PRESCRIPTIVES PUCKERS UP FOR SPRING
Byline: Julie Naughton
NEW YORK — Prescriptives aims to shake up its color business this year with LipQuake. The first in a series of color cosmetics initiatives for the brand, LipQuake will bow in March and could, say industry sources, at least double the company’s estimated $25 million lip business. “We wanted to come back into the new year with a huge wash of color,” said Jeanne Chinard, senior vice president and creative director for Prescriptives. “We’ve always had a strong color heritage, but we want to build on that foundation with a rapid-fire focus over the next few months.”
Over the last year, Prescriptives’ major focus has been on the Magic franchise of light-manipulating products. The franchise, which did an estimated $40 million at retail in 2000, is credited by many retailers with revitalizing the Prescriptives brand.
And now it’s time to freshen color, said Anne Carullo, senior vice president of marketing and product development worldwide for Prescriptives.
“Lips were a logical place to start,” said Carullo. “It’s the most fashion-driven cosmetic, and frankly it’s also the one with the least consumer loyalty, so there’s lots of business there. We think consumers are going to love these new colors and formulations.” LipQuake includes three new products as well as extensions to existing lines.
The new items are Prescriptives Paints, a dual-ended lip product with a matte formula on one side and a satin on the other; Deluxe Lip Pencil, an automatic propel-repel pencil with a brush on one end; and Lip Specialist Triple Action Therapy, a lip conditioner with macadamia seed, olive, avocado and soybean oils designed to prevent feathering and plump the lips.
Prescriptives Paints includes eight shades, each retailing for $18. The 10 new Deluxe Lip Pencils are $16 each and Lip Specialist Triple Action Therapy is $15. All stockkeeping units will be on-counter at Prescriptives’ nearly 800 specialty store and department store doors in March.
Also in March, Prescriptives will launch 26 additional sku’s, including additions to the existing Lippity Split, Lip Polish, Lip Glosses, Lavish Lipstick and Soft Suede Lipstick lineups.
Carullo seemed especially pleased about the Prescriptives Paints sku’s. “It’s something different from the straight Liquid Lipstick idea,” she said. “You can wear either the matte or satin formulas by themselves, but if you use them together, you get this shimmery, three-dimensional, plumped-up finish. It’s gorgeous. Plus, the matte formula is transfer-proof. “
According to Lauren Freedman, vice president of sales and education for Prescriptives, the LipQuake initiative will be supported with a national advertising campaign, as well as a major in-store campaign with four striking visuals. While details of the ad campaign are still being finalized, the company will include 15 million blow-ins in retail catalogs, direct-mail postcards in conjunction with retail partners and ads in selected March and April women’s magazines. Freedman declined to comment on the cost of the ad campaign, although industry sources said the budget could top $2 million.