Dermablend Essential Benefits Targets Older Audience, Carson Says
This article was originally published in The Rose Sheet
Executive Summary
Dermablend's new concealment makeup and skin care line will target older consumers under the brand name Essential Benefits. The approximately 50-SKU will undergo a slow rollout, initially bowing in August in 75-100 doors including Lord & Taylor and Nordstrom with additional distribution slated for 2001.
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Dermablend
Reflections extensions include Concealer, Self Tanner and Face and Body Bronzer formulated with same patented Melasyn technology as foundation, skin care line, L'Oreal division says. Debuting in April in department stores, concealer will retail for $18, while bronzer and self-tanner will cost $22 each. Melasyn technology, developed by John Pawelek, PhD, Yale University, uses skin's melanin, natural light to give "glow and appearance of perfectly matched skin tone," company claims. Reflections originally debuted last July targeted to women over 40 (1"The Rose Sheet" July 17, 2000, p. 5)
Dermablend
Reflections extensions include Concealer, Self Tanner and Face and Body Bronzer formulated with same patented Melasyn technology as foundation, skin care line, L'Oreal division says. Debuting in April in department stores, concealer will retail for $18, while bronzer and self-tanner will cost $22 each. Melasyn technology, developed by John Pawelek, PhD, Yale University, uses skin's melanin, natural light to give "glow and appearance of perfectly matched skin tone," company claims. Reflections originally debuted last July targeted to women over 40 (1"The Rose Sheet" July 17, 2000, p. 5)
Carson's Johnson Products buy costs approximately 9.1 times 1997 operating profits.
CARSON's JOHNSON PRODUCTS BUY TO ADD $48.8 MIL. IN SALES to the ethnic cosmetics and hair care company, nearly doubling the firm's existing business. In 1997, Carson generated approximately $55 mil. in ethnic hair care sales in the U.S. Under the deal, announced June 17, Carson has agreed to purchase IVX Bioscience's (formerly Ivax) mass market personal care division, which includes the Posner cosmetics line, as well as the Johnson Products sub-brands Gentle Treatment, Ultra Sheen, Precise, Bantu and Afro Sheen. Carson's portfolio of ethnic personal care brands includes Dark & Lovely, Dark & Natural, Excelle, Beautiful Beginnings and Magic. The deal is slated to close by the end of July, subject to antitrust clearance.