Q&A: Jennifer Raphael Gives An Inside Look at Family Dollar’s New Levitate Beauty Line
Beauty has been a growth category in recent years as retailers across multiple channels of distribution have developed private label collections in an effort to differentiate from the competition while also providing shoppers high value products.
The most recent example of this trend is the Levitate Beauty collection that as of mid-October was rolling into more than 8,000 Family Dollar stores nationwide.
The new assortment, which was developed by Innovative Beauty Group’s (IBG) Brand Incubator, features a range of cleansers, serums, masks, moisturizers and a travel kit designed to offer a luxury skincare experience at an accessible price point. Prices of items in the line range from $4-$7.
Jennifer Raphael, CEO of Innovative Beauty Group North America, spoke with Store Brands and offered insight on the development of the Levitate Beauty assortment.
STORE BRANDS: What were the initial goals when developing the Levitate Beauty line for Family Dollar?
JENNIFER RAPHAEL: The initial goal was to bring accessibly priced luxurious formulations and beautifully packaged products to the discount retail market. We strongly believe that even if you’re on a very tight budget that everyone should have access to quality skincare.
SB: How challenging is it to develop a quality beauty line while trying to stay within the price point range needed by Family Dollar?
JR: It’s not easy, but our expertise is in building deep long lasting relationships, both with our clients and our suppliers. Many of our supplier relationships have been fostered over 25 years. This allows us to work in true partnership with our supply chain. We have the know-how of how to approach the entire development process thoughtfully and methodically. Levitate, for example, is developed in Europe, and we worked with two incredible contract manufacturers. The quality of the formulations is something we are very proud of.
SB: Please highlight some of the unique products in the Levitate assortment.
JR: We have a gentle exfoliating cleanser formulated with calming ingredients and ingredients that leave your skin glowing. It is formulated with chamomile extract, green tea extract, caviar lime extract and a bioactive complex (mango extract, papaya extract and pineapple extract). The hydrating and soothing night cream is formulated with niacinamide, ceramide’s, peptide’s, shea butter and Vitamin E. This is an overnight facial in a bottle.
The daily glow trial and travel kit is equipped with our watermelon, peony extract and niacinamide day cream, our peptide and coffee extract eye cream and our turmeric and pineapple and açaí infused Vitamin C serum. This is the perfect kit for trial or to take on the go for travel.
SB: How are the features and unique aspects of each of the products in the Levitate line communicated to shoppers?
JR: We tried to keep the packaging as clear and clean looking as possible. On the front we clearly state what the item is ie: day cream, on the back is where we go into more information about the unique blend of effective and luxurious ingredients. What makes these products extra special is that you would normally not be able to find this caliber of ingredients in a product that retails for $7 and under.
SB: When looking at the overall private label beauty market, what opportunities are there for other retailers to offer shopping a unique product assortment that offers a strong value?
JR: I think the key is to really think about the end customer. We go into the stores and take the time to understand who shops there and what they may be looking for or where there may be an opportunity to offer a unique product experience. People want to feel connected to the brand and the products they purchase and that needs to be woven through each step of the design and development process. You can never take for granted the importance of giving your customer a positive emotional experience.