BEAUTY CARE

Standout exhibitors from ECRM’s cosmetic, fragrance and bath session

BY Seth Mendelson

Beauty is hot. So hot that many retailers said they are having a great deal of trouble finding the right products to satisfy a more discerning and demanding customer base. Drug Store News found a number of companies showing their wares at the late mid-January cosmetics/fragrances/bath conference in Orlando, Fla.

Here are what some of the manufacturers were showcasing at the four-day event, which drew more than 700 attendees.

Arion Perfume & Beauty is offering the Nomad Life line of travel-sized beauty products. The 55-SKU line features shampoos, conditioners, body wash, night and day creams, baby oils, men’s grooming, and face cleansers. Price points range from $4.99 to $7.99, according to Xavier Garcia, the San Antonio-based company’s vice president of sales.

Garcia said the line, which is cruelty-free, is designed for consumers who are on the go and are unable to take larger-sized products with them. “We are looking to capitalize on the travel and convenience aspects,” he said. “We offer consumers easy solutions in a wide range of personal care categories. When people are on the road, size does matter and we address those needs with Nomad Life.”
The company also is offering Vegan Moi, a 25-SKU line of bath, body, skin and color cosmetics products. “These products are also 100% vegan and animal cruelty-free,” Garcia said. “And at a $5 suggested price, they are at very accessible price points.”

Bellapierre, a Chatsworth, Calif.-based company, was highlighting its new Glitz It Up lip collection. Products in the four-SKU collection carry a $9.99 price point. “We think we stand out in a crowd because of the quality of the product and the fact that we have a very attractive price point,” said Alix Rosenberg, account manager at the company. “We know that we are offering a value to customers and we do not compromise on anything, whether it is the packaging and the quality of the product.”

Design Plus is hoping to take its que bella line of face products, which have sold extremely well at Target, into other retailers. The 35-SKU line, which includes masks, sheets, scrubs and muds, has a suggested retail price range of $1.99 to $2.99, according to Stephany Maguire, the brand design and marketing coordinator at the U.K.-based company. “We are just looking to capitalize on our success at Target,” she said. “We started from scratch there, and we are now the No. 1 SKU in the bath and body category.”

Design Plus also is pushing its 15-SKU Awks line of face masks, cleansers and scrubs, which is formulated for teen skin and for five specific types of skin or behaviors: stressed skin, oily, breakout prone skin, dry skin, menstrual and normal skin. Products in the line are priced at $1.99 each. “The combination of ease of use and our target on a young audience makes this a great product for retailers,” Maguire said.

Duncan Enterprises executives think they can take their success at one retailer and build on it with other retailers across the country. The Fresno, Calif.-based company is taking its Lique brand of lip care products, now sold just at Kohl’s, and offering it to all retailers. The 50 SKUs in the line, including lip wipes, scrubs and lip masks, are priced between $7 and $14.

“We have been in Kohl’s for a couple of years and it has been a wonderful run,” said company co-founder Ashley O’Rourke. “The collection has had great success in Kohl’s and now we would like to take it to the next level.”

Lique’s marketing pitch, O’Rourke said, is that it is a prestige brand, with packaging that shows prestige ingredients, at a mass-brand price point. “Consumers will feel that they are using a prestige brand, which she wants, but the price points will make her want to buy it for her kids,” she said.

Officials at Jacqui & David think they are on to something. The Doral, Fla.-based company has signed up Nickelodeon star JoJo Siwa and is introducing a fragrance line under her name that is targeted at young women under the age of 16 years old. The fragrance comes in three sizes plus three gift sets.

“We really think that this is going to be a hit with younger women who associate with JoJo,” said Mark Kronfeld, director of the company. “It is quite unique and will bring incremental sales to those retailers who stock the product. JoJo is among the hottest entertainers right now, and we are very happy to be involved with her at a point where she is just taking off in her career.”

Okay Pure Naturals is introducing 10 products in its natural baby line. The Miami Gardens, Fla.-based company is pricing the products, including a chest rub, shampoo, calming bath, lotion, baby oil and diaper rash cream, at between $9.99 and $12.99

“We stand out in a crowd because of several factors,” said Ali Mithavayani, the company’s CEO. “First, we feature all-natural and organic ingredients. Then our packaging appeals to both genders and, finally, consumers have come to know that Okay is known for its quality products that they can trust. Retailers try our products and almost immediately they are looking to increase their orders.”

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