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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
This story first appeared in the September 9, 2004 issue of WWD. Subscribe Today.
Inter Parfums Net Soars
PARIS — Inter Parfums SA said Wednesday first-half profits rose 60 percent to 8.5 million euros, or $10.4 million, from 5.3 million euros, or $5.9 million, a year ago. The figures have been converted at average exchange rates for the corresponding periods.
The firm rang up 69.2 million euros in sales, or $84.9 million, for the first six months of 2004, an increase of 31 percent, from 52.9 million euros, or $58.4 million, in the same period in 2003.
The firm also upped its sales forecast for the full year to 150 million euros, or $184 million, from a previous forecast of between 147 million euros and 148 million euros, and said 2004 profits should exceed 14 million euros, or $17.2 million. Inter Parfums noted that the upgrade was in part due to launches including Burberry Brit for Men, the Paul Smith London line and the integration of Lanvin’s fragrance business. It also noted new projects are planned for spring 2005 for its Christian Lacroix and Celine licenses.
“Inter Parfums continued to devote significant resources to marketing and advertising while containing overhead. In response, first-half earnings surged 60 percent, boosting operating and net margins to, respectively, 18.4 percent and 12.3 percent,” the company said in a statement.
Inter Parfums is in advanced talks with Burberry to establish a long-term fragrance license. It expects an agreement to be reached in September.
“This agreement, which provides for a significant increase in the royalty rate and additional resources to be devoted to advertising, would lead to changes in the company’s business model,” Inter Parfums said. “These would include notably, beginning in 2005, the formation of a dedicated Burberry Fragrances operating unit to provide increased focus to support the brand’s development.” — Brid Costello