NEW YORK -- Rather than addressing the anti-aging category with an alpha-hydroxy acid product, as many mass market firms are doing, Almay is sticking with its hypoallergenic angle.
In April, the company will launch Time-Off, an anti-aging line of six treatment and three makeup products. The items contain Gentle Glucose Complex, a sugar-derived ingredient that Almay claims has the exfoliating and moisturizing benefits of an AHA, without any of the irritation.
"Almay is a 64-year-old business that was founded on hypoallergenic and nonirritating skin care," said Rosie Albright, executive vice president of the company, a division of Revlon. "We wanted to address the needs of baby boomers, who are seeking products that will give them younger looking skin, while staying true to our heritage. Alpha-hydroxy acids have been found to be irritating to many women, especially those with very dry or sensitive skin."
According to Albright, Time-Off's prices will be roughly 20 percent higher than comparative Almay products.
"We are going after a premium positioning with this line," she said. "We think we can appeal to the department store shopper."
Time-Off will be sold in around 17,000 drugstores and other mass merchandisers.
The new treatment items are 7.25-oz. bottles of Age Smoothing Cleanser and Age Smoothing Toner for $8 each, a 4-oz. bottle of Age Smoothing Moisture Lotion and a 2-oz. jar of Age Smoothing Night Cream for $9.75 each, and a 0.5-oz. jar of Age Smoothing Eye Cream for $6.50.
The makeup items are eight shades of Age Smoothing Makeup, a foundation, each $6.25, three shades of Age Smoothing Pressed Powder for the same price and three shades of Age Smoothing Concealer for $4.95 per tube.
The treatment products are designed to moisturize the skin while exfoliating dead cells, making the skin appear smoother and more evenly textured and reducing the appearance of fine lines and wrinkles.
The makeup products contain the same properties, along with light-diffusing ingredients that further diminish the appearance of wrinkles.
Jerri Baccus Glover, senior vice president of marketing, noted that the line will target Almay's core user of women over 35. But she added, "We think we will get the older end of the spectrum and reach a lot of women 55-plus."While company executives declined to discuss sales projections or advertising budgets, industry sources estimated that Time-Off could reach a wholesale volume of $25 million to $35 million in its first year.
The company will reportedly spend $6 million on advertising and promotions in the second half of this year to support the new line, sources said.
The advertising will include 30-second national TV spots that will break May 15 and run intermittently through the year, as well as a national print campaign that will first appear in June editions of fashion and women's service magazines, according to Albright.
Brochures will be distributed in stores, and an informational panel will be installed in the company's display walls.
In June, Almay will offer trial sizes of the makeup for $1.99 and the treatment products for $1.59. Coupons for $2 off the full-sized products will be given away with purchases of the trial sizes, Glover said.
In July, the company will run another promotion, where consumers will receive $1.50 to $2 off the new products.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye