NEW YORK — SK-II believes it is changing the way foundation is applied with its new Air Touch Foundation, coming this fall.
“This is a special technology that lets you apply foundation without touching your face,” said Otto Rosenberger, North American brand manager for SK-II. “It’s a product that strives for perfection, trying to achieve that ‘baby skin’-like state.”
SK-II worked with international makeup artist Pat McGrath for about eight years to develop the product, which will be launched in October. The packaging, which was inspired by a compact mirror, features a spray mechanism. When the center button is pressed, the compact releases a mist, giving the skin’s surface a uniform layer of particles.
The formula, which will be available in four shades, was created using pigment technology and SK-II’s proprietary Pitera Hydration complex — a moisturizing ingredient that the company says offers skin care benefits while balancing the skin and giving it a smoother appearance. According to Rosenberger, the product’s ionization dispersion technology allows the foundation to evenly release positively and negatively charged particles that attach themselves to the skin.
The company found that women wanted to achieve precision in both the application and delivery of the product. “We’re targeting a customer who’s a perfection seeker, someone who’s involved in this category and who is going after a perfect-finish look,” he said.
The starter set, which includes the device and a refill, will retail for $150 in the U.S. in 25 Saks Fifth Avenue locations. Refills will retail at $80 for two packages, which generally last four to six weeks.
The brand plans to distribute over 3,000 instructional DVDs at the point of purchase for Air Touch Foundation, hoping to spread the word, said Rosenberger.
Although company executives wouldn’t comment, industry sources estimate the products will generate about $1 million in first-year sales for the brand.