Body Bistro Unveils Expansion Plans

NEW YORK — Body Bistro, a two-year-old Ayurvedic facial treatment brand, is getting a makeover this fall. Parent company Blue Box LLC has set a multitiered launch and expansion strategy to begin in October — a plan designed to net the niche beauty marketer between $2 million and $5 million by the end of next year.

Next month, the company will launch the first of what is to be a three-phased introduction of a Body Bistro body care assortment, according to Carina Chatlani, founder and president of Blue Box. The first range of three Body Bistro products, called Harmonizing, is set to debut at Henri Bendel here and at Planet Blue on the West Coast on Oct. 7. Then, for the spring, Chatlani has slated the launch of another body care trio, called Rekindling. A third range is scheduled for a fall 2005 introduction.

Blue Box also markets backbar products in about 25 high-end spas under a brand called Asana Spa. Total distribution of Blue Box’s two brands is now about 65 doors, including 60 in the U.S., and Chatlani’s goal is to have a total distribution network of 200 doors by the end of 2005.

The first two body care ranges each consist of a unisex shower gel, a moisturizing bath milk and a body scrub. While Body Bistro’s 13 existing face care items are grouped into four Ayurvedic families — Vata, Pitta, Kapha and a combination of the three, called tri-dosha — the body items will not have the same skin-type delineation. However, the body care items will contain an ingredient called Ayurvedic Bio-Complex, a concoction of three herbs from the Himalayas in India: amla, turmeric and gotu kola. These herbs are recognized for anti-inflammatory qualities, according to Chatlani, and the body products also claim antiaging and anticellulite benefits.

Meanwhile, the Body Bistro assortment is being completely repackaged in two phases. The October body care debut will reflect the newest packaging, designs that were created by Kilmer & Kilmer. Then, in the winter, the brand’s existing face care items will reflect the new look.

“We secured them to help us come up with a concept that’s not only fresh and unique but one that also reflects the vision — the deep history of vastu,” Chatlani said of Kilmer & Kilmer. Vastu, a Hindu discipline based on organizing living and working space to achieve maximum peace and harmony, is supposedly reflected in the products’ free-flowing, clutter-free graphics, which use circular shapes and lack sharp edges, noted Chatlani, who was born in India. Vastu, she added, is used in temple architecture there and is associated with good luck. — Matthew W. Evans

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