NEW YORK — Coty is out to prove the specialty bath category’s bubble hasn’t burst. The company’s The Healing Garden brand will plant its roots deeper into the category it helped create seven years ago with the launch of 2-in-1...
NEW YORK — Coty is out to prove the specialty bath category’s bubble hasn’t burst. The company’s The Healing Garden brand will plant its roots deeper into the category it helped create seven years ago with the launch of 2-in-1 Moisturizing Body Wash with Lotion, a cleanser said to moisturize as effectively as body lotion.
The 2-in-1 product will go head-to-head with the most significant innovation to hit the personal cleansing segment in recent years, Olay Moisturinse In Shower Body Lotion. Since it launched last June, Moisturinse has generated $3.4 million in sales in the mass retail channel (excluding Wal-Mart), according to Information Resources Inc.
While Coty does not break out sales, industry sources estimate The Healing Garden dual-action body wash could ring up $2.8 million in sales in the first year.
What separates The Healing Garden’s entry is that instead of adding another product to women’s shower regimens it knocks out a step, said Paul Seplowitz, vice president of product development for Coty Beauty U.S. Rather than compete on Olay Moisturinse’s turf, The Healing Garden will fortify its home base by merchandising the 2-in-1 product in the specialty bath department. “Because The Healing Garden is so established in the specialty bath category, it’s the best place for us to launch this product,” said Coty Beauty group marketing director Kelley Woodland.
This year’s introduction of its Active Anti-Cellulite Treatment product and body-toning creams under its Spa Theraphy line were the first in what Coty has promised will be a vanguard of benefit-laden products. The move toward serious skin care allows Coty to introduce premium price points in a commodity-driven category. “Every item you introduce has to perform at a higher level, which is why we introduced a $12.95 anti-cellulite treatment in a category filled with $5 products,” said Roslyn Griner, newly named vice president of bath and body for Coty Beauty. Griner’s appointment followed the departure of Coty’s senior vice president of global fragrances Anastasia Ayala, who was credited with expanding the distribution of The Healing Garden.
Griner noted, “Shelf space is not growing, but companies have to find a way to grow sales.”The company sees an enormous opportunity in skin care, prompting The Healing Garden to drop its Spa Theraphy logo and rename its skin treatment line Body Definition.
“The problem with ‘spa’ is that consumers view it as an experience — a massage or a facial — and don’t necessarily associate it with a specific skin benefit,” explained Griner. “We wanted to create a line that spoke to the idea of body contouring. In Body Definition we’ve created a regimen of products to achieve a more fit, tone and firm body.”
While the products will retain their “natural” positioning, they have graduated to a higher level of technological sophistication, noted Seplowitz. Each formula will now include Coty’s Pro-Firma3 complex, billed as an alpha hydroxy acid alternative that promotes firmness, clarity and resilience. The restaged line will also include the new dual shower product under the name 2-in-1 Skin Renewal Body Wash with Lotion for a suggested retail price of $6.75.
Industry sources expect the retooled Body Definition collection, set to bow in February, to generate $12 million in first-year sales.
Coty will streamline its specialty bath range as well. The Healing Garden has nixed the tag line “Aroma Therapies for Your Mind, Body and Soul,” and replaced it with the more practical-sounding phrase, “Natural, Science, Wellness.” The repackaged collection features a larger logo and simplified message. The range, which currently includes White Teatheraphy, Lavendartheraphy and Green Teatheraphy, will be organized by four core moods: sleep, sensuality, energy and relax. The change, due to debut this spring, will give the brand flexibility to cycle in new scents to match those moods, noted Woodland.
The specialty bath line will also include the
2-in-1 Moisturizing Body Wash Lotion, as well as a promotional 2-in-1 Clay Body Cleanser & Mask, a detoxifying formula that foams in the shower.
Advertisements will break in May and rely heavily on print ads in beauty and fashion books.
Both Body Definition and specialty bath’s new tag line mark the latest round of tweaks on The Healing Garden brands. Coty began retooling the line three years ago when it created the soon-to-be-extinct Spa Theraphy collection.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews