Low prices alone do not sell makeup, according to Brenda Landry, an analyst for Morgan Stanley heavy advertising plays an important part. The mass merchandisers use self-service dis- plays in supermarkets, drugstores and variety chain stores, while franchised brands like Estee Lauder and Charles of the Ritz are sold in depart- ment stores, with makeup displays manned by trained sales personnel who demonstrate the metics in the United States, sells a less expensive brand in supermarkets and drugstores and also markets premium-priced lines such as Ultima and Borghese in department stores as part of a long- term strategy to sell to all segments of the mar- ket.
The main differences between the mass mer- chandisers and the more expensive products, aside from prices, are the sales locations and the variations in shades and colors within the product line. Hill estimated the over- all industry growth at 1 percent.
Frank Berger, president of Hazel Bishop, said over the past six months. Maybel- Line's sales are 20 percent higher. "'Their sales growth has been well over the industry norm." Maybelline Co., a subsidiary of Schering-Plough Corp., and its rival, Cover Girl Cosmetics, made by Noxell Corp., are two cases in point. "These less expensive brands are doing great, said Emma Hill, cosmetic Industry analyst for Wertheim & Co. Though sales are relatively flat for cosmetics generally, mass merchandisers and the less ex- pensive brands are enjoying record growth. Whatever the answer, as more and more people feel the effects of a souring in the economy, price differences in cosmetics, are being taken more seriously by consumers. No, there's not, say the manufacturers of less expensive makeup. Transcribed image text: A cosmetic change Makeup prices are getting a second look New York Times New Servla EW YORK - Is there any difference between a lipstick that sells for $2.50 in a variety store and one that costs $8 in a department store? Yes, say the premium-priced cosmetic compen- les.
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