Starburst candies becomes the new name for shower products

20-Jun-2006 - Last updated on 16-Mar-2017 at 15:17 GMT

For some time industry experts have been talking about a blurring
effect between the definition of food and cosmetic products, a
trend that is being emphasized with the extension of a beauty
product line featuring a Masterfood brand name.

The company has linked up with cosmetic company Bonne Bell in a licensing agreement that will produce a new line of shower products under the Smacker lip gloss brand and Masterfoods' Starburst name.

The Smackers Starburst Shower Collection has been developed to appeal to the fast-growing market for cosmetics aimed at the pree-teen and teen market, forming part of the $3.7bn market for hair care and liquid soap.

Starburst is an international brand of soft candies that is particularly popular with teenagers. Tying that in with the growth in cosmetic products for that age group, particularly for girls, and there appears to be enormous marketing potential.

This has already been proven, with Masterfoods already successfully introducing Starburst and Skittles branded lip glosses Bonne Bell lip glosses back in 2003. Building on the success of those launches, the companies later teamed up with an M&M lip gloss.

Michele Brown, VP, Licensing, Masterfoods USA said that the Starburst shower products were a natural next step for the company's move into the cosmetics field, teaming two leading brands within the teen and pre-teen market.

"The products also fill a void in this category by offering an acceptable and affordable option for parents to buy for their tweens and teens," Brown said.

She added that the link-up was a natural progression, with the Starburst name representing the fun approach the companies have taken for the development of the product's packaging and marketing.

Priced at $3.95, the new line will include Moisturizing shampoo, conditioner and shower gel and in strawberry, orange and cherry varieities, while there is also a Shower Collection gift pack priced at $9.95.

The individual products will be made available at specific retail outlets from the beginning of October, with the Shower Collection gift pack being targeted for the 2006 Holiday season at a wider range of outlets, and a mass roll-out due for the beginning of 2007 for the entire range.

The shower collection follows the tendency for cosmetic companies to launch products that are 'loud and proud', appealing to the brighter and more adventurous tastes of individuals in this age category.

Reflecting this the packaging of the products is emblazoned with the bright branding used in the marketing of the Starburst brand, which is one that this age group should both recognize and be able to associate with.