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.
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye