By  on June 10, 1994

NEW YORK -- Elizabeth Arden is set to expand its Spa brand into a fourth category -- treatment.

With the mid-August launch of Spa Skincare With Vitamins and Minerals, the company feels it will round out a youth-oriented brand that already includes bath and body products, sun care and a fragrance, Sunflowers.

"We wanted to carry the Spa concept even further," said Victoria Connell, vice president of marketing development for makeup and skin care, noting that the Spa brand is targeted to price-conscious consumers with an interest in aromatherapy and natural-based products.

"Spa has introduced us to a different group of consumers, and we wanted to take advantage of that. It's a natural progression," she said.

The products in the nine-item line contain an array of vitamins and minerals that act as antioxidants, according to the company. The collection will be launched simultaneously worldwide and will be sold in Arden's 3,000-door U.S. distribution.

"Antioxidants neutralize free radicals, which are at the root of signs of aging and cellular damage," said John McCook, vice president of research and development. "Our products have had antioxidants in the past but never with a combination of this many vitamins."

The products contain vitamins A, E and C, as well as biotin, pro-vitamin B5 and algae extracts.

According to Connell, antioxidant products have developed into a major story in the skin care industry.

"They are the big buzz," she said. "There's a growing awareness with consumers. The problem has been that it's a complex scientific story that makes it hard to get across to people."

The new line will include a three-step "daily program" -- cleansing, toning and moisturizing -- along with a "special program," two extra products for spot treatment.

The products are divided into four regimens, for dry, normal-to-dry, normal-to-oily and oily skins.

As with the rest of the Spa brand, the skin care products will be priced lower than the rest of Arden's lineup to attract and maintain a youthful audience.

"The pricing was developed with affordability and value in mind," Connell said.

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