Teens can turn to Tess for their skin care needs just in time for back-to-school.
“There was no prestige quality skin care line for teenage girls. We saw a need for that and to teach girls the basics of skin care,” said Susan Shand, co-founder of Tess, based in Santa Barbara, Calif. “Instead of taking care of their skin, they would just cover the skin with makeup.”
According to Sheri Poe, co-founder of Tess, no teenage line was simple, instructional and included all the basic products.
“Moms didn’t know what to buy for their kids. There was nothing out there that had a system of products that was easy to use and made from natural ingredients,” said Poe.
Shand and Poe, both mothers of teenage daughters, found that smart and sophisticated teen shoppers wanted prestige products that were designed specifically for them, but with affordable, mid-range prices. Together they worked to create a collection targeting teens between the ages of 13 and 17 with an “on-the-go lifestyle.” The result was Tess — for Teen Everyday Skincare System.
Throughout the brand development process, Shand and Poe looked to their daughters and teens across the country for insight, considering their needs and wants. They formed the Tess Advisory Panel, made up of teen girls who helped develop the products’ names, scents, marketing strategies and packaging.
Set to launch this month in select Sephora stores, the lines offer a complete skin care regimen designed to cleanse, tone, moisturize and protect teenage skin. Tess’ “day to night” products, specifically designed for combination (“Almost Normal Skin”) and problem skin (“Skin With Attitude”) that can be purchased individually or in a kit. Though product names and ingredients vary, depending on skin type, each line contains six items: a strawberry jojoba facial cleanser and lip gloss, a facial toner, a blemish stick, an oil-free lotion with SPF 15 and a nighttime moisturizer. Prices range from $14 for the lip gloss to $48 for a complete skin care kit.
The assortment of paraben-free products, with playful names like Almost Normal’s facial cleanser Rise and Shine and strawberry healing lip gloss Perfect Pout, are made from natural fruit, botanical extracts, essential oils and vitamins. Ingredients include aloe vera gel, lavender oil, Chamomile extracts, green tea, apples and strawberries.
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“The way the products work together creates a preventative effect against breakouts,” said Poe.
There is an easy-to-follow, numbered regimen, and each product is packaged with colorful labels containing inspirational messages like “Speak your mind,” “Dare to dream” and “Never settle,” designed to promote a healthy attitude about beauty and self-esteem.
Tess will be available in about 30 Sephora stores and at sephora.com, and will be expanding to more Sephora stores next year. For the holiday season, Shand and Poe plan to launch a lip shimmer, and in early 2007, Go Undercover and Magic Mud face masks.
Although the company doesn’t advertise, its interactive Web site, tessskin.com, will feature teen blogs and a message board where teens can ask questions of experts in plastic surgery, psychology, dermatology, fitness and nutrition.
Industry sources estimate Tess will bring in more than $1 million in first-year retail sales.