Freeman Launches Leverage Equity Of Eponymous Cosmetics Brand

Freeman Beauty is pursuing an expansive product launch strategy that leverages the equity of its re-acquired Freeman Cosmetic business, according to the pH Beauty Labs division.

The initiative will include the launch of a Freeman hair care line and a bath range, as well as extensions to the existing Freeman Beautiful Body bath care collection.

Since repurchasing Freeman Cosmetic two years ago, Freeman Beauty has focused on integrating the business, rationalizing SKUs in its existing portfolio and developing a growth plan for the line, the company stated.

Freeman Beauty acquired Freeman Cosmetic, a cosmetics, skin care and hair care brand, from Hathi Group in 2003 (¹ 'The Rose Sheet' Sept. 22, 2003, In Brief).

President Mark Freeman and his family founded the brand in 1975, but sold the line to Dial in 1998. Poor sales prompted Dial to sell it to Hathi Group in 2001 (² (Also see "Dial Cleans Up Portfolio By Shedding Specialty Personal Care Division" - HBW Insight, 3 Sep, 2001.), p. 4).

The new Freeman Cosmetic products will hit shelves throughout this year, and additional items will roll out in 2006, the company said. In September, the firm will introduce Freeman Pure Color Fresh, a hair care line for color-treated hair that contains no color-stripping sulfates, according to the firm.

Targeted to women ages 14-54 who prefer natural ingredients, the range will include Shine shampoo and conditioner, infused with sunflower and orchid extracts to add shine and moisture, as well as vitamins B and C for anti-fade protection, the company said.

Color Fresh Curl shampoo and conditioner are "fortified formulas, enriched with jasmine and violet to smooth and moisturize," as well as vitamins A and E to "provide UV protection and seal in color."

The line will include Volume Shampoo, which contains wheat proteins and evening primrose to "add exceptional volume and hydration," while vitamins B and E provide "UV protection to keep hair color vibrant," the company added.

Products will come in sleek, snap-shut bottles featuring an image of the primary ingredients in each formula. Pure Color Fresh is positioned as a specialty line, and initially will be marketed exclusively in about 4,000 drug stores. Items will retail for $5.99 apiece. An advertising campaign for the line is in development, Freeman noted.

In October, Freeman Beauty will introduce Freeman Truly Luscious , a bath and body care range that capitalizes on the prestige trend toward chocolate and coffee-inspired formulas, according to the firm.

Targeted to women ages 15-40, Truly Luscious formulas will contain botanical extracts that "nourish, soothe and firm" skin, in chocolate and caramel-scented versions.

The range will comprise Chocolate Mint Ultra Nourishing Body Wash, Cookies & Cream Whipped Body Lotion, Chocolate Brown Sugar Exfoliating Body Scrub, Caramel Vanilla Swirl Ultra Nourishing Body Wash and Caramel Buttercream Whipped Body Lotion.

Formulas will be housed in packages designed to look like chocolate syrup bottles with silver labels and will retail for $5.99.

The company also plans to expand its Freeman Beautiful Body range with the launch of Lemongrass & Shea Butter Nourishing Body Butter and Blackberry & Vanilla 2-in-1 Exfoliating Body Wash, costing $3.99 each.

In addition to its new product lineup, Freeman Beauty recently repackaged its Totally Juicy and Totally Nutty brands with new labels that feature the Freeman moniker, according to the company. The effort is intended to capitalize on consumer recognition of the Freeman name, the firm stated.

As previously announced, Freeman Beauty will increase distribution of Freeman Cosmetic to 30,000-40,000 mass market doors and improve inventory of the line.

Separately, the company is dabbling in distribution of third party brands. The firm recently signed an agreement with MJLStern Laboratories to sell its Fadezyme Eye Treatment product in mass market doors.