NEW YORK — The mass market has a new star to add to its growing celebrity portfolio: A fragrance and a line of cosmetics handpicked by Raven Symone and bearing the name of her hit Disney show, “That’s So Raven,” will hit specialty and mass market stores starting next month.
What’s notable about Symone is that she appeals to a multicultural audience and attracts a younger user to the beauty category than existing celebrity-endorsed products. Industry sources estimate that between the scent and cosmetics, That’s So Raven could produce sales exceeding $40 million within the first two years.
For those under 12 years old who are not enlightened — Symone is the star of “That’s So Raven,” the number-one cable series with girls of all ethnic backgrounds ages nine to 14. She was also voted the favorite female actor at the Kids Choice Awards for 2004 and 2005. Many remember her as the cuddly 3-year-old Olivia on “The Cosby Show.”
Now 19, Symone is offering those girls not cut out for Mary-kateandashley or Britney Spears’ fragrances a new option. Black, beautiful and proud not to be a size 2, Symone is viewed as a celebrity who young girls feel could be their best friend. Retailers hope that means a best friend they want to smell and look like. The intended purchasers are girls eight to 14, but retailers think it could skew both younger and older.
The That’s So Raven cosmetics line, created by Townley Inc., reflects Symone’s interest in teaching young girls how to apply makeup. “She will have tips on the Web site and she made it clear she wanted to educate girls,” said Kim Rizzardi, creative director at Townley. She particularly wanted colors that work with girls of all ethnicities, especially since she has found trouble buying appropriate shades.
The initial mass launch consists of eye, face and lip colors with whimsical names such as Ting-A-Licious lip gloss and C.L.E. All in One, a kit with eye, lip and cheek colors. There is also a unique phone holder with gloss called Dial-A-Gloss. Price points range from $3 for lip gloss to $10 for gift sets. New colors will be infused into the mix to keep the line current. Symone’s image appears on the header cards for displays, but is not on the package. The blister card is black with holographic lettering to make it stand out on the shelf.
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Initially, the line will be launched primarily on sidekick displays near endcaps. The color cosmetics were introduced on an exclusive basis at May Department Stores. It was part of a larger “That’s So Raven” department including bed sheets, lamps, lunch boxes and other licensed merchandise. Disney estimates that Raven merchandise will produce sales close to $400 million by the end of 2006.
For the fragrance, Disney Consumer Products turned to boom LLC. The That’s So Raven scent is priced in the $7.50 to $12 range and also was selected by Symone. According to Rebecca Killian, vice president of creative for boom, the scent is a combination of sugary fruit flavors, melded with warm vanilla bean and musk. She said it will stand out in the celebrity market because of the appeal Symone has with young girls. “Britney is Britney. Paris Hilton is an heiress. But the girls buying Raven buy into the Raven proposition. They buy it because of her character,” said Killian.
That’s So Raven, the fragrance, will be available in May Corp. department stores, specialty stores and mass market doors. The lineup consists of a 1-oz. cologne spray, a 0.5-oz. pocket cologne spray and a roll-up fragrance shimmer stick. Creative holiday gift sets, such as jewelry filled with solid perfumes, are planned.
Many retailers are featuring it in a celebrity fragrance department. Wal-Mart Stores Inc. has proved its belief in the line: an area once devoted to Britney Spears’ Curious in stores now has a big sign touting that Raven is coming.
Symone is planning several in-store appearances to support the color and fragrance endeavors.
The 13th Annual HBA Health & Beauty America Exposition and Education Conference will be held Tuesday through Thursday at the Javits Center. More than 600 exhibitors and 16,000 attendees from around the world will meet to learn about the latest technologies, trends, products and services in the industry. Avon’s Susan J. Kropf will deliver the keynote address, titled “Building Beauty Leadership: Five Drivers of Brand Power.”
This year will mark the debut of Inside Beauty, a three-day trade show and two-day educational conference devoted to nutraceuticals. Also located with HBA is the Personal Care Ingredients and Technology Expo. For more information, contact hbaexpo.com.