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Marketing in Brief: Bonne Bell "City Gear"

This article was originally published in The Rose Sheet

Executive Summary

Bonne Bell "City Gear": Back-to-school promotion includes the company's first nail lacquer for its Bonne Bell Colors for 12- to 18-year-olds; Nail Gear will debut in six "urban" colors, including City Smog and Uptown and will complement four new shades of Lipgear lipstick -- Vanilla Volts, Frutti Graffiti, Traffic Jam and Downtown Brownie. The collection will also include Lip Lix lip gloss in four tints, including I Scream and In a Jam, Lip Lites liquid lipsticks in three new colors, including Metallic Mocha, and Lip Sheers slimline lipsticks in three shades, such as Panic Punch. The promotion is part of Bonne Bell's increased marketing effort to meet the challenge of increased competition in the teen market, the company said. Available for a limited time beginning July 15, the nail lacquer and lip gloss will cost $2.25 apiece, while the lipsticks will retail for $3.50 each...
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