NEW YORK — Lotta Luv, a company best known for lip glosses based on popular licenses such as Tootsie Roll and Snapple, is growing up and getting lucky.
In a licensing deal, Lucky Chick, a bath and body brand carried at retailers such as Victoria’s Secret, Bath & Body Works and Ulta, will lend its name to an innovative lip care line produced by Lotta Luv.
“You really have to differentiate yourself and think how to approach the business in lip, which is a crowded category,” said Stephanie Sakoff, creator and chief executive officer of Lucky Chick. Sakoff hit upon an empowering message with Lucky Chick when she launched the brand eight years ago. The tag line — “Lucky Chick dreams it. Then she does it.” — hit a chord with young women.
Faced with finding unique ways to produce lip products that would stand out in the market, Sakoff met with Steph Fogelson, president and ceo of Lotta Luv, at a trade show. Lotta Luv has carved out a place in the crowded lip gloss business with powerful licensed brand names, but also creative packages and proprietary components.
At the same time Lucky Chick was looking to extend beyond bath and body, Lotta Luv was looking for market opportunities outside of its young audience that flocks to stores such as Claire’s.
The result is the Lucky Chick lip collection consisting of several patented products. The items will bow in the lab stores operated by Victoria’s Secret in August, as well as Bath & Body Works’ flagships. And, Lucky Chick is the Model’s Pick item in the July Victoria’s Secret catalogue.
The two most unusual lip items are Gloss & Glow and Mint Jewel Lip. Gloss & Glow is a custom-designed lip product that lights up when the user presses a button. It will be available in a plumper and five colors priced at $18.50 each. “Imagine being able to go to a club and hit a button and have a light for your lip gloss,” said Sakoff.
Mint Jewel Lip is a double-sided product with mints on one side and gloss on the other. Again, the goal is to offer a handy item for a girl on the go who wants gloss and mints in one container for her purse. It will sell for $16 and be available in six shades.
The other items include a double-sided fragrance and gloss, priced at $24.50 and available in two signature Lucky Chick scents, a double-sided lip product with rose-tint and clear gloss for $18.50 and a locket of lip glosses featuring six mini glosses retailing for $28.50.
The products will be housed in a fixture that serves as a Lucky Chick one-stop shop for lip products. Sakoff expects the lip products will appeal to an 18- to 24-year-old audience where she feels there is a gap in quality lip items. The packaging colors and design are in tune with the whimsical feel of Lucky Chick bath and body.
While Lotta Luv is tempting more mature shoppers, it is also keeping the young crowd coming back with new items such as M&M Kissables, Jolly Ranchers and double-sided products merging two licenses such as Hershey’s and Reese’s. Other new items include flat lip gloss packages bearing the Pop Tart logo and Chupa Chup lip products. In an effort to feed specialty stores with a constant influx of innovation, Lotta Luv conceives new items almost every month, said Fogelson. The company moved into spacious 5,000-square-foot headquarters here in September where it can show off its creative talents.
Also new from Lotta Luv are Disney lip glosses featuring a spinning lip gloss and a light-up gloss with a removable ring.
Licensing continues to have a huge impact on the beauty and fragrance business. There are fragrances for hundreds of celebrities and even NASCAR races, so The Licensing Company thought, why not the prestigious Royal Ascot race? The racetrack is undergoing a renovation and plans to launch a women’s fragrance in conjunction with the unveiling of the course in 2007. The Royal Ascot has the support of the Royal Family and is known around the world, lending instant credibility to licensing of products, especially fragrance.
The debut scent is a delicate floral, evoking the English countryside. There will be fragrances as well as ancillary items such as linen sprays, according to Jennifer Bornhoff of The Licensing Company. Bornhoff said a library of fragrances for men and women are being planned around the famous race. The scents will be sold in premium outlets and duty-free stores, as well as at the racetrack.