Versace’s Sensual Feeling Lipgloss.

NEW YORK — This March, Versace wants to add a little gloss to the lip color category. <br><br>The new collection, called Sensual Feeling Lipgloss, consists of 12 stockkeeping units. Ten are permanent shades; two additional colors will change each...

NEW YORK — This March, Versace wants to add a little gloss to the lip color category.

This story first appeared in the January 16, 2004 issue of WWD. Subscribe Today.

The new collection, called Sensual Feeling Lipgloss, consists of 12 stockkeeping units. Ten are permanent shades; two additional colors will change each season to complement all upcoming color collections. Each will retail for $25.

“This is a totally new category,” noted Marjorie Wollan, president and chief executive officer of Versace Profumi USA. “It’s a gloss in a stick formulation, which is a very nice delivery system. I think people still like handbag elegance and taking out a beautiful compact. It really does provide amazing shine to the lips and has an active lip volumizer.”

Sensual Feeling Lipgloss was designed in-house by Renato Bernardi, creative director for Versace Beaute, and is formulated with ingredients such as lanolin, shine polymers to provide coverage, Melissa Officinalis extract to calm and soothe lips and a subtle vanilla scent.

Industry sources estimate the line could generate about $1 million in its first year at retail.

The collection is set to launch at Neiman Marcus, select Nordstrom doors, Marshall Field’s, Dillard’s, Parisian stores and Versace boutiques for a total of about 80 U.S. doors.