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NEW YORK -- It's back to its roots for Almay.
With the debut of an anti-aging skin care collection that derives its key ingredient from green leafy plants, Almay intends to shore up its market position as a beauty brand dedicated to delivering healthy benefits using gentle formulas.
The launch of the seven-item collection called Kinetin -- the name is taken directly from the exclusive ingredient -- signals an aggressive push by Almay to sizably expand its skin care business which had been deemphasized over the past few years.
For the first time, Almay is taking a skin care collection to retailer HBC aisles, rather than merchandise it on the wall with color cosmetics as its does with its Time-Off products. It is also the brand's first global launch.
Almay executives declined to comment, but sources project the Kinetin line could achieve sales of $30 million its first year, with an advertising budget estimated at $10 million to $15 million.
Vanessa Solomon, executive vice president...