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St. Petersburg Times; St. Petersburg, Fla.
Hot new teen makeup
Dad is a film and commercial producer. Mother is a former
agent. Daughter is a 12-year-old public school student who can't keep her
hands out of grownup makeup.
It sounds a bit like a sitcom scenario. But no.
It's the story of a hot new young teen makeup called Pinkie Swear.
Dad and mom, Stephen and Rhonda Robinson, created the products after
watching their daughter Jordan, who had little use for other teen makeup. It
is creating a stir. Trade journal Women's Wear Daily put it in the top
must-haves for back-to-school cosmetics.
The line is sheer, natural, lightly scented, keyed to a young face and
impossible, the makers claim, to pile on too heavily because it smooths out.
Products have cool names such as Eye Wanda Eye Shine, Diva Dust and Glisten
to Me Lip Conditioner. But probably the best seller is the Cutie Pie
compact, a wheel with five pie-shaped slices of shades coordinated for eyes,
lips and cheeks.
The marketers say the name was inspired by pinkie fingers linked in
friendship. The products are priced from $8 to $24 and available at some
Nordstrom stores and online at www.pinkieswear.com.
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 TEEN
SCENE
Pinkie Swear promises a natural, fresh look for teens with a
new collection of color and glitter for face, eyes, and lips.
These multi-functional cosmetics can easily be applied with the
fingertips an essential for girls on the go! Colors range from
barely there pinks and lavenders to cool, icy blues and
violets. Pinkie Swear’s
products are formulated with "good-for-you" ingredients, and
ultra-fine, micronized pigments. Suggested retail is from $8 to
$24. The line is available at select Nordstrom and specialty
stores, or via the Web site,
www.pinkieswear.com. |
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Pinkie Swear cosmetics targeting teens, tweens slated to arrive in Nordstrom in April, New York firm says. Line will be promoted on counter with
brochures, gwp offers, while direct-mail campaign will invite consumers in stores for free gift,
company says.
Niche color cosmetic brand Pinkie Swear will be carried in Nordstrom beauty departments in April, marking the brand's entry into the department store market, the New
York City company said.
Pinkie Swear, which debuted online via its namesake site in late January, initially will debut in eight Nordstrom locations in cities including Dallas, Chicago and Boca Raton, Fla. before rolling
out to 25 doors
nationwide by year-end, the firm predicted.
The color cosmetics collection - targeted to teens and tweens - will have its own counter display in department stores, Pinkie Swear said
Nordstrom plans to promote the launch with a direct-mail campaign that will consist of 2,000 postcards inviting consumers to stores for a free Pinkie Swear flip-top mirror, the company
said. On counter, Pinkie Swear will be
promoted with product testers, brochures,
gwps and purchase-with-purchase
offerings such as bags and T-shirts.
Originally created to target eight- to 14-year old consumers, the 25-SKU color line has skewed a bit higher since debuting online, the company said, noting women up to age 40 have been interested
in the "fun, yet sophisticated" products. |
Pinkie Swear was developed by Rhonda and Stephen Robinson to appease their nine-year-old daughter's interest in more mature makeup than that available to tweens.
"We wanted to create quality cosmetics with the hip appeal of a MAC or Lorac, but in formulations, colors and packaging that would suit a sophisticated teenage or even tween-age
girl," Rhonda Robinson explained.
Pinkie Swear face, cheek, eye, lip and nail items are priced lower than most cosmetic brands found in department stores,
with tags ranging from $8 to $24. The hypoallergenic and non-comedeogenic products are formulated with micronized pigments for sheer application with fingertips, the firm added.
Products include Cutie Pie, a five chambered wheel containing pie-shaped pieces of coordinating colors for eyes, lips and cheeks, Glimmer Stick aloe vera-enriched gel
highlighter for face and body, Double Swear lip and cheek duo and eyeshadow duo, Lip Wanda Lip Gloss, Diva Dust All Over Shimmer Powder, Zip Your Lips Lipstick and Rollergirl All
Over Body Glitter. All were named by the Robinsons' daughter.
While only two Pinkie Swear products are fragranced - Glisten To Me Lip Conditioner in Pink Grapefruit and Guava - the firm plans to introduce a signature fragrance
in spring 2003 that likely will be "subtle and fresh," Robinson said. A bath and body care collection also is in the firm's future, the exec noted.__ |
A makeup
collection targeted to girls and teenagers, Pinkie Swear is named for the
linking of pinkie fingers to signify the ultimate promise. Colors are sheer
and sweet, making them the perfect choice for girls who want to wear fun,
colorful makeup while still looking natural and fresh. 
