Byline: Alev Aktar

NEW YORK — To set themselves apart from the dizzying array of makeup artist brands in black plastic, MAC and Laura Mercier have repackaged their lines.
Frank Toskan, founding chairman and creative director of MAC, chose a silvery gray for the new lipstick tubes, which are curved like bullets on one end. The revamped blush and eye shadow components are dark gunmetal gray with a slight sheen — which at first glance looks like black — and now the lids are flip-top instead of screw-on. The new containers, like the old ones, are round with clear tops so women can view the shades.
The line previously was packaged in matte black components.
Toskan called the change “a very comfortable transition.” He added, “I don’t want to shock people. You’ll recognize this as MAC.”
The new containers will be phased in starting in September, when the fall-winter makeup look, called Earth Goddess, makes its debut in the revised packaging.
Makeup artist Laura Mercier picked bronze components with pewter lettering for her color cosmetics collection. The line, called Laura Mercier Classique, previously was packaged in brown and black.
“Our customer is a very modern woman, and this packaging matched the quality of the products and the spirit of the line,” observed Janet Gurwitch, chief executive officer and co-founder of Kusin-Gurwitch Cosmetics, which markets the Mercier collection. She said the packaging was developed by French designer Jerome Berard.
Mercier’s line is sold in about 75 U.S. doors, including Neiman Marcus, Saks Fifth Avenue, Nordstrom, Bergdorf Goodman, Henri Bendel and selected Federated stores. The new packaging hit stores in May.
Gurwitch declined to comment on a sales target for the repackaged line, except to say she thinks it will take the company to the next level. Sources said the line could generate $10 million at wholesale this year.

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