NEW YORK — Prescriptives’ Traceless is getting two siblings this fall: a new-age concealer and a high tech powder.
“When we launched Traceless Skin Responsive Tint in October 2001, we brought a new customer to our counters —the foundation-phobic woman,” said Debra Clark, senior vice president of global marketing for Prescriptives. “Now, we’re deepening our commitment to that consumer with Prescriptives Skin Corrector and Traceless Skin Responsive Powder. We think they will bring renewed interest to the category, without cannibalizing our existing business.”
The technology developed for Traceless in 2001 is said to use invisible colorwaves inside of light to neutralize skin imperfections and even out the complexion. The new items use similar technology, although adapting it for concealers and powder presented a challenge, admitted Mari Yamasaki, vice president of product development for Prescriptives.
“We wanted to get the formulas just right, so we really took our time,” Yamasaki noted, adding that these two products have been in development since the first Traceless product launched nearly two years ago. “With Skin Corrector, we devised a mousse-like texture which moves with the skin and doesn’t settle into lines. And Skin Responsive Powder is formulated with microlucent powders and a special silica-treated mica for a natural finish. And since the product is dispensed through a puff that is built in to the packaging, you get the correct amount every time.”
Each product is available in five color levels, noted Yamasaki. The concealer retails for $18, while the powder retails for $28.
While none of the executives would comment on projected first-year sales for the two new products, industry sources estimated they would do about $6 million combined at retail in their first year on counter in the U.S., effectively doubling the Traceless franchise in the U.S. The products will be available in October at Prescriptives’ 850 U.S. department and specialty store doors and online at prescriptives.com. They launch globally in November.
While national advertising is not planned, Prescriptives plans to do 100 million mailers and 15 million blow-ins promoting the new items this fall, noted Clark.