When JAKKS Pacific acquired C’est Moi, it was positioned as brand for children between the ages of 4 and 12, participating in on-stage or on-camera activities like theater, dance, or pageants.
In a media release about that deal, Jessica Tang, the brand’s founder explained that, “Younger and younger kids today are struggling with skincare issues, and now more than ever parents are seeking products that will help their kids establish good skincare habits for healthy skin for decades to come,” as Cosmetics Design reported. And all indications at the time were that JAKKS bought C’est Moi to further diversity its business; and the children’s beauty brand saw the opportunity to go global.
Fast forward
C’est Moi officially relaunched on Sunday with its own branded ecommerce site and on Target.com as well.
In its new iteration, C’est Moi comprises skin care and color cosmetics collections for teens and tweens, so still for girls rather than women but for older girls than before. And the brand’s on-package messaging focuses on “gentle” formulations that are presumably appropriate for that demographic.
“Most products on the market are not specifically designed for young, delicate skin, for among other reasons, the lack of education about ingredients within the beauty industry,” Jennifer Saul, vice president of marketing for C’est Moi, explains in a press release about the brand’s relaunch.
She goes on to describe the brand further saying, “We’re ecstatic to provide affordable, clean and clinically tested products that deliver on C’est Moi’s core values of education and ingredient safety. We empower girls through celebrating their individuality and encouraging self-discovery.”
Meeting expectations
Consumer expectations today oblige brands to be environmentally responsible, socially conscious, and safely formulated. C’est Moi has taken steps to deliver in those areas.
According to the press release, “all C’est Moi products are dermatologist tested, clinically tested on sensitive skin, made with natural and organic ingredients, hypoallergenic, fragrance free, talc free, cruelty free, made in the USA and EU, and have both recyclable and FSC certified packaging.”
The brand has partnered with the Environmental Working Group, which many shoppers look to for ingredient information. And C’est Moi has teamed up with Step Up a non-profit girls mentoring organization.
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.