By  on June 3, 2005

NEW YORK — Coty Beauty's Calgon brand wants to travel the world, with plans to hit a slew of breathtaking locales along the way.

Leaning on its ubiquitous tag line "Take Me Away," the specialty bath line will venture into territories that play on destination and escape, explained Roslyn Griner, vice president of bath and body for Coty Beauty. "We have a category that's declining so we have to take more risks," she declared.

Calgon's more adventuresome spirit is geared at grabbing a younger consumer, one born after the brand's heyday in the Seventies (women 16 to 24 years of age).

The first stop on Calgon's world tour is Asia. Called Ahh ... Spa Asia, the collection is the latest addition to the brand's Ahh ... Spa line, which the company introduced in May 2003 to tap into the growing spa market.

The collection is intended to move Calgon in a more sophisticated direction, noted Paul Seplowitz, vice president of product development for Coty Beauty. Each of the four products is formulated with Skin Radiance Complex, an ingredient blend based on vitamins C and E, antioxidants and Asian botanicals, such as ginger and ginseng. For instance, the Creamy Moisturizing Oil body lotion is formulated with sesame seed oil. The remaining products include Foaming Body Wash with ginseng, Detoxifying Bath Soak with rice extract and Energizing Body Mist with ginger.

Coty is giving the line a fine fragrance treatment, working with Takasago International to develop the products' crisp, fresh scent. The fragrance is described as a citrus accord of mandarin, bergamot, wrapped with ginger flower, jasmine, orange blossom and freesia, with a dry down of Asian amber and patchouli leaf.

The line — an intended departure from Calgon's typical fruity-floral scents — seeks to tap into the mystique of Asia's ancient beauty secrets, noted Sherryl Zucker, group marketing director global fragrances, Coty Beauty. That positioning is magnified in the collection's advertising visuals. Print ads, slated to break in September beauty books, include the tag line, "Skin as smooth as silk." Products featured in the ad are grouped alongside a woman demurely showing off radiant skin. Zucker commented, "Everybody sees themselves in beautiful skin."

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