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Sales of facial makeup surge.

NEW YORK -- Facial makeup, which has ranked first in dollar sales among cosmetics segments for a number of years, is now generating double-digit sales growth.

According to Information Resources Inc. (IRI), facial makeup accounted for $885 million in mass market volume during the past 12 months, up 10.3% over the corresponding period a year ago.

Continuing to dominate the segment is Procter & Gamble Co.'s (P&G's) Cover Girl brand, which owns a 33.1% dollar share and a 42.4% unit share. Cover Girl Clean Make-Up remains the best-selling item in the category.

"With Cover Girl we concentrate heavily on building our core face business," says Marc Pritchard, vice president and general manager of cosmetics products at P&G. "Our Clean Make-Up marketing initiative promotes diversity and recognizes the unique beauty of women of all ages, ethnicities and personalities.

He adds that the program includes significant television and print advertising as well as in-store merchandising efforts.

On the heels of its launch of True Illusion makeup, Maybelline Inc. is introducing True Illusion liquid-To-Powder makeup. "The same advanced micromesh technology that addresses women's desire for a truly natural, flawless look is now available in a convenient compact," senior vice president of sales Karen Fondu comments.

In addition, the company is building on the success of its Great Wear cosmetics line with Great Wear blush. "The silicone-based formula provides fade-resistant color," says Ketan Patel, Maybelline's vice president of marketing, "and copolymer powders provide a soft powder feel so it's never greasy or oily like other long-wearing blushes."

The product is packaged in an upscale, round compact with a half moon window to showcase the shade, and comes with a sponge applicator.

Revlon Inc. recently extended its successful ColorStay makeup collection with ColorStay powder, a lightweight, oil-free formula employing the company's transfer-resistant technology.

Meanwhile, Revlon's Almay Inc. unit is adding to its Amazing Lasting collection this fall with Amazing Lasting sheer makeup, a 10-shade line. "It's for women who don't have time for touch-ups and want a makeup that keeps up with them," notes senior vice president of marketing Jill Scalamandre.

Maintaining its place among the top 10 facial cosmetics brands is CornSilk, from the Sally Hansen division of Del Laboratories Inc. The line includes two formulas--"classic" for light coverage and "natural matte" for heavier coverage.

Other cosmetics makers that have made inroads in the facial segment include the Physician's Formula division of Pierre Fabre Inc., whose dollar sales gained 16.8% over the past 12 months, according to IRI. Physician's Formula Makeup Artist Palette Correct & Cover Perfecting Kit is a sleek black all-in-one compact holding a complete color palette of "everything necessary to correct and cover any blemish or imperfection," according to a spokeswoman.

In addition, Estee Lauder Inc.'s teen-oriented jane by Sassaby brand made its first appearance in the top 10 listings. Its sales were 36.6% during the 12 months.

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Publication:Chain Drug Review
Geographic Code:1USA
Date:Sep 28, 1998
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