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Nars to Launch Velvet Matte Skin Tint

Velvet Matte Skin Tint SPF 30, due Jan. 15 in Nars channels, and Feb. 1 in department and specialty store doors, including Sephora.

François Nars has never shied away from challenging the status quo. Back in the Nineties, when heavy foundation was de rigueur, Nars opted for transparent, glowing skin. He named a signature blush Orgasm (“Who doesn’t want to have an orgasm? It’s a beautiful thing,” he opined to WWD in 2011.) He tapped Tilda Swinton as the face of his spring 2015 color cosmetics collection.

It’s that heritage that Nars is building on with the new Velvet Matte Skin Tint SPF 30, due Jan. 15 in Nars boutiques and online at narscosmetics.com, and Feb. 1 in department and specialty store doors, including Sephora. It will be available in about 1,700 doors globally.

The oil-free formula is intended to deliver a mattify-ing finish without looking dry. Based on the proprietary Velvet Illusion Complex, which is intended to blur imperfections and provide an even skin tone, it is intended to give a sheer-to-medium tint that lasts a minimum of eight hours. It is also intended to offer skin-care benefits, and contains vitamins C and E. The spherical shape of another key ingredient, Transparent Blurring Powders, allows them to compress like a cushion to deliver a velvety feel. Rose Fruit extract is included to reduce the appearance of pores and control shine.

Twelve shades, ranging from ivory (dubbed Terre-Neuve) to mahogany (Polynesia), will be offered, each $44.

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The collection follows Nars’ October collaboration with photographer Steven Klein.

The 21-year-old brand, which Shiseido purchased in 2000, is said to be a $450 million business at retail globally. The new foundation could add $30 million in retail sales globally in its first year on counter, according to industry sources.