NEW YORK— Almay, the skin-conscious sister brand to Revlon, aims to freshen up the specialty bath category with the introduction of a spa collection this holiday.
Almay will launch the collection of seven gift sets exclusively in Target and Walgreens stores this October, and then expand its distribution to all of mass at the start of next year. The gift sets — featuring a varying assortment of spa items such as body wash, body lotion, body mist, loofah, bath salts and a fragrance stone — range in price from a $9.99 chrome bath caddy to a $14.99 balsa box.
Almay spokesperson Elaine Irwin-Mellencamp will unveil the spa collection at the opening party of the Telluride Film Festival, which kicks off Sept. 3. Almay will also set up a spa, called Almay Oasis, at the festival. The spa, located on Telluride’s main drag, Colorado Avenue, will be staffed by aestheticians from the Golden Door spa at the Wyndham Peaks Resort in Telluride, Colo.
Almay’s entrance into specialty bath marks the brand’s first strategic movement to expand outside its core cosmetics offering, explained Kevin Kells, vice president of marketing for Almay.
“We are looking at ways to better connect with our consumers,” said Kells, adding, “We’ve done a lot on the looks side with cosmetics, so now we’re dialing up the feeling side of the equation. The spa collection was an obvious next step.”
Industry sources estimate that Almay’s spa line will generate approximately $5 million at retail in the first year.
The collection aims to bring what Kells calls a “luxury sensibility” to the mass channel and, in doing so, build an emotional connection with consumers.
To create the line, Almay recruited licensee Burlington Toiletries, maker of private label bath products for retailers such as Wal-Mart, Target and Walgreens.
While business might be booming in day spas, the sector’s growth has yet to translate to the specialty bath category in the mass channel.
A number of brands have put elbow grease into reviving category growth, such as Coty Beauty’s retooled The Healing Garden line and the recent entry of White Rain’s Te Tao.
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