ColorFlo Cosmetics: Beauty Made Simple

By Janet Herlihy, Editor

Susan Posnick, a makeup artist with a client roster including Cindy Crawford, Angie Harmon, Rene Russo and Diane Lane (to name a few), was helping a friend develop a skin care line about seven years ago, when she came upon minerals as a prime ingredient for cosmetics.

At about the same time, Posnick had a personal crisis that gave her the inspiration and motivation to develop a makeup line of her own. She was diagnosed with skin cancer on her face and soon found that her traditional makeup products weren’t sufficient to protect her skin without having to apply multiple layers. Seeking a solution that would provide beautiful, protective coverage in an easy-to-use format, Posnick created the ColorFlo family of products with the tagline, “Beauty Made Simple.”

Mighty Minerals

Mineral foundation is pure, organic pigment, according to Posnick, and when it is used in its most basic form, it doesn’t require preservatives, making it ideal for ultra sensitive skin. ColorFlo, the formula that Posnick developed, is micronized and includes zinc oxide and titanium dioxide to provide a SPF 26. The formula, enriched with minerals from earth and sea, also includes Vitamins A and E. “It helps skin retain moisture, retards oil buildup and is anti-bacterial, non-comedogenic, and hypo-allergenic. It’s pure enough to use post laser and cosmetic surgery,” stated Posnick.

ColorFlo’s sun protection is a special feature. “It’s actually a sun block that doesn’t wash off with swimming or sweat off,” Posnick said. “The difference is, a sun screen is a chemical and works chemically and takes approximately 30 minutes to work. The sun block in ColorFlo is a physical block. After swimming, it still provides an SPF 25.”

ColorFlo is available in four shades: Light, Medium/Olive, Multi-Cultural and Dark.

Multifunctional Packaging

The super-fine formulation that provided the best coverage and protection was also a packaging challenge. “The micronized powder can be messy,” Posnick noted. A package that could hold and dispense the formula in a neat, convenient way was necessary.

Finding suppliers by attending HBA in New York and networking, Posnick sources her packaging in Asia. She has created the line on her own, making all the design and formulation decisions.
She explained, “I was one of the first to use a brush that dispenses through the brush head. I wanted a pretty, natural finish, so finding the right package took a while.”

As a makeup artist, Posnick’s standards for application were high. “The first order of brushes had to be redone, because they didn’t work properly,” she said. “The best brush that dispenses for a good finish with coverage turned out to be expensive, so I decided to make it refillable.”

ColorFlo launched in 2001 and is available through medical offices and day spas in 23 states in the U.S., as well as several Internet sites. The sale of refills has risen to about 18% in 2004. “It makes sense because it’s a beautiful brush made of a special blend of “Super Goat” hair.

The package has a sleek, sophisticated look. A plastic cartridge that serves as formula container and brush handle, is clear over the sections that hold the powder and brush, revealing the shade and applicator. To use, the clear plastic cap is removed and a second plastic sheath is pushed down into the cartridge, releasing the brush. A push-button is depressed once or twice to dispense the prescribed amount of product. The sheath is then pulled up, automatically smoothing and repositioning the brush and the cap is replaced.

Line Extensions Complete

ColorCorrect is a duo-pencil designed to be used to highlight and conceal, either under or over ColorFlo. Because the function of the pencil demanded a cream formula, ColorCorrect is not a pure mineral product, but is designed to use with the ColorFlo and ColorMe, the latest addition to the line.

Posnick introduced ColorMe in fall 2004 and recently added a fifth shade for spring 2005. An easy-to-apply blush of pure, richly pigmented loose mineral color, ColorMe is enhanced with Vitamins A, C, E and sea minerals.

The packaging for ColorMe is also unique. Posnick chose a travel-friendly petite self-dispensing pot for the blush product. The black cap, with a handy mirror on top, pops off to reveal a flow-through sponge applicator.

For more information on Susan Posnick’s ColorFlo line, visit www.susanposnick.com.