Jenie Lee Goes for The Gold

By Janet Herlihy, Editor

Jeni Lee Cosmetics is reaching out to a broader audience with a relaunch by its new owner, Lucent Cosmetics Inc.

Lucent acquired the Jeni Lee line from its namesake makeup artist founder in May 2004. The renaissance of Jeni Lee isn’t only about new product as Lucent plans on opening 12 Jeni Lee stores this year. The first Jeni Lee location in New York opened in early spring in Flushing and two stores are slated for grand opening in Deerfield and Crestview Malls in Cincinnati by early fall 2005. Other target markets include Chicago, Nashville, Los Angeles, and Miami. Lucent also plans to expand the brand to other well-known retailers throughout the U.S. and abroad.

Founder, Jeni Lee, with more than 25 years experience, continues to work on the brand with Lucent and is excited about its future. The line originally debuted in August 2000 at high-end department stores, such as Henri Bendel and Nordstrom. Lee decided to create her own line to share her knowledge and experience with consumers, but the line was high-priced, which limited its audience. “Beauty should not discriminate as to age, income or race,” said Lee, who is pleased that Lucent is bringing the price point down to that of a moderate department store brand. Available on line at www.jenilee.com, liquid foundations, a strength in the Jeni Lee line with 16 shades, are priced at $22, lipsticks and mascaras are $12.50, while a new facial moisturizer with an SPF 22 is $15. Lucent is able to keep prices down by forming partnerships with the manufacturing facilities in Asia, according to Peter Aurigemma, president of the company.

Packaging is sleek and modern. Compacts, lipsticks and mascaras are contained in silver matte metal packaging. Aurigemma said that the components for the line were subtly reworked for the relaunch, moving the debossed initial “J” on the compacts and other metal containers. The components are sourced in Asia, while the formulas are made and filled in the U.S.

New products that launched this spring include Serious Shine Plumping & Conditioning Lip Gloss and Next-to-Natural SPF 15 Tinted Moisturizer. But, the star products of the re-launch are presented in a gold compact and gold lipstick created with a 23-karat gold finish. These glamorous items come with a lifetime guarantee of free refills. The pair is priced at $200 for both items. More product launches slated for 2005, include a Jeni Lee Body Collection consisting of a body lotion, shower gel, body butter and body mist that will be available in five fragrances.

Lucent Cosmetics: One to Watch

Lucent, formed two years ago by Aurigemma and partners Carl Liu and Arthur Chang, is based in New York City, and also markets Perpetual Skin Therapy and other beauty brands.

Aurigemma, with more than 25 years experience in the cosmetics, owns Workshop 125 Ltd., a turnkey product development company that focuses on beauty projects. Liu has a background in media—television and radio—and Chang has production facilities in Asia. Liu had approached Aurigemma to develop products that could be sold via Liu’s cable television channels. “We formed Lucent to find entrepreneurial companies that were in need of an ‘angel,’ a source of expertise and capital to go to the next level,” explained Aurigemma. They have sought out various beauty brands, mostly female-owned, that serve different audiences so as to avoid direct competition between Lucent’s brands. The company has plans to open 50 salons in Asia in 2006 as retail outlets for its various lines. It is also working on infomercials that will air on Liu’s cable stations.