UNIONDALE, N.Y. — Del wants women to show a little leg — sans pantyhose.
This story first appeared in the November 21, 2003 issue of WWD. Subscribe Today.
In a spin-off of its popular Sally Hansen Healing Beauty Fast & Flawless Airbrush Makeup, the company is introducing Airbrush Legs, the market’s first leg makeup.
“We are innovating a whole new category,” declared Mona Monaghan, senior vice president and general manager for Sally Hansen. “This is pantyhose in a can, and it won’t run.”
Airbrush Legs, a spray-on leg makeup, comes in four shades — light glow, medium glow, tan glow and deep glow. The spray is said to hide spider veins and scars and smooth uneven skin tones with a formula that contains vitamin K and collagen and retinol to firm and hydrate skin. The formula is water resistant and transfer resistant, yet can be removed with soap and water. It is designed to provide legs with a healthy glow. “And it is goof-proof,” pledged Monaghan. A can is $9.95.
Airbrush legs is an example of Del’s aggressive stance in product development, said Monaghan. “The approach is to be ‘first ever’ to market and — innovation, innovation, innovation.”
The launch will be supported in-store with 3-D leg merchandisers and print advertising. Industry sources predict retail sales could hit $20 million.