NEW YORK — Bobbi Brown is letting the sun shine. Two years after the launch of her fragrance Beach, the makeup artist has developed a line of sun care.
“My favorite place in the universe is the beach,” noted Brown. “What I love about the fragrance is every time I smell it, it reminds me of the beach.” The collection, Bobbi Brown Sun Smart Beauty, consists of five stockkeeping units, and all contain the Beach fragrance — a light scent with notes of summery sand, jasmine, sea spray, dianthus dune flower, neroli petals and driftwood. As a follow-up to the fragrance last year, Brown also introduced Beach Body Oil — a lightweight body oil that moisturizes skin with an essential oil blend of olive, sesame seed, avocado and jojoba.
“I am obsessed with the smell and we just kept thinking up great ways to incorporate it,” noted Brown. “It was a major surprise how well the scent did because we had a very quiet launch — it’s been incredibly successful and has a little cult following.” Customers have been asking for more products, said Brown. “Even though our moisturizers and foundation have sunscreen, we did not have any products for the beach.”
The collection includes Sunscreen Body Spray SPF 15, a nongreasy, water-resistant spray formulated to hydrate the skin that retails for $25; Sport Stick for Face SPF 20, priced at $28, a concentrated treatment stick that contains shea butter, avocado oil and vitamin E and is gentle enough to use around the eyes, and Sunscreen for Face SPF 25, for $25, a water-resistant, oil-free cream that contains vitamin E, willow herb and cucumber extract. Leave-In Hair Conditioner SPF 15, priced at $15, contains Pacific sea kelp, softening salt and grape seed oil to moisturize, smooth and protect the hair and scalp. Sand Bar, priced at $15, is a creamy bar soap that contains sand to exfoliate the skin. There is also the Mini Beach Bag, a white with black trim bag that contains a Sport Stick Spray SPF 15, Mini Lip Balm SPF 15 and Bobbi Brown water bottle for $45.
Industry sources estimate the line could do as much as $2.3 million at retail in the first year.
Brown said she will take a wait-and-see approach before adding to the line, but that she definitely has more ideas for it. “I think this is such a great way for us to expand because it’s not makeup, it’s not skin care, and you can be a little more creative in packaging and product. They are definitely fun and not serious but all work very well.”
Other offerings include: a Beige Shimmer Brick compact for $35, said to give skin a warm and earthy glow and the Lip Tint SPF 15 collection that consists of five bright, sheer colors scented with peppermint.
Brown also will introduce the Soothing Face Kit, which retails for $45, in June. It comes in a black case and contains Creamy Shave Foam, Soothing Face Tonic, Protective Lotion SPF 15 and Lip Balm SPF 15. “I am not going after a men’s business but the shaving cream is something that [men or women can use],” said Brown. “Most of our skin care items are very unisex as far as the bottles and the smell so many men use our products.” The Creamy Shave Foam, also launching in June, retails for $20 and contains aloe vera, oatmeal, sweet almond and coconut oil.
— Kristin Finn