Alcone, a manufacturer and distributor of color cosmetics under numerous professional brand names, wants to make these items accessible to those outside the makeup artist community.
The firm has created Alcone Beauty Club, a membership-based operation at alconebeautyclub.com. The site, which went live in April, and the Alcone Beauty Club program, are on track to generate first-year sales of $1 million.
Sisters-in-law and founders Michele and Alexandra Gay are hoping to capitalize on Alcone's existing following among professional makeup artists. "We wanted to provide consumers with the tricks of the trade in the form of practical products they can't find anywhere else," Michele Gay remarked.
Prospective customers can log on and purchase newly assembled cosmetics kits, which include the branded products manufactured and distributed by Long Island City, N.Y-based Alcone, such as Ben Nye, Krylon, La Femme and Japonesque.
An annual membership features a kit each month and members get incentives, such as percentage discounts. Non-members can buy on a per kit basis.
The annual program features the following kits: Fast lash branded kits, a core offering that features a white polyester fiber base coat to increase eyelash length; Alcone Derma Mini Palette Kit, a set of wax based concealers, and Alcone Brush Kit. There's also Super Matte Antishine Kit, which contains a translucent oil-eliminating gel; Alcone Tool Kit, featuring the line's "bread and butter" sponges and other makeup artist accoutrements, and the Alcone Lip Palette, which includes the Lip Chic lipstick sealer. Additionally, Fireworks Kit; LaFemme Lip Glosses; and Alcone Cooler pack; the Perfect Eyebrow Kit; the Neutral Set Powder Kit, and the Eyeliner Kit are part of the 12 month program.
Each set comes with step-by-step instructions for application. Alexandra Gay claimed the price points‹kits retail for $24.95 per month‹are a result of Alcone's ability to regulate costs as manufacturer of the products.
In addition, the Bridal Must-have Kit (a silver mesh bag containing Fast Lash, an eyelash comb, powder puffs, makeup remover clothes, antishine gel, non-latex sponges, Lip Chic, cotton tissues, translucent lip gloss, face matte and sparkle) will retail for $75.00. A companion Bridesmaid Kit in a blue mesh bag with Fast lash, an eyelash comb, antishine gel, makeup remover cloths, eyelash curler and Lip Chic will retail for $40. All will be available on the Web site.
Alcone plans to use direct mail to court new customers, as well as an incentive plan for referrals. Industry sources project an influx of 10,000 new customers in the site's first 12 months, with a membership retention rate of 7 percent, which is thought to be high for such a venture. Twelve new kits have been pipelined for Alcone Beauty Club's second year.