Luminess Air hopes to put a lift in the $950 million mass foundation market.
While airbrush makeup systems sales soared in specialty and direct sellers, mass merchants have had trouble building the business because of difficulties explaining how to use the devices without the benefit of beauty advisers. The prices are also high, exceeding $100.
Luminess Air, one of the major contenders in the airbrush system business, hopes to change that with a new aerosol delivery system for its airbrush formulas called Rouge Underground Powered by Luminess Air, which retails for $28.99. Five shades of Rouge Underground are now available at Ulta, Target.com, AAFES, BJ’s and Amazon.
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In stores, a special display has testers and information cards so shoppers can experiment with the delivery system. Based on initial success, Luminess is already planning five more shades.
Spray foundations are not new to the market with Christian Dior’s Diorskin Airflash Spray moving briskly in prestige doors priced at $49. And there have been mass entries including Sally Hansen’s Fast and Flawless Airbrush Makeup. But Gloria Benedict, director of business development for Luminess Air feels the difference here is the product’s link to the Luminess airbrush system, which has a following on HSN, select retailers and direct-to-consumer avenues. “Retailers are ready for something to pick up sales in foundations and overall beauty. The nail category plummeted. The timing is right,” said Benedict, especially as spray foundations attract a younger consumer. The category could use the boost, sales for the 52-week period ended August 10, 2104 for all mass doors sunk 2.2 percent, according to IRI.
Luminess will be supported with traditional advertising and major social network campaign, Benedict said.
Additionally, Luminess is rolling out a collection of what Benedict calls “beauty cocktails.” These include an eye primer, bronzer, makeup sealant, instant revival, skin detexturizer, complexion enhancer and face primer priced from $12.99 to $16.99. “These are like makeup artists’ secrets,” she said.