In Jordana Cosmetics’ 25th year, the affordable brand’s long-time slogan, “Beauty’s Best Buy,” is finding new resonance — and parent Jordana Cosmetics Corp. is trying to capitalize with a fresh look.
The recession that walloped many beauty brands bolstered Jordana, which sells mostly for $1.49 to $3.99. Robert Wallner, vice president of sales for the Los Angeles-based brand, pointed to Information Resources Inc. data showing that Jordana’s 52-week sales were up 17 percent by units and 19 percent by dollars at the end of last year as evidence that the brand is relevant to the current frugality.
“People traded down to less expensive products. We picked up a lot of new customers due to that issue. People have learned that sometimes less expensive product can be just as good,” he said. “We feel that with the new launch, the new look, our sales are going to improve.”
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Jordana updated its merchandising graphics by deepening its signature purple, and incorporating diamond logo patterns and gradation effects to add dimension. The brand created in-store, online and promotional imagery with four new models, including “America’s Next Top Model” contestant Sundai Love, chosen to represent Jordana’s broad consumer base. In the packaging, silver also plays a more prominent role.
“Shiny is always luxurious,” said Laurie Minc, Jordana’s president. “When women pull out their lipstick or compact, they want something that looks good, so these small little details, we take pride in.”
Along with the facelift, Jordana has a spate of product launches to build on its some 400 stockkeeping units across the face, eye, lip and nail categories. Among the launches are Perfect Pressed Powder, Undercover Creamy Concealer Stick, Loose Eyeshadow, Semi Permanent Liquid Eyeliner, Brow Powder Duo, Eye Primer/Base, Brow & Eyeshadow Powder Single, Color Effects Powder Eyeshadow Single and Duo, and Glitter Rocks Retractable Eye Liner Pencil with technology that Jordana has a yearlong exclusive to use.
The heavy product launch concentration on eye isn’t an accident. It is Jordana’s largest category in dollars, although nail is its largest by units, and a category that Wallner believes still has potential for major growth. “I would expect our business in the eye segment to increase double-digit easily,” he said. “We are putting the emphasis where the strength of the market is today. Eye is one category that is up substantially.”
According to Information Resources Inc., dollar sales in the eye category are up 4 percent, driven by eyeliner, which is up 7.2 percent and mascara, which is up 4.5 percent for the latest 52-weeks ended January 24 in food, drug and mass stores, excluding Wal-Mart.
Jordana is carried in 11,000 U.S. doors, notably Walgreens, Duane Reade and Save Mart Supermarkets. Last year, the brand’s business was roughly split between domestic and international revenues from 55 countries abroad, and Mexico is a particularly strong market for Jordana.
In the U.S., Wallner posits that opportunities for distribution expansion, especially with food retailers and retailers in all segments with considerable Hispanic consumer bases, could materialize in force next year.
“We are positioned properly when there are space opportunities that open up,” said Wallner. “Twenty-five years of selling affordable, high-quality cosmetics to various markets in the United States and the world are a testament to the strength of this company. Not only were we able to climb the mountain, we have the ability to stay there. In this business, that’s not easy.”