Pantina is busy making New Year’s resolutions. In 2007, the company plans to double its U.S. retail distribution, enter international markets and launch a new spring collection called “Naturally Stunning.”
Though Pantina is a newcomer in the eyes of many mass retailers, its parent, Interfashion Cosmetics, has been producing private label cosmetics for high-end beauty companies for more than 20 years. Pantina’s products first hit shelves last fall in about 1,000 mass retailers. The line has grown 275 percent this year and is now sold in 5,000 doors, including Albertsons, Brooks-Eckerd, Rite Aid, Longs, Duane Reade, Walgreens and Ricky’s, said Wendy Chang, vice president of product development for Pantina.
The family-owned cosmetics brand aims to grab in-line display space and double its retail distribution to about 10,000 doors by the end of next year. Though the company now relies on countertop promotional displays, it is developing a 2-foot permanent wall fixture that it plans to present to retailers at ECRM cosmetics conference in February, said Chang.
“Retailers who tried our promotional displays featuring a single concept found a 50 [percent] to 70 percent sell-through rate versus traditional 30 [percent] to 40 percent rates,” said Chang, who added that Pantina was adding self-service features to the display, such as built-in tutorials.
The company plans to expand into Japan and Shanghai by next summer and then into Canada, Mexico, South America and the Caribbean Islands by the end of next year. Chang said the Asian expansion alone would increase business about 20 percent.
Pantina is tweaking its displays for the international launch, using acrylic designs to target upscale retailers.
The company will begin rolling out “Naturally Stunning” in February. Dressed in light pink packaging, the seasonal collection will be available until April, although select retailers will carry it through the summer.
The collection will feature products for the eyes, lips and cheeks, such as mineral makeup and color palettes, eye liner gel, lip-plumping balm and an all-over highlighting stick. Pantina will offer “luxury for less,” said Chang. Prices ranging from $4.50 for Fusion Pot Gloss to $10 for the Minerals-Face Palette.
“This is a collection for women who don’t know how beautiful they are,” said Chang. “We’re using a natural theme with colors that don’t jump out but give a little hint. We’re targeting that all-natural girl who wants to try makeup.”
Related Articles
You May Also Like
Pantina’s Minerals-Face Palette marks the company’s entry into mineral makeup. Each $10 palette contains four eye shadow shades, blush and face illuminators. Available in two palettes, the products are in pressed powder form and free of talc, parabens, fragrance and preservatives.
“I wanted to create a ‘Palette 101,’ where every woman can take the product to go and have a complete look,” said Chang.
The company would not comment on sales, but industry sources said they expected Pantina could bring in $25 million in worldwide retail sales by the end of next year.
Although Pantina in the past has run a print and online advertising campaign, the company decided this year to focus on promotional events, sweepstakes and other joint partnerships.
Chang said, “We realized word of mouth is catching on big, and that’s what we’re trying to stick to.”