AWAKE TARGETS A YOUNGER AUDIENCE
Byline: Cassandra Chiacchio
NEW YORK — Awake, the Japanese line of skin care and cosmetics, is looking to jazz things up for fall with its new Stardom collection of cosmetics. Consisting of only 20 stockkeeping units, Stardom will be a permanent addition to the Awake line and is meant to be used in conjunction with Awake’s core products.
The trend color line, which is geared toward younger women, contains colors and products formulated to reflect light, noted Daniella Ciocan, marketing manager for Awake. And, she continued, the shiny red metallic packaging with silver accents should appeal to young and old alike.
Stardom contains five tubes of eye glosses, which will retail for $18 each; eight shades of lipstick, for $20 a piece; three shades of dual-ended mascaras with natural fiber-embedded bases, for $25 each; an eyebrow palette, for $26; a face color palette, for $36; and a dual-ended liquid concealer with a cream base and a gel base, which will retail for $26.
According to company president Yoshiyuki Nishizawa, Stardom will be shelved with the Awake line and is expected to boost cosmetic sales by more than 20 percent. “Skin care is already very strong,” he added.
Both Awake and Stardom are distributed by Kose Corp., one of the largest cosmetics companies in Japan. Awake is currently in 28 locations in the U.S. and 20 stores in Japan. Mailers and blister card samples will be sent to Awake customers heralding the Stardom launch.
Awake’s Stardom line will premiere exclusively at Henri Bendel in September. In November, the collection will roll out to select Neiman Marcus locations, Bergdorf Goodman, Sephora and Halls.