Be Colored Paris Eyes Ethnic Market
PARIS — The ethnic makeup market here is about to get an injection of color.

Be Colored Paris, a 52-item color cosmetics collection for darker skin tones, will bow here in April.

“For women of color, there was a lack of products at accessible prices, and none of the trendy, up-to-date brands catered to these women,” said brand founder Blandine Arnaud, who stopped her career in human resources to create the assortment.

Arnaud contended there was particularly a dearth of foundation choices. So, in concocting Be Colored, she created eight foundation shades that come in mousse, liquid, cream and stick forms. The portfolio also contains six shades of powder, both pressed and loose, as well as a lip base and four shades of an allover base for eyes, lips and cheeks.

Be Colored formulations contain coated pigments adapted to reflect light on darker skin and to avoid the graying effect many foundations can have on darker skin tones, said Arnaud.

She believes there’s a huge ethnic market to tap. While French law does not allow breaking down population statistics by ethnicity, non-Caucasian people are estimated to represent about 20 percent of France’s inhabitants. This translates into approximately four million women with potential spending power of 130 million euros, or $156.4 million at current exchange, since non-Caucasian women are said to use five times as many cosmetics products as Caucasian women, according to Arnaud.

The Be Colored assortment ranges in price from 11.9 euros, or $14.30, for a 2.2-gram lip base to 16.9 euros, or $20.35, for a 25-gram mousse foundation.

Industry sources estimate Be Colored could generate 500,000 euros, or $601,640, in its first year at retail.

Arnaud also wants to bring some color to store shelves with eye-catching orange, red and yellow packaging.

The line will be introduced at Printemps department store’s Boulevard Haussmann location, where it will be carried on an exclusive basis for six months, starting in April. Be Colored has also launched a Web site that will feature online demonstrations.
Ellen Groves

Creed Distributor Appoints Two
NEW YORK — International Cosmetics & Perfumes Inc., which markets and distributes Creed fragrances in North America, has named Emmanuel Saujet, the firm’s former president and chief executive officer, to the new post of vice chairman. Saujet, 38, will retain the title of ceo. His brother Thomas Saujet, 30, has been promoted to president. He was previously executive vice president.

This story first appeared in the March 6, 2006 issue of WWD. Subscribe Today.

“These changes give International Cosmetics & Perfumes a structure to execute our expansion plans in 2006 and beyond, with broader senior executive presence at our corporate offices in New York,” said chairman Claude Saujet, father of Emmanuel and Thomas. Emmanuel Saujet will concentrate on the firm’s international and domestic expansion, along with new product extensions, while Thomas Saujet oversees daily operations.
Michelle Edgar

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