Benefit Cosmetics is breaking into the skincare market, though is doing so with the same kitsch and campy humor that it used to build its successful cosmetics company.
The skincare line, called B.right Radiant Skincare by Benefit, will have a focus on hydrating and brightening in a 9 product line. Two of the top products — Triple Performing Facial Emulsion SPF 15 PA++, $28, and Total Moisture Facial Cream, $38 — share the proprietary Tri-Radiance Complex, which is said to brighten skin and help create a hydrating reservoir. The line also includes Moisture Prep Toning Lotion, $29; Foamingly Clean Facial Wash, $21; It’s Potent Eye Cream, $32; Refined Finish Facial Polish, $22; Remove It Makeup Remover, $21 and Ultra Radiance Facial Re-hydrating Mist, $26. A reformulated Boo Boo Zap medicated acne treatment, $16, will be relaunched this fall.
“It leaves you so radiant, you’ll need a dimmer switch,” said cofounder Jane Ford, pointing out that the company is also using the phrase in its promotion of the line. Co founder Jean Ford added, “We believe there are customers still in search of skin care solutions that are approachable, affordable, easy to understand and an upgrade from mass, but not at a doctor-high-tech level. Our skin care strategy is a global initiative and we are firmly committed to maintaining our leadership in the makeup category. We can easily build incremental sales by selling a makeup customer one or two skin care products.”
Similar to the cosmetics line, the bottles and jars will be made of glass and heavy plastic, and are reminiscent of vintage containers. Each label specifies the "benefits" provided by the product. Outer packaging is adorned with hand-drawn whimsical patterns, and the pale blues and greens are intended to evoke water. Color-coded bands denote categories such as aqua for moisturizing and peridot for cleansers.
The line will be available in about 2,000 stores globally, with about 900 in North America. While national advertising isn’t planned, the brand plans extensive sampling and has an intensive social media campaign in the works, said Aurelian Lis, general manager of North America. Look for the B. Right Radiant Skincare Line by Benefit, due out in April.
Article And Photo Source:
Tags: affordable, Alia Rajput, approachable, April, Aurelian Lis, B.right, beauty, benefit, Benefot, bottles, brightening, cosmetics, customers, global, hydrating, Jane Ford, jars, Jean Ford, leadership, market, media, Radiant, skincare, social, strategy, vintage