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Jaqua Hangs Hat on Its Roots

NEW YORK — The Jaqua sisters are adding a dash of hometown flavor, albeit from incredibly charming Santa Barbara, Calif., into their prestige hand and body collection. <BR><BR>Company founders Sara Jaqua, who serves as creative director, and...

NEW YORK — The Jaqua sisters are adding a dash of hometown flavor, albeit from incredibly charming Santa Barbara, Calif., into their prestige hand and body collection.

Company founders Sara Jaqua, who serves as creative director, and Jennifer Jaqua, who occupies the president post, created the new collection, appropriately called Jaqua on Main, to pay homage to their favorite haunts in the picturesque beachside town.

Jaqua on Main is built on three aromatic collections: Jeanine’s Bakery, a sweet-smelling line of bath and body products, such as Buttercream Frosting Body Glaze Dry Oil Spray; French Bulldog Café, a caffeine-inspired skin care offering that includes items such as Best Feet Forward Chai Spice Latte foot crème, and Fleur Magique, an ultrafeminine line of floral-scented items, such as Rose Bergamont Shower Nectar and Rose Bouquet Hydrating Facial Mist.

Each of the collections is available in a kit, complete with personalized illustrations of the namesake locale, and ranges in price from $39.50 to $49.50. Individual products, accented with simple brown bows, range in price from $15 to $24.

The eight-year-old company, known for its beauty products packaged in paint cans under the Jaqua Girls brand, decided to update its look and focus last spring, dropping “Girls” from its name and trading in the paint cans for pastry boxes.

The original Jaqua Girls brand still exists in Target stores, and will soon roll out to Bath & Body Works and Urban Outfitters for the holiday selling season.

The company is on track to double last year’s retail sales and expects to end the year with approximately $8 million in sales, according to the company. The sisters expect annual sales to double in 2005 as well.

The new look of Jaqua, explained Sara Jaqua, remains true to the company’s original packaging concept of “unexpected packaging in an unexpected environment.”

With a new management team in place as of last May, consisting of — among other executive positions — a newly created chief executive officer position, the sisters said they are freer to focus on the creative side of the business.

With Jaqua on Main, noted Jennifer Jaqua, they have created a cohesive collection that works well together. “It tells a story as it sits on the shelf,” she said.

Since launching its signature Beauty Parlor Night Kit, which the duo created in Sara’s one-car garage in 1997 and sold into Nordstrom one week before Christmas, the company has expanded distribution and sales, landing year-round displays at department stores and specialty retailers such as Sephora.