KANEBO BREWS A NEW LINE
Byline: Pete Born
NEW YORK — When Barneys New York unveils its new cosmetics department later this month, Kanebo cosmetics will appear in the vendor lineup for the first time.
Kanebo, which ranks second in the Japanese market behind Shiseido and does a global beauty business of $2 billion, will introduce a new skin care line. The collection, called IB, or Inner Balance, is aimed at younger career women.
Barneys will be given a six-month exclusive on the line. After that time, Kanebo will begin gradually building distribution. “We will go to the West Coast and the Midwest — we want to expand one account at a time,” said Hiroshi Yuki, president of Kanebo Cosmetics USA. “We are very patient.”
At the end of five years, the distribution will max out at 500 doors, primarily in specialty stores, he said.
He did not discuss numbers, but it is understood that Kanebo ultimately aims to build a per-door productivity of $1 million in sales.
Kanebo has already been present in the U.S. market by merchandising two other skin care lines, EX and Sensai, at Bergdorf Goodman and Takashimaya New York for a year-and-a-half. Going forward, Yuki’s plan is to launch those two skin care ranges into wider distribution. EX is a premium-priced line, with a lotion priced at $200 and a night cream retailing for $500. Sensai is more affordable, with a lotion is priced at $60 and a night cream at $150.
A moisturizer in the IB line is priced at $80 with a lotion retailing for $45.
The line, which was introduced in Europe in 2000, features a main ingredient, Sake Glusocide. It is found in sake production and is a glucose ethanol compound that accelerates cell renewal.