Online Exclusives

A New York State of Mind

By Melissa Meisel, Associate Editor | July 5, 2012

Grand Central Beauty targets multi-taskers in the Metropolitan area.

Prep. Mix. Apply. Let Dry. Peel Off. A new skin-perfecting mask treatment provides immediate benefits in a simple 15-minute process that is designed for weekly and occasional use, according to executives at Grand Central Beauty. Named after the famed New York City transit station, the beauty brand debuted at Henri Bendel in Spring 2012 and recently displayed its wares alongside other emerging brands at HBA Global Expo’s Splash pavilion.


Targeted for men and women aged 20-50, the mask is designed to provide “a convenient facial experience,” according to Grand Central Beauty founder Jackie Lee. The S.M.A.R.T. Skin Perfecting Mask ($75) is named for its key benefits: Smooth, Moisturizes, Anti-Aging, Redness-Reducing, Tones.

"The kit features four active mask powder capsules, four booster vials and a spatula. And let’s not forget the travel band—you can use it by taking the mixing dish,inserting one capsule/vial inside with the spatula and then covering its original lidand securing it with the band for a portable, single-use face mask," said Lee, who demonstrated the packaging for Happi while testing the mask on a willing model at the HBA booth.

The hypoallergenic treatment dries to a texture similar to Silly Putty and even mimics its peachy-pink color.


 
The Grand Central Beauty line of products
“That’s the red algae,” said Lee. “The mask includes seaweed extracts for skin smoothing, a water-activated vitamin infusion for 24-hour moisture retention and soothing botanicals for skin brightening and redness reduction. A blend of mineral-rich marine powders draw out blackheads and refine pores. It’s great for all skin types.”

As a new and niche brand having launched only months ago, it was an honor for Grand Central Beauty to be selected to showcase at the Splash Pavilion for Emerging Brands at the HBA Global Expo, said Lee.

 
A facial mask demonstration took place at the Splash Pavilion.
“Splash gave emerging brands like us an opportunity to immediately reach a large global audience, directly connecting us with international buyers, and introducing us to both media and consumer,” she said. “We knew we made the right decision when we wrapped up the first day and realized how much I was starving because there was no time for lunch.For us, the traffic, inquiries, demonstrations and feedback were constant and non-stop.It was thrilling to hear direct feedback about your brand from your peers and market information, which is invaluable, yet can be hard to come by for small brands.Since we only have a single SKU with an effective treatment product, it was great to know we are in high demand to integrate into for retailers customize skin care regimen with multiple lines.”


 
“Regardless of what sector of the business, and how technology moves us, we cannot forget that we are in the personal care industry, and it was the ability to touch people personally, one-on-one, that still helps to make a brand impactful,” added Lee.
 

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