NEW YORK -- Erno Laszlo wants women to get with the program.
With that in mind, Laszlo is launching an alpha-hydroxy acid product called AHa Revitalizing Complex, at the end of April.
Debra McDonough, vice president and general manager, said the company, a division of Unilever, wants the item to reach new consumers as well as women who have strayed from the complete treatment program, which consists of six to eight steps for morning and night.
In an attempt to draw customers into the full program, Laszlo will offer a kit of the regimen for $50 during the AHa launch period. The kit, containing travel-size products, will be available in seven skin types.
Because of its function as an enticement to use the rest of Laszlo's products, McDonough described AHa Revitalizing Complex as the prestige treatment company's "most important new skin care product in many years."
It should become the company's best-selling item, McDonough said, accounting for 20 percent of the business.
She declined to discuss dollar figures, but industry sources put Laszlo's annual sales at about $18 million wholesale. AHa would then do $3.6 million.
The product, which will be positioned as a night treatment for all skin types, will be launched in all of Laszlo's 350 doors, including Saks Fifth Avenue, I. Magnin, Neiman-Marcus and Bergdorf Goodman.
It will be sold in a silver box of eight 0.1-oz. bottles, each a week's supply, at $95. AHa contains a combination of alpha- and beta-hydroxy acids, which Alan Meyers, director of treatment and color cosmetics, said is more comfortable for sensitive and allergy-prone skin than some other acid-based lotions on the market.
Meyers said the company opted to package the product in one-week bottles because "consumers like having some method of tracking their progress."
As a launch gift-with-purchase, Laszlo will offer a three-week trial supply, sleeved with the eight-week product.
AHa Revitalizing Complex is the first in a series of new products slated to be introduced over the next couple of years, Meyers said. Upcoming items include an anti-blemish product and one for sebum control, he said.Laszlo, which until recently was up for sale, will also undertake its first print advertising campaign in several years with the AHa launch.
McDonough declined to reveal the size of the ad budget but said it would hit about 25 percent of AHa's net sales. That would put it at about $900,000.
The campaign, which centers around a product shot, will break in May issues of women's and regional magazines, McDonough said, as well as in other publications with the right demographics, such as Bon Appetite and Gourmet.
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion
A grooming moment between @tanfrance and @antoni last night at the The LGBT Community Center Trailblazer Awards honoring Anna Wintour, Ricky Martin and more. See more photos at WWD.com #wwdeye (📷: @lexieblacklock)
“It was a very surreal feeling. It wasn’t like we were in the studio together coming up with it — it’s more like he discovered it and loved it. I didn’t let myself get my hopes up, but then it happened it was very exciting,” said singer-songwriter @nombe on discovering that @pharrell would be using his song, “Cant Catch Me” on his HBO documentary series “Outpost.” The German-born singer — named Noah MacBeth — talked to WWD about feminism, using art as a platform for political expression and personal style. Read more on WWD.com #wwdeye (📷: @jilliansollazzo)
This season, denim is going west – in influence. Brands like @fathersdaughterla (pictured here), @tommyhilfiger Jeans, @levis and more are opting for raw, top-stitching styles. (Styled by @thealexbadia; 📷: @ryanplett)