NEW JANE LOOK
Byline: Laura Klepacki
NEW YORK — Teen brand Jane Cosmetics will be saying goodbye to its bold pink and black merchandising fixture.
Instead, the brand will repackage itself into a carded program for a peg wall display. Owned by the Estee Lauder Cos., Jane marketers are finetuning the design and are expected to reveal the new look in the next few weeks.
Known for its fun, but sometimes sassy advertising campaigns and complementary in-store materials, Jane is credited for waking up the mass cosmetics industry to an untapped teen market.
The brand, launched by Sassaby Cosmetics in 1994, as an outgrowth of its cosmetics boxes business, has always been displayed in its own fixture. It was first unveiled in 800 Target and Wal-Mart stores in a three-foot freestanding unit. By 2000, Jane’s distribution had expanded to about 15,000 doors. Last year, the brand had branched into skin care with the launch of Good Skin, a 17-item line.