MONTREAL — Body & Soul Cosmetics is trickling into salons and boutiques in the Quebec market and will roll out gradually across the rest of Canada beginning this fall.
The beauty line, which touts vintage-inspired packaging and was designed by several makeup artists to the stars, is available in about two dozen outlets here, according to David Margolis, who, along with partner Dan Malka, have created D.M. Enterprises, the sole Canadian distributor of Body & Soul. He said the line will be introduced to the Toronto market in September, followed by Calgary and Vancouver in 2006. Body & Soul was founded in 1992 in Hawaii as a men’s and women’s prêt-à-porter boutique by entrepreneur Tao Miller, who launched the cosmetics line in 1998.
Margolis isn’t concerned about introducing a product in an already crowded $4.3 billion Canadian cosmetics market. He also isn’t fazed about Body & Soul’s “very limited promotional budget,” which he said is in the six figures, since the line does have brand awareness, particularly from snowbirds (Canadians who spend winters in Florida) as well as other Canadians visiting the U.S.
To keep the product exclusive, Margolis has no interest in distributing Body & Soul in department stores. He said first-year sales are expected to reach $800,000, based on distribution in up to 100 doors from 195 stockkeeping units.
The line is being launched primarily through “buzz marketing” with fashion shows featuring Body & Soul products in major Canadian cities plus the distribution of $10 gift certificates to targeted beauty salons. Print ads also will be used in consumer magazines.
For the Montreal launch, models wearing and holding Body & Soul products walked down a catwalk through an archway featuring the company’s distinguished vintage look.
This month, Body & Soul is launching an all-hypoallergenic skin care line with prices ranging between $18 for lipstick and $35 for foundations.
