NEW YORK — Kiehl’s is hoping that consumers will notice a sea change in their complexions with its latest product.
Cryste Marine, the second antiaging cream to be launched by Kiehl’s Since 1851, is aimed at women in their 40s and older, and is intended to be “even more aggressive” in fighting lines and wrinkles than the brand’s first age-delaying item, noted Philip Clough, president of Kiehl’s Since 1851. It will hit Kiehl’s stores in October and specialty doors in November.
The brand’s first antiaging cream, Abyssine Cream, was launched in Kiehl’s stores last October and in specialty stores last December, and is aimed at a slightly younger consumer — chiefly women in their mid-20s to late 30s.
Like Abyssine Cream, Cryste Marine harnesses the power of sea-derived ingredients. Its key element is criste marine, a marine botanical found on rocks in the Mediterranean Sea, noted Hillary Solomon, senior vice president of marketing for Kiehl’s, adding that it is said to provide a retinol-like effect on skin. The formula also includes padina pavonica, vitamin C glucoside, vitamin E and squalene. Together, the ingredients are said to help minimize the appearance of fine lines and wrinkles. A 1.7-oz. jar will retail for $45.
Cryste Marine’s deep teal packaging is also intended to evoke images of the sea, Clough said.
Skin care is said to account for about 50 percent of Kiehl’s overall sales. While Clough wouldn’t comment on projected sales for Cryste Marine, industry sources estimated that it could do $5 million at retail in its first year on counter. The brand also is focusing more intently on men’s skin care these days, and has set up a “men’s zone” in its stores. One of its key introductions in the category this fall will be Facial Fuel, billed as an “energizing moisturizing treatment” for men. Retailing for $20.50 for a 2.5-oz. tube, the product will be on counter in October.
Also this fall, the company is giving a nod to its heritage with Original Musk Eau de Toilette, which it has dubbed a modern version of the signature oil Kiehl’s first introduced around the turn of the 20th century.As the story goes, after selling it for a few years, the pharmacy stored the rest of the oil in the basement and basically forgot about it until it was rediscovered in the early Twenties. It went back into storage soon thereafter and was rediscovered for the second time in 1958. Kiehl’s put a version of the oil on the market again in 1963, and it has been sold ever since.
Clough noted that, while the original oil will continue to be sold, its 40th anniversary last year got executives thinking about releasing an eau de toilette. Called Original Musk Eau de Toilette and intended to be a unisex fragrance, the scent has top notes of bergamot nectar and orange blossom; a heart of rose, lily, ylang-ylang and neroli, and a drydown of tonka nut, white patchouli and synthetic musk. The eau de toilette, bottled in a glass square of amber smoked glass, is available in two sizes: 1.7 oz. for $37 and 3.4 oz. for $55. The fragrance oil is available in 0.13-oz., 0.25-oz., 0.5-oz. and 1-oz. bottles, retailing for $8.50, $14.50, $25 and $42, respectively.
The new eau de toilette will be on counter in October and will be available in Kiehl’s 12 freestanding stores, as well as in the brand’s 150 specialty retail accounts, which include Neiman Marcus, Barneys New York, Saks Fifth Avenue and Nordstrom. Industry sources estimated that it could do $3 million at retail in its first year on counter.
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