Miniaturizing it

Drug Store News,  August 18, 2003  by Molly Prior

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In the beauty aisle, standing out in a crowd is no small feat. Given the stakes, several beauty companies have found a small way to make a big impression with consumers by launching miniaturized versions of their products.

For whatever reason, women find anything tiny irresistible, which may explain why j.a.n.e Cosmetics" new mini Hi-Fiber Mascara, mini Weather Wear Cool Anti-Chap Lipstick and mini Lucky Star Lip Gloss--all retailing for a suggested price of $1.14--seem like the perfect item to toss into a backpack, pocket or purse. What's more, j.a.n.e's new Lip Sauce Lip Gloss Packet's innovative, disposable, credit card-sized package fits snugly into a back pocket. Lip Sauce launched in May at a suggested retail price of $3.49.

Rite Aid will bring its exclusive United Kingdom-born Umberto Giannini Hair Collection to the mini arena this fall with $1.99 miniature versions of each styling line, namely Sleek & Chic, Urgent Repair, Big & Beautiful and Curl & Twirl.

Ms. Manicure has contributed to the miniaturize-it trend by introducing mini-sized manicure products targeting young women on the go, such as the Quick Fix Kit, a set of 12 emery boards housed in matchbook-style packaging.

In the fragrance aisle, consumers are attracted to the mini price points of sample-size fragrances, such as BCBGirl and Elizabeth Arden's Green Tea.

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