GRAHAM WEBB INTRODUCES BIBO SKIN CARE
Byline: Kerry Diamond
NEW YORK — There’s more to Graham Webb International than salon hair care products. The San Diego-based beauty company is in the process of launching the Bibo skin care line, which is a follow-up to the Bibo makeup collection it introduced this past September.
“Bibo stands for bring inner beauty out,” explained Dawn Blackstone, executive vice president of marketing for Graham Webb. “It’s a fun, whimsical line with high-performing products.” Bibo was kept tightly edited so it would be easy for salons to carry. “The salons can’t handle a large quantity of products that aren’t hair related,” she said.
The six stockkeeping units include two cleansers, Cool as a Cucumber and Soy Meets Girl; two moisturizers, Amazing Grapes and C-the Glow; Girl’s Best Friend anti-aging serum, and O-live A Little body lotion. Prices range from $15 to $25. More products will be added next year.
The Bibo boxes are designed to look similar to food packaging, as they feature “nutritional facts,” “serving size” and “servings per day.” They also highlight the benefits of certain ingredients, such as the papaya enzyme in Girl’s Best Friend and the green olive in O-live A Little.
“The two most important things about Bibo are the ingredients and the performance story,” said Darbi Booher, associate director of marketing for the Bibo brands. “We took incredibly approachable ingredients that women would understand since they are so savvy about their skin care today.”
The 88-sku Bibo cosmetics line is found in 2,500 salons and the distribution is expected to expand to 2,800 by yearend. The distribution for Bibo skin care is expected to mirror that of the cosmetics. All salons that receive the introductory skin care collection will get 50 sample-size tubes of the hand-and-body lotion.
According to industry sources, Graham Webb International expects to do $400 million in retail sales overall in 2001 and $29 million in Bibo cosmetics and skin care. In the skin care category Bibo Healthy Skincare expects less than $4 million in the first year.
The company’s other brands include the signature Graham Webb collection, Back to Basics, Head Games and Montage.