NEW YORK — The Good Skin brand is celebrating its second birthday with a whole new category: color cosmetics.
The BeautyBank division of the Estée Lauder Cos., which markets Good Skin exclusively at Kohl’s Department Stores, will launch the nearly 60-stockkeeping-unit color collection in July.
While the line was founded in 2004 as a mass-appeal dermatological skin care line, Jane Hudis, president of BeautyBank, doesn’t see color as a disconnect for the brand. “Good Skin has had the most loyal customer base of all of the lines,” said Hudis of the brands being produced for Kohl’s, which include Flirt! and American Beauty, which also launched in 2004, and Daisy Fuentes Beauty, which is entering stores in July. While Flirt! and American Beauty both sell color collections, Hudis insists that they are all different propositions. “Flirt! is about fashion colors, and American Beauty is more all-American, classic shades,” she said. “One of the key reasons consumers cite for coming back again and again to Good Skin is the fact that this is a dermatologist-formulated and fragrance-free line. Under that umbrella, they’ve been asking for color cosmetics which complement the skin care.”
She emphasized, however, that the brand would be keeping things fairly streamlined: “We’re keeping it simple — we won’t be producing huge color stories, and these items don’t have skin care benefits. They’re designed to be used with the skin care.”
Agreed Shaunda Swackhamer, executive director of product development for BeautyBank, “These products are intended to be the last step of a skin care regimen.”
The lip lineup will comprise 12 shades of Natural Shine Lipstick and 12 shades of Creamcolor Lipstick SPF 15, each $12.50, and seven shades of Megabalm Tinted Lip Gloss, each $9.50. Blushes are Naturally Cheeky Powder Blush, with eight colors, each $15; Fresh & Cheeky Cream Blush, four shades, each $15; and Cheer Up All Over Healthy Color, available in a pinkish shade for $16. Ten Smooth Color Eyeshadow Duos, each $14.50, and two shades of Lash Lengthening Mascara & Conditioner, each $12.50; four shades of Totally Natural Loose Powder, $16 each, and Soft Reflection Illuminating Loose Powder, $18, round out the collection.
To help consumers get into the color spirit, Good Skin is reprising a strategy introduced at its launch: introducing kits that give consumers the opportunity to try several items from the line. Two color kits — one for warm skin tones and one for cool skin tones — will be produced, each with full-size lip gloss, lipstick and eye duos, as well as a full-size skin refinisher, which is already in the line. They will retail for $25 each.
While none of the executives would comment on projected sales, industry sources estimated that the new color collection, which will be available in 740 Kohl’s doors, could do $5 million in its first year on counter.
Although traditional advertising isn’t planned, Roxann Paulson, brand manager for Good Skin and Daisy Fuentes Beauty, noted that the color line would be supported with prominent in-store visuals, the intro kits, mailers and promotional vehicles such as Kohl’s cosmetics mailers.