaging consists of a clear vial and silver cap with a spiral detail and brush applicator to give it a more upscale look and feel.
“Here we had a great opportunity to address some unmet needs within the category but to do it in an Almay way,” noted Kevin Kells, vice president of marketing. Whipped Gloss is about nourishing lips while giving them a great shine. Kells said the goal was to “bring something out that was really on trend with where lip products are going.”
Starting in March, Almay will reveal a new advertising campaign that will feature new products from Bright Eyes and Nearly Naked, as well as Whipped Gloss and a new face product. “Our focus will be against all of our new [products] so they will all fit underneath a revised Almay campaign,” noted Kells. As far as what’s next, he noted Almay might add some new shades and “see where we could take that whole notion of whipping together botanical extracts to get to a very different feel in product.”