Jane Cosmetics targets the natural market with new beauty range
launch of its new line, Be Pure Mineral make up, aimed at the fast
growing natural and organic cosmetics market.
This move marks a distinctly new direction for the company, with it is original target audience being the mass cosmetics market, retailing in large department stores and better drug stores throughout the US and Canada.
Aiming to use only natural ingredients, the company describes the make up line as a 'talc free, oil free, wax free, fragrance free pure mineral make up that will not clog pores' said Lisa Yarnell, CEO of Jane and Company.
It states that the product range is directly aimed at women who have never before used face make up because of sensitive skin or a concern for a heavy looking foundation appearance.
The rich minerals ingredients in the range provide the skin with essential nutrients and anti-inflammatory properties, which enable a healthy glow and prevent skin breakouts.
In order to compliment the outward benefits of the range, the application process has also come under scrutiny, giving way to a new soft brush applicator that allows for a 'flawless coverage and an easy no mess application'.
Extensive R&D and quality testing has been an important part of the making of Jane products, an asset it has stuck to rigidly with the making of the new mineral range.
With the retail price of niche market products being notably high, the Be Pure Mineral range has managed to stay within the mass market price range delivering 'value and prestige', with retail prices set to range between $3 - $7.
Jane and Company was established in 1994, aiming to target young women. The brands created focused on current cosmetic trends, a strategy that has continued with the new mineral range, accessing the market leading organic cosmetics market.
A strict no-animal-testing policy is adhered to with all of the company's products, and the ingredients that are used within them. The complete Jane range has over 250 products for lips, cheeks, face, eyes and nails.
Having announced a new equity investment with Stone Canyon Venture Partners and The Walnut Group it would seem to be a thriving time for the company.
The consumer quest to find simple products formulated with ingredients they can relate to means that the growth of products based on natural and organic ingredients will continue to be developed with many larger companies, such as L'Oreal, taking on the initiative and developing products to suit.
