NEW YORK — Blotting papers have been the secret tools of makeup artists for years. Companies such as MAC, Bobbi Brown, Paul & Joe and Sephora are known for their offerings of these papers, which originated in Japan in the 1600s.
Now, a small New Jersey-based company hopes to crack into the market with a unique paper that not only helps with T-zone oil control, but also features aromatherapy benefits. Called Nurturing Force Refreshment for Your Face, these naturally soft fiber papers are hand-made in the mountains of Taiwan using natural spring water.
“The quality of our papers really separates us in the market,” said Linda R. Rothstein-Sosnick, vice president of the Jamesburg, N.J.-based parent firm, BA Kid Inc.
The blotting papers are encompassed in a patented tube that is the size of a roll of candy. Each container has about 70 to 125 uses, depending on the size of the sheet unfurled. The papers are pulled out and torn off — much like a paper towel — versus the more pad-like presentation of the competition. The suggested retail is $14.
What also makes the product unusual is the merging of fragrances such as lavender for a calming influence, rose for an uplifting spirit and aloe vera for soothing vitality. The scents are unleashed upon blotting the skin.
WWD gave samples of Nurturing Force Refreshment for Your Face to 13 teenagers recently. Beyond noting the blotting capabilities, they commented favorably on the scent, especially the lavender. Perhaps the frenetic-pace teenagers can be calmed by a burst of lavender.
But Rothstein-Sosnick realized that not all users want aromatherapy attributes — especially men. To that end, BA Kid just introduced an unscented choice called Meditation in a stylish, and manly, black container. “We also realize there are women who don’t want to compete with their fragrances and who prefer unscented,” added Jeffrey W. Sosnick, president of BA Kid.
Literature in the package explains how to use the blotting papers. There is also information on the company’s Web site that was the initial form of distribution. However, recently the company has received interest from makeup artists and the beauty trade, especially spas, which has led to the development of a retail package. Owing to the Asian heritage of the product, the card is inspired by origami. Consumers can easily view the package and see the roll of papers from the side of the package.
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There is also a counter display available with or without header cards that holds six pieces and can be customized for account-specific needs. With retail packaging under its belt, the company doesn’t rule out expansion into upscale pharmacy chains and specialty stores. BA Kid is also targeting specialized markets such as the wedding and prom businesses with its blotting papers.
Beyond being produced in Taiwan, the Asian influence on the line is noticeable by a unique “Chop,” the Asian traditional way to sign a document. The Chop in this case was created to communicate what Nurturing Force does.
Rothstein-Sosnick started out with a much different direction when she formed BA Kid four years ago. Using her background with companies such as Tsumura, Cosrich, Fabergé and Skaffles, she planned to launch youth bath products. “But I looked at the choices out there and saw they were all the same and found this was something different to pursue.”
The National Association of Chain Drug Stores made announcements this week to further strengthen its services, especially its trade shows. Specifically, NACDS has created a member services group, which is designed to fortify the association’s member programs while adding offerings. NACDS’ Jim Whitman will become senior vice president for member programs. According to a release issued by NACDS, the new member programs group will review existing efforts and find ways to enhance activities that remain important to NACDS and its members while recommending the conclusion of other activities.
Joining Whitman will be Fitz Elder, vice president and chief member relations officer, and Steve Perlowski, vice president for industry affairs. Terry Arth will serve as vice president for meeting services.