Colorlab Custom-Blend Beauty Kits Hit On Consumer Choice Appeal
This article was originally published in The Rose Sheet
Executive Summary
Colorlab's custom-blending cosmetic kits will be extended in November with the introduction of make-it-yourself foundation equipment, the Rockford, Ill. company said.
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Colorlab's custom-blending cosmetic kits will be extended in November with the introduction of make-it-yourself foundation equipment, the Rockford, Ill. company said. Available with base shades and a number of toners, the foundations can be created by consumers in two formulas; an oil-free product made with French clay or enriched with jojoba and wheatgerm oil. While the foundations can be used on any skin type, they will be distinguished according to skin color, Colorlab noted. The treatment foundations are made with infused water of calendula, linden, chamomile, cornflower and St. John's wort. Although the idea of custom-made foundations is not new to the cosmetics industry, the ability for consumers to create their own shades at home is a new trend. Elizabeth Arden, for example, has mixed Custom Color computer-generated foundations at its department store counters since 1997. The marketplace is ready for a move to consumer self-blending, Founder Mary Swaab maintained, explaining it is "all about individuality, all about choice, all about getting what you want." Colorlab introduced the idea of custom-made cosmetics with a professional color system marketed to the salon and spa industry. The success of the product spread through word-of-mouth to women who wanted to create the products on their own. The make-it-yourself retail kits are now available at Henri Bendel, Fred Segal, Nordstrom, eve.com and iBeauty.com as well as specialty stores like Planet Blue in Malibu, Calif. and Ice in Canada. Another Colorlab kit is in the works for the beginning of next year. The products have performed well at retail, Colorlab noted. Henri Bendel's, for example, immediately placed a second order after witnessing how quickly the products were moving off shelf, according to Colorlab. Most retail partners carrying the kits reported the same scenario, Swaab added. The first do-it-yourself product, launched in October 1999, was Colorlab's Lipgloss Kit, priced at $39.95. A gallon paint can holds 12 stackable containers, cinnamon flavoring, lip gloss base and suggestions for final gloss shades. The color mixes were created by makeup artist Tierry Pourtoy. A more in-depth Lipstick Kit, available for $89.95, contains 12 lipstick containers, an instructional video, six shades of pigment, two frost additives in gold and silver, the lipstick base, blending sheets, measuring cups and a cinnamon flavor. Eight recipe formulas are included in the kit, although there is an "infinite number of colors" that can be achieved, the company maintained. A reorder option soon will be introduced to obtain individual supplies. A flavor kit ($28.95) and frost kit ($34.95) have been created to complement the lip products. The six flavors include Pumpkin Spice, Cherrie Jubilee, Raspberry Truffle, Hazelnut, Black Currant and Caramel. The Frost Kit contains four "Thrills Frosts" such as Starlight and Alluring Amethyst and four "Frills Frosts" like Champagne and Crushed Coral. The company also released a lip gloss recipe book for the holidays with shades like Girls Night In, New Year's Dream and Au Natural. A professional custom foundation system will debut concurrent with the retail version with added pigments, hydrators, mattifiers, coverage enhancer, oil control and botanical creme. A salon-strength, custom-blend mineral powder to make foundation, eyeshadows and blushes will be available in September. A Colorlab pressing machine will be added to create products at counter. Custom-blend concealer sticks, cream-to-powder foundations, blushes and pencils are in development. Do-it-yourself cosmetics have been pursued by other companies in the past. In a much smaller version, 3 Custom Color Specialists created Special Effects Palette for mixing 12 lip gloss shades in a "work station" to create the desired color. 3C's kits - warm/cool palettes and the 10-shade Century in Red lipstick collection - recently have been repackaged in gunmetal compacts for $45 apiece. Another manufacturer of paint-can-style collections is Jaqua Girls. Known best for their "girl gathering" kits, the company is introducing a new Pajama Party Kit containing Cherry Facial Scrub, Peppermint Foot Soak, Chamomile Eye Soothers, Green Tea Facial Lotion, French Clay Mud Mask, nail polish paraphernalia and instructions. The kits will be available in September for $37.50. |