BEAUTY CARE

Walmart, Pacific World give sneak peek of GeoGirl

BY Antoinette Alexander

NEW YORK — At a press event in New York on Wednesday, Pacific World and Walmart officially took the wraps off a new eco-friendly beauty line for tweens, aptly named GeoGirl.

The line, which has a suggested retail price between $3.98 and $5.98, is launching exclusively at about 1,250 Walmart stores and on Walmart.com beginning in March. The 69-SKU collection includes makeup for face, lips, cheeks and eyes, as well as skin and body care. A GeoGirl website is slated to launch Feb. 24.

After much consultation with parents, educators and tween girls in cities throughout the United States, Pacific World developed the line, which is positioned as an entirely new approach to beauty — it isn’t about toy makeup or painting little girls to look like mini-adults, but is all about being age appropriate and eco-friendly.

Keeping in tune with this tech-savvy audience, GeoGirl products are named in "textese." Products in the collection include:

  • J4G (Just 4 Grins) lip balm SPF 15;

  • GeoGirl SWAK (SentWithAKiss) lip treatment SPF 15;

  • BCNU (BeSeeingYou) pressed mineral shadow;

  • F2F (Face2Face) moisture tint SPF 15;

  • T2G (Time2Go) cleanser; and

KEWL (Cool) magic face refresher. The colors go on extremely sheer and see-through to give skin a healthy, natural glow and the formulas are mistake proof and easy to apply.KEWL (Cool) magic face refresher. The colors go on extremely sheer and see-through to give skin a healthy, natural glow and the formulas are mistake proof and easy to apply.

In addition, the product packages were created to fit in smaller hands and apply to smaller features. In line with the findings of a recent online study conducted in December 2010 at AllyKatzz.com, the formulas are made with 100%-natural fragrances and the packaging is made of such recyclable materials as renewable corn and recycled paper. The formulas are free of parabens, phthalates, sulfates, propylene glycol, PABA, DEA, petrolatum, paraffin, synthetic fragrance, synthetic color (in skin care), carmine (crushed beetles) and animal ingredients (except cruelty-free honey, lanolin and beeswax).

According to the survey of 270 girls, conducted in partnership with tween authority and social networking site AllyKatzz, generation Z girls have an incredibly evolved social and environmental consciousness. In fact, 74% of respondents said they were "environmentally responsible every day" and 98% said "it is important to donate time and money to causes and to others less fortunate."

These findings are one of the key reasons the GeoGirl brand created gg-Gives, a charity that will fund causes that girls care about. A portion of the GeoGirl net proceeds will be donated to gg-Gives.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

Lumene looks to better reach consumers with product updates

BY Antoinette Alexander

NEW YORK — Lumene, a beauty brand from Finland that came to the U.S. beauty market in 2003 through an exclusive deal with CVS/pharmacy, is gearing up for growth in 2011 with revamped formulas and new packaging to better communicate with the U.S. consumer.

Since entering the marketing in 2003, Lumene has garnered an impressive following and has expanded beyond CVS’ store base of about 7,100 stores to roughly 3,400 Walgreens stores, 400 Ulta locations and 103 Sears stores. The brand also is available in select Target, Wegmans, Meijer and Giant Eagle locations.

“We have been very selective and cautious about rolling out to other retailers. … We have a tremendous partnership with CVS and they have really helped steer us and guide us from a marketing perspective in the U.S. market," Joe Pastorkovich, VP North America for Lumene, told Drug Store News. " We know our products and [CVS knows] the U.S. consumer, so they have been critical to our success here."

"[CVS has] also been very supportive of us going out into other retailers as well," Pastorkovich added. "They want to see this brand get bigger and they’ll benefit from us growing. But in order to really start activating media and marketing, we need to have a broader base of distribution.”

As Lumene works to expand distribution selectively and to find additional partners who will support the brand, the company also is focused on enhancing communication with its U.S. consumers. As part of that effort, the new packaging features a new “Lumene Finland” logo and more information about the product and its unique ingredients.

“Almost 100% of the women in focus groups said they like having an understanding of the point of origin of this product, and attaching the word ‘Finland’ to the logo was going to be helpful for them to understand that this is a European product and has a European heritage,” Pastorkovich said. “They connected Finland with beautiful women with beautiful skin, and also [with] high-quality and natural ingredients, so we felt it was a win to go forward with our new logo.”

Some of the new packaging more clearly calls out what the product does, such as reduces puffiness or fights wrinkles. In addition, the packaging now features information on the natural ingredients, including Arctic Cloudberry or Arctic Heather, which are used within the products. “These [ingredients] are the core of the Lumene brand, and what makes us unique and different is that we have these very specialized, natural ingredients that are found only in the Arctic area of Scandinavia. And we are telling the consumer what this is all about,” Pastorkovich said.

To help her understand which product line is best for her specific needs, the revamped packaging also includes an “age bar” to clearly communicate the suggested age of use. For example, the Vitamin C+ Plus line is geared for women ages 25 years and older, the Time Freeze line is designed for women ages 40 years and older, and the Premium Beauty line is ideal for women ages 50 years and older.

With regard to the formulas, Lumene has increased the level of natural ingredients within all of the formulas so the full line has a minimum of 80% natural ingredients, and the formulas now are free of parabens.

Lumene also has several new launches, including the new Time Freeze eye perfecting treatment that just launched at CVS for 2011. This “instant lift serum” promises to diminish puffiness and firm the skin around the eye area with the Artic Heather and metabiotics resveratrol. “It is almost like a completely new launch for Lumene in the U.S. market — all new product formulas, new product names and packaging,” Pastorkovich said.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

Dial unveils NutriSkin line

BY Antoinette Alexander

NEW YORK — Henkel’s Dial brand has launched for 2011 a collection of NutriSkin lotions with BioNutrients.

According to the manufacturer, Dial NutriSkin lotions go beyond moisture to provide a daily dose of nutrition for healthier-looking skin in seven days. The formula features an exclusive BioNutrient complex, which is a blend of vitamins, nutrients and minerals.

The collection, which launched this month, includes:

  • Dry Skin with aloe: vitamins C and E (antioxidants), amino acids (protein building blocks), omega-3 (balances moisture) and vitamin F (improves elasticity);

  • Extra Dry Skin with shea butter: omega-3; omega-6 (balances moisture); vitamin F (improves elasticity); vitamins A, C and E (antioxidants); and amino acids (protein building blocks);

  • Soothing with chamomile (for itchy, dry skin): beta-glucan (soothing property from oats); vitamins A, C and E (antioxidants); amino acids (protein building blocks); and zinc (synthesis of collagen);

  • SPF 15 for daily sun protection: zinc (synthesis of collagen), vitamins C and E (antioxidants), amino acids (protein building blocks) and vitamin D (topical sun nutrient). This formula will launch summer 2011; and

  • Men’s: magnesium (energizes skin); niacinamide (B3 – conditions skin); amino acids (protein building blocks); and vitamins A, C and E (antioxidant boost).

The new Dial NutriSkin lotions with BioNutrients are available in three sizes: 3 oz. for $2.49, 12 oz. for $4.99 and 21 oz. for $6.99.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?