NEW YORK — Clé de Peau Beauté is introducing a micro-exfoliating kit, a color creator and a color collection in an effort to boost its brand assortment and sales in the second half of 2006.
Micro-Refining Treatment, which bows in September, is intended to gently exfoliate skin, said Heidi Manheimer, chief executive officer of Shiseido Cosmetics (America) Ltd. “It works on several levels,” said Manheimer. “It is a two-step process: The Exfoliating Accelerator mixed with water performs a gentle dermabrasion effect, which makes skin look brighter. The second step, the Smoothing Moisture Mask, uses our proprietary CE Generating Complex and Cellular IC Normalizer to create optimal conditions in the skin, both topically and to the keratin layer of the skin.”
The Micro-Refining Treatment will retail for $195. It is designed to be used once a week in lieu of a normal cleansing routine.
The brand is also injecting fresh energy into its color cosmetics line, naming makeup artist Lucia Pieroni as color creator for Clé de Peau Beauté. Pieroni has redesigned much of the color collection, and the first stockkeeping units will hit counters in September. Called Modern Elegance, the fall-winter color collection was “influenced strongly by the diversity of the Orientalist art movement of the 19th century,” said Pieroni.
Argan Tree Oil, an ingredient said to make the cosmetics light in texture and long-lasting once applied, is included throughout Pieroni’s collection. Hydro-Wrap Complex, a proprietary moisturizing cocktail, also appears in many of the products.
Among the offerings: Nine Eye Color Quads, each $70, include a liner, a contour shade, an accent color and a highlighter. Seventeen shades of lipstick, each $55, will also include these two ingredients, as well as prismatic powders, which are said to make lips appear more plump and conceal vertical lip lines. Nine shades of lip gloss, each $47, feature slanted applicators. Blush Duos will retail for $85 for the case, brush and refill; additional blush refills are $45 and the blush case and brush alone are $40. Four shades will be offered. Two Eyebrow and Eyeliner Compacts will also be sold, each $65, as will four shades of Contour Defining Powder, $105 for the case, two brushes and two refills; powder refills are $30 each.
The new products will be available in about 71 doors, including Bergdorf Goodman and selected Barneys New York, Neiman Marcus and Saks Fifth Avenue stores.
While none of the executives would comment on projected sales or advertising spending, industry sources estimate that the Micro-Refining Treatment will do about $1 million at retail in its first year on counter. Sources also estimate that the fall color collection will do at least $10 million at retail. Industry sources estimate that Clé de Peau’s year-end sales will reach $21 million at retail in the U.S.