Skin Care Firm Turns Up the Juice
NEW YORK — Three-year-old organic skin care marketer Juice Beauty will introduce its first antiaging treatment collection, called Green Apple Skincare, exclusively at Sephora USA next month. At the same time, the brand will launch a reformulated and repackaged version of its core line.

Christin Powell, founder and chief creative officer of the company, is projecting $6 million in combined wholesale revenues from both Juice Beauty collections by next year.

Green Apple, a six-item line ranging in price from $26 to $45, is designed to treat problem and aging skin. The collection features a cleansing gel, a peel, a mask, an antioxidant serum, an eye cream and an SPF 15 moisturizer.

Green Apple's key ingredients are organic juice solutions, which contain hydroxy acid complex, a brightening, antioxidant solution. Formulations also feature dimethylaminoethanol, or DMAE, which is said to firm skin while enhancing elasticity; alpha-lipoic acid, an enzyme used as an antiinflammatory, and co-enzyme Q10, which purportedly promotes cellular renewal.

Juice Beauty's repackaged and reformulated core line consists of 15 products, including a cleansing milk, a hydrating mist, a redness reducing serum and an SPF 30 moisturizer. Items in the collection, which ranges in price from $14 to $45, are grouped into a four-step regimen for all skin types.

Powell and her business partners — Karen Behnke, Juice Beauty's chief executive officer, and Melissa Jochim, director of product development — found that consumers don't have a clear idea what "organic" is, according to Powell. She said she hopes to establish in the marketplace what it means to be organic. "People want a product that is natural but also very effective," she said. "Our philosophy is such that 'organic' is a lifestyle, not a trend."

According to USDA organic standards, "raw ingredients [must] make up 70 percent or [more of the organic product]," Powell said, noting, "In our case it is often 90 percent."

Betsy Olum, senior vice president of marketing for Sephora, where Green Apple will be carried on an exclusive basis for the first six months, said 70 percent "begs the question: What [makes up] the other 30 percent?" Juice Beauty's products are "100 percent juice concentrate," she noted, adding Juice Beauty "is a lot about what's not in the product."

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