NEW YORK — Sonia Kashuk approaches the mass market like a pro: When sitting down to plan out new products, she tends to envision how the items would look in a prestige setting.

“I don’t stay away from luxury just because of a price point,” she said.

Taking the high road has served her well. The Sonia Kashuk line of cosmetics and makeup bags generates more than $50 million each year at Target stores nationwide, according to industry sources.

Aiming to keep innovation high, Kashuk’s latest items raise the beauty bar yet again. Arriving in stores now is a Solid Fragrance Palette, a trio of scents packed in a light powder to be worn alone or blended. The palettes resemble eye shadow trios. Kashuk developed a sore spot for the category when several years ago one of her bottle designs “was knocked off by a prestige company.”

“This means you’re supposed to do something [big] next. [The palettes] were a far-fetched idea,” Kashuk said, adding that they’re available in three different varieties, including White Gardenia and Black Vetiver.

The makeup artist has also produced a line of makeup tools with sleek, ergonomically designed black handles she is confident rivals more expensive brands. “You can do a blind test with a $100 brush and these will win. And I’m saying that out of sheer joy,” not conceit, she said. Prices range from $9.99 for an angled eye shadow brush to $22.99 for a deluxe body brush.

Within color cosmetics, Kashuk reformulated and repackaged many items. There’s now a Face Palette, a passport-sized compact complete with blush, two eye shadows, wet/dry eyeliner, brow pencil, two concealers, lip gloss and lip color. Shades have been selected and organized to coordinate with a person’s hair color. The palettes will retail for $16.99.

Other changes within color include lip items in metal packaging, new lip palettes and a new lip gloss collection. There’s also a new Cheek Sheer for $7.99, Creme Blush Duos for $8.99 and a Beautifying Blush in six shades for $7.99. Eye Palettes in crème formulas sell for $14.99; powder formulas sell for $12.99. Each is also available in a variety of shades.

This story first appeared in the March 31, 2006 issue of WWD. Subscribe Today.

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