In October, the brand will add two products to its Dermatologist Solutions lineup: Centella Skin-Calming Facial Cleanser and Line-Reducing Eye Brightening Concentrate.
"The derm category has been extremely successful for us," said Chris Salgardo, U.S. president of Kiehl's. "People want targeted treatments, and they expect breakthrough technology from Kiehl's. We are very committed to this line."
Carol Pasley, Kiehl's newly installed senior vice president of marketing, noted that the two new additions employ ingredients that merge science with traditional healing herbs.
Centella Skin-Calming Facial Cleanser contains centella asiatica, an ingredient which in Asian lore was nicknamed tiger herb because Bengal tigers would roll in it to soothe injuries after fighting with other animals, she said. "It helps skin to heal and has tremendous soothing properties," said Pasley. And the cleanser is suitable for all skin types, she added. "People think that 'sensitive' is a skin type; it's not. It's a condition and can happen to anyone, no matter what their age. Our base ingredient, centella asiatica, offers an immediate relief, while it works in tandem with aloe vera and chamomile extract, both of which, when used over time, reduce skin irritation."
Line-Reducing Eye Brightening Concentrate is designed to decrease the appearance of wrinkles around the eye, as well as lighten dark circles. Its key ingredients are ascorbic acid — vitamin C — and haloxyl in an anhydrous base. "The anhydrous base allows us to use a higher percentage of vitamin C — 10.5 percent — without irritation," said Pasley.
Centella Skin-Calming Facial Cleanser will retail for $28.50 for 8.4 oz., while Line-Reducing Eye Brightening Concentrate will retail for $40 for 0.5 oz.
While both executives declined to comment on projected sales, industry sources estimated that the products would generate about $5 million at retail in their first year on counter.
Both products will be available in Kiehl's full distribution, currently about 165 specialty store doors, including Neiman Marcus, Barneys New York, Saks Fifth Avenue and Nordstrom, as well as in Kiehl's 25 freestanding stores and at kiehls.com. While the brand does not advertise, it plans national sampling events at launch with dermatologist Adam Geyer of the Tribeca Skin Center as a traveling ambassador for the brand.Dermatologist Solutions was launched in September 2005 with three products. An additional two were introduced in November 2006 and February of this year, respectively; the new two bring the line's total to seven. As new technologies and ingredients emerge, additional products will be added, said Salgardo.
The brand also had a soft opening the first week in August for its new store at San Francisco Center in San Francisco — a grand opening is scheduled for Sept. 5, and will benefit Save the Music — and will open freestanding stores at the Valley Fair Center in Santa Clara, Calif., and in Orlando, Fla., in October. The stores introduce a new store design for Kiehl's, said Salgardo. "We wanted something which would continue with our open-sell format, yet would be as environmentally responsible as possible," said Salgardo, who noted that recycled materials are being used in as many cases as possible, including on the wood floors of the new stores. The revamped displays will also include a new cabinet for the Dermatologist Solutions line.
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