NEW YORK -- Avon Products has taken the bath category a step further by adding aromatherapy. The result is its newest introduction, a line called Soothing Seas.
The primary ingredients of the new collection, which went on sale this week, are sea minerals, which Avon claims help to relieve stress.
Avon first dabbled in aromatherapy in 1986, when it launched the Tranquil Moments line, a group of products that purportedly contribute to a feeling of relaxation. It also carries three additional bath lines.
"We wanted to take aromatherapy into a new area," said Sharon Hall, general manager of the company's personal care division. "Our intent was to reinforce the notion of the bath as a relaxing, stress-free environment."
Hall said Avon would eventually like to see Soothing Seas match the business done by Tranquil Moments, which she said "continues to do extremely well."
She declined to give a specific sales projection, but according to industry estimates, both Tranquil Moments and the new Soothing Seas could have sales nearing $15 million this year.
Soothing Seas was introduced with three items: Foaming Bath Salts, $7.99 for an 8-oz. jar; Polishing Bath and Shower Gel, $4.99 for a 5-oz. tube and Smoothing Talc, $2.69 for a 3.5-oz. canister.
A body cream, which will retail for $5.99 for a 6-oz. jar, will be added in April. All the products are said to contain natural extracts and minerals from the sea, which Avon claims have soothing and therapeutic qualities.
Each item is also imbued with a fresh floral scent that Hall noted is intended to be "reminiscent of the sea."
The main notes of the fragrance are tuberose, jasmine and muguet, with hints of mandarin citrus and melon. Later this year, Avon will add Aromatherapy Fragrance Mist, a version of the bath line's scent.
Some Avon customers were introduced to Soothing Seas through a preview promotion beginning in late January. Trial sizes of each item were sold for a limited time, and according to Hall, one million units moved at 69 cents apiece.
The line was also featured in the Avon brochure that came out last Thursday, Feb. 24. The brochure page which features the collection is scented, and consumers can rub a certain spot to release the fragrance. Hall said that 15 million of these "scented impressions" will be distributed.
“I think what’s so interesting about the #MeToo movement and this whole new wave of feminism in general, is that women are finally seeing, ’Oh I can start my own company, oh I can lear to code, oh I can leave my nine-to-five job and do the thing I want to do,” said @brooklyndecker ahead of her @sxsw talk for @createcultivate. The former model took the stage to share wisdom about networking and female-driven entrepreneurship. #wwdeye #sxsw (📷: @jgreenery)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech at the @sxsw conference for @createcultivate, the online platform and conference series for women. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.