Known for its facial skin care products for multicultural consumers, Ambi is extending its product assortment with the launch of its first body care collection.
Designed to keep skin soft, smooth and moisturized, the new line is aimed at women with melanin-rich skin tones. The company found that consumers with melanin-rich skin tones were challenged by dry skin with an often ashy appearance, said Jon Miller, research and development manager at Ambi parent Johnson & Johnson Consumer Products.
According to Michael Marquis, group product director for Ambi, body care products was an area of skin care that was underserved for women of color since their needs are different. "General market areas are more focused on therapeutic itchy skin and general dryness, but women of color are looking more for items that help even out skin tone and solve problems such as hyperpigmentation and reduce stretch marks. They are also looking for products that contain much more of an oil base since their skin suffers from intense drying," said Marquis.
According to Information Resources Inc., the 52 weeks ended Oct. 7 showed Ambi dollar sales up about 195 percent to some $7.2 million, not including Wal-Mart. According to company executives, the growth can be attributed to the launch of Ambi Even & Clear Facial Care line, in addition to improved advertising and distribution.
With more than 12 items in the existing lineup, Ambi will launch its three new body care items in January, including an oil lotion, stretch mark diminishing oil and a moisturizing cream. Retailing for $7.99 each, the items will launch in major food, drug and mass retailers, followed by a national rollout two months later.
Designed to be a nongreasy two-in-one body oil and lotion, Ambi's Soft & Even Creamy Oil Lotion is meant to make the skin softer and smoother. Shea butter helps restore the skin's elasticity by absorbing and retaining moisture.
"The oil lotion forms a layer on the skin that helps traps in the moisture," said Miller. "It has the benefit properties of an oil, but it uses it in a more consumer-friendly way that's not so greasy."
Ambi's Soft & Even Stretch Mark Diminishing Oil locks in moisture and reduces the appearance of stretch marks in as little as four weeks. It is composed of soybean oil and almond oil, which helps retain moisture, while vitamin E helps soothe and condition skin, improving the skin's firmness and elasticity. According to Miller, the formula puts back the lipids that were lost, which helps increase the skin's resiliency.Ambi's Soft & Even Skin Tone Enhancing Moisture Cream is designed to moisturize the skin in addition to helping even out skin tone and texture. Miller said that the cream has been clinically tested to visibly reduce dark marks and hyperpigmentation patches in discolored areas like knees and elbows in up to two weeks. Designed to be used twice a day, the formula is composed of soy, shea butter, olive oil, lipids and salicylic acid.
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